Facebook Ads Domination Course

How to Optimise Your Facebook Ad Design

There are many factors you need to look at if you want to optimise your Facebook ad design. 

As we mentioned in the previous section, your message and your accompanying graphic should work well together.  Psychology also plays a huge role in design, so I’ll be talking about that a bit in this section, too. 


1)  Use Great Visuals

When you use eye-catching and attractive visuals or graphics, people are more likely to stop scrolling their news feed to take a closer look at your ad.  If you use lackluster or boring graphics that don’t stand out from people’s crowded news feeds, then expect to NOT get a lot of engagement on your ad. 

Also, it’s important to note here that Facebook doesn’t like too much text on images.  When you upload the images for your ad, their algorithm will check the images for text.  Having too much text will affect the delivery of your ad so make sure you pass this requirement. 

Here are a few tips to make sure you use the right visuals for your ad:

  • Use high-quality images - some stock images are great, but most are overused.  If you have original images that showcase your brand and your customers, then use that.  People love authentic and original images; stock imagery often looks fake, and most savvy Facebook users can spot cheesy stock images right away.  Most will probably skip your ad and just continue scrolling down their news feeds. 
  • Use original graphics – this option is a bit pricey, but if you want to really stand out, you can hire a graphic designer to create original graphics for your ad.  This way you know your ad will be unique and may increase the probability of people engaging and sharing your ad with their friends.
  • Use close-up photos of people’s faces – an image of a person projects an emotional connection with the audience.  Don’t just use any image with a person on it though.  A photo showing a smiling, friendly face up close may work wonders for your ad.  Don’t you find yourself smiling whenever you see a happy person in a photo?

If you’re promoting a more sombre event, however, then you need to find the right imagery.  You may not want to use a happy picture if you’re promoting something like a funeral home (but of course this depends on your audience and how you position your advert). 

  • Use location-specific images – if you are promoting a local business, you should use images which showcase your city or your state.  For example, if you’re promoting a business in Paris, France, you can probably use an image with the Eiffel Tower as a backdrop.  People who recognize the Eiffel Tower will know your ad is related to France.
  • Use visual contrast or filters – using the right contrast and filter for your images are very useful.  There’s a reason why filters on Instagram are so popular – people love them.  Just make sure you don’t overdo it though.  Too much contrast and filter may convey the wrong message to your audience – and that message is they’re looking at an ad made by an amateur.
  • Use carousel ads if possible - carousel ads are awesome if you have excellent and high-quality images.  You can create a theme or a story with just a few connected images, and carousel ads are perfect for this reason.  When used correctly, carousel ads create an effect similar to that of a panoramic shot.  Take a look at this example from Facebook.  Wouldn’t you say it’s eye-catching?
(4 images in a carousel ad made to look like a panorama.  Image Source: Facebook.com)

(4 images in a carousel ad made to look like a panorama.  Image Source: Facebook.com)

2)  Have an Excellent Value Proposition

Now that you captured your audience’s attention thanks to the excellent graphics you used in your ad, they’re going to be curious about what you’re offering them.  This is where value proposition comes in.  You have to convince your reader that they’re going to get awesome value from choosing your brand over your competitors. 

For instance, if you’re promoting a gym membership, you should make it clear in your ad that you’re offering something of really high value for a fraction of the price.  You can say that for the first 100 customers who take advantage of your offer, they’re going to get an 80% discount on their gym membership. 

Who wouldn’t love that, right?

In your ad, you can list down what is included in their membership, so they can decide right away that your offer is too good to pass up.  And let’s not forget to mention the scarcity mentioned in the ad.  Telling them the offer is only good for the first 100 people will spur them into action!

So where do people find your awesome value proposition? In the headline and the description of your ad, of course.  This is why when writing your ad’s text, you have to make sure the headline will grab your reader’s attention.