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Successfully reach your goals by following these 5 pieces of advice which will help you to create great, attention grabbing original ads on Facebook.
In previous articles we have talked about the importance of segmentation to achieve your goals with Facebook ads, but segmentation is not the only deciding factor: creating eye-catching, original ads on Facebook which target the needs of your audience is essential for the best results.
Now, let’s get to it!
The format of your Facebook ads
First of all, you will choose how you want your Facebook ads to appear, i.e. their format. This can take different forms:
- Sequential ads: create Facebook ads which include between 2 and 10 images or videos.
- Just one image: create up to 6 ads for Facebook, which each include an image, without any additional cost.
- Just one video: create a Facebook ad with a video.
- Presentation: create a Facebook ad with a video, with up to 10 images.
- Canvas: create a Facebook ad which combines images and videos to tell a more captivating story.
Multimedia content
It never hurts to remember that images and videos should be as eye-catching and as impressive as possible. Remember that this Facebook ad has to draw the user’s attention away from everything else on their timeline which will be full of all kinds of posts (pictures, gifs, videos…) which have been posted by thousands of individuals and many other companies. There are many Facebook ads which your competition is launching continually which you will have to stand out from if you want to be noticed by the right people.
Some important recommendations:
- 1200×628 pixels is the best size for your images. Another important factor to remember is that the text inside a picture should not take up more than 20% of the total area.
- Videos should be in the following formats only: .MOV or .MP4, with a minimum resolution of 720 pixels and a maximum duration of 60 minutes (2.3 GB).
Your Facebook page and the ad’s text
You have already decided on the format that your Facebook ad will take and all of the content (images, videos or both). Now it is time to, connect it to your Facebook page (here, you also have the option to link it to your Instagram profile if you want this campaign to run simultaneously on Facebook and Instagram Ads). Create a copy which is just as eye-catching as the multimedia content and finally, enter the info which will redirect your traffic from the Facebook ad to your website.
At this point it is time for 5 pieces of essential advice for your Facebook ads to run smoothly:
1. Make your content attractive and very visual
As we have said before, whichever format you choose for your Facebook ads, their content must always meet the following requirements: it must be attractive to look at, attention grabbing and must make users react so that they will click on the Facebook ad and therefore continue to enquire about your products and services.
2. The copy must be concise, direct and effective
The title, body of the text and any other writing on a Facebook ad have a limited number of maximum characters. So, Facebook already forces you to be brief and direct since its limits are very strict. If you do go over the limit of total characters, ads will show with incomplete text; unfinished sentences followed by an ellipsis (…) which means that users cannot read the rest of your content.
Therefore, you will need to use as few words as possible to summarise all of the essential information to engage your audience and to call them to action.
3. Call To Action
Even with the knowledge that Facebook ads are strictly limited in terms of the total number of characters for the various textual elements, it is impossible to create good copy which does not include a call to action, which invites the user to perform a certain action (‘Like’ your Facebook page, fill in a contact info form, book an appointment, attract useful traffic to your web page etc.). Without a call to action, the user will feel disorientated and will not know what to do after they have seen your Facebook ad..
4. Mobile version
Nowadays, mobile devices are an important part of our lives, they are indispensable in our day to day activities both for business and for our social life. We use different devices, phones and tablets to carry out day to day tasks, to communicate, search for information, shop, claim refunds…
Facebook even confirm that 700 million people use the social network on a phone or a tablet. Therefore, when creating and setting up Facebook ads, don’t forget that many people will be seeing them on a mobile device. For this reason, it is vitally important to check that your text is not cut off in the mobile version and that your images are very visual and don’t have much text – that way they will be perfectly legible.
If you take all of these tips into account when designing your Facebook ads, you will have much higher chances of success. All of the statistics which you will find in the Ads Manager will help you to monitor and optimise your Facebook ads. This tool will allow you to make as many modifications as you would like to, meaning that you can improve the profitability of all your Facebook ads and therefore use your advertising budget in a more efficient and strategic way.
