What Images Should You Use?
Tip #1: Ads with people, and especially close ups of faces and eyes tend to get a higher click through rate. In other words, give your ad a human touch!
Tip #2: However, don’t use an image of a person if this doesn’t fit with what you’re promoting - ads with an image that’s relevant to your advertisement tend to be most successful.
Tip #3: It's best to upload horizontal (landscape) images to ensure you're maximizing the space available, which is 110x80 pixels
Tip #4: Include branding in your image. Only a tiny percentage of people exposed to your ad will actually click on it but lots will see it so it’s important that you maximize your branding. The great thing is that you can opt to ‘pay-per-click’ for your Facebook advertising so if someone learns about your brand by looking at your ad but doesn’t click, you just got brand exposure for free!
Tip #5: Scale your image as large as possible. Meaning, zoom into your image so that it extends as close to the edge on all 4 sides as possible without losing the sharpness of the image. For example, an image that contains one close up of a face will be more appealing than one that contains full body shots of multiple people, all of whom will appear so small in the photo that you wont be able to see any details.
Tip #6: Another trick you can try after your image has been created is take a large step away from your monitor and see if you can still make out what the image is from far away—if you can’t tell, the image isn’t as clear as it could be for a good ad.
Tip #7: Eliminate unnecessary surroundings around your main image, either by giving it a transparent background or a white one. You don’t want to distract people from what you want them to notice.
Tip #8: Use colors in your image that contrast with Facebook’s shades of blue— they command more attention and stand out from the rest of the website.
Tip #9: Be creative! You want your ad to stand out from the millions of other ads your audience is exposed to every day.
What Title Should You Use?
Tip #10: Ask questions. People who read questions to themselves are often sub-consciously answering them also. If your question is compelling enough, they will want to click through to see the answer.
Tip #11: Limit titles to one line.
Tip #12: Try titles that will elicit some kind of reaction from your audience, like making them laugh.
What Text Body Should I Use?
Tip #14: Give a compelling reason to click: access to promotions (deals, coupons, sweepstakes, contests, giveaways) is the number one reason people become fans.
Tip #15: If you’re targeting users based on certain “Likes & Interests” or demographic information, tie that information into your copy. For example, an ad targeting users living in Palo Alto, CA, can fare better if the words “Palo Alto” or “Bay Area” were in the copy, making the ad appear more relevant to the viewer seeing it.
Tip #16: Ask people to like your brand— telling your audience exactly what you want them to do is a surprisingly effective methods of getting users to do what you requested. For example, “Fall is here and so is our seasonal pumpkin cupcake. Click ‘like’ if you think this sounds delicious!”
Tip #17: Don’t forget a call-to-action! Try messages like “Click here!” or “Enter now!” to let users know exactly what they’re supposed to do within the interaction.
Tip #18: Try not to sound like a large corporation in your body message. Speak to your audience like people.