Every Facebook campaign is built in three steps – campaign, ad set & ad. While it is very important to focus on choosing the right audience, placements and bid strategy, without a strong & relevant ad, your Facebook campaign might not get the results you want to achieve. That’s why, it is crucial to dedicate time to building a quality ad from the beginning, rather than having to continuously optimise it in a later stage.

The article below will guide you through all the steps you need to take, to create the perfect Facebook Ad that will take your campaigns to the next level. 

# Ad Creative

  • Facebook Ad Dimensions

Always make sure to get the right size for your creative, whether it’s a single image, video, carousel, story ad or others. Use this guide to find the right Facebook ad size.

  • Customise For Placements

Facebook has recently added a new feature allowing you to customise creatives for each placement. This is helpful to make sure that your ads will always look eye-catching and professional, wherever they’re showing. When creating assets for each placement, make sure you’re using the right dimensions. If the creatives are too small or too big, Facebook won’t allow you to use them.

 

  • High Quality

A good quality of your creative reflects how professional your brand looks. Spend some time to ensure that your image or video is the best quality possible and looks good on each platform, whether it’s Facebook or Instagram. Small tip: don’t forget to view the ad preview first, before publishing your ad. 

  • Eye-catching

The good quality of your creative won’t do the trick if you’re using a plain picture that is not bringing users’ attention. Our advice is to consider how your creative can stand out from your competitors ads, while also bringing customers that are genuinely interested in your products or services.

  • Image Text Rating

Facebook doesn’t like when there is too much text in the creative and this can massively reduce the potential of your reach. Try to reduce the amount of text you want to include, and make sure to run your creatives through the Facebook Overlay Tool before publishing your ad.

  • Split Test

A very common practise is to split test the ad using at least two or three different creatives. If you’re only using one image or video, it may happen that your audience doesn’t find it interesting enough and ends up scrolling down without taking any action. That’s why we recommend using more than just one creative, so that you can compare their results and see which one performs best within your audience, which will also give you a good insight for creating more relevant assets in the future.

 

#Ad Copy

  • Short But Strong

People these days are always busy, rushing from one place to another, and often don’t have time to read every post or watch every video ad. This leads to the fact that usually, the shorter ad copy, the better. However, remember to include the most important information and the desired action that you want your audience to take. 

  • Split Test

Not only you should consider split testing the creatives, but you should also think about using two different ad copies to test their results against each other. This will help you understand if you audience likes shorter or longer ad copy, with the use of emojis or bullet points or not.

  • Problem Solving

Instead of trying to sell your products or services, use a problem solving technique by telling your audience how can you help them. People are more likely to click your ad when they see the value they can get from it. Think of what they need and deliver it to them through your ad.

  • Include Call To Action & Optimise CTA Button

Including a call to action in your ad copy will help you convince people to click on your ad. When writing the CTA, try to keep it short but prominent and promote the benefit rather than the product. Also, remember to always optimise the CTA button by choosing the right message that suits the desired action.

  • Headline & Description

Although this is optional, it is recommended to always use Headline & Description that can be found next to the CTA button. This is another way to let your audience know what you’re trying to sell through your ad.

 

#Technicality

  • Facebook Pixel

Make sure your Facebook Pixel is set up correctly, linked to the right account and always turned on. This will help you to understand how many clicks/ impressions or conversions your ads are delivering and also should help you to know how to optimise your campaigns going forward.

  • UTM tags 

Use UTM tags as an addition to the destination URL of your ads. This will allow you to track traffic from your Facebook or Instagram campaigns and report it back in Google Analytics. 

  • Link It To The Right Facebook Page

Pretty simple but very important, especially if you’re an agency or a freelancer managing many accounts. Ensure that you’re linking your ad to the correct Facebook Page & Instagram account to avoid advertising the incorrect message.

  • Adding The Right URL

Lastly, make sure you’re implementing the right URL, where you want to redirect people, after seeing your ad. Consider using different URLs for Facebook and Instagram ads to better understand where your audience converts best.

Anna Allsop

PPC Analyst

I use all my knowledge and passion into creating, planning and then optimising a variety of PPC campaigns across a range of digital channels.

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