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How to design click-worthy Facebook Ads

by guest author Megan Ronecker


Facebook Ads can be a really powerful tool in your marketing arsenal BUT they don’t just create themselves. And even if you’ve written fabulous copy and mastered the Power Editor, the heart of a great ad is the IMAGE — which means you need to do some some design work.

I’m thrilled to introduce you to Megan, the owner & head designer of Ruby & Sass Designs, so she can share some tips to help you design Facebook Ads that get clicked!


How to design click-worthy Facebook AdsAs the number of Facebook users continues to grow (and organic reach for businesses is dipping further and further), more and more small businesses are looking to Facebook Ads to promote their business.

Facebook Ads can reach out to your specific niche and target into your market through not only demographics, but by location, interests and other Facebook Page likes. You can even target your Facebook fans or upload your email list. Options, options, options! Exciting, right?

But it's not as easy as just boosting a post (which it seems, is not best use of your ad dollars). Creating an ad that directs/converts to website or allows people to claim an offer seem to be the most effective (especially if you're offering free value- like an email opt-in!).

Facebook ads are tricky (and kind of overwhelming) to learn to design, not to mention launch a campaign. But never fear! I'm here to make the design process a little easier to DIY (do it yourself).

AD SIZING:

The most popular ad campaigns are sized 1200x628px (for other sizes click here).

PROGRAMS TO USE:

Canva (Free! Canva also already has a sizing template for Facebook Ads. Bonus!)
PicMonkey (Free!)
Adobe Illustrator (My fave!)
Adobe Photoshop/Photoshop Elements

Design Facebook Ads that get clicked!

DESIGN:

Keep it sweet and simple (at least that's my motto!). Facebook only allows text to fill 20% of the designed image, so make your copy count. Write an attention grabbing phrase and sub-phrase and leave it at that. There won't be room for much else!

Alternatively if you sell a product, extra text might not be necessary. If you've already got awesome styled lifestyle shots of your product, consider simply using those! Though, if you're advertising a sale or new product you could totally use SALE! or NEW NEW NEW! as your text.

Remember, you'll still have the text on the actual Facebook post to use, so you'll have another opportunity to tell you customers what you want them to know.

Since you have such little text to work with, make sure your font (type, color and size) is readable! If you've ever used Facebook before (it's okay, you can pretend you're not refreshing your page every 20 minutes. No judgement here), you know how fast a scroll through can be. You want your ad to be something that they stop and look at, not just scroll right by. Which brings us to images!

IMAGES:

Since text is limited with Facebook Ads, you want images that really stand out and make your brand, product and/or service stand out to the market that you're targeting. (If you're looking for non-stock-like stock photos Stocksy is awesome!)

Imagery ideas:

  • Styled Desktop Shot
  • Professional Portrait of you (especially if you're a biz coach or similar)
  • Lifestyle Image of your someone doing an activity your ideal client would like (hiking in nature, coffee with a friend, playing with children…etc
  • Landscape Image
  • Illustrative Pattern or Design

Whatever your image, make sure it makes sense for your brand and for the type of customer you're trying to reach.

KEEP IN MIND:

>>Make your ad look professional: You're spending money to advertise, you don't want people to scroll right by because it looks like you used Microsoft paint and some word art (please, never ever use Word Art!). If you know you're not good at DIYing design, hire out. If not, you'll just be wasting your ad money and losing potential clients.

>> Remember that your ads will have go through Facebook's approval system before they go live. If your ad doesn't pass their regulations, it will be denied! The biggest reason for denial is because your ad doesn't pass the 20% rule, so double check here before uploading. Don't forget logos are included in the 20% text rule so make sure you count them too.

Megan Ronecker

Megan Ronecker, the quick-witted girl behind Ruby and Sass Design, specializes in Branding and Identity Design as well as other graphic design work for small businesses, bloggers and Etsy shop owners. She’s passionate about helping them create an image and a brand that’s completely and 100% authentic to their business. She knows what makes great design work – and also is not ashamed to admit that at least 60% of products she buys are because of a pretty packaging design. When not obsessing over fonts and color palettes, Megan enjoys exploring new restaurants with her husband, Kevin, picking up a good book and winning at board games in their hometown of St. Louis, MO.

Want to learn more about Facebook Ads? Download The Complete Guide to Facebook Ads Ebook Here!

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>> In this free training you'll learn:

  • The number one mistake people make when it comes to their social media content
  • How to generate a month’s worth of content in a few short hours(using the same system I use AND teach my private clients)
  • What works (& what doesn’t) on Facebook and Twitter (with TONS of real examples)
  • How to automate this piece of your social media presence so it works hard getting you noticed while you’re busy doing other stuff

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15 Responses to How to design click-worthy Facebook Ads

  1. Brighton October 8, 2015 at 17:14 #

    Totally agree on spending time on the image. And I learned last week that FB has free stock images to use in your ads. I’ll throw one in my mix to see if it performs better or worse than my images – and I often see stock doing better. Of course I found this right after purchasing a stock image for an ad – but at least I only made that mistake once ;-)

    • Megan October 13, 2015 at 18:02 #

      I didn’t know they’re offering that now either! I’m interested to find out if they work better just because FB is providing it for you.

  2. Andie Katschthaler October 8, 2015 at 17:47 #

    “Facebook only allows text to fill 20% of the designed image…” – Okay, I did not know this. Valuable advice, thanks!

    • Megan October 13, 2015 at 18:01 #

      It’s such an important Need To Know!!

  3. Hailey October 8, 2015 at 18:24 #

    I loved this overview! Another thing that’s worked well for me with FB ads is to think about contrast. Ask yourself – would this stand out if I was scrolling through my newsfeed?

    • Megan October 13, 2015 at 18:03 #

      Yes!! For sure!

  4. Chris October 8, 2015 at 18:30 #

    As a photographer who sees ads day in and day out on FB, THANK YOU for these tips. So many ads have had so little thought put into them that I sometimes wonder why people would feel OK putting that out there to represent their brand. Awesome tips!

    • Megan October 13, 2015 at 18:05 #

      Ugh, it shocks me too! Not only are some putting out a poorly made image, but they’re also PAYING to have other people see it!

  5. Kimberly Crossland October 8, 2015 at 20:17 #

    This was super helpful! Designing ads always gives me a headache. Thanks for posting these guidelines!

    • Megan October 13, 2015 at 18:06 #

      Glad you enjoyed them! Thanks Kimberly!

  6. Shannon October 8, 2015 at 21:14 #

    Researching Facebook Ads has been on my to-do list all week. This was super helpful! Thanks!

    • Megan October 13, 2015 at 18:06 #

      Aw, thanks! I’m so glad :)

  7. Nat, Website Superhero October 8, 2015 at 22:16 #

    Love how simple this post makes it to think about the different aspects of FB ads. Thank you :)

    • Megan October 13, 2015 at 18:07 #

      So happy it was helpful to you! Thanks Nat!

  8. Shannon Mattern October 13, 2015 at 03:18 #

    Fantastic article. I know Power Editor like the back of my hand, but designing the ads has always been a struggle. Canva’s ads are great, but I still don’t love what I’m able to create. So I hired Megan to create some ads for me and I can’t wait to see them :)

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