Meta Ad Creative Best Practices
Meta Ad Creative Best Practices
April 2023
7 min read
Creatives (visuals and ad copy) are the biggest contributors to the success of your Facebook ads.
Facebook attributes 60% of campaign success to mobile-first creative.
From our experience, when scaling, creatives become even more important - past a certain ad spend we’d attribute around 95% of campaign success to creatives.
In this blog we will go over the following topics:
Creative best practices
The ad funnel
The Content funnel
Three Brands doing Facebook ads right
Creative best practices
Thumb-stopping content
The average Facebook/ Instagram user scrolls over 300 feet of newsfeed daily. Your creative needs to stop their scroll, if no one stops on your ad, then there is no chance for a conversion (website visit/ purchase).
Use content that performs well organically. If a piece of content performs well organically then there’s a good chance that its thumb-stopping.
Clear and concise
Steve Jobs once said “Marketing is about values. It’s a complicated and noisy world, and we’re not going to get a chance to get people to remember much about us. No company is. So we have to be really clear about what we want them to know about us.”
Get your message across in a clear and concise manner. The longer the copy the bigger the drop off in readers. Respect your potential customers time and they will respect your brand.
Leverage social proof
Social proof is the concept that people will follow the actions of the masses. People typically believe that if others like it, it must be good.
Use existing Instagram posts/ ads with tons of engagement. The engagement will increase the number of users that stop on your ad, and build trust in your brand - more trust equals more sales.
High-quality images and videos
Some customers are hesitant about making purchases online. High-quality photos and videos can be the difference in potential customers shopping with you or your competition.
The Ad Funnel
The Content Funnel
Three Brands Doing Facebook Ads Right
Manière De Voir
Manière De Voir is one of the fastest-growing fashion brands in the UK. They did £40 million in revenue in 2021. with Facebook ads being their primary growth channel. Having read the founders book on Facebook ads, and audited their ads, this is their exact Facebook ad funnel.
Aybl
Aybl is one of the fastest-growing activewear brands in the world. Their main customer acquisition channels are influencer marketing and Facebook ads. Having audited their Facebook ads this is their exact ad funnel.
Abbott Lyon
Abbott Lyon is an 8-figure UK based jewellery brand. Their main acquisition channels are Facebook ads and Influencer marketing.
You’ll notice their ad funnel is very similar to the other two. And that’s what I want you to take away from this. Facebook ads are very simple when you find a product market-fit. If you’re not seeing the results you would like, get back to the basics and avoid the temptation to overcomplicate it.
In Closing
Your goal is not to convince everyone to buy your products, that's too difficult and unproductive. Your goal is to present your products in the best manner to people who want or need your products.
The key takeaways to creating successful Facebook and Instagram ads:
Be clear and concise.
Focus on your unique selling point.
Always think will this ad stop the scroll.
Leverage social proof.
Use high-quality photos and videos.