The Custard Blog

Words of wisdom from our team of online marketing experts

2 Crucial Elements That Will Make or Break Any Facebook Ad

Facebook is one of the largest social platforms in the world with over 1.44 billion monthly active users. That’s more than China’s total population, making Facebook the biggest country on the planet!

There’s no doubting that positioning your business on Facebook is a smart move, but there are a handful of elements that could make-or-break the success of your ad and affect the return on your overall investment.

Here are the two key features of a Facebook ad creative that could affect its success, and how to optimise it for the best possible results.

1) Ad Text

Unlike Twitter users, the people who use Facebook post less frequently. Facebook is a platform for sharing larger chunks of information, which gives advertisers the opportunity to add more detail into their ads and the opportunity to be more engaging with the content that supplement the creatives.

Targeted Copy

When it comes to crafting copy for your Facebook ad, your main aim should be to tailor your content to your target audience. The main way you can do this is with the post text.

You may want to identify the following behaviours:

• Age – What type of language would the people within your targeting age range be using? Would it be slang or “proper English”?
• Location and Languages – Colour or color? Catalogue or catalog? Humour or humor?
• Interests – Are there any phrases that a person with an interest in a certain industry would use?

For example, let’s say that we’re creating an advert within an ad set that targets teenage girls, aged 13 – 18 that live in the UK with an interest in beauty and makeup. We might want to use the following text:

fb ad example 1 - targeted copy

Text Length

Although Facebook is a great platform for sharing updates with extra detail, Facebook still recommend keeping your content around 500 characters in length. This is to ensure that it is not cut off smaller screens.

To keep your audience engaged, they recommend using 150 characters or less. Despite not being the best strategy for initially grabbing your audiences’ attention, this can be combatted with using other visuals such as images.

Keeping your ad content shorter is more likely to convince the audience to read it and actually engage with the ad – an important factor, no matter which objective your campaign is optimised for.

The following ad delivered by Just Eat is a great example of this – as shown by the number of engagements on the post itself:

just eat 1 - engagements

2) Ad Images

If photography isn’t your strong point, it can be easy to fall into the trap of using stock images for your Facebook ads. Yes – stock photos can be successfully used to get great results, but there are a few important factors to consider before choosing ‘the one’.


Just like anything we do that relates to Facebook advertising, you’ll need to create ad images that are targeted to your audience. After all, why show people something that isn’t related to their interests?

Again, we need to think about the age, demographics and interests of your ideal customer (or buyer persona). If you’re delivering an advert to women interested in marketing, using an image that features a group of businessmen may not give you the best results.

Think about being relatable to your targeted audience. If you’re looking to target men that are interested in fashion, choose an image of a man within the same age range wearing fashionable clothing.

If you’re delivering an ad to people aged 40–65+ with an interest in sofas, use images of older people in situations that your customer could relate to – like their home.

Images with Text

Another awesome way to ensure that your ads are eye-catching to a person briefly glancing their News Feed can be to add text to your images.

One thing to be mindful about when overlaying text onto your images and creatives is the amount of space that is being taken up by text.

Earlier this year, Facebook removed the “Facebook ad images must not have overlaying text that exceeds 20% of the overall image” rule. Despite this, there are still rules that determine the effectiveness of your ad.

There are now four categories that your creative will fall into once it features an image with overlaying text. They include:

• Image Text: OK
• Image Text: Low
• Image Text: Medium
• Image Text: High

Depending on the category that your creative falls into, the reach and performance of your ad may be affected.

If you’re interested in the benefits which your business could experience through Facebook paid ads, please get in touch with the team. We’d be happy to help.


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