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How to Create a Facebook Ad Part 2

How to Create a Facebook Ad Part 2

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Part 2: Use the right content

 

Have you ever thought about what makes a good ad? If you haven’t, then this is a great time to start. Creating an ad on Facebook is partly about understanding their system, but also about understanding advertisingin general.  

 

If you recall from our previous article, a Facebook ad is part of an ad set and that’s part of a campaign. Let’s start by taking a look at what types of ads you can create on Facebook. What you should know first is that your campaign objective can have a direct impact on what types of ads you are able to create. For example, if your campaign objective is to get video views then you guessed it…your ad type will be limited to video.

 

In general, you have the following types of ad formats. You can refer to them here.

 

·        Image

·        Video

·        Carousel

·        Collection

·        Instant Experience

 

This is an example of the options you have with a “traffic” campaign objective.

Create Ad

 

 

So, in this case you weren’t limited by the campaign objective and can choose one of the options. Just to take a step back, these are the options for Facebook ads. There are other paid options that Facebook offers, such as boosted posts or Automated Ads. We’re not going to be discussing those here and will instead be focusing on the actual Facebook ads.

 

Single Image

This is the simplest type of Facebook ad to create. If you really wanted, you could quickly grab a stock photo and upload it to the ads manager, or you could use an image from your Facebook page. But, to be effective, you’ll want to plan the ad carefully.

 

Let’s use the below example.

Facebook conveniently uses your business logo and name from your company page pre-loaded in the ad.

 

What you’ll need to work on is your ad creative. This is no small feat; it requires insight into the needs of your target market, the ability to write compelling copy and using a high quality visual to illustrate your idea.

 

If you’re creating an image ad, then you need to add the image under “add media”. Remember that this image plays a big part in attracting your audience’s attention. It needs to stand out from the rest of the content on their news feed.

 

If you’re going to choose product images, make sure you’ve invested in professional photography. If you’re going with stock images to communicate a concept, it’s a good idea to invest in a graphic designer who can select the right images for your ad concept and edit them as needed. If you have a tight budget and are looking for stock images yourself, there are plenty of places to find them online for a reasonable price, such as Shutterstock. Take care when selecting images so that it’s appealing to your potential customers and reflects the rest of the imagery used for your brand. This is especially true in our example “traffic” campaign objective since we are directing the audience to a landing page. That landing page should be treated like a continuation of the ad by using a similar look-and-feel.

 

You might also want to hire a creative copywriter to write your ad. A copywriter will understand how to write in a way that motivates your target audience to take action. If you’ve decided to try writing the ad yourself, then be sure your ad copy delivers your idea clearly and speaks to the needs of your potential customers.

 

When it comes to adding your copy to the ad you have three sections:

 

1) Primary Text

2) Headline

3) Description

As you can see in the example ad, the primary text appears at the top, the headline is at the bottom in bold, and the description is below the headline. You can choose to enter multiple versions of the ad copy in the Facebook ads manager. Be certain to stay within the Facebook character limits when writing your copy.

As part of the copy, you can choose to have your link displayed.

 

You can also add a call button on your landing page if you would like people to have the option to call you if they follow your ad to your website.

 

Finally, your call to action button can be changed based on the type of campaign objective you’ve chosen.

 

 

Video

In Wyzowl’s 2021 report, most customers said they prefer to learn about a brand through video. And it’s no wonder. As the popularity of videos has increased, so has the ability to create high quality videos on a small budget.  Gone are the days when using video advertisements were limited to multinational corporations using expensive production crews.

 

A Facebook video ad uses the same format as the Facebook image ad. In the media section select the drop down for “add media” to change from image to video.

 

If you don’t have an actual video to upload but you would like the impact of a video ad, you can make a slideshow ad. This option allows you to stitch together multiple images and set them to music. To make a slideshow, click on the “create video” button in the media section.  

 

 

Carousel

With a carousel format you have the opportunity to use up to10 images or videos in a single Facebook ad. The way it works is that you create multiple “cards” that contain their own description and unique link.

 

You can get an idea (below) of what a carousel ad is. If you were viewing it in Facebook, you would be able to scroll through to see each of the cards on the right (shown here going off the screen).

The way you would optimize your use of the carousel ad is to use each card to promote a different product or service. With that, you can have the associated URL go to a separate landing page. For example, a general contractor might use each card to focus on a different trade that can be offered like electrical, plumbing, stone cutting and millwork. Or, each card could show a different type of renovation like bathrooms, kitchens, stairways, and basements.

In the second scenario, each link could lead to a landing page that showcases work done for that type of renovation. So, for the bathrooms card, it would lead to a landing page that shows project photos of renovated bathrooms. The same idea applies to using video in a carousel ad instead of images.

 

Collection

 

The collection format works as almost a pseudo storefront. This option directs you to creating an “instant experience”.

 

Instant Experience

 

Understanding this “ad” type might seem like a bit of a diversion. That’s because it functions more like a mini landing page than a typical advertisement. Keep in mind that an instant experience is only available for mobile and it’s an immersive option. When someone clicks on it, the instant experience fills the entire screen and there are multiple ways that the audience can interact with it. You’ll see below that there are several template choices as well as the option to customize the experience.

You can mix different elements when you create an instant experience. For example, your ad can start with a video, then have a description with a button below that could have more images of products and the ability for people to purchase items within the ad so it becomes a virtual storefront.

What’s unique about the instant experience is that it can be used to eliminate the need to have people directed to a landing page from Facebook. It gives you incredibly fast loading times so that you don’t lose people waiting for external pages.

 

What makes good ad content?

Now that we reviewed the different types of Facebook ads, it’s important to consider what makes a good ad in the first place. When making any ad it’s important to consider the audience you are speaking to. You should find an insight about your target audience so that the content is relatable. Instead of speaking to too many people, picture one person and think of what might appeal to that person. You also want to consider the product or service you’re promoting and make sure you base your ad on insight about what makes it unique.

Your ad content is best if it’s creative but more importantly, it must be clear. Consider the following analogy: if you throw ten balls at someone that person is likely to drop them all. But if you throw one ball, that person is likely to catch it. Limit each ad to one clear message and use clever writing, images or videos in order to make it appealing to your target audience.    

The medium of the content is part of the message

In the words of Marshall McLuhan “the medium is the message”. When creating a Facebook ad be sure to review the ad format choices and choose the best ones that work with the ad content itself. Use formats that appeal most to your target audience and track your campaign to see if it’s getting the results you’re aiming for.

Once you’ve created your ad content, you can move to this article that explains how to up your campaign so it can go live.

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