Here are five creative best practices marketers can use to generate higher performance from their Facebook ads:
1. Use the News Feed how it’s really meant to be used
Those images need to represent the type of experience a user will have once they click on your ad.
For example: Instead of showing three to four images within a News Feed ad of what a character arc looks like inside of a mobile game you are advertising, show a screenshot of the user’s experience within the game. Your conversions will be higher
2. Research first, create ad second
The relatively short lifespan of a Facebook ad means that brands must have a vast quantity of unique, constantly refreshed images at the ready to keep their ads and content near the top of users’ News Feeds. This is especially true for direct-response advertisers, who must rely on engaging, creative ads to entice a consumer into making a purchasing decision.
Below is an example of the type of text-heavy, image-deficient wall post that Facebook wants marketers to move away from:
Here’s an example of the type of image-based wall post that Facebook wants marketers to use and that will deliver better results for direct-response advertisers:
3. Stop. Using. Logos.
Seriously, no one wants to see your brand’s logo splashed all over their News Feed.
4. Understand Your Audience’s Demographics
Facebook offers some great ad targeting tools that can help you tailor your ad creative specifically for the demographic segment you want to target. Its Custom Audience tool gives marketers the ability to target specific users across any device. Use Lookalike Audiences.
5. Don’t Get Too Cute
The concept of your Facebook ad creative needs to have a singular focus. Your ads shouldn’t have to be studied by silent monks in order to figure out what action you wish a user to take. A Facebook user should be able to glance at the ad and immediately know what it means, what action they are supposed to take and what value they are going to derive from that action.
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