Informative

Ultimate Facebook Photo Ad Creative Cheat Sheet

Sanne Kruis

The Marketing Manager of The Next Ad.

Jan 25, 2016

Ultimate Facebook Photo Ad Creative Cheat Sheet 2016

15 different objectives means 15 different requirements. We can imagine that you’ve lost the overview in all the requirements. For that reason we have collected them for you in an overview. Everything you need to know. All the differences, objectives and requirements at a glance. We also added a tip to reach your objective, so grab your advantage!

Before you start: below you will find the 3 different Ad Placements and the placement of text, headline & link description.

Desktop News Feed

Mobile News Feed

Right Column

Text placements

Pay attention to the image: your image may not include more than 20% text.

1. Clicks to Website – Links

"Send people to a specific page of your website."

Tip: add a call-to-action button to strengthen the goal of your ad.

• Desktop news feed
• Mobile news feed
• Right column
• Image size: 1,200 x 628 pixels
• Text: 90 characters
• Headline: 25 characters
• Link description: 30 characters

2. Clicks to Website – Carousel

"Showcase 3-5 images and links within a single ad unit to direct people to specific locations on your website."

Tip: Try different creative strategies to find out what works best for your business. Tell your businesses story by using images related to one theme or retarget website visitors by showcasing last seen products. 

• Desktop news feed
• Mobile news feed
• Right column
• Image size: 600 x 600 pixels
• Image ratio: 1:1
• Text: 90 characters
• Headline: 25 characters
• Link description: 30 characters

3. Website conversions – Links

"Optimize your ad to get people to take specific actions on your website: sign up or buy now."

Tip: Install a conversion-tracking pixel on the thank you page of your website to measure your conversions.

• Desktop news feed
• Mobile news feed
• Right column
• Image size: 1,200 x 628 pixels
• Image ratio: 1.9:1
• Text: 90 characters
• Headline: 25 characters
• Link description: 30 characters

4. Website Conversions – Carousel

"Showcase multiple products in your ads."

Tip: Create a Custom Audience of people who have visited a product section. Show them an ad that features the same product or a look-a-like product they were looking at.

• Desktop news feed
• Mobile news feed
• Right column
• Image size: 600 x 600 pixels
• Image ratio: 1:1
• Text: 90 characters
• Headline: 25 characters
• Link description: 30 characters

5. Page Post Engagement – Photo

"You’ll reach more people when you boost posts. Engagement can include likes on your post, comments, shares and photo views."

Tip: Create a Website Custom Audience by using a Facebook pixel or a Custom Audience out of your existing users and boost your posts to engage with them by boosting existing posts.

• Desktop news feed
• Mobile news feed
• Right column
• News Feed image size: 1,200 x 900 pixels
• News Feed image ratio: 4:3
• Right column image size: 254 x 133 pixels
• Right column image ratio: 1.9:1
• Text: 90 characters

6. Page Post Engagement – Text

"When you boost posts you’ll reach more people. Engagement can include likes on your post, comments, shares and photo views."

Tip: People should be to understand your message quickly. Keep your text short (150 characters or less) and concise.

• Desktop news feed
• Mobile news feed
• Text: 500 characters

7. Page Likes

"Build relationships with all the people who matter to your business."

Tip: Create Website Custom Audiences or create audiences based on interests.  Be very specific, those who matters will help you to reach your business goal.

• Desktop news feed
• Mobile news feed
• Right column
• Image size: 1,200 x 444 pixels
• Image ratio: 2.7:1
• Text: 90 characters
• Headline: 25 characters

8. App Installs – Mobile App

"Get people to install your mobile app."

Tip: Pay only when people install your app from a Facebook ad by registering your app with Facebook and set a cost per action (CPA) bid. 

• Mobile news feed
• Image size: 1,200 x 628 pixels
• Image ratio: 1.9:1
• Text: 90 characters

9. App Installs – Desktop App

"Get people to use your desktop app."

Tip: Pay only when people install your app from a Facebook ad by registering your app with Facebook and set a cost per action (CPA) bid. 

• Desktop news feed
• Right column
• Image size: 1,200 x 628 pixels
• Image ratio: 1.9:1
• Text: 90 characters

10. App Engagement – Mobile App

"Get more activity on your mobile app."

Tip: Create a Custom Audience of people who use your mobile app to encouraging them to take a specific action in your app.

• Mobile news feed
• Image size: 1,200 x 628 pixels
• Image ratio: 16:9
• Text: 90 characters

11. App Engagement – Desktop App

"Get more activity on your desktop app."

Tip: Create a Custom Audience of people who use your desktop app to encouraging them to take a specific action in your app.

• Desktop news feed
• Right column
• Recommended image size: 1,200 x 628 pixels
• Text: 90 characters

12. Local Awareness

"Create ads that reach people near your business. This feature is currently only available in some countries."

Tip: Be specific in your ad copy to the audiences you want to reach in that location to grab their attention.

• Desktop news feed
• Mobile news feed
• Image size: 1,200 x 628 pixels
• Image ratio: 1.9:1
• Text: 90 characters
• Headline: 25 characters
• News Feed description: 30 characters

13. Event Responses

"Promote your Facebook Event to get more responses."

Tip: Use your headline and ad text to convince people why they should attend.

• Desktop news feed
• Mobile news feed
• Right column
• Image size: 1,200 x 444 pixels
• Image ratio: 2.7:1
• Text: 90 characters
• Headline: 25 characters

14. Offer Claims

"Promote timely discounts or other deals for people to claim in your store."

Tip: Use your Website Custom Audience to reach people who have visited a specific section on your website but didn’t finished their buying process yet (online). Or use location targeting to attract customers who are near your business (offline).

• Desktop news feed
• Mobile news feed
• Right column
• Image size: 1,200 x 628 pixels
• Image raito: 1.9:1
• Offer title: 25 characters
• Text: 90 characters

15. Lead Generation

"Optimize your ad to capture leads within Facebook’s native platforms."

Tip: Make sure that the call-to-action accurately tell the user what they will be doing when they click on it.

• Desktop news feed
• Mobile news feed
• Image size: 1,200 x 628 pixels
• Image raito: 1.9:1
• Offer title: 25 characters
• News Feed description: 30 characters

Questions?

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