What a Facebook Ads creative is formed from.

An Ad consists of:

• Copy, which is the textual part that can be at the head of the ad itself and within the image/video we are going to promote
• Images and Videos
• CTA: the final invitation to the action we want the user to take

The copy

The copy is the textual part of our advertisement and must be strongly persuasive. It should be helpful, clear and with short sentences so as not to confuse the user.

This is a really important thing. Why? Because if we type “Italia Ana” into Google, Google even before Italia Analytics will suggest Italia Functional Illiteracy.

If you click on the first article, which, if I am not mistaken, is from a very short time ago, it turns out that more or less 30 percent of Italians do not understand what they read.

Therefore, one of the most important rules is to make it easier to read your copy. How? With fair and engaging formatting. Use short sentences, wrap often, and use emoji.

The copy of your ads will be crucial in your campaigns and, more importantly, on your return on investment. The better the copy the higher the CTRs and the less you will pay per click. More clicks means more people on your store, and more people on your store means more purchases, more leads, more data, more optimization, more Din Din.

Long copy or short copy?

It depends!

There is no right or wrong. There is effective and less effective. There is useful and less useful.

When you are writing copy always ask yourself whether what you are writing can be useful to your target audience or not. If you sell T-shirts there is no point in doing long copy, try short, super engaging copy instead. If you sell training courses, on the other hand, a short copy will put you 100 percent out of business. In this case, prefer long copy that starts with the general and gets to the specific, highlighting the strengths of the course but even more so everything the user will get once he or she has finished studying it.

Effective creatives

To create effective creative, whether posts, carousels, videos, reels, stories or drawings on ancient scrolls your ads must necessarily have certain characteristics. They must be:

• Have an impactful element, which may be a large lettering, a particular transition at the beginning, or something similar.
• Capturing attention at first sight. Very effective can be people looking directly into the room. Usually the eyes of a person looking back into your eyes stops the scroll.
• It has to be relevant to the target audience, so if someone is interested in sneakers, don’t show them shoes with heels or even worse, pots and pans. If someone is interested in joining a gym perhaps even before showing the equipment it is worthwhile to show how friendly and comfortable the environment is, how helpful the room instructors are, what amenities are available, and how the locker rooms value your privacy. One must constantly understand what the “angles” or motivations are that each person has before becoming interested in a product or service.
• It must have framing and be recognizable, so have elements that at a glance make the ad recognizable as belonging to your brand.

IMPORTANT

If you are not good or able to make good creatives get help from someone experienced. If you force yourself to do things you don’t know how to do you will only worsen the performance of your campaigns.

Also carefully read Facebook’s policies regarding content allowed in sponsorships. If you don’t, you risk falling into the ban and ending your career as an advertiser before it has even begun.