Creative advertising on Facebook: choosing the best solutions for implementation

Various tools, methods, and approaches are used to develop a business, attract new customers to the pages of its official representatives, and retain the attention of regular customers. But still, despite the extremely wide variety of solutions, it is becoming increasingly difficult for modern companies to win the attention of their own audience. This is true not only for offline but also for online businesses. This is largely due to the fact that classic advertising has already lost its relevance. Such ads simply go unnoticed by potential buyers, or even irritate them.

So what should a modern business do in conditions when classic creatives no longer produce the desired results? It is necessary to develop and present something new, unusual, original to the audience. Unfortunately, there are no standard recommendations for all occasions. It is important to choose the best option depending on what goods or services are being discussed, what audience they are intended for, and what platform you will be working with to attract the audience to your business.

As part of today's review, we will talk in detail about what creatives should be used by a modern business if the vast majority of its target audience is represented on the social network Facebook. Let us remind you that this is a platform where about 80% of the solvent audience is concentrated, who understand perfectly well what products they need. We will also talk about what technical requirements the Facebook Ads Manager application will impose on different publication formats, and we will provide a number of recommendations that will improve your creatives and make them more attractive to the target audience. We will describe a number of original ideas that will help you create truly original and extraordinary creatives for Facebook.

Using Facebook Ads Manager

We would like to immediately draw attention to the fact that in this case, all work will be performed through Facebook Ads Manager. This is a specialized platform that makes advertising management in this social network as flexible, convenient, and functional as possible. It can also be used in conjunction with Instagram, Messenger, and Audience Network. This tool can rightfully be called universal, as it allows you not only to create high-quality and original advertising, but also to additionally customize the time of its display and place of publication, track the effectiveness of each separately launched campaign, compare the obtained indicators with previously set marketing goals.

Today you can choose this application for yourself depending on what devices you plan to work with. In particular, the developer currently offers Ads Manager for both Android and iOS. This means that all statistics and advertising management will be under your complete control even if you do not have a personal computer at hand. Why do we recommend paying attention to Facebook Ads Manager? The fact is that the functionality of this product is extremely broad and is quite suitable for most modern businesses. Judge for yourself:

• Convenient and quick creation of new advertisements. You will be able to individually customize the parameters of your campaigns, choose a goal that will best meet the upcoming business tasks. You will also have full control over the entire ad management process. You will also be able to upload your creatives, track results, and make adjustments to your budget literally in real time. Another convenient thing is that you will initially see how the ad will be displayed on different devices and make the appropriate adjustments in a timely manner.
• The ability to display the same advertising campaign in different applications. In this case, we are talking about a fairly large family of products and services of the social network Facebook. You yourself choose the sites where you want to display your ads or use the automatic selection of placements from Ads Manager. This is what guarantees maximum opportunities for displaying ads, reaching the widest possible segment of the target audience. As a result, the results can exceed even the most daring expectations.
• Flexible budget settings, managing them in real time. Initially, you will need to specify the total budget for your advertising campaign, and then select the period of time for which you are set to spend it. Here you can select both a one-day budget and advertising costs for the entire period of its display. It is convenient that you can make adjustments to the specified figures at any time, redirect cash flows from one campaign to another if the effectiveness of the first is too low, and the second, on the contrary, requires strengthening to scale the effect.
• Automatic detection of advertising strategies that give maximum results in practice. In particular, we are talking about the ability to conduct A/B testing of several ad options in order to identify the most effective ones. Here you can play with the portrait of the target audience, ad placement locations, display optimization types, product groups and directly creatives for each individual campaign.
• The ability to use dynamic creatives, which is guaranteed to increase the efficiency and effectiveness of advertising on the Facebook social network. This is what will allow you to show your potential customers personalized advertising. Ads Manager will be able to independently select the most effective and harmonious combinations of images, videos, text content, demonstrating its options to different categories of consumer audiences.
• Fine-tuning target audience indicators. Before developing any advertising, you must understand who exactly it will be targeted at. This means that you should initially have compiled a target audience portrait. And already in the Facebook Ads Manager application, you will need to set the appropriate parameters to set up advertising targeting. It is convenient that you can target both a wide audience and a fairly narrow one, providing for clear segmentation of your potential buyers depending on their gender, age, preferences. The latter option is preferable, as it allows you to target ads to people who are highly likely to perceive them positively and be ready for subsequent interaction with your business. Moreover, this way you can launch personalized offers, which will increase the effectiveness of ads.
• Simple editing of advertising campaigns. In order for your ads to work and give excellent results in practice, it is important to constantly monitor their effectiveness and instantly respond to certain changes. Thus, with the help of Facebook Ads Manager, you can make adjustments to the budget in real time, change the settings of the target audience, placement locations and even the creatives themselves. At the same time, you can edit not only one ad, but several at the same time. Also here you can temporarily pause your advertising campaign and re-launch it, copy it along with all the settings and transfer it to other sites.
• Getting access to statistics in real time. Facebook Ads Manager offers consumers a fairly wide range of tools that generate visual and detailed reports. If you analyze the figures presented, you will be able to see whether the launched advertisement meets your expectations, and you will understand whether you are actually getting the same results as planned earlier. It is best to monitor the dynamics, because this is the only way you can understand whether you are moving towards achieving the set task. In some cases, it will be necessary to make adjustments to your advertising strategy. Alternatively, you can change the image, redistribute the budget, set other parameters for the target audience to increase the effectiveness of the ads.

But in order for your work with Facebook Ads Manager to be as convenient and simple as possible, you must initially comply with the key technical requirements that this offer makes for creatives. But here everything directly depends on where exactly you plan to place your ads.

TOP placements for advertising in Facebook Ads Manager

Placements are those places in Ads Manager and, accordingly, the social network where your advertising creatives will be placed. The size and format of your future ad will depend on this. So, you need to choose a suitable place for publication already at the ad group setup level. Let us repeat that in the case of Ads Manager, these can be platforms such as Facebook, Instagram, Messenger, Audience Network. For each such platform, the most detailed list of placements is offered. You will need to navigate this variety and choose the options that will best meet the goals of the current advertising campaign. So, if you want to provide good traffic to the site with the help of your ads, then you should definitely not choose the "Messages" placement.

So, when working directly with the Facebook platform, you can use the following categories of placements in Ads Manager:

1. Feeds.
2. Stories and Reels.
3. Search results.
4. In-stream ads directly for both video and Reels.
5. Messages.
6. Websites and applications.

Now we will consider each of the placements in more detail, for convenience, distributing these places in accordance with the same requirements. We would like to immediately draw your attention to the fact that today Facebook will accept square images. This means that you should not bother preparing horizontal images. This will be especially convenient if you want to save time and resources when creating unusual advertising banners, including those of specific sizes. Now it's time to study in detail the basic technical requirements that apply to each publication location.

Feed

This category includes both the Facebook feed itself and the Facebook Marketplace feed, the Facebook video feed. Here, there are separate requirements for images and video content. In particular:

1. Images. In this case, it is optimal to use square images with an aspect ratio of 1:1. These can be both classic JPG and PNG files, which are of higher quality. The resolution of your image must be at least 1080x1080px, and the maximum permissible file size is 30 MB.
2. Video content. Videos with an aspect ratio of 1:1 or 4:5, if working with mobile devices, are allowed for publications in the feed. The file format here can be different: MP4, MOV, GIF. It is also important to pay attention to the resolution: at least 1080x1080px for an aspect ratio of 1:1 or 1080x1350px if you choose a ratio of 4:5. The video must have a so-called "safe zone". This is where the main information will be placed. In any other place on your creative, you can add a call to action button, a link to the profile page. Such distribution is important for the clarity of the video. That is, it is in your interests to place important elements directly in the safe zone. The video length can range from 1 second to 241 minutes, but it is still recommended to limit the video length to 15-30 seconds.

Stories and Reels

In this case, we are talking about regular Facebook stories, as well as Facebook Reels. If you choose the second option, it is recommended to use more video here, rather than images. In this case, the recommendations will be as follows for both options:

1. Images. Choose images with an aspect ratio of 9:16. They can be saved in JPG or PNG formats. The minimum resolution is 1080x1080px, but it is still recommended to use 1080x1920px. It is also advisable to provide a safe zone for placing text information. Its dimensions are 1000x1470px. The margins from such a zone on the sides should be 40px, at the top - 200px, and at the bottom - 250px. The total file size should not exceed 30 MB.
2. Video. As with the image, the aspect ratio for videos in Facebook Stories and Reels should be 9:16, the file type is MP4, MOV, GIF, and the recommended resolution is 1080x1920px. Such a file should not weigh more than 4 GB, and its optimal playback duration is 15-30 seconds. The last parameter may vary depending on what ads you are running at the moment. So, for native, interstitial, banner advertising, the total duration can range from 1 second to 2 minutes. But if you use Facebook Reels, then the duration of the video here has no strict restrictions at all. But in any case, it is important to understand that the optimal video length is the one during which you can hold the attention of a potential client.

Search results

This is a regular selection that the site will offer users in response to their request. In this case, the recommendations for images and videos will be as follows:

1. Image. There are 2 possible aspect ratios: 1:1 or 1.91:1. The minimum resolution can be as follows: 1080x1080px (for 1:1 images) or 1200x628px (for 1.91:1 images). Possible file types are JPG or PNG, and the maximum permissible size is 30 MB.
2. Videos. Such content can only be posted with an aspect ratio of 1:1, with a resolution of 1080x1080px. The acceptable file type is MP4, MOV, GIF, and its size is up to 4 GB. Despite the fact that the possible video duration is in the range from 1 second to 241 minutes, when preparing such content, it is optimal to stick to a time interval of 15-30 seconds.

In-stream Ad

In this case, there are 2 possible placements: Facebook In-stream Video and Facebook Advertising. There are a number of nuances that should be taken into account in practice:

1. Image. It is recommended to choose images with an aspect ratio of 1:1 and a resolution of at least 1080x1080 px. The total weight of such a file should not exceed 30 MB. You can save your image in JPG or PNG formats. We would like to draw your attention to the fact that Facebook Advertising is initially characterized by fairly small image sizes. This means that you shouldn't add any text to them. If you have important information for your audience, it's better to place it in an additional text field that will be displayed next to the image itself.
2. Video. In this case, the recommended format for Facebook Reels Ads is vertical with an aspect ratio of 9:16 and a resolution of 1080x1920px, no more than 10 seconds long. If you plan to launch Facebook In-stream Video, you can choose between 2 aspect ratios - 1:1 or 16:9 - and the corresponding resolution - 1080x1080px or 1920x1080px (16:9). Possible file types are MP4, MOV, GIF. The maximum file size is 4 GB, and its possible duration is from 5 seconds to 10 minutes. However, experts recommend not to make the video too long, as this will not allow the audience to keep their attention on the ad. A duration of 10 seconds will be enough.

Messages

In this case, we are talking about incoming messages that will arrive in Messenger. Here you can use only square images with an aspect ratio of 1:1 and a minimum resolution of 1080x1080px. There are no other recommendations or restrictions here.

Websites and applications

The following requirements are relevant today:

1. Image. Any images with an aspect ratio of 1:1 or 1.91:1 are suitable. In this case, the minimum resolution will be 1080x1080px and 1200x628px, respectively. Possible formats of these files are: JPG or PNG.
2. Video. According to Facebook recommendations, it is allowed to post videos with an aspect ratio of 1:1 or 1.91:1 with a resolution of 1080x1080px or 1200x628px, respectively, for each of the options. The allowed file type is MP4, MOV, GIF, and its maximum possible size is 4 GB. There are no strict requirements for the duration of such videos. You can choose any option for yourself in the range from 1 second to 241 minutes, but still, you should not overdo it. Stick to the recommendations that are relevant for other placements, namely from 15 to 30 seconds.

Now that you know what placements are used today when launching ads through Facebook Ads Manager, you understand what videos and images should be like so that the platform accepts them for publication without any complaints, you can move on to a more detailed acquaintance with creatives. Now we will give a number of additional recommendations or tips that will help you significantly increase the effectiveness of the launched advertising.

Improving advertising creatives before placing in Facebook Ads Manager

The fact that you will initially prepare your creatives in accordance with the recommendations and requirements of the platform itself is very good, but, unfortunately, this will not be enough to get a decent result in practice. There are a number of nuances here that must be taken into account in order to get a decent result. For your convenience, we have divided them all into separate thematic categories:

1. Features of advertising images.
2. Text accompaniment of ads.
3. Nuances of advertising formats.
4. Call to action.
5. Ideas for content, creatives.

For a more detailed acquaintance, we will consider each of these options in detail.

Features of advertising images

Initially, we would like to draw your attention to the fact that along with the main creatives, additional elements must also be present on your images. As an option, this could be a link to your page profile, a button calling the user to action, or other options depending on the features of your advertising, as well as what placements you are currently using. Here the main requirement is to get the most attractive and visual creative, in which additional elements will not cover your main message.

To check for additional elements in each of the placements, follow these steps:

• go directly to the settings of your ad;
• use the scroll to go down to the block where the advertising creatives are placed;
• open the entire list of placements of a certain ad category;
• click on the pencil image, which will allow you to open a preview window with the ability to edit a specific placement;
• after this, another preview window for the creative will open in front of you, where you can see not only the presence of additional elements, but also their placement location.

The convenience of which method also consists in the fact that for each of the Facebook Ads placement categories you have selected Manager will display a safe zone for placing additional information. That is, you will immediately see how attractive the launched advertisement will look in each of the planned places for its placement. If necessary, you can easily make the appropriate adjustments. For example, the texts will be best read in stories, while Facebook Advertising will take up a very small screen size and fill it with text with the terms of the promotion - clearly not the best option. Let us repeat that in this case, a more appropriate solution would still be to publish content next to the image itself as text accompaniment.

Also, when choosing a place to place your advertising creative, think about what audience you are targeting. Facebook is a platform that gathers on its pages mainly an adult, conscious audience with a good level of income. If your audience is younger, then it might make sense to consider the social network Instagram for work. The transition to it will be quite simple and quick, and all these recommendations that we have given above will remain relevant, since the advertising setup will also be performed through the Ads Manager service.

Text support for ads

Here we would like to draw your attention to the fact that not only pictures or videos should be personalized, but also the text that you will use as an accompanying text. Pay attention to what placement you will use in a particular case. The fact is that each of the options has its own recommendations for the amount of text information.

Here it is important for you to think about how to convey key information to the audience, but at the same time not to make the picture too busy and difficult to perceive. In some cases, it will be enough to simply write the word “Promotion” to interest a potential client or to place a call to action. Making a full text description that will include the title, the essence of the offer, and a call to action is advisable only if the image is large enough.

Nuances of advertising formats

Talking about advertising in general, we have already said more than once that such creatives should be original, diverse, unobtrusive. Only then can you count on the fact that you will be able to interest your potential buyer, constantly hold his attention. And this means that in practice it is worth using different formats for your advertising. This can be a catalog, carousel, Instant Experience, collection, etc. All this attracts more attention from a modern audience than classic images or videos, which have become something ordinary and boring for the audience.

Here it is important for you to understand what the advantages of this or that format are and play out each of them in your own way, getting unique and extraordinary solutions in practice. Alternatively, the carousel is great for launching a storytelling campaign about your brand or a specific product. At the same time, in the “collection” format, you will be able to perfectly convey information about your product to the audience, show original combinations, thereby interesting the potential buyer, helping to focus his attention.

Call to action

We strongly recommend using the Call To Action button on any creatives, that is, a call to action. But at the same time, it is also very important to systematically lead the potential buyer to click on this button and perform the action that your business is counting on. And this means that you need to very carefully think through the type of call to action, what will work best with a particular target audience or product that you are advertising. Today, Facebook offers quite a lot of such solutions. You just need to get to know them and choose the best option for yourself.

Ideas for content, creatives

Originality, creativity, creative approach - this is what will allow you to effectively stand out from the competition and attract the audience to your business or at least focus their attention on your advertising. It is important for any business to find its identity, its "highlight", that is, something that will be characteristic of your company, something that the audience will not find in your competitors. As soon as you manage to find your thing, you will be able to adapt any ideas for both content and creativity to it.

At the same time, it is very important to constantly monitor current market trends, new products and implement all this into your own advertising strategies. But here it is important to understand that all trends are temporary. They cover the market like an avalanche and just as quickly disappear. And you need to not miss this moment, otherwise your current creative will never work.

As an option, when searching for creatives and ideas for content, you can use these recommendations:

• Create your own character. Ideally, it will match your brand in essence and color scheme. Let's say you sell flowers, bushes, tree seedlings, seeds. Create your character in the form of a tree, the trunk of which will have eyes, the lush crown will look like hair, the lower branches - like hands, the roots - like feet. If you want, you can make changes to it depending on the season, events, holidays: paint the crown in yellow-red shades, wrap it in agrofibre, sprinkle snow on top.
• Launch several images for different audiences. Alternatively, you can use people of different ages, different professions, interests in the images. This way you will make it clear to whom exactly your offer is addressed. This approach significantly increases the effectiveness of advertising, as potential buyers understand that they are looking at an ad that is relevant to their requests.
• Take advantage of the opportunities that artificial intelligence and augmented reality provide today. With their help, you can create an incredible variety of advertising creatives for any occasion and audience.

But you can’t do without creativity and an extraordinary creative approach. Your key task when developing creatives for Facebook Ads Manager is to get a product that will allow you to effectively stand out from the competition and attract the attention of the audience to your ads.

Let's summarize

In today's review, we provided a lot of information about what modern advertising creatives should be like for placement on the Facebook social network, and pointed out a number of advantages and features of launching them through the Ads Manager platform. Now you know what requirements your graphic and video creatives must meet, depending on where you plan to place them. Additional recommendations will help you create ads that will perform well in work, will attract the attention of the audience and guarantee high efficiency in practice.

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