This article will guide you in the creation of your ads, and will help you optimize the quality of your visuals, and the relevance and coherence of your messages. You will find practical tips on creating simple, effective and powerful ads.
The image is without a doubt the most important element of your ad. It’s the first thing users see, so it has a major impact on the ad’s success. Of the thousands of images that appear in a user’s news feed, only the most original successfully attract their attention. What do those have in common? They are extremely high quality, visually attractive and intrinsically shareable.
1. Quality
Every image you use in your organization’s communications contributes to the perception users have of your brand and your products, both positive and negative, on your social channels as well as in your traditional campaigns.
It goes without saying that the quality of the images you choose will have a significant impact on how people engage with your ad: the higher the image quality, the greater the chances that the ad will be shared and commented on. Conversely, even an excellent product is likely to be ignored if it’s presented in a disadvantageous light.
No need to be a graphic designer or photographer to have access to quality images. There are many accessible and cost-effective resources available. Here are a few:
Not sure what dimensions your images should be? This infographic should help.
2. Contrasting colours
After much testing of different creative, we’ve determined that certain colours outperform others. Our advice? Avoid images with white or blue backgrounds; they tend to blend into the platform’s interface and stand out less than images with bright, punchy colours.
Here are some examples of ads using bright colours (green) compared to others on a more somber background (grey).
3. Text on images: Less is more
Choose a single, catchy sentence, slogan or simply a few words. Image copy should always relate back to your main goal, and be aware that if images have too much text your ad performance could be affected. The Facebook algorithm tends to limit reach when the space occupied by copy surpasses 20%.
Here’s a tool to help you respect the ratio.
4. Description : Short and catchy
Once again, less is more. Short, catchy descriptive copy that attracts interest by putting the product or service, sales offer, or a fun fact front and centre is enough to make an ad attractive. The heading should immediately convey the nature of the offer and your ad’s call to action to the audience.
5. Headline: Punchy, unique and consistent
The headline is the ideal place to insert a promo code, product name or time-bound incentive to create a feeling of urgency. It’s also recommended to use the idea of rarity or a unique selling proposition (USP) to attract even more interest from users. Focus on one message at a time and make sure it aligns with your main goal.
* A little tip for brand recognition. Try one of the following in your ad: insert your company logo in an organic way in the image, a slogan, or any other brand visual.