Creating your first campaign
Alright, you’ve got the tools in place on Facebook to get going on your first campaign, but there are a few more things we need to gather before we’re really ready to get going. Pulling together images and writing ad copy ahead of time not only makes your campaign creation process smoother, but also allows you to think critically about your upcoming ads. This helps to determine what it is you’re trying to highlight, confirm your images match your goal, and write thoughtful and engaging copy.
When we talk about Ad Creative what we are talking about is actually the photos and/or videos you are going to use when you actually create your ads. There are many different ways to showcase types of ad creative but here are some quick and easy DO’s and DON’Ts.
DO---Use high quality imagery that showcases your product. Facebook has no max image file size, but it does have a minimum image file size based on your placement
DON’T---Use too much text. Whether it’s a video or a still image, Facebook will limit the delivery of your ads if they are made up of more than 20% text. It’s best to place any necessary text in your ad copy (which we’ll get into discussing shortly)
DO---Utilize a mix of images and videos. Every consumer is different, some people really respond to more lifestyle imagery, some respond to product photography, and some love a video or maybe an animated GIF. Having a mix of styles is great for variety and testing.
DON’T---Use the same aspect ratios for all placements. As you’ll see when we get into constructing ads, you can choose for your ad to run on Instagram feeds vs. Instagram stories vs. Facebook feeds and so on. Understand where your image is going to be used and have it properly cropped for that placement, you’ve likely seen an ad on an Instagram story that was clearly built for Instagram feed.
DO---Update your ad creative (and copy) regularly. Facebook is a great big place but many of us know the annoyance of being served the exact same ads for months on end. Make sure that you have updated ad creative and copy in the pipeline to change out whatever you’re currently running. We recommend every 4 weeks at least.
DON’T---Forget why your images are there. It’s easy to put out a cool photo from your social media or from a user but the ultimate goals for running Facebook and Instagram Ads is to sell your product, so make sure your product is the focal point.
Honestly we could write an entire course on how to write great ad copy but we’ll start here. Your ad copy is the text that will accompany your ad (depending on where you ad is placed). Facebook and Instagram both have a variety of areas where you can place your ads and they can be served on desktop or mobile (Instagram is mobile only). Because of this, similar to your ad creative, the ad copy shows up differently in each place so we’ll break down the 3 main segments of ad copy, how the placements affect them, and how to write copy for each of them
BODY TEXT---This is mostly the same across the board. If you’re on Instagram, think of this text as your caption and on Facebook, this is the block of text that sits above your images. The body text can be fairly long but the best ad copy is when it’s short and sweet and to the point: “Check out our ____ product, take it home today and see what ____ can do for you.” The thing to notice here is that we opened our copy with a verb or “Call To Action” to encourage our consumer to engage. Be clear with what you want them to do and include the call to action at the beginning of your caption so as not to lose the attention of your potential customer.
Body text is pretty similar across all of the platforms when it comes to main Instagram feed placement. One recommendation we have, if you’re utilizing Facebook and/or Instagram Stories, it can be useful to place some small text on the image to help reinforce your Call To Action.
HEADLINE---Headlines are NOT technically available on Instagram, when you place a Headline on an Instagram placement it simply shows up as a part of the body text, just at the beginning. It won’t be separated out like on the other platforms. (we’ll talk about building your ads and how to build them efficiently later). On Facebook, Desktop and Mobile, Headlines are the bold text that sits below your imagery (see below). Your headline should be 30 characters or less (after 30 characters it starts to overflow) and should grab attention quickly. Restate what your product is, make a call out about a sale or promo, highlight a unique feature, but use it to draw people in.
DESCRIPTIONS---Descriptions are NOT available on Instagram (we’ll talk about building your ads and how to build them efficiently later). On Facebook, Desktop and Mobile, descriptions are the smaller sub-text underneath your headline. This is an opportunity to offer consumers some sort of qualifier. You could mention your average product rating, or perhaps a quote from a PR outlet. This space is meant to be additional information so that consumers can have enough knowledge and feel comfortable enough to click into your ad and make a purchase.