Creating an ad to run on Facebook or Instagram can feel daunting, especially if you have never done it before. In this post you will find a few tips and tricks that we hope will make it easier for any small business to create an ad. If you are wondering how to set up your first Facebook campaign check out our step-by-step guide here.
Basics of creating a Facebook ad
To begin, let's start off with a few of the basics.
Aspect Ratio - we recommend using a 1:1 (square) aspect ratio as most of the time your ad will be viewed on a phone. If you use a square image, Facebook will fit it to look nice in Instagram and Facebook stories.
Format - from our experience we have seen that video ads outperform static images on Facebook and Instagram. Because of this insight, we recommend starting with a video or two… check out this Ripl collection filled with templates to help you create ads.
Length - when it comes to your video, ensure it is 15 seconds or less. This will allow you to run across all of the places where Facebook will show your ads (Facebook, Instagram, the Audience Network, Facebook Messenger)
Tips for creating clickable Facebook ads
Now that you know the basics, the next question is, how do I ensure this ad looks good and performs? The truth is that even experienced marketers do not always know what is going to work on Facebook. However, here are a few tips that will make anyone look like a pro.
Customer focus - to get started creating a Facebook ad the best place to start is thinking about who your customer is and what they would like in their feed. Knowing whose eye you are trying to catch is essential when creating an ad.
Text - Facebook recommends that less than 20% of the screen is taken up by text. This means that for an ad you should try and limit the amount of text and keep your message short and to the point.
Messaging - when creating an ad it is essential to be direct and let your customers know exactly what you are offering. If you are giving a deal or having a sale, make sure to include this information. It incentivizes customers to act quickly. For instance, if you run a retail business and have a sale on t-shirts your ad may just need to say - “50% Off all T-shirts”.
Animation - here is where things get fun and why Ripl can really help! To be successful on Facebook you need something that stops a customer as they scroll—we like to call these ads "thumb-stoppers". The best way to create a thumb-stopping ad is with animation. Check Ripl’s Ad template collection below and create your own thumb-stopper today!
Branding - to create consistency in your ads we recommend adding your logo to your creations as it will remind customers of your business and generate brand awareness. With Ripl you can maintain consistency by uploading your brand colors, fonts, and logo so that they show up on all your creations.
Now that you have a few tips and tricks up your sleeve you can create your own Facebook Ad. We have put together a collection of templates we think are great for ads to make this as simple as possible. You can check out these templates below.
To ensure your social media marketing is a success, read how to prepare a social marketing plan for your small business.