Now that you learned more about Facebook Messenger bots from my last article, there is still something missing.
It’s the ad creative with which you draw attention to your offering.
When it comes to creating the creatives for Facebook ads, many don’t know where to start and which creatives to use for them.
Knowing from the get-go which type of ads and creatives to use gives you a better chance of having a winning campaign and making it more profitable.
To be honest, it’s unlikely that you will have a winning campaign from the start, although possible, but at least you will have fewer testing iterations to do to get to a winning campaign and having more winning campaigns in the future.
What a Great Facebook Ad Creative Should Do
In this article, I mentioned the AIDA copywriting formula: attention, interest, desire and action, which in my extended version is attention, interest/problem, desire/solve, action.
When it comes to Facebook ad creatives, you are in the business of “getting attention” or the attention part of the above formula.
Because you’re doing a version of interruption marketing.
Usually, people scroll through their Facebook feed checking out the content from their “friends” and with a Facebook ad, you sort of interrupt this flow, suddenly appearing in the feed (should you chose a placement in the Facebook feed in the ads manager).
So, for the most part, Facebook ads have an interruption element in them.
So, what should be the basic aim when creating your ad creatives for your campaign?
The aim is to create a pattern interrupt with your ad.
When people scroll through their feed, they can easily miss an ad due to “banner” or “ad blindness.”
So, it helps to have created an ad that grabs attention and makes the user pause for a second or two and consider consuming the content of your ad.
How is this done?
First, you must use great pictures or media that are already a pattern interrupt.
Now, I know what you are thinking.
Great pictures, for example, would usually be professionally made pictures that are relevant to your offer.
But what works on Facebook is kind of counterintuitive.
Many times, people can smell an ad from miles away when you use pictures that look too “professional.”
Remember the user behavior on Facebook.
They scroll through their feed and look at pictures or videos of their friends that are usually not produced in a very professional manner.
Sure, the quality of amateur content has increased thanks to better cameras but my tip is not use pictures or videos that look too professional.
They need to make a rather amateurish impression, and create a pattern interrupt.
Yes, they may look a bit worse, but they often work better than your pro-material created by a professional photographer or video producer and models.
Another additional pattern interrupt is using different colors from the usual blue and white Facebook color scheme.
If you use the same colors, your ad might be easier to overlook.
So, although it looks a bit ugly, you can add a frame in a different color to border your picture (e.g. red, pink, green, etc.) or add a colored arrow or circle in your picture when you want to bring the user’s attention to a certain part of the picture.
In my own experience, I’ve always had a better click through rate when adding some color elements like those mentioned above.
I don’t like it aesthetically either, but for some psychological reason, it provides better ad performance.
These are general guidelines for your pictures you can use:
- Use images that are relevant to your target audience and/or marketing angle
- Choose images that are bright and eye-catching
- Happy people, or rather, pictures of happy women tend to convert well
- If it suits the picture, you can add a graphic that uses some of the copywriting “power words” such as “free.” But be careful not to overload the picture
- Use babies or pets
- Use a funny or odd picture
As you can see, the majority of the points above show you that it’s mostly all about pattern interrupts and relevancy to your target audience or marketing angle.
Don’t take my advice for granted, because it’s again all about testing different versions of your ad creatives.
But I am pretty confident and would almost bet some money that by taking the principle of pattern interrupt into consideration, you will have better ads with higher click through rates and thus lower costs per click.
What About the Facebook Ad Copy?
In the Facebook Ads Manager, after configuring your campaign objectives, targeting and placement, you get to creating your actual ad.
There, you have the option to add the primary text of your ad, optionally a headline, a description and choose a call to action button.
The wording of these fields is a bit confusing because the headline doesn’t come first, but below your picture or video, close to the call to action button, and the primary text is what goes above the picture and should instead be used as headline with subheadline.
So, to get rid of this confusion:
First, all the fields should be used to apply a short version of the AIDA copywriting formula.
In the primary text field, you want to grab attention and create interest and desire for your offer by presenting its benefits.
To grab additional attention, you might want to use some emoticons (no more than three) so the ad appears more organic and looks like a normal post from friends in your potential customer’s news feed.
The headline field can again be used as a headline, but it is also quite possible to use it as an additional call to action field, since it’s so close to the actual call to action button.
The description field is optional and can be used as a sub-headline field.
4 Design Tools You Can Use to Create or Edit Your Facebook Ad Pictures
There are several tools out there you can use to design your Facebook Ads without having to hire a freelance designer.
Most of them come with pre-made templates and already offer you the right picture dimensions for Facebook Ads or Instagram Story Ads.
This is a Drag and Drop Design Tool that helps you easily create visual content. It provides you with an enormous quantity of different design templates.
They constantly add new templates to stay on top of the newest social media trends.
- Brand Kit (logo, fonts, color and image upload)
- Brand Locking
- Teams: You can add team members to access your team assets
- High quality templates
- Templates are all inclusive even on the free version
- Unique Editing Tools: Text effects, color palette generator, tables, transparent PNGs
- Advanced Design Tools (working in layers, etc.)
- Folders and favorites
- Gif Maker
- Stock images
- Print service
You can check it out here
This is another design tool that helps you create social media images easily and quickly.
It provides you with a large library of quotes that you can use on your images.
However, it has a smaller template selection than other tools.
- Stock Photos
- Templates designs (650+)
- Large library of icons and graphics
- Large range of custom social media sizes
- Huge quote library (10,000+ quotes)
- 2,300 Google Web Fonts
- Images can be shared to social platforms
You can check it out here.
This is one of the newer online design tools, and its special feature is that you can create animated visuals with the animation maker tool.
This can also be done with other tools, but the others are usually way more limited in what they can do.
It also has Facebook cover videos and a good selection of illustration-style graphic elements.
You can check it out here.
- A large choice of design sizes and formats
- 20,000+ templates and 240 fonts
- A large image library
- Photo Editor
- Design Tools: Add text, stickers, animations and layers to make multi-level images
- Animation Maker
Like most of the others above, Canva is also extremely simple to use and provides you with many different templates.
Everything is drag and drop and text can be edited like text boxes in other graphic design software.
- Stock images and illustrations
- Social media graphics
- Drag & Drop editor
- Library of fonts
- Custom templates
- Customizable branding
- Photo editing
- Photo folder sharing
- Image organization with folders
- Font upload
- Design folders
- Icons, shapes and elements
- Graphs, mind maps, charts & diagrams
- Partner collaboration
- Business logos
You can check it out here.
5 Facebook Real Estate Ad Examples to Learn And Get You Inspired
In this section, you will get to know five Facebook real estate ad examples from which you can learn and get inspired.
Some are good and some, in my opinion, could be better and I will point out why.
1) Zephyr Real Estate
What they did well in this example was using a command in their copy and using the same idea in the link description.
The picture is also good because it doesn’t look too professional, but still shows the property’s nice interior design.
Unfortunately, the picture itself has many bright and white elements, which is part of the Facebook color scheme.
What might improve the ad would be adding an additional pattern interrupt with a different color.
Maybe a green circle or arrow somewhere in the picture or a colored frame.
Another element they could have added are two to three emoticons in the description text.
Lisney seems to have focused on the campaign objective of brand awareness in this Facebook campaign. They use Facebook Live to tour a property.
What they did well in this ad was avoid using a highly polished video production for the tour.
It looks authentic because it seems to be a normal smartphone camera.
They also have a pattern interrupt from adding their red logo on top of the video.
In this case, I guess they are lucky to have a logo that doesn’t contain any of the Facebook color scheme (blue and white).
So, this is a type of ad that targets only people who have already looked at particular products, in this case, properties on their website.
This type of ad can also draw data from a data set to automatically show other types of properties.
They used the picture carousel in the Facebook Ads Manager to show properties their site visitors have already looked at and others that could be of interest.
The idea or tactic of using dynamic ads in this case is great.
But where I beg to differ with Adespresso and what they didn’t mention is the ad creative and copy itself.
Although I understand only a bit of Portuguese, with some help of Google Translate, the copy in the description says this: “These are other apartments you can rent without a guarantor. Meet Quinto Andar.”
Besides the slight benefit of “without a guarantor” at the end, I couldn’t find a benefit in the text.
In copywriting, a good trick is if you really want to find a benefit is to always ask yourself, “So what…?”
Putting more emphasis on a benefit, they could have changed it to:
“Tired of always asking your uncle to be your guarantor when renting an apartment? Check out this new apartment we’ve recently listed where you won’t need any guarantor.”
There are also no emoticons and the picture itself doesn’t make a good pattern interrupt (white elements).
They might want to add a colored arrow pointing to the bananas on the table.
Well, Adespresso praised this ad because they used the tactic of promoting an event related to property investments.
What I like is that they use a red pattern interrupt with the benefit of “free” in the top left corner of the picture.
The picture itself is also good, using a young and happy family.
This ad has good potential, but it would need many more changes.
The rest of the picture is stuffed. I would take out the logo on the top right and the benefit text in the bottom.
The benefit text is good, but I would rather use it in the description text, which in itself doesn’t read very well.
I would also use two to three emoticons and bullet point icons to better show what you can learn in the seminar.
So, for description text, I would use:
“Secure your future with our FREE property investment seminar.
When? Tuesday May 31st, 2016.
Where? At the Durbanville Golf Club at 6 p.m.
What will you learn to secure your future?
How to get SARS to finance and fund your residential buy to get a property portfolio until retirement.
Get my number one secret on how I am using tax-free money to buy and fund a multi-million-dollar Rand property portfolio.”
The headline is too long and partially cut out.
I would use it as an additional call to action and instead use:
“Get Started With Property Investment – Learn How You can Own your…Secure Your Future Today & Register Now”.
I especially like this one. I couldn’t find much that could be improved.
The picture they used is not too professional.
They have a pattern interrupt in the picture, but it’s not overly stuffed. The description has good copy with benefits right at the beginning.
I would maybe test it against another Ad with the same copy and pictures, but with two to three emoticons to see if some of the CTR could be improved.
AdEspresso analyzed these real estate Facebook ad examples in this article. So, if you like, you can head over and read more.
By the way, if you need even more inspiration for Facebook ad examples, you can also visit the Facebook Ads Library and search by company name, topic or organization.
To recap, your targeting and ad placements are slightly more important than your Facebook ad creatives and copy.
They help you only in so far as the Facebook ad is also good and follows some of the guidelines shown here, such as pattern interrupts, the right pictures (media) and ad copy.
This is not the end of my Facebook real estate marketing campaign article series, but I’ll be taking a little break to give other real estate marketing topics a chance.
I hope I helped you to improve your chances of running a winning Facebook campaign.
Let me know if there is a Facebook ad topic for real estate you would like to cover in the future.
And if you liked the article feel free to share it.