Types of Ads
There are many different types of ads you can create on Facebook and Instagram. Story ads, image ads, videos, instant experiences, carousel, etc. etc.
The ones we’ll be paying attention to most right now are:
- Single image ads
- Video ads
- Carousel ads
From my testing, single image ads perform best, and video ads and carousel ads kind of work sometimes but not with a lot of regularity.
Single image and carousel ads are easy to do because you already have a ton of great photos of your products. That’s all you need to get started with.
Video ads might freak you out a bit. They don’t need to be complicated at first. You can start with a simple slideshow ad (that’s also considered a video) of your different product pictures. You can do this all in Facebook, so you don’t need video editing software. You can get fancy later and create videos that include process videos, influencer reviews, customer reactions, unboxing videos, and more. Having said that, keep in mind that more complicated doesn’t mean better.
Text on Your Graphics/Photos
You generally want to avoid putting text on your images. For physical product shops, we don’t really need them in our graphics/photos. The most you’ll add are simple, short sentences and CTA’s like “Save 30%” or “Giveaway” or “Join Now!”. The photo of your ad should do the talking. It needs to be strong and not need text to carry it.
Facebook has a guideline about text on ads. Avoid using text on ads because they tend to look spammy, and they look like ads, which turns users away from Facebook. The more an ad looks native to the platform (looks like any other post from friends or pages you follow), the better.
Choosing Photos for Your Ads
Start by using photos that already do well organically on your IG or FB page. If something is getting more engagement than normal, you want to start with that photo. It is proven to be attention grabbing and scroll stopping.
Both white background and lifestyle shots can work well. You just have to test.
Model photos tend to not do well for me, personally, but you should test!
The photos/graphic/visual part of your ad creative is what will make the biggest difference in your ad.
Not the text descriptions. Focus your time and energy on the best photos, and less about the text.
Your goal is to make your ads pop and grab attention.
Generally, try to use colors opposite of Facebook’s color palette. FB’s colors are blue, white, grey. So you want to use colors like orange, yellow, red, pink, etc. to stand out. Sometimes adding a thick border around your ad image will help it stand out too.
? Emojis are proven to help grab attention and ? stop the scroll. However, emojis may not be on brand for you. That might actually be the reason to use them in your ads, because people aren’t expecting them and you’re potentially pattern interrupting.
Use emojis sparingly, but do use them for maximum effect. I will show you where to use them in our ads creation walkthrough later.
The text that goes along your ad (above and under your FB ad, and under your IG ad) is certainly helpful, but not more important than the actual graphic/video/visual of the ad.
I have had many ads with broken English (made by freelancers I’d hired who didn’t speak English as their first language), typos, and just downright awful copy that still performed well and made me sales.
Ad copy can usually be short and sweet. Don’t stress over this too much. Most people aren’t reading them and if they are they’re not reading it closely.
Examples of My Ads
Here are some examples of ads that make me lots of sales for my businesses. Hopefully you’ve also spent some time looking at ads when they appear in your feed.
You can look at all the live ads a business is running on Facebook using this link.
Sometimes the business name doesn’t appear in the search bar. Just refresh the page and try again. It should work then.
You can’t see if any of these ads are successful, so take with a grain of salt. You can never really know if another business’ ad is doing well, however engagement is a good sign. This link doesn’t show you engagement though. Having said that, ads with little to no engagement can be very successful too.
Another sign an ad is working is looking at when the ad was published live. If it was a long time ago (months ago) and they’re still running it, it’s likely because it works.
In the video above, I’m showing you our testing ads for Custom Family Gifts, to give you some extra idea for what visual edits you can apply to your own ads before you create your campaign.
You’ll see how I:
- keep things simple
- used image ads (not video) for the most part
- copy is simple, and practically the same across ads in the same category
- used colors to grab attention
- used emojis to grab attention
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