4 Basic Principles of Effective Facebook Ads Creation

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Facebook ads are a beast! 

There are 8 million active advertisers across all Facebook (Meta) platforms. 

Which translates to Facebook’s ad revenue worldwide was $84.2 billion in 2020 (according to Statista).

Without a doubt there is stiff competition. 

So what can you do to make sure that your ad is getting scrolled without receiving any reaction from your audience?

Make it creative.

Creativity without conversions is nothing.

So ensuring your creatives convert is numero uno. Here’s how you can make sure that your ads are working for you!

No. 1 Stalk your competitors

Whenever you study someone who is already excelling at what you want to do, you’re charting a shortcut to success for yourself. 

So before you begin charting out a plan for your Facebook ads, be sure to stake-out your competition too.

To do that…

Step 1: Visit your competitors Facebook page

Step 2: Scroll down until you see ‘Page Transparency’ on the left-hand side

Step 3: Click on ‘Go to Ads library’

There! Now you have a list of all the ads your competitor has been running so far.

Look for themes in the kind of images and copy used. 

Additionally you can also go through the Ad library to look for ads based on keywords: Go to Facebook ads library

Study the ads and be sure to make plenty of notes along the way!

No. 2 Find an ad format that complements your product

Facebook provides you with a variety of ad options that you can use, depending upon the type of product or service you want to offer. 

Here’s a rundown of the ad formats available for you. 

Image: This is the most simple format in which you can have one image with a description. Since you only have one image here, I suggest you make the most of the description box to tell your story. 

Make your caption compelling, and one that keeps the user hooked, from line to the next, prompting action in the end. 

Video: You can create a full video to show off your brand or product.

Story: Stories live outside of the feed and engage viewers in an immersive experience on full screen. Get their attention by making use of all the space you have to create an impression.

Messenger: These ads are delivered to your clients via Messenger. Images with short sentences and single-focus are the best option.

Carousel: With the carousel feature, you are able to show up to 10 separate videos or images each with its own unique link. It is a great way to showcase a new product line or tell a creative story.

Slideshow: Slideshows let you easily create an ad that combines sound and multiple images. They need less data to run smoothly than video adverts. This makes them a more suitable option for those with weak internet connectivity.

Collection: Using the Collection format, it is possible to showcase your entire inventory in the form of a virtual display case. Make use of simple images that concentrate on the products you sell.

Playables: Playable ads are an interactive advertisement format that lets users experience core app functionality or brand experiences within the limited scope of an ad placement.

This cheat-sheet by Mailchimp, is a godsend, check it out when you’re crafting visuals for your Facebook ads – Getting ad creatives right!

No. 3 Keep these 5 basics copywriting principles in mind

  1. Write so people understand. Simple is better, but writing simple content is not always easy. Keep these principles in mind.
    1. Use short, simple words
    2. Express only one thought in a sentence
  2. There’s no such thing as using too many personal pronouns. Words like you, me, I, he, she, him, they and them add a warm human flavor. 
  3. Bombard your readers with benefits. Put yourself in your audience’s shoes and ask “What’s in it for me?”
  4. Put your biggest benefit in the headline. Right where your audience cannot miss it!
  5. Create the perception of scarcity. Talk to your audience’s FOMO!

No. 4 Create Ads That Convert

Let’s be honest, we want our ads to perform. There’s a whole check-list to ensure that you are creating ads with the focus of maximizing your ad goal. 

This article, we posted a while back is super helpful to give you an overview of the conversion tactics you can use – How to create Facebook ads that convert! 

These are the 4 major things to keep in mind when creating your Facebook ads.

Try it out and tell us how it worked out for you!

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