Welcome back! Let’s talk about the actual “Ad” part of a Facebook Ad. Remember, I mentioned there are three main sections when it comes to an ad on Facebook. The Campaign, the Ad Set, and now, finally the the Ad.
The Ad section is where you are going to set up all your text, your image or video and the links to your ad.
The first thing you will want to do is decide if you are creating a new ad or using an existing post.
This is a great option because if you have something on your Facebook Page that you have already posted (that is your own content, of course) then you can use that post here.
For now, we will assume you are creating a new ad.
The format will be where you choose how you want your ad to look. Are you going to use a video? An image? Several images to create a slideshow? You will choose that here.
If you are just starting out, I recommend using a single image. As you grow in your confidence with Facebook Ads, you can then start using videos and making slideshows. A carousel ad is a bit more advanced so I will not be talking about that in this series.
For the sake of this post, I will focus on using a single image and a single video.
If you are going to use an image, you will want that image to be 1200 x 628 pixels. I also recommend using a .png as opposed to a .jpg because a .png will clearer inside of a Facebook Ad. I definitely suggest using Canva’s Facebook Ad template to size whatever image you want to use.
I absolutely do NOT recommend using a stock image of any kind. I know this is so hard not to do but an image of you or any “real” image is going to connect with your audience way more than a stock image. Facebook offers free stock images and that is great but professional marketers really emphasize making it personal.
You can use text on your image but I really think you should not. Facebook WILL limit the showing of your ad depending on how much text is in your ad so I say, better not to have any so that it gets shown to the maximum size audience.
If you are going to post a video, and let me just say…..VIDEO IS THE MOST EFFECTIVE AD STRATEGY, you will be given this section:
I have had tremendous success using video for Facebook Ads. All I used was my iPhone to record and then uploaded it to my computer. All the uploading took some time but once it was done, the ad performed great! Marketers are mixed, when it comes to how long a video ad should be. My ads have all been somewhere between 1 and 2 minutes. I know some ads that have done very well and they are 30 minutes long. It really just depends.
Once you upload a video you will be given the option to pick a thumbnail to have as a preview image to the video. You can scroll through your the choices that Facebook gives you or you can use a totally separate image as a custom thumbnail.
You will also be given the option to have captions to go along with it. If you decide to have captions you will need to go through the video and make sure all the words line up exactly as they are being said. You can decide to not use captions if you like. Captions make it easy for people to watch your video on their mobile devices without sound. Sometimes you just don’t want the sound on or you’re in an area that is hard to hear so captions are a great way to make sure your audience knows what you’re talking about.
The next portion of your ad is where you will be adding all the links and text that are required for the ad.
First, you will ad the link (the url) of the page that you want people to go to when they click on your ad. For example, if you have created a landing page in Leadpages, like we talked about here, then this is where you will enter that link. If you simply want them to go to your website then you would enter that url. Or perhaps, you want them to go to the subscription page of your blog, that would go here as well. I am not going to talk about the “Canvas” option as that is, again, a more advanced option.
Next, you will need to enter your Headline.
You will want your headline to be consistent with what you are going to say in your ad copy. You will also want it to be catchy. To spark the interest of your audience, you might consider asking a question, making a statement or inviting them to do something. Facebook is very particular about what you can say in an advertisement. For example, you can not say “Struggling to lose weight?” This implies that people are struggling and therefore Facebook will not approve your ad. What you can say is something like “Ready to get healthy?”. You always want to err on the side of positivity for all of your ad text. You also can not show before and after photos. For more information about Facebook’s Ad policies, click here.
In the “Text” section this is where you want to include information about whatever it is that you are giving away, promoting or selling. It is important to be casual, conversational and inviting. Don’t be “salesy”. You will need to experiment with the length of your text. Some ads do well with little text and others do well with a lot more text.
The next section is the “Call to Action” button. You have a lot of choices and you don’t even have to choose any but I really recommend putting a call to action on your ad.
If you have a Lead Magnet that you are giving away then I would use the “Sign Up” or “Download” call to action button. If you are selling something then pick according to what you are selling. You can decide how you want to promote your ad.
These advanced options are totally optional but you do not need to worry about the URL Parameters. Again, that is a more advanced option.
You can also ad more text in the “News Feed Link Description” to give your audience even more information but you don’t have too.
The “Display Link” is where you can put the main url from your website or you can ad text that further calls your audience to action.
The last choice you have in this section is Pixel Tracking. I am going to explain this tomorrow because it is a bit complicated.
Hopefully you have a good idea how to set up the Campaign, Ad Set and Ad. You will most likely want to do this in Facebook’s Ad Manager. If you have not set up an ad account you will need to do this in order to play around with Facebook Ads and start experimenting.
Let me know if you have questions and I will see you tomorrow!