10 Tips for Making Compelling Facebook Ads

10 Tips for Making Compelling Facebook Ads

10 Tips for Making Compelling Facebook Ads

10 Tips for Making Compelling Facebook Ads

By Anissa Cosby and Rianna Neal

Facebook for business is all the rage right now. The internet has opened a floodgate of possibilities for business, and Facebook has brought these possibilities into the living rooms of every work from home mom and digital nomad. Facebook Ads are the next big step. As more people join the Facebook Business phenomenon and start advertising more and more, the bar is being raised to make better content and better ads.

Here are 10 Tips for Making Compelling Facebook Ads from us to you!

Tip #1: Be Clear on Your Intent

Before you even begin the ad, be very clear on your intent for the ad. Why are you wanting to run an ad or boost that post? What do you want people to do when they see the ad? How will you measure the success of the ad, realistically? Use the S.M.A.R.T. goal setting method for preparing your ad. This is incredibly important so that 2 weeks and $20 later you will be able to say exactly how successful your ad was and why. This can even be as simple as, “I want to boost this ad for $5 to increase the reach of my brand.”

Tip #2: Select Your Objective

Okay, now you can go to your computer! Boosting a post is still a slightly different thing than creating an ad. Boosting a post will just create more reach to get engagement or messages to your page. However, if you use ads manager, there are several different objectives you can choose from that will help drive your compelling Facebook ads forward.

Keeping your intent in mind, which objective will best suit you?

Keep in mind 90% of sales happen after 12 touches, so starting with Brand Awareness and Engagement are good objectives to grow people’s awareness and interest of your business of Facebook.

Link Click ads are good at driving traffic to your website, but they are more expensive ($5 per day minimum vs. $1 min for all others) and you want to make sure people know what to do when they get to your website in a matter of seconds. Finally, conversion ads are the big money maker when it comes to selling on your website with Facebook ads. Set up your Pixel ASAP to start getting data for this now so you are ready to use it later.

Tip #3: Selecting Your Audience

These suggestions apply for both boosted posts and Facebook ads, although there are less options with the boosted post. When you are first getting started, select a broad audience knowing you will use data from the results to narrow your audience.

Choose 5-10 states or cities where you currently do business or have a warm audience. If you are a brick and mortar, use a 50-mile radius of your location, or places you can ship to/work with. Next, choose an age range of 30 years or less. Choose Gender and Language if it is appropriate to your product or service.
Next, Select 10-20 keywords. Demographics, behavior, and interest are the three categories of keywords and they are exactly what they sound like. Use this area as a search bar to find what keywords are available or browse what is available to get some ideas.
Stretch your thinking with this. What other things might your audience have in common? For example, you may be selling pancake recipes, but you know your audience needs to buy things like blueberries and flour. These would be good keywords to select.

Tip #4:  Selecting Your Budget

Now let’s talk money. How do you set a budget? For boosted posts, the budget is pretty straightforward, but ads require a bit more strategy.

Most ads are $1 per day with the exception of link clicks which are $5 per day. It takes the software 72 hours to properly optimize your audience, so let it run for AT LEAST a week, but no more than 30-60 days for one ad.
With these minimums in mind, type in several numbers to see the estimate reach and results of the ad. $20 can really go a long way. If you have no idea where to start, do $50 for promoting a big event or product, or $100-$200 a month of a combination of ads to help boost the growth of your business on Facebook.

The #1 thing I recommend is using a lifetime budget with a set end date, this way you have set parameters on your money before you even begin.

Tip #5: You need a compelling headline.

All good graphics and ads start with a compelling headline. Before starting any design work, think about what text you’d like on your graphic. It should be simple and attention-grabbing. Leave the heavy copy for the ad itself. Facebook does not like images with more than 20% of text taking up the image. Keep this in mind when creating your graphic. The recommendation is to keep it short and sweet, about 5-10 words but no more than that. When you have a headline in mind, it’ll be easier to create your imagery around it.


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Tip #6: Make sure the graphic isn’t too busy.

When creating compelling Facebook ads, you want to make sure your graphic isn’t too busy. You want your audience to engage and react to your ad. You don’t want to place text over a busy image or in a spot that can’t be read. For example, if you want to use a city skyline in your graphic, place your text above the skyline not in it. Unless you plan to use a solid colored overlay, it’s generally not a good idea. Also, if your graphic is hard to read or understand, your audience is less likely to click through as they’ll lose interest in your ad.

Bad Examples:


The font is not bold enough and can’t be read over the image. The image is too dark and has too many bracelets in one picture. This can make it hard to view what is being sold and the emotion you are trying to convey. Plus, nowhere does it have the business name on it!


Good Examples

In this example, there is too much text. Facebook would flag this as having too much text and will warn you that it won’t perform well.
In this image, we clearly see the product and what is being highlighted for sale. It is also on a clean white background which makes the product stand out more!
This graphic has just the right amount of image to text ratio. It has key important copy but it doesn’t overwhelm the graphic.
Another keynote is to make sure you are using the right image dimensions for the ad that you are using.

Tip #7:  Always, ALWAYS include your branding.

A common mistake that most business owners make is failure to include their branding or business name on their advertisements. As a business owner, you are working hard to build your brand awareness. You’re likely to have your audience more in tune with you the more familiar they get with your brand. You don’t have to include your logo on every single graphic, especially if the graphic is a different palette or theme, but you should always include your business name or website in the footer of the graphic.

Tip #8: Colors matter!

Color psychology is a thing, don’t ya know? If there is a specific emotion or reaction that you wish to convey, it’s important to use the colors associated with it. For example, if you wish to convey excitement, then your primary color should be yellow. All of these play an important part of converting your ads.

Tip #9: Use legible fonts.

Believe it or not, another factor that plays into ad conversion are the fonts that are used in the graphics. While script fonts are beautiful, sometimes they don’t read as well as they should. You have to account for all the screen types that your ad will be shown on. If you plan to use scripts, make sure they’re big and legible, not in all caps and in a darker color. One way to see if your graphic is legible is to zoom out. As you zoom out, you can start to picture it in different aspects.

Tip #10: Test and Check Test and Check Test and Check

Once you have the ad up and running, the most important thing to do to make the ad successful is to test and check. Test a few different images then check back every couple of days to see which are performing the best, and pause the others. Set a time on your calendar every week to check in on your ads, test a few different age groups and see which is performing well. However, between these times, leave it be! It can be tempting to check and tweak the ad every hour, but leave it be to do its thing. Every time you make a change, it takes a while for it to be approved at which point the ad is not being shown to your audience.

Wrap Up…..

However many changes Facebook makes or algorithm updates that occur, follow these steps to get the best results from your ads. Check the data on your ad and see how many people have responded to the ad in what demographics. (See the “Breakdown” tab in ads manager).

Good images will help you tremendously. There are a lot of terrible ads out there, take the updates and competition and motivation to do better!

Happy Advertising!

Meet the Authors!

Anissa Cosby

Anissa Cosby

Founder, Graphic & Web Designer, The Virtual Sidekick

Anissa… is more than your ordinary Sidekick. A geek of her own, Anissa is the Founder of The Virtual Sidekick, where they serve as your creative right hand, bringing your vision to life and helping Superheroes save the day, one creative step at a time.

Learn More Today!

Rianna Neal

Rianna Neal

Founder, Pancake Digital Solutions

Rianna… is a self-proclaimed data nerd with a love of strong coffee and her two mutts. Rianna is the Founder of Pancake Digital Solutions, a company founded on the belief that anyone can learn anything… Currently teaching Facebook Ads and Social Media for Business.

Start Learning today!

10 Tips for Making Compelling Facebook Ads

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Why Social Media Graphics are Important

Why Social Media Graphics are Important

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If you are on social media to promote your business, then you need branded social media graphics. Branded social media graphics aren’t just useful for people who have products. They are important for everyone, from people who have blogs to people in any service-based industry. Really any type of business can benefit from branded graphics. A lot of the business owners that I’ve come across don’t realize how they can utilize social media graphics to really expand their businesses. Many don’t notice how much graphics, specially branded graphics, can really help their social media game explode.

Use Stock Photos

So many business owners use memes or images that they just pluck right off of Google and plop right into a post on Facebook or on Twitter. They don’t realize that it’s actually illegal to just pull images off of Google or any similar search engine because those images can be subject to copyright. If you’re not looking into it enough, then you can really get yourself into a bad situation by pulling those copyrighted images off of search engines.

One easy way to avoid this is to utilize stock photos. There are a couple of free stock photo sites that I use and can suggest like Unsplash and Pexels. Free stock photos are often prettier than what you can find on Google, plus you don’t have to worry about copyright.

Let’s say you are a Virtual Assistant and you want to do a post that’s specifically about time management. You would find a suitable stock photo, and then add your website and business name to it. That brands it so that if that photo were to go somewhere else or to even go viral, people will know where it came from.

Here are some great stock photo sites I recommend:

You’ve worked hard to build your brand.

Have you ever come across a graphic that really resonated with you? Maybe the quote that’s on there is really good. Or maybe they are talking about a hot topic that really is helpful. It gets everywhere, and you notice that they have their website or their business name on there. If you’re interested in learning more, you know where to find them or who to look for. You want people to be coming back to find you from your graphics.

Think about a branded social media graphic versus a meme. That meme doesn’t necessarily have any graphics that relate to you or your topic, it doesn’t have any branding, and it will probably just get lost on the internet. This is why it is important to have your own branded social media graphics so that they can be directly connected to you and your brand. They help your business stand out in ways that your competitors may not even be thinking about.

As you change social media platforms, your audience changes.

Another thing that you want to consider when creating branded graphics – every social media platform has different methods of reach, different audiences, and different requirements. All social media platforms are not “one size fits all.” Your reach on Facebook is going to be different from who you reach on Instagram or even on Pinterest.

An image attached to a post on Facebook is going to go further than just a post by itself. Your copy could be very well written, but you might not get as far of a reach if you don’t attach an image to it, or if you use a random image from the internet without your branding on it. Facebook also has an image-to-text ratio meaning that the images that you post should not be more than 5% text.

Instagram likes beautiful, clean feeds with a lot of white space. If you’re posting quotes, you want to do them on a solid background. Or, better yet, use enough stock photos or product photos in between to break up all the quotes. You need to catch people while they are looking, and images are a great way to catch people. Remember that these should all be branded with your website or company name.

Pinterest is not a social media site!

On the other hand, Pinterest is not really a social media site, but more of a search engine. About 95% of people use Pinterest to search for things. Think about when you go to Pinterest. What is it that you see that really grabs your attention? Those really visually graphic posts! Good graphics accompanying your pins will help your business stand out. Dynamic images will drive people to click through to your website.

When it comes to getting your business name out there, it is important to be posting graphics or quotes or even just tips that really go with your business. They should be things that your potential customers are going to be looking for. Be sure that these things all have nice branded graphics to go along with them. What if something you post becomes hot and goes viral? You want to make sure that people can find you so that you can build that customer relationship.

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Why Optimizing Image Sizes Is Important

Why Optimizing Image Sizes Is Important

Why optimizing your image sizes are important - Blog Header

Why Optimizing Your Image Sizes is Important

So I get it, when we are writing blogs, posting to social media or even working on our websites, we often forget that creating our images to size is important. We then preview our work and to our dismay, find that the edges have been cut off or the image looks so small! A lot of this has to do with not using the correct image sizes when we create them. So I’ve decided to write an informative blog post on why optimizing your image sizes is important and how to do so.

So what’s the big idea? Why is it so important?

Have you ever posted something that didn’t fit and then spent hours trying to resize it until it did? No? Just me? Well, I found it completely frustrating and as a graphic/web designer, not having the right image sizes drives me BONKERS! When image sizes are incorrect, they can either be too large or too small. Usually images that are too large can’t be zoomed out on mobile and get cut off around the edges. For mobile users, this can be frustrating. If image sizes are too small, they can’t be read or seen in detail and when they’re zoomed in, they’re pixelated. Also, knowing the right image sizes for the platform you are using will help you stay visible. Did you know that you’re not supposed to use squares on Pinterest? They’ll really hinder the amount of clicks on your image!

Here’s an example between the difference of an optimized vs not optimized image on Pinterest:

So here’s an example of an image that is not optimized for Pinterest. It is a square. When stacked against all other images in Pinterest, it is more likely to get dismissed in preference for larger images.

This is an example of an optimized image size for Pinterest. It is larger, taller, and catches the eye. Usually when people are using Pinterest, they are using as a SEARCH function, not as a SOCIAL MEDIA function. So they want images that stand out and show them answers to their questions instantly.

Take a look at this screenshot I took. Which image stands out more to you? The larger image definitely stands out and is easier to read. (I will make a note here: optimizing your image sizes is only one half of the battle. Your design and how the image looks plays an important factor as well! But that’s a blog post for another day.)

What about websites?

So image sizes are most important on websites! This is where mobile view comes into play. When your websites are not filled with optimized images, it can create lag and issues. Are you using WordPress + Divi? Divi provides an AMAZING resource and image guide so that you can make sure all your images are optimized for your website. You can view that article here.

So what do I do with this information?

Well now you can go ahead and start optimizing your image sizes! You can create premade templates in Photoshop and then use them going forth whenever you make a graphic, product image or collage. Don’t have Photoshop? Then use Canva! They have premade templates already created and all you have to do is click on one to get started. And get this, it’s free to use!

Need an Image Guide?

Check out my freebie below! Just subscribe to my newsletter and you’ll get a free printable PDF image guide that you can print and have at the ready!

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