Facebook, the leading social media platform, has 3.05 billion monthly active users (MAUs), according to Statista. Most marketers also prefer the platform. As Facebook advertising continues to evolve, marketers have also had to keep improving to ensure they get the desired outcomes. In this blog, we’re focusing on how to create a good Facebook ad by giving you actionable tips, examples, and strategies. Let’s begin! 

Table of Contents

What are Facebook ads?

In general, Facebook ads are posts businesses pay for to promote products or services to users. They come in different formats, like images, videos, or carousels. Like Instagram, Facebook ads appear anywhere in the app, including user’s feeds, Messenger, Marketplace, Stories, and more. These ads are typically targeted to users depending on their: 

  • Demographics 
  • Location
  • Interests 
  • Profile information 

Businesses establish an advertising budget and bid for each click or a thousand impressions their ad receives. Facebook ads frequently resemble regular posts but always feature a “sponsored” label to indicate their promotional nature. They also provide more features than standard posts, such as CTA buttons, links, and product catalogs.

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Why Is Facebook Advertising So Effective?

While there are billions of Facebook users, sending an ad to the platform does not result in significant conversions. The key to Facebook advertising is proper targeting. The beauty is that Facebook has the best ad targeting of any site. 

This targeting lets you get more specific about your ad’s audience. For example, if you sell Scandinavian-inspired furniture, you can reach people interested in home improvement. If you sell SaaS tools, you can target those who have viewed your website’s landing page. 

Check out some of the ways you can target your Facebook ads: 

  • Custom audiences: target existing customers or leads 
  • Gender: target by gender (male or female)
  • Location: target by location (city, state, or country)
  • Interests: target by interests like fashion, fitness, travel, etc.

Types of Facebook Ads 

Here are the standard Facebook ad formats you can explore. 

1. Image ads

Examples of Facebook images ads

Image ads are Facebook’s basic ad format, enabling companies to promote their products, services, or brands using single images. These ads can be utilized across various ad types, placements, and aspect ratios. Images ads are ideal for campaigns featuring strong, static visual content, such as illustrations, designs, or photos. 

Creating an image ad is a straightforward process. You can easily create an image ad by promoting an existing content with an image from your Facebook Page. However, image ads can be limiting because you have only one image to communicate your message. For multiple products, there are better choices than the single-image ad format.

2. Video ads

Similar to image ads, video ads on Facebook allow businesses to utilize a single video to exhibit their products, services, or brands. They are beneficial for demonstrating products, offering tutorials, and presenting dynamic content.

While videos can be up to 240 minutes long, it’s advisable not to use the maximum duration. Shorter videos are more engaging. Facebook suggests keeping videos under 15 seconds.

Slideshow ads consist of 10 images or fewer played in a slideshow format. They offer an excellent alternative to video ads as they consume up to 5 times less data. This makes them a preferred option for audiences with slower internet connections.

Slideshow ads are an excellent substitute for video ads, using up to five times less data. This makes them a top choice for audiences with slower internet connections.

However, video ads have their drawbacks; they can be time-consuming and costly. A carousel or image ad might be more suitable for conveying simple messages or promoting products that don’t need demonstrations.

3. Messenger ads

Messenger ads appear on Facebook Messenger, where people can chat with friends and family. This makes Messenger ads feel more intimate compared to scrolling through image or video ads.

Your Messenger ads are seen within people’s conversations, allowing them to tap and initiate a conversation with your brand. These ads are an effective means of encouraging interaction with your brand. 

4. Stories ads

Mobile phones are mostly held vertically. Story ads capitalize on this by utilizing a full-screen vertical video format exclusive to mobile devices, enabling you to make the most of screen space without requiring viewers to rotate their screens.

Stories offer greater creative flexibility compared to standard image or video ads. Businesses can experiment with emojis, stickers, filters, video effects, and even augmented reality.

5. Carousel ads

An example of Facebook carousel ad

Carousel ads display a maximum of ten images or videos that users can click through, each with its headline, description, or link. Facebook ads of this type are an excellent option for presenting various products in a series. 

Each image in the carousel can have its dedicated landing page tailored to that specific product or service. In addition, carousel ads help lead users through a process or highlight a series of related products by dividing each part into different sections of your carousel.

6. Slideshow ads

Slideshow ads consist of 10 images or fewer played in a slideshow format. They offer an excellent alternative to video ads as they consume up to 5 times less data. This makes them a preferred option for audiences with slower internet connections.

Slideshow ads are an excellent substitute for video ads, using up to five times less data. This makes them a top choice for audiences with slower internet connections.

5 Tips on How to Create a Good Facebook Ad

Finally, here are the five easy-to-follow tips on how to create a good Facebook ad. Follow these tips to ensure that your advertisements reach the right audience, drive sales, and make your brand successful. 

1. Optimize Your Ads for Mobile Devices

Since most people access social media on their phones, focusing on mobile-friendly ads is crucial for reaching your audience effectively.

Ensure to:

  • Film videos vertically (9×16 aspect ratio).
  • Keep text minimal and use large fonts.
  • Incorporate animations for increased engagement.
  • Keep videos short (15 seconds or less).

2. Make Sound Optional

Recognize that many viewers watch videos with the sound off, whether due to auditory impairment or environmental factors.

Be sure to:

  • Utilize visuals to convey your message effectively.
  • Include captions for voiceovers.
  • Incorporate text for crucial messages.

3. Capture Attention Quickly

Keep your ads concise and attention-grabbing. Begin with the main message and branding within the first 3 seconds. If you need outstanding Facebook ad design, entrust it only with professional graphic designers. Our dedicated team at Penji is very much willing to help you bring your ideas to life. 

4. Experiment with the Pitch, Play, Plunge Method

Facebook’s pitch, play, plunge method offers a diverse approach:

Pitch: Create awareness for your brand, product, or service.

Play: Develop entertaining and interactive content to engage curious viewers.

Plunge: Implement immersive experiences for deeper engagement.

5. Base Ad Decisions on Analytics

Leverage Facebook’s built-in tools to track impressions, clicks, engagement, and ROI. For more detailed insights and data-driven improvements in future campaigns, consider using third-party tools like Hootsuite to understand where adjustments are needed and where to focus your efforts.