There are many things to consider when creating an ad on Facebook, such as the colours in the photo and words in the ad description. Check out what exactly to look out for!
Photos
Colours
There should be a good balance between the colours with a clear separation between the main focal point (offered service or product) and the background. Studies have shown that different colours subconsciously emit different emotions to people. Advertisers carefully choose colours based on what they want to portray. Having relevant colours will help increase the click-through-rate.
Source: Bufferapp
Relevancy
To your target audience: the goal is to get the viewers to imagine themselves using the service. For example, if the goal is to target women, the person in the photo should be a woman. It is much more relatable to the viewer than if they saw an ad of another gender.
To your service: attention should be on the service. This should be as accurate as possible and give a clear representation of your service.
Use Original Photos
If available, always use real photos instead of stock photos. A Marketing Experiment study was conducted to compare the performance of a real photo against their top-performing stock photo, and it was shown that the click-through-rate of a real photo was 35% higher than the stock photo.
High Quality
Photos should be high-quality and at minimum, 600 pixels wide x 600 pixels high or 1200 pixels wide by 628 pixels high, depending on the Facebook placement. Here is the full list for each Facebook placement and its technical requirements.
Minimal text
Text on the actual photo can be distracting to the users and can blend with the rest of the newsfeed. The text is better kept in the actual description of the ad.
Text
Urgency
Time-sensitive phrases encourage viewers to take immediate action. It strikes fear that they should redeem the offer before it's over. Examples of phrases are "limited time offer", "today only", "special offer" and "next 50 sign-ups get [% off]".
Promotions
Include any discounts and promotions in the headlines and description.
Emojis❗
Emojis are eye-catching and will make the viewer pause when scrolling through social media.
Bullet Points
Try to break up the text when possible. Lengthy paragraphs can be left unread whereas bullet points make it easier to highlight why you need the service or product.
