Facebook Ads is an incredibly strong ad platform for a lot of reasons. That doesn’t mean that it’s necessarily a get-out-of-jail free card for marketing; there’s still testing that has to be done, and ways to make sure your campaigns will reach optimal success.
One of the biggest challenges for a lot of marketers on Facebook is that of how to create eye-catching ads on Facebook. There’s so much clutter on Facebook in general that the competition is high for a users’ attention; between other content in the Newsfeed, all the links on the side, announcements like Memories from even Facebook, and ads from your competitors in multiple locations, it can be difficult to get a second glance.
Fortunately there are a few foolproof tricks and tips to create eye-catching ads on Facebook that can help increase your click-through rates—and your sales.
1. Create Clean, Uncluttered Images
We’ve all seen the advertisements that seem to think that the more stuff they can fit into their ad, the better; the picture is filled to the brim with so much stuff it feels like one of those “find the hidden top hat in the garden!” games I used to love in Scholastic Magazine as a kid.
Especially for a side column ad, where the image is condensed, there’s too much in the image and you aren’t sure what’s what.
Some images on Facebook Ads seem to have so much in them that you aren’t really even sure what you’re looking at, and you likely aren’t going to take the time to find out.
This ad has a lot to look at; though they use contrasting colors, there’s so many similar colors in the background, it’s hard to focus on anything.
To make your image both eye-catching and alluring enough to draw the reader in, keep it clean and focused. Choose a high quality image that doesn’t have too many things—or colors— to keep you from focusing in on what you’re looking at. When you pick your picture, make sure your product (or what you want to focus on) is what stands out easily.
This image is clean, simple, and focused. There’s not too much too look at or be overwhelmed with.
2. Simple Text
I know, it sounds kind of crazy that less text would be more eye-catching. But simple, clean text is easier to read, so users will be drawn to it more. It’s time to bust out our inner Hemmingways.
My definition of simple text includes brief copy, easy-to-read phrasing (with correct spelling and grammar), and normal punctuation with capitalization used extremely sparingly or not at all (take it easy on the caps lock, everybody).
Even if a huge block of text so happens to be eye-catching, you can bet that few if any Facebook users are actually going to stop to read it. Ads that are overly full of all-capitalized words don’t perform well either; not only is it excessive, it feels like someone is screaming at you or trying way too hard to get your attention (this is a good rule of thmb for posts).
This comes close (but doesn’t quite cross the line) of too much text. In general, the simpler, the better.
The idea of the ad on Facebook is to be alluring enough to get users to click to your landing page or website, where the full details can be presented. Think of it like a teaser to a movie. The Facebook Ad is the quick TV teaser, and the landing page is the full movie, with all the real content users want.
When it comes to your ad, you want to give only the necessary information to get users to click: “We’re having a sale on our site with prices ranging from 20% off to 50% off depending on the item, and if you buy in the next two days you get free shipping” doesn’t perform nearly as well as “Flash Sale! Get up to 50% off and FREE shipping before it ends!”
A snippet of text is all you need to catch the reader’s attention in this case.
Especially considering the fact that you have a limited amount of space (and a limited attention span from your users), you want to make sure you put in only the information that’s necessary, and the information that will get them to click.
3. Choose Interesting Images
I know, easier said than done, and it is very subjective.
You know who your target audience is when you’re running Facebook Ads (or you at least have a pretty good guess); this makes it easier to create content—including images—that they will be most receptive to.
Images that are unusual or seem to have interesting subjects automatically you want to know more.
An image that is unusual or interesting is automatically going to stand out. Anything clever or funny will also catch a users’ eye and get to linger. These types of images are often very likely to get clicks as well as a ton of engagement.
Facebook is full of bizarre things and a lot of posts that users aren’t really that interested in. Slap on a picture of something truly unique to your ad, and users will notice—and respond.
4. Use Bright, Contrasting Colors
Utilizing contrasting colors on both landing pages and Facebook Ads is a fantastic tool that is underutilized by often very effective. Contrasting colors naturally attract attention, and when used correctly, can actually draw your eye to where you want it to go.
Bright, contrasting colors combined with a simple image will immediately grab a user’s attention. Pops of bright color strategically placed can focus the eye on your product and even make it look as appealing as possible.
The above example demonstrates this. Fromyouflowers didn’t pick a bouquet of all blue or white or yellow flowers; the choose to advertise a bouquet that had contrasting pops of color in it. This image also demonstrates the strength of a clean, uncluttered image, as well as the use of whitespace (which can be a powerful thing).
5. Choose the Right Options on Facebook
Depending on your ad, different tools Facebook offers marketers may strengthen—or weaken—your campaign in terms of catching a users eye. Some examples include:
- Facebook’s Image Carousel: Facebook’s image carousel is one of the most eye-catching options you can use on Facebook. Users naturally want to scroll to see what’s just out of site, and it automatically stands out against the rest. Facebook’s image carousel ads tend to perform well with high click through rates
- Facebook’s Call to Action Button: Facebook’s call to action button isn’t just for pages; you can choose from a list of CTAs to attach to your ad as well, which can catch a users’ eye and increase conversions all at once.
Plated’s “Sign Up” CTA button at the bottom of the ad can be seen here.
- Placement: Will the ad you’ve created stand out more and perform better in the Newfeed or in the side column? Will it be eye-catching on a mobile platform? Considering Facebook’s placement options as a tool that we can use to enhance our ads’ performance will help you create eye-catching ads for each placement—and to place your ads accordingly.
Facebook’s got a lot of great tools for advertisers on their ads platform; knowing which ones to use, and when, will help create an eye-catching ad.
Final Thoughts
Creating an eye-catching ad takes a lot of work, especially considering it’s not just all about the image. With a little creativity and consideration for your audience—and with the resources Facebook has offered us—it’s definitely possible.
With those eye-catching ads, you’ll see big increases in click through rates and conversions, and that extra consideration will be worth it. As always, split testing is crucial to find out how your overall ad is performing and to see what’s really drawing a user’s attention. You can read our guide on split testing here.
What’s your favorite way to draw in a user on Facebook Ads? How do you create eye-catching ads on Facebook? Leave us a comment and let us know!
Hi Ana,
Nice post on AdEspresso! I saw you featured one of our Facebook Ads and I have to say that I don’t completely agree with you. I think giving more text + more context is definitely relevant for our Facebook Ads, because the objective isn’t getting just clicks, but getting conversions. If you give people more context on what kind of offer they are looking at, you’ll get better targeted clicks to your website and, I dare to say, the same amount of conversions in the end, while paying less.
Hey Yasmin, thanks for weighing in! You raise a very good point. Honestly even after checking thousands of campaigns I think there’s no correct answer to this point. Everyone has to test what works better for them, especially when it comes to Facebook Ads.
For example, is it good or not to insert the price of the product? I guess it will lower the clicks but increase the conversion rate as you suggest. It’s however tricky and very variable how the balance will work out for each advertiser. The same happens in every channel.
eMails with a “curiosity” theme like “You’ll never believe this…” have better Open rates but also lower Click Through Rate and higher unsubscribe rates. Still a lot of advanced marketers use them anyway. I guess they figured out it’s good for them.
In the end, it’s a best practice to always split test what works better for your business and for your audience. One point I totally agree with you on is that users should not care about clicks, what matter are conversions and ROI.
On the other side I don’t agree with the “paying less“. That’s hard to tell. 90% of todays’ Facebook Ads use oCPM bidding so you pay for impressions not clicks. An higher CTR (but from less targeted users) may result in lower costs as Facebook might consider the High CTR as a positive indicator and lower your overall Cost per Impression.
Again, thanks for your comments, you raised a great point (and we love TNW… it’s awesome to know you read our blog!)
Max