Elements of a Facebook Ad and Optimization Tips to Make Your Ads More Engaging
As marketers, it is important to identify essential elements that make up an ad in the platform. This will give us an idea of how it functions, why it is important, and how we can fine-tune these elements to make the best-performing ad for your campaign.
To get started with setting up value-driven campaigns, we will break down the anatomy of Facebook ads, the role each element plays, and tips on improving marketing results.
Key Elements of a Facebook Ad
Five elements are often seen on ads across Facebook: text, creative, headline, description, and call-to-action button. Let’s examine the difference and how these elements can make a great ad.
Also known as a primary text or ad copy is the caption above the post that complements the image visuals. You can write 1-2 sentences and describe your current offer. It is recommended to capture your audience from the first sentence of Capitol Hill Hotel & Suites. The text uses actionable language to engage potential customers into checking out offers and booking for the season.
The creative element is the first thing users pay attention to, which makes it one of the most important elements of an ad. This is because our brains comprehend visuals and process elements of an image faster than text. Ad creative is the key to good campaign performance, which is why you need to consider making your creative as appealing and engaging as possible.
Make sure your ad speaks to your target audience or your customers to ensure it is relevant. High-quality images and videos are recommended for best performance as well. If you get it right, you will be rewarded with more results and a lower cost per action goal.
In this reel ad for Clark International Airport, the creative showcases simple and straightforward but engaging creative. It features a slideshow of high-quality photos of the best places to visit in Coron to encourage tourists to book a flight to the destination.
Ads Manager can let you choose the type of ad depending on the goal or how you want to present your ad. You can experiment with different formats such as single video or image. If you want to tell a story you can also try carousel ads.
Here are some of the best practices right now for ad creatives:
- Use short-form videos. It is a noticeable trend nowadays, and audiences engage more with bite-sized content than ever.
- Think mobile first always. Mobile friendliness is essential as consuming social media in today’s age happens most of the time using phones.
- Keep Buyer Persona in mind. With how Meta is evolving, testing different specific audiences is getting less relevant and a broad audience is seemingly a way to go. Always ensure you know your audience and what they need or what problem they are trying to solve when planning out creating your image or video.
- High-quality images are standard. We recommended uploading 1200 x 628 pixels the best and Facebook rewards it with good results more often.
This element is a feature you can benefit from if your goal is to drive traffic or conversion to your website. You can easily experiment with headlines and test which ones can bring the best results to your ads.
Headlines are suggested to be as short and catchy as possible. View this example of AirAsia’s promotion as a good illustration of the short and enticing headline.
This part is seen below the headline of your ad where you can expand the headline with more information. You can use it to provide a short summary of your offer in line with the primary text. In some cases, the description may be optional. On Ads Manager, some objectives don’t have this option available. Some brands use it to highlight their brand or provide value to boost sales.
5. Call-to-Action Button
Also known as CTA or Action button, this prompts users to get them to the destination where they can take action aligned with your business goal. This feature will depend on which objective you choose, so you may notice not all ads have an action button. Ads manager gives many options to select from such as Learn More, Contact Us, Book Now, Send Message, Get Quote, Get Offer, and more.
It is advisable to choose your options with audiences in mind since a simple button can have an effect on how your ad will convince them to click. In most cases, “Learn More” is better used at the top of the funnel while “Get Offer” or “Book Now” is better used at the lower funnel as it requires more consideration and commitment from the audience.
You can test different CTAs and see what works best in terms of performance, although in our experience, including the CTA button performs better and improves click-through rate than having no CTA on the ad.
Those are elements of Facebook ads you need to know to get started. Text is the copy that explains what your ad is all about. Creative are visuals that audiences first see which can be an image or a video. Headlines are short, actionable text and the description further explains it. Lastly, call-to-action buttons drive users to click to a website or certain destination where they can take action desired for your business. Knowing how these functions can help you optimize your ad, what to change, and what to improve on your next ad.
If you need help getting started or optimizing your Facebook ads to get the best results and help achieve your business goals, book a consultation with an expert by clicking here: https://digital.emerge.com.ph/lp/digital-marketing/