Think back to a time when you had been scrolling through your Facebook feed, and an ad grabbed your attention, so good which you stopped scrolling and HAD to click on it. This is exactly what you want people to do when they call at your brand’s Facebook ads. Nevertheless , how do we do that?
A person is exposed to 5000 ads daily on average. And 6 mil advertisers are vying for their attention. While running ads is easy, however , at times however, most vetted marketers find it difficult to ideate designs that convert.
How to Make Facebook Ads That Convert
There is a lot to be taken into consideration. From understanding the audience’s buying stage, selecting the particular ad images, sizes, fonts, color palettes, drafting value-driven and quirky ad duplicate , plus choosing the right Facebook ad format to ensure that the particular ad fits the bigger idea.
There is no denying that eye-catchy ad designs evoke solid emotion. But we live in a virtual world that’ s getting noisier every day.
So what are the elements that make a good ad worthy of a click on? We have lined up a list of guidelines (with examples) to design ads that convert like hotcakes.
1 . Plan for ad positioning before designing
Three main places where you can display the Facebook ad are the desktop computer feed, mobile feed, and the right column. Each location has a distinct size. It could be easier to design one advertisement and resize it to fit across all areas. However , that’ s a bad idea. You might damage your ad’s performance in case you ignore the specifics of ad placement .
Understand your target audience 1st. Are they desktop or mobile users? Do they like using the marketplace or stories? Once you get a hold of that, you can design accordingly. Planning such as this will streamline your advertising, and yield better ROI on your ad spend.
Fb recommends “Automatic Placements” where they figure out the ad placement for you. But you need to provide designs for all placements.
2 . Choose the right Facebook ad format
Currently, Facebook offers 8 primary ad formats . Before diving in to the waters of how your ad will look, determining your advertisement format is a must.
1 ) Single image Ad: Image ads fit in perfectly at any stage of the funnel. Before developing make sure your ad has a proper aspect ratio, the image quality is high, and your value proposition is crystal clear.
second . Video Ad: Video ads provide high engagement as they link better. Facebook suggests your video ads should be no time or less.
3. Video summary Ad: When you combine a bunch of images (3-10) in a video format, that’ s called a slideshow ad. These advertisements consume 5x less data as compared to traditional videos.
four. Stories Ad : They offer a lot of creative freedom in comparison with other Facebook ad formats and are perfect for establishing a deep connection.
Quick pointers : Keep the pace of the tales smooth with great changes, introduce AR/VR to your tales, and most importantly optimize your pictures and videos for a full-screen viewing experience.
5. Immediate Experience Ad: These are mobile-only ads that open once somebody taps on an ad. They help in capturing attention, informing a story about the brand, and letting you add more content to the ad.
6. Carousel Ad: Carousel ads are excellent to advertise a bunch of products, showcase house, educate about the services a person offer, present event details or job openings, and even more.
7. Collection Ad: This advertisement format includes a cover image/video that has four product pictures beneath it. It’ h like a window-shopping experience in which the audience can explore your own lineup of products, with one tap.
8. Messenger Advertisement: You can broaden your brand’s reach by running ads in the Messenger inbox. Facebook automatically delivers ads to the placement which will drive results as inexpensively as possible.
Before you begin the design process, evaluate which of such ad formats can be leveraged to maximize the results of your advertisements and check out more details about these types of specific formats in our information on running facebook ads.
3. Let your brand identity shine via
With each Facebook advertisement that you create, you are environment a tone for your brand’s identity. So , make sure your advertisement design includes the basics such as logo, color scheme, chosen fonts, and key products/services.
Creating a brand identity is crucial to make certain that your advertising designs elicit the kind of emotion you want your audience to feel.
For instance , McDonald’ s official colors are yellow, red, and dark. Here’s how a typical advertisement by them looks.
4. Define your Facebook ad’s objective first, design after that
It’s known that your Facebook ad should be designed with a goal in your mind.
However , it is also critical to ensure that your ad design fits your ‘Facebook Ad campaign objective’. Are you creating an ad for the awareness, consideration, or even conversion phase? Best Fb ads are always optimized for his or her campaign objective.
After you are sure about that, you can make your designs accordingly.
five. Be humble, keep it true and simple. Less textual content and more visual
three or more seconds . That’s the amount of time you have to grab people’s attention whilst they are scrolling on Facebook. It is imperative to be direct and clear about your value proposition, with minimal words. According to a study, images with less than 20% textual content work better.
Another crucial stage is to focus on a single feeling or rather a single message. If you try to juxtapose several offers in one ad, it’ll get all cramped up. It will overwhelm your potential customer, and they might just pass by.
If there’s additional information you wish them to know, save that for the page they will be guided to once they click on the CTA. Ad copy is another important element of an ad style and plays an integral part in how well the particular ad converts.
6. Add some attention-grabbing contrast
If you want your ads to be seen, take advantage of tested visual techniques. Entice attention with contrast. A significant contrast technique is to use 2 distinct colors on the color wheel. Opposing colors intrinsically bring out the best and assist enhance the visibility of the textual content and image.
- Don’ t use the Facebook blue, or else your ad design may blend in too much to be observed
- Create a colored border throughout the ad image, as it can make your ad grab a lot more attention
- Adding a white-colored background to your ad can be a go od key differentiator in the give food to
9. Design for market audiences
There is no denying that will Facebook is a full-fledged data source of people’s likes, disapprovals, locations, jobs, and much more; which offers a stellar opportunity to art advertising experiences that draws in a typical set of audiences.
So , make sure to take full advantage of microtargeting. Asking yourself how? Let’ s understand this example by Reddit.
The ad caters to a certain type of audience i. e. people who take a gluten-free diet. Through this ad, Reddit is trying to divert health-conscious people to their r/glutenfree subreddit. The imagery makes it all the more interesting. There is a stigma attached to the fact that a gluten-free diet is bland. But simply by showing a cupcake within the design, Reddit is trying to share the exact opposite.
A gluten-free diet can be delicious, indeed. Who doesn’ t love a gluten-free chocolate cupcake with an appetizing frosting?
Wix targeting musicians is another great example of microtargeting.
Microtargeting helps you curb ad exhaustion too. Ad fatigue can be when your ads are shown to your audiences so often which they lose interest in your brand. Enhance your ad designs to get niche audiences, and connect better. That way not later to see your ad.
10. Steer clear from bad quality images
Images are an important component of storytelling. They develop credibility.
65% of people are visual learners. And this points out why ad creatives would be the largest driver of sales, standing at a whopping 47%. So: yes, choosing the right ad images CAN NOT be overlooked.
Facebook has a checklist of the best practices that you can refer to. Here are a few more.
No abstract concepts: Pick pictures or designs relevant to your service/product that help enhance the message you wish to convey.
Purchase stock photos: Original graphics plus illustrations make a design be noticeable. But if you are low upon budget or time and can’ t afford expert photos and models, after that stock photos are the way to go. Unsplash is a popular platform pertaining to stock photos.
Experiment: Sometimes good typography, contrasting colors, and a minimum copy can be enough. For example , this particular ad by The New York Occasions has a feel-good minimal style, and the play with the colors is quite well executed.
11. Human being faces build trust
Humans feel more connected to styles that have faces . T hello induce a sense of warmth and emotion into your design. According to research, 91. 7% of advertisements that feature a person’s encounter attract more attention compared to non-face ads. Studies also show that the brain is biologically hard-wired to process people.
12. Make use of fonts that are easy on the eyes
- Once the font is easy on the eye, it becomes effortless to read. Fancy fonts might garner several attention, but can divert the viewer from the primary message.
- If you are overlaying the written text on the visuals, the legibility of the font must be factored in too. Legibility is the measure of how easily two letters can be distinguished from each other. Since it is greatly inspired by conditioning (i. electronic. the more times you see the font, the more legible it really is for you), it is safe to pick fonts that are popular. Popular fonts like Sans Serif are a good pick.
- Lastly, stick to two fonts per design, because more fonts can mean more thoughts.
13. Sync your own landing page with the ad
Clear and recognizable branding helps build trust and attention. Make sure your brand identity is uniform across all marketing and advertising platforms – be it the particular logo, color scheme, or fonts. For example , SHIFT a digital marketing agency witnessed the 23% increase in engagement when they synced their Facebook advertisement design with their landing page .
14. Ideate for stories and mobile-first designs
2 billion dollars , that is 51% of total cellular users today access the internet through their smartphones. It is predicted that this number may skyrocket to 72. 5% by 2025. If you want your own users to have a great experience, plan for mobile-first or stories-first designs.
58% of people who were surveyed said they got more interested in a brand/product after seeing it in Stories.
- Full-screen up and down designs are engaging: Stories are all regarding sharing and expressing times in real-time. Ad designs that are vertical and full-screen forge a sense of community and can feel more engaging.
- Mobile-shot stories outperform simply by 63% : When compared to studio-shot ads, mobile-shot stories carried out well when it comes to getting app installs, and making purchasing decisions. Advertisers can force direct responses by incorporating indigenous story behavior like ‘swipe up’, ‘tap and keep to pause’. They can include compelling offers to improve further.
15. Design for accessibility plus inclusion
1 billion+ people across the world live with some kind of disability. If you are not considering availability while designing ads, then you might be sidelining the needs of the good chunk of the inhabitants. To make your designs more accessible use alt-test, subtitles, and colors that have a higher degree of contrast. Designs that are not easy on the eyes may hinder the visual experience.
16. Design for that laughs
It’ s identified that humor in advertising is a tried and tested strategy. Wit causes people to watch, laugh, and remember. However , ideating and designing ads on the outlines of humor is like walking on thin ice since humor is personal. A single idea has the potential to cause both laughter plus disgust. If an advertisement genuinely makes consumers chuckle, it can end up creating a more meaningful relationship between the brand and its target audience.
Previous Spice has been leveraging hilarity in their ads , and they will for sure tickle your funny bones as well!
seventeen. Embed social proof
Social evidence helps in establishing trust, expert and creates a bandwagon effect. In the context of marketing, it is a piece of solid proof that other people have used/purchased a product/service and found it valuable. Social evidence is a sure-shot way to boost conversions.
Examples of social evidence are customer testimonials, client lists, product reviews, or even quantifiable data (Ex: 2 mil downloads). In this below example, Grin, a software company, will be advertising a customer testimonial.
18. Design for social causes
In 2020, Ben & Jerry’s decided to end running product ads on Facebook and Instagram. They will instead decided to drive paid for advertising in support of their activism strategies focussing on racial proper rights and equity.
Coca-Cola and many other brands have been running ads on racial injustice as well. However , such ad strategies need to be designed with brand guidelines in mind. Be it illustration, fonts, logos, color schemes, or the overall brand vibe. Consistency is crucial. Ben & Jerry’s is definitely consistent with the types of illustrations they use in their ad designs, even if they are not about their particular product.
19. Leverage A/B testing to understand what works
Operating ad campaigns is a lot about experimenting. Especially if you are new to it. Even with proper data available, there are no guarantees that an ad campaign will go virus-like until you see how they execute in real-time. That is exactly where split testing comes into the scene. Keep refining your strategies as you go along. Enhance and refresh your ads depending on how the earlier ones performed. To cast a wider net, you can test out multiple ads, and realize which ad design works better, and why.
If you would like expand into a new market or plan to launch a new product range, you can test the particular waters with a special Facebook ad format and see if it works for you.
Now that you are a professional at Facebook ads, there’s a crucial aspect of it that cannot be overlooked. That is Fb ad reporting.
While Facebook and Instagram advertising is an excellent investment for your brand, you have to track their performance smartly. Marketers spend hours and hours assembling their Facebook ad reports, as there is a growing need to present well-visualized data in order to make quick and effective decisions. But every moment spent has a cost mounted on it.
Say goodbye to manual record making and save plenty of time. Sotrender Ads helps you create flawless Facebook ads reviews in just 60 seconds.