Advertising on Facebook can attract many customers. It appears in the news, along with posts from other people you follow such as friends. However, creating it requires the application of certain rules. See the technical requirements for Facebook advertising and Facebook ADS.
Table of contents
- What should be kept in mind when writing advertising text?
- What requirements must the text meet?
- Photo specification
- The photo should not only comply with the requirements
- But what if we don't want to use the image?
- Carousel or how to add more than one photo?
- Call to action - redirecting the customer to the website
- Collection - how do we showcase our products?
What to bear in mind when writing ad text for Facebook Ads?
This particular type of promotion allows for the inclusion of an image and three types of text: basic text, a headline and a description. In these places, relevant content advertising the product or service should be included. It is worth bearing in mind EAST Principles That is, to create a text that is easy to understand, attractive to the audience, leaves room for interaction and is up-to-date. If we publish a description that is not understood by the customer, we will certainly not reach them. If we publish something boring and unworthy of attention, no one will be interested in the advertisement. Integrating with your audience not only shows them how important their opinion is, but also increases their engagement with your company's posts. Current events interest people, whereas an Easter-themed post in winter will attract no one. These rules may seem relatively obvious, but they should be kept in mind when creating social media advertising content.
What requirements must the text meet?
The text must not exceed a certain number of characters. In terms of the basic description that you see above the image, the limit is 125 characters. These are approximately two or three sentences. The headline and description are shorter, the former allowing a maximum of 40 characters, and the other at 30. Text exceeding this limit is acceptable, but it may be shortened. The need to develop it may make fewer people read the whole.
Image specification for Facebook Ads
The photo, which we can include under the description, also has its limitations. It should be in JPG or PNG format. The aspect ratio is from 1.91:1 to 1:1, in simpler terms, it is best to use square or rectangular photo. Examples can be seen below. When it comes to resolution, there is no upper limit. However, there is a minimum, the image should be at least 1080 by 1080 pixels. The maximum image size is 30 MB. Following the above recommendations will ensure that the ad is not blurred.
The photo should not only comply with the requirements
The photographs added to an advertisement should not only be in accordance with the specifications. The actual taking of them is also important. When taking photographs, care should be taken to compositions and lighting. When consumers want to spend money on a product, they look at the aesthetics of the product, so a badly taken photo can make you lose potential customers. On the other hand, when a photo is well taken, it can attract attention and generate purchase intent. The image below shows one of the methods of composition in a photo - tripartite method. It involves placing the most important elements at the so-called strong points, i.e. the intersections of the lines dividing the photo into 9 parts.
But what if we don't want to use the image?
Instead of a photograph, you can use short film. Its possible length is between 1 second and 240 minutes. It should be in MP4 or MOV format. The maximum file size is 4 GB. Although it is possible to add a long film, it is recommended that it should be approximately 15 seconds. That way it will attract attention and more people will see it.
Carousel or how to add more than one photo?
It is also possible to include more than one image; to do so, use the carousel. This type of advertisement allows you to present 2 to 10 images with an aspect ratio of 1:1 (square). If this option is used, the URL of the landing page to which the advertisement is to be directed is required. Images can be scrolled via a small arrow. A video can also be included in the carousel. Each element of this type of ad can have a separate button linking elsewhere, leaving many possibilities.
Call to action - redirecting the customer to the website
A button can be added to the Facebook ad CTA (call to action). Depending on the objective we want to achieve with a given ad, it may call for other actions. For example, if you want to increase traffic to your website, you could use the phrases: buy tickets, get access or buy now. These buttons give the customer the opportunity to go straight to the website from Facebook.
Collection - how do we showcase our products?
To show more products, you can use a collection. In this ad, you can use 1 image or video to serve as a background and 3 product images. When clicked on, the ad redirects to a so-called 'collection'. zip material. With it, the customer can browse the offers of the advertised shop. As with the carousel, the URL of the target site is required here.
