Hit your next Facebook or Twitter ad campaign out of the

park with the right mix of creative and copy. Apply our
general and vertical-specic tips to your ads to attract the
right people and convert them to customers.
OPTIMIZE WITH A/B TESTING
A/B test creative to determine what images and copy resonate most
with your various audiences.
ONE VS. MULTIPLE
PRODUCTS
http://fbrep.com/research/Facebook_study-Democratizing_ad_ratings.pdf
http://support.adroll.com/creative-best-practices/
http://www.slideshare.net/IABmembership/trends-opportunities-and-best-practices-in-mobile-creative
http://www.insidefacebook.com/2014/03/05/5-best-practices-for-great-facebook-ad-creative/
http://www.slideshare.net/IABmembership/trends-opportunities-and-best-practices-in-mobile-creative
MOBILE APPS E-COMMERCE TRAVEL
MOBILE APPS
Capture the in-app experience with screenshots
of gameplay or product pages
E-COMMERCE
Show people interacting with one focal product
or a max of two products side by side
TRAVEL
Use aspirational photo scenes of beautiful beaches,
modern hotel rooms, or exciting nightlife to help
viewers imagine themselves on vacation
EYE-CATCHING VISUALS
ATTRACT CUSTOMERS
Standout from the feed with bold, and inviting
visuals. Images should have a single focal point -
preferably your product - that conveys the benets
of your offering.
Refresh creative every two weeks to up the
interest ante.
PAGE POST PHOTO AD : 1200x1200
GREAT
PLACE
FOR
TEXT
20%
TEXT
RULE
EFFECTIVE COPY
GAINS INTEREST
Best
New
App
TOP
RANKED
Most
Addi cti ve
Even if your copy and visuals are awless, your ad
needs to be relevant for the viewer in order to
connect with your target audience. Appealing to
emotions will encourage the user to actually
engage with the ad, rather than simply viewing
and moving on.
RELEVANCY
SPARKS DESIRE
Incorporate a strong call-to-action (CTA) within the
ad copy or in the form of a button to drive clicks and
conversions.
Clarity is key - misleading CTAs will result in low
conversions despite high click-through rates.
DRIVE ACTION
WITH CTAs
MOBILE APPS
Download now.
If its free, dont forget to say it!
E-COMMERCE
Shop now.
See More.
Buy Today.
TRAVEL
Book now.
See savings now.

BUY
NOW
MOBILE APPS
Use comparative language like "best new
app," "top ranked," "most addictive," or
Google Players Choice
E-COMMERCE
Call out free shipping or ships in 2 days
Keep text minimal to keep focus on the product
TRAVEL
Tap into viewers desire to get away
with brief and conversational statements
like, Want to escape? rather than Its time
for a vacation.
MOBILE APPS
Include an image of the mobile device your target
customer uses
iPhone 5, iPad, HTC One or Samsung Galaxy
E-COMMERCE
Cater ads to the customer's stage in the buying
cycle. Show brand-focused ads rst, followed by
ads directing them to buy once they've visited the
site or show intent
TRAVEL
Use copy and images specic to customers current
location or travel destination
Phrases like Hey New York!
Images of the Statue of Liberty or Miami beach
MOBILE APP AD : 1200x627
Catch their eye, then reelem in with a concise value
proposition and bold, witty copy. Highlight deals or
offers, bolstered by a sense of urgency, such as Sale
ends soon! and be sure to include keywords to
maximize effectiveness.
Keep text to 90 characters for Facebook ads and 140
characters for Tweets.
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LEARN MORE ABOUT AD
CREATIVE SPECS HERE
Emphasize the look and feel of
your brand of or the
product/service you offer.
BRAND VS.
PRODUCT
Generally, more organic-looking
content works best.
PROFESSIONAL VS.
USER-GENERATED MEDIA
Bold text within images can
draw users attention or
distract based on context.
TEXT VS.
NO TEXT
Highlight one or an array of
your best selling products.
CR E AT I V E B E S T P R ACT I CE S
FOR A
HOME - RUN AD
ON FACEBOOK & TWITTER
CITATIONS