Advertisers shouldn’t let other advertisers have ugly ads. There, I said it.
These days, a beautiful ad – one that really knocks your socks off – shouldn’t be hard to come by, one would think. With the abundance of tips, tricks, and even courses on how to create best practice ads, many fall short and feel like they’re just missing that “thing.” I think we can all agree that a non-cohesive ad comes off as a hot mess of unrelated imagery, poor copy, and inaccurate or conflicting calls-to-action.
So, why does this happen? In most cases, I’ve found that advertisers want their ads to say something specific. They want their headline to be their name, their body to say something about their offer, and they may or may not even utilize the link description real estate. When it comes to imagery, it can run the gamut – from custom imagery suitable for advertising to stock imagery that’s cold and has nothing to do with the campaign.
Of course, when your hands are tied and an advertiser makes a requirement, the ads you publish on their behalf may not be up to your standards. There’s not much you can do other than provide support where you can. In these cases, I believe it’s best to drive monthly conversations about improvement and change bits of the campaign here and there when you can. Eventually, you’ll get what you want, and they’ll be even happier.
When you are in charge of content creation, be smart. Everything should come together in a harmonious way:
- Copy should reflect the offers and business goals of the campaign. Remember the headline should hook users in and drive them headfirst into your goal. Imagery should accurately reflect the above copy.
- Using custom imagery is always preferred, where possible. If there’s text or symbols in your image, make sure it’s in the correct language for your audience.
- Call-to-Action buttons should also reflect the copy. If the button says “Call Now,” users expect a direct dial upon click, not to be sent to a website.
- Bonus: Lead Forms should reflect the ad’s offer. Qualifying questions should ask questions related to the offer, and any messaging should tie back to the copy.
Just remember – you wouldn’t leave your house in a mismatched outfit, right? Don’t be that advertiser and think before you publish.
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Analissa Moreno supports Tiger Pistol’s Value Added Reseller social advertising team by managing fulfillment for the Spanish-speaking portion of the portfolio, providing obscure Facebook and Tiger Pistol product knowledge to her teammates, and diving into new reporting projects across the business. Tiger Pistol creates, deploys, manages, and optimizes high-performance Facebook and Instagram ads at unprecedented scale for global brands, SMB resellers, and agencies that serve multi-location brands.