What Makes Up a Facebook Ad?

You probably already know that Facebook advertising is great way for local businesses to reach specific marketing goals. But, what about the technical aspect of what actually makes up a Facebook ad? There are several important components of a Facebook ad that you should know about to ensure your Facebook advertising campaign performs well.

Here are some of the elements of a Facebook ad:

Text Portion

The text portion of your Facebook ad is similar to a text ad in a search campaign: This is where you grab a viewer’s attention with information about your products or services, current specials, upcoming events, and more.

The text portion of a Facebook ad includes the status update, which is located above the image or video on your ad, the headline, which is located directly below the image or video, and the link description, which is positioned below the headline. The headline will be much larger than the other text in your ad, so use this space wisely by including important information related to specials or a what makes your business unique rather than listing your business name.

The character limits for Facebook ads are:

  • Status Update: 150 characters or less, but no more than 90 characters is recommended
  • Headline: 25 characters
  • Link Description: 200 characters

Image or Video Portion

The next element of a Facebook ad is the image or video portion. Per Facebook’s Advertising Policies, images should include little to no text to ensure people see only high-quality content. Facebook offers a free grid tool that allows you to verify whether or not your images meet this guideline. Images with minimal text keep the focus clear and uncluttered, which can increase engagement.

Also, keep in mind that if images contain too much text, the ad reach may be much lower or the ad might not run at all. Image text ratings include: OK, Low, Medium, or High.

See below for how these ratings affect your ads:

  • OK: Your ad will run normally
  • Low: Your ad’s reach may be slightly lower
  • Medium: Your ad’s reach may be much lower
  • High: Your ad may not run

Call to Action Button

Adding a call to action button is a great way to drive customers to take an action like visiting your website or calling your business. There are several options to choose from, so keep in mind your campaign goals when selecting a call to action button.

Call to action buttons include:

  • Apply Now
  • Learn More
  • Contact Us
  • Sign Up
  • And more

“Apply Now” is great for schools or apartments, while “Learn More” is great for home services, which typically have a longer buying cycle.

Website URL

The external website URL will be listed in the Facebook ad. When users click on the ad, they will be directed to this website. Keep in mind the URL can be any page on your website, not just your homepage. If you’re trying to direct users to a particular product or service page on your website, you can list that URL instead of a general about or contact page.

Creating a Facebook ad that takes advantage of all of these components and best practices can help you maximize the success of your Facebook advertising campaign.