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A Cheat Sheet to High-Converting Facebook Ad Creative

January 11, 2017

By Today’s Industry Insider


An AdWords text ad looks exactly the same on mobile as it does on desktop.

You don’t have to worry about the difference. And besides, it only takes a few characters anyway. There’s little room for error.

Now contrast that with a Facebook ad creative, where you’re juggling different headline, image, text and CTA options for different placements, across different devices.

What looks great for one will almost certainly not work for another.

Fortunately, there are a few general rules of thumb to start with that can make your life a lot easier (and not to mention, save you a bunch of money).

Here’s a cheat sheet to creating your own high-converting Facebook ad creative.

How to Decide Between Facebook’s Three Major Ad Placements

An image that’s perfect for the Desktop News Feed won’t cut it on a tiny mobile ad.

And therein lies the dilemma.

Facebook ads are a delicate balance, where you have to weigh up so many different objectives, ad types, placements, and sizes in order to get the creative just right.

One of the first places to start, well before considering an image or headline, is the platform and device placement.

Here’s how to choose between the three options.

Placement #1. Desktop News Feed

The standard Desktop, News Feed placement is your first go-to option.

As a general rule, the priority placement here gets you better-than-average conversion odds.

And you get more room to make your case, with a larger image, longer copy, and additional link description area.

The only problem?

It’s competitive. And it’s expensive (relatively speaking).

You’re paying for the extra emphasis. So while that’s great if your goals include engagement or generating leads and sales, it’s not-so-great for discovery and brand awareness.

Placement #2. Desktop Right Column


Right Column ads typically take a back seat to News Feed ones because they’re slightly out-of-sight, out-of-mind.

Not to mention, your ability to captivate with a smaller image and little-to-no text area becomes a little diluted.


If someone already knows who you are and what you have to offer (i.e. you’re retargeting previous website visitors or past customers with custom audiences), your ads can grab their attention at a more cost-effective price point (per impression or click).

Just make sure you’re creating ads specifically for the Right Column placement, and not simply regurgitating and force-feeding News Feed ads into the smaller placement. Otherwise, this will happen:


These ads are from the Right Column, but written and designed for the News Feed.

So good try, but wrong placement.

That means the design objects and copy in the image are too small to be legible. And their ad text headlines and descriptions get truncated, too.

Which then means they end paying more for this ad, overspending and wasting precious ad dollars because they got only one of the variables wrong.

Placement #3. Mobile


Contra-competitive timing refers to sending email messages, for example, over the weekends when you have less competition to go up against.

Similarly, you can start audience-building …read more

Source:: Kiss Metrics Blog