10 Tips for Facebook Ad Creative

Take a look at your social media scrolling habits. What causes you to stop and take another look at a particular post?

It is often the graphic, whether it is a humorous GIF, a hilarious kitten, or a smiling infant, that gets your attention.

A poor image can make it difficult to see the best copy in Facebook ads. Continue reading for ten ways to improve your creativity in Facebook ads.

  1. Placement allows you to customize images

Facebook Ads lets you choose unique images to be placed in different places. To fill the entire screen with Stories images, it is best to use vertical images. However, horizontal images or square images are acceptable for the Newsfeed.

You should also be aware of the placement of your desktop right sidebar, especially considering that Facebook changed its layout in 2020. Facebook used to show only rectangular (1200×628) images in this area. Now, Facebook will display a square image in the same space if one is used, making it easier for you to place ads.

Also, notice that ads on the right sidebar will appear much smaller. Your text will not be legible if it is included in these images. Text in these places should be reduced or eliminated.

You can see how difficult it is to read the copy of the ad below. Also, notice how much more prominent the ad featuring the square image?

2. Use text (Smartly).

Facebook removed the 20% text penalty in 2020. This means that ads images with text included will no longer be penalized. I encourage you to experiment with images with text, but not too much.

A simple benefit point can often grab people’s attention better than a text-overloaded picture.

You may have additional creative options to add text to your image, depending on your selling product. This product, for example, promises to improve your writing style.

In this example, the text on the image highlights a possible use for the product and shows off its features.

3. Think Twice about Stock Photography

We’ve all seen stock photos of well-dressed business people staring into space from the conference table. Stock photos can be a quick solution for brands that lack a designer or skilled photography. However, they are less likely than other photos to attract attention and create a strong association with your brand.

If stock photos are your choice, consider adding a branded element to the ads, such as your logo. It is possible to include text overlays that specifically mention the offer you are marketing.

In the example below, a photo is taken of a person and placed on a background with Wingspan’s logo and a quote. The goal is to attract attention to people interested in the problem that Wingspan seeks to solve.

4. Include Star Ratings

In your advertising imagery, mention a business’s four- or five-star rating. Positive ratings will make your business stand out and encourage more people to visit.

Lemonade, a home/renter insurance company, has provided an example of this. Note how the stars match their branding color. Additionally, the ad includes an image of a home (the product they insure), as well as their logo.

This creative is positively rated and has a direct brand association.

5. Show the Product

Use tangible products in your advertising imagery if you are selling them. You will make it easy for people to understand what you’re selling and how they can incorporate it into their lives.

Clam Strips, for example, grabs attention instantly when you see the colorful strips sticking to a computer. For more information on the purpose of the strips, you can also read the copy. It might not always be possible to display the product in its actual use. However, you can still show it as it is.

It is possible to not see the clear aligner on someone else’s teeth, but a picture of someone holding it shows just how easy it is.

Good product photography can make a big difference. If you don’t need a professional photographer, an SLR camera equipped with a macro lens and some lights can be used to capture high-quality close-up shots

6. Include Event Information

People want to know when an event is taking place, so if your ad promotes one, this is the first question they will ask. Include the date(s) in your graphic to answer this question.

If people are already booked on that day, they won’t waste another click. People who know they’re available during that time frame and are interested in the opportunity may take a second glance.

An additional test might include including the time an event begins (especially if it is a one-off, short-term event).

Add photos and names of speakers to your event graphics if they are notable. Even a carousel advertisement with multiple faces and names could be used to test for various events.

If it is happening in a real place, you might try mentioning the location or city. You can promote the event below by using “Virtual Event” as an image.

However, it is possible to start thinking that an event could be virtual in these times.

A third test is to add a “Register” button graphic right within the image. This could trigger a call to action to sign up.

7.Include Customer Quotes

customers to build credibility. These quotes may be found from customers directly, through online reviews sites, or through casual conversations.

Ads with quotes help create a personal connection with viewers and make them feel more connected to the content. In the below ad for an app to help people focus on their work, you will see a quote about the “inability to do deep work” in the modern world.

If you want to address a problem, then you must also offer a solution. In this instance, the headline encourages people to “Regain Your Ability to Do Deep Work” and provides a call to action to learn more.

8. Mention an Offer

For people to notice that you are promoting a discount, or something free, make sure you mention it in your ad. 

“Free” stands out in an ad. In the advertisement below, a barbershop offers a free haircut to all new customers. The word “FREE!” is bolded in red. It’s large enough to make people stop and scroll.

This image, aside from the fact that it illustrates the “MVP haircut experience,” shows how the process involves using a trowel to apply a layer of wet towels.

This example promotes two months of magazine app subscription for free, with an additional CTA to “Try Now” in the image.

The image also includes examples of magazines readers will access, which could help attract people who love Forbes, Time, or any other publication pictured.

You can mention in your images that you offer a dollar amount or percentage discount on your products.

Coupon-grabbing savvy people will jump at the chance to save. A coupon may also encourage people to try products they like and purchase more in the future.

9. Use Specific Stats

Include graphics if you have statistics or studies that demonstrate positive effects on your brand’s success.

Betterment, for instance, claims that it is possible to “earn approximately 38% more money with them” than “a typical investor.”

Betterment is an excellent choice for investment growth.

You could use a survey to find out how your target audience experiences the problem you’re trying to solve. Perhaps 90% of CFOs wish that they had better software for tracking expenses.

10. Carousel Ads can Tell a Story

I have seen many brands attempt carousel ads and find they do not work. Carousel ads are often characterized by the fusion of several unrelated elements with stock photos. This results in an ad that isn’t focused and doesn’t attract the attention it needs.

To tell a story, use the multiple slides of a carousel advertisement. Be sure to keep the slides connected by a common theme. You might use the following tactic:

  • Step-by-step through the setup process.
  • You can show the problem/solution steps or, if applicable, before/after photos.

The Discovery+ streaming site has provided the following example. They’ve created slides that correspond to the theme “Thousands of …” messaging.” While also highlighting the different shows available on the platform, the slide design is a good example.

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Krishna Chaitanya
Krishna is a digital media strategist with experience in the media and publishing industries, He is also the lead marketing strategist for Hustle Chronicle. He is currently employed at Intentify Media & resides in India.

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