Creative Ideas for Facebook Advertisers

Creative Ideas for Facebook Advertisers

Download Creative Ideas for Facebook Advertisers white paper in pdf here.

Why Creative Matters?

There are several variables to successful Facebook mobile app advertising for user acquisition and lead generation. First, you can change and test budgets, bids, audiences, creative, creative placement, formats, copy and more. But, identifying the most important variable for the success of your Facebook advertising campaigns would seem complex. However, Facebook Ad Manager’s optimization capabilities have dramatically improved in recent years. Hence,  shifting the weight of your campaigns’ success to one variable: creative.

 

Just a few years ago all optimization in Facebook Ad Manager such as adjusting bids or budgets had to be done manually. Today, advancements in AI and machine learning have allowed Facebook to drive better performance by making those important intraday decisions on its own. As a result, budgets, bidding, audiences and placement decisions can now be automated on Facebook Ad Manager by setting rules helping to reduce waste and maximize results.

February 2005

Click Optimization

Facebook advertising platform shows ads to people most likely to click on your ads.

August 2005

Conversion Optimization

Facebook advertising platform shows ads to people most likely to convert or take a desired action in your app/website.

October 2016

7-day Conversion Optimization

Facebook advertising platform needs a minimum of 15-25 conversions for its algorithm to optimize. However, this can be challenging with small budgets in a 1-day window. But, the 7-day window allows more time for the minimum of conversions to be completed and the algorithm to start working.

December 2016

App Install Optimization

Facebook advertising platform shows ads to people most likely to install your app.

February 2017

Dynamic Creative Optimization.

DCO helps advertisers determine which creative assets perform best for their audiences by testing up to 10 images/videos, and 5 of each copy asset.

2017

ROAS Value Optimization.

Facebook advertising platform shows ads to people most likely to spend money on your app/website. Also, it uses the purchase values sent from the Facebook pixel to estimate how much a person may spend with your business over a seven-day period.

Facebook Ad Manager and Google Ad Word’s auto-bidding sets and adjusts bids as needed to maximize results. Budgets also modify in real-time based on performance. In addition, Facebook’s value-bidding allows advertisers to increase their customers’ LTV. While lookalike audiences help advertisers find audiences more likely to take the desired action. Finally, DCO or Dynamic Creative Optimization lets advertisers run multivariate creative tests and thus identify winning combinations.

Advancements

These advancements are driving better performance for advertisers because important decisions and adjustments about budgets and bids are made in real-time and based on real-time data. Also, as Facebook helps advertisers make profitable decisions on bidding, budgets, and audiences, there is still one important variable that Facebook advertising platform can’t help with yet: creatives.

Differentiators

Creative becomes the differentiator for performance and financial success. As a result, constant creative testing – copy, video, images – becomes imperative to an organization’s objectives. Also, a large volume of creative is needed not only to achieve but also to sustain Roas (Return on Ad Spend). Because creative rapidly fatigue with increased spend and audience reach. Moreover, 95% of creative fail to outperform your portfolio’s best. So, even when having a high-performing creative, you need to think about replacing it. See graph below to understand the need and results of successful creative testing.

Our team at Consumer Acquisition has created and tested over 250,000 ads spending over $200 million dollars for clients across several verticals. As a result, we have created this white paper to provide ideas and guidelines on creative testing for mobile app installs and user acquisition campaigns in Facebook advertising.

Before You Start Testing

Creative Elements to Prepare

Most large companies have developed a strong brand image accompanied by strict brand guidelines used to represent companies in a consistent manner. While brand-driven organizations take into consideration elements such as color palette, font treatment, logo placements, voice and tone to be used in copy. And more to develop brand-compliant creatives.

Brand Assets

Brand Assets

Brand guidelines with dos & don’ts, logos, fonts, colors, styling & layout, sounds, etc

Who you Are

Brand guidelines with dos & don’ts, logos, fonts, colors, styling & layout, sounds, etc.

Likes and Dislikes

Preferred color pallets, simple vs stylized, subtle, elegant vs dramatic.

Brand Mode

Elements to recreate your look (backgrounds, textures, icons, graphics…).

Inspiration

Share videos that worked well, ones you love, some that bombed.

Campaign References

Examples of successful assets and their results, and why they worked.

But, when dealing with direct response advertising, what happens if brand-driven creative does not perform? Should advertisers drop their brand rules and test different creative that will drive performance? Our team at Consumer Acquisition has developed creative testing guidelines to help a brand-driven organization succeed with a mobile app and user acquisition campaigns on Facebook.

Direct Response vs Branding

Making Data-Driven Decisions in a Brand-Driven Company

Move quickly from testing to scaling

 

Most ads get less than 10,000 impressions.

 75% of brand compliance is ok for testing.

Find winners before ads fatigue.

Limit non-converting spend.

When you find winners, clean up brand compliance, and re-test!

Testing Best Practices

Creative testing is imperative to find a winning creative, Thus, a high-performing video or image that would allow your organization to scale and reach your financial objectives. However, creative testing can also produce financial waste, because about 95% of creatives will fail at outperforming your current winner or at becoming a winner. As a result. our team at Consumer Acquisition has developed guidelines to help advertisers test creatives efficiently.

Before Testing

  • – Test 1 variable
  • – Know your KPIs
  • – Avoid data contamination & reduce overlap
  • – Ensure test geo is representative

During Test

  • – If slow pace, increase bids by same percentage
  • – If under-delivery, make same changes to all ads
  • – Pause & re-run test to get clean data

Post Testing

  • – Consider lift & results to determine winner
  • – Multiple KPIs used to determine winner
  • – Test and iterate further (continuous improvement)

Creative should be born from something. Before you start testing, you should brainstorm what you think would resonate with your audience and start forming a hypothesis around different variables. Forming hypotheses will later help you understand more about what works and what doesn’t within your Facebook campaigns.

Forming Hypotheses

Video Duration

  • – 5 seconds
  • – 10 seconds
  • – 20 seconds
  • – 30 seconds

Branding

  • – First 3 seconds vs end
  • – North vs south
  • – East vs west
  • – Include vs exclude

Creative Refresh

  • – Refresh creative on time or $
  • – Identify creative fatigue
  • – Use winners from testing
  • – Develop new concepts

Gameplay

  • – Gameplay vs Trailers
  • – Characters or no characters
  • – Text overlay vs no text overlay
  • – Fast action sequence

Creative Ideas for Advertisers

Creating Effective Videos with Limited Assets

A group of brand marketers, strategists, and creative directors at Facebook’s Creative Shop reviewed hundreds of top performing ads. They identified four different categories in which all of these ads fell into including, basic in motion, brand in motion, benefit in motion and demo in motion. And also provided tips and best practices on how to improve videos to increase your ad’s user value. In addition, these videos can be created with limited assets as they consist of still images and simple animations of different elements.

Basics in Motion

A simple video or an animation. You can start with a still image and animate 1 – 2 elements of the image such as a character. You can also use music to add excitement.

Brand In Motion

A video with an emphasis on your brand. Start with a still, and add excitement by animating an aspect of your brand like your logo.

Benefit in Motion

A video with an emphasis on your products’ benefits. Start with a still, and add excitement by animating your product’s benefits with typography. Also, use short copy to make your video effective.

Demo In Motion

A video with an emphasis on how your product works. For mobile games, you can screen capture gameplay and place it inside a phone. Not a mobile game? Show a demonstration of your product.

Agile Best Practices for Videos

The first 3 seconds really matter.

Open strong

You shouldn’t rely on sound.

Emphasize sound if important

Text can help support the message.

Use clear and concise copy.

Make it only as long as it needs to be.

Shorten the message.

If you have great characters, use them.

Lean into your art and story.

Creative Elements To Test

Concepts

Concepts are new designs not based on winning composition

or elements, and are the driver of success with Facebook.

Variations

Variations leverage pieces of winning images and ads. They

reposition existing elements to create something similar but new.

Image Layout

The easiest way to create new concepts is to change video/image layout. Find a way to tell the same story by changing and adding elements to the layout. As a result, you’ll find there are many ways you can refresh your creative by updating your layout.

Image Layout

The easiest way to create new concepts is to change video/image layout. Find a way to tell the same story by changing and adding elements to the layout. As a result, you’ll find there are many ways you can refresh your creative by updating your layout.

Grid Layout

A simple way to create new concepts is to showcase your product or service in several layouts like side-by-side, split-screen, grid (2×2, 3×3, 4×4), split screen (½ & ½), split screen variation ⅓ or ¼. Grid layouts can help you tell a complete story by including different elements of your product.

Grid Layout

A simple way to create new concepts is to showcase your product or service in several layouts like side-by-side, split-screen, grid (2×2, 3×3, 4×4), split screen (½ & ½), split screen variation ⅓ or ¼. Grid layouts can help you tell a complete story by including different elements of your product.

Mobile Device vs No Mobile Device

Include a mobile device in the ad to show the user that you’re advertising a mobile app. You can also try excluding the mobile app and show it’s a mobile app in a different way. Test a hand holding mobile device vs no hand. Or, experiment with a woman’s hand vs a man’s hand depending on your product’s audience.

Mobile Device vs No Mobile Device

Include a mobile device in the ad to show the user that you’re advertising a mobile app. You can also try excluding the mobile app and show it’s a mobile app in a different way.  Test hand holding a mobile device vs no hand. Experiment with a woman’s hand vs a man’s hand depending on your product’s audience.

Text in Image

The text is one of the most powerful ways to communicate your app’s or product’s benefits and features. First, make sure you are testing: strong calls to action, short and long ad copy. Next, consider testing placement by placing your text in the upper, middle, lower, left, or right section of your Ad. Finally, try your text in different colors, fonts, sizes, etc.

.

Text in Image

The text is one of the most powerful ways to communicate your app’s or product’s benefits and features. First, make sure you are testing: strong calls to action, short and long ad copy. Next, consider testing placement by placing your text in the upper, middle, lower, left, or right section of your Ad. Finally, try your text in different colors, fonts, sizes, etc.

Calls To Action

Once you’ve grabbed the viewer’s attention with an eye-catching ad, ask for the sale or download with a strong call to action. Also, test different calls to action with a different language, copy, color,  button, and button color. As a result, the right call to action can significantly improve your performance.

Calls To Action

Once you’ve grabbed the viewer’s attention with an eye-catching ad, ask for the sale or download with a strong call to action. Also, test different calls to action with a different language, copy, color,  button, and button color. As a result, the right call to action can significantly improve your performance.

User-Generated vs Stock Photography

The vast majority of the pictures and videos you see on Facebook are user-generated. Also, they are shared by your family and friends. And professional photos or stock photography look perfect and tend to stick out as fake or not real. So, try taking your own photos or degrading the quality of the images/videos to make them look more user-generated. It seems counterintuitive but in some cases user-generated triumphs stock photography.

Colors ( Saturated & Background)

Color is a very important variant because it’s the first thing a viewer will notice before taking a close look to your ad. You should be testing simple and plain backgrounds with soft and blurred out colors or gradients. Also, allow users’ eyes to focus on bright vibrant foreground colors. In addition, test soft background colors vs bold colors, strong texture vs muted texture, and simple and clean vs busy and cluttered backgrounds.

User-Generated vs Stock Photography

 The vast majority of the pictures and videos you see on Facebook are user-generated. Also, they are shared by your family and friends. Since professional photos or stock photography look too perfect and tend to stick out. Try taking your own photos or degrading the quality of the images/videos to make them look more user-generated.

Colors ( Saturated & Background)

Color is a very important element because it’s the first thing a viewer will notice before taking a close look at your ad. You should be testing simple and plain backgrounds with soft and blurred out colors or gradients. Also, allow users’ eyes to focus on bright vibrant foreground colors. Finally, test soft background colors vs bold colors, strong texture vs muted texture, and simple and clean vs busy and cluttered backgrounds.

Background Images

Draw users’ attention away from friends’ and family’s posts and into your ad by testing vibrant, eye-catching colors like orange, red, yellow, and bright green. Also, compare the performance of vibrant colors vs complementary colors, soft colors or perhaps even your brand’s colors.

Characters or No Characters

Are characters a primary representation of your product, brand or service? If not, test removing all characters vs using them. As a result, we’ve found that unless characters are well-known, they can be a visual distraction and may decrease performance. However, it’s worth testing for yourself to make sure you’re not missing out on opportunities to improve performance.

Characters or No Characters

Are characters a primary representation of your product, brand or service? If not, test removing all characters vs using them. As a result, we’ve found that unless characters are well-known, they can be a visual distraction and may decrease performance. However, it’s worth testing for yourself to make sure you’re not missing out on opportunities to improve performance.

Logo

Whenever possible showcase recognizable logos, celebrities brands, and characters because these usually receive high engagement and improve Ad performance. In addition, if your brand is not well-known, you should be testing using your logo against not using it.

Logo

Whenever possible showcase recognizable logos, celebrities brands, and characters because these usually receive high engagement and improve Ad performance. In addition, if your brand is not well-known, you should be testing using your logo against not using it.

One Product vs Multiple Products

If you have multiple products to advertise, test displaying one product versus multiple products. Does adding more products help or hurt performance?

Creative Marketplace

What is a Creative Marketplace?

  • Google and Facebook advertisers write a short creative brief.
  • Editors and designers submit creatives.
  • The advertiser selects, makes revisions, or approves.
  • Ads can be launched directly into Facebook or Google.
  • Advanced Facebook reporting and Google Reporting enable automatic detection and swapping of under-performing ads.

Creative Marketplace Benefits

  • Alleviate internal design team’s tunnel vision.
  • Creative talent drives fresh ideas at scale to drive user acquisition.
  • A high volume of new concepts delivered for testing.
  • Internal teams create variations off of new winners.

Testimonials

John Parides, Head of User Acquisition at Glu

“Consumer Acquisition ramped up within the first several days and capped out our daily budget while delivering CPIs 20% below targets and beating ROAS goals. They continue to test creative (images and videos), messaging, and targeting and have further reduced CPIs by 60% and increased ROAS 25%. This team knows Facebook and how to fight off creative and audience fatigue.”

Rich Chew, Sr. Director Growth at PLAYSTUDIOS, INC.

“We have worked with ConsumerAcquisition.com since April 2015. They bring a rigorous, a/b testing approach to maximizing volume and ROAS. In addition, they systematically work through hundreds of quantitative tests to deliver high-paying, quality users. And they have been a consistently high performer with our Facebook media buys.”

Jason, VP of Consumer Marketing at Matchington Mansions

“Having worked with ConsumerAcquisition.com before, we trusted them to launch our game in the most profitable way possible. They hit the ground sprinting and quickly scaled creative testing. Also, they eliminated poor performing creative, audiences and countries and aligned budget to the most scalable regions. In addition, they consistently deliver scale, profit and high quality creative. We highly recommend them to anyone looking to grow their Facebook user acquisition.”

Adam Zbar, CEO at SunBasket

ConsumerAcquisition is an absolute world-class organization that brought tremendous growth and efficiency to our paid acquisition efforts. They work with us on both mobile and paid search user acquisition, significantly outperforming all our previous Ad agencies. They learned our business quickly and massively scaled both business lines. As if that wasn’t sufficient, they continue to impress us with their deep analytical approach at increasing ROI, incredible attention to detail, and last but not least — 24/7 responsiveness.“

Kate Palmer, Acquisition Manager at JUMP RAMP GAMES

“We struggled to get Facebook to work on our own. After only a month, ConsumerAcquisition scaled our volume and lowered our cost per registration -59%. Their creative marketplace cranked out fresh new ads which reduced fatigue and improved our KPIs. If you’re looking to profitably scale Facebook advertising, we highly recommend this team. ”

Sergey Vartanov, Chief Marketing Officer at Autogravity

“ConsumerAcquisition’s nonstop approach to creative testing and automotive experience lowered cost per applicant 40% while scaling volume 60%. By leveraging their creative marketplace, they produced dozens of creative concepts and developed hundreds of variants to drive new insights and conversions. If you’re looking for fresh creative that meets your financial goals, look no further.”

Eric White, Director of Mobile Marketing at Ebates

“I previously worked with ConsumerAcquisition.com and they consistently delivered strong results for mobile app user acquisition for our shopping app. When I joined Ebates, I knew they would be a good fit to help drive our mobile app user acquisition strategy. Once again, they quickly optimized our business and reduced CPI 31% and reduced cost per app registration 56% and that allowed us to scale. I would highly recommend Consumer Acquisition to any mobile app advertiser that’s looking for strong results on Facebook.”

Aayush Sakya, GM Mobile & VP Products at GSN

“We engaged with ConsumerAquisition to drive mobile app install ads on Instagram while delivering ROAS targets. Through vigorous creative testing and an effective approach to intraday optimization, ConsumerAcquisition was able to quickly hit our ROAS targets and earned additional budget as a result. I’m very happy with the services provided by ConsumerAcquisition and would strongly recommend them to other mobile app advertisers.”

Download Creative Ideas for Facebook Advertisers white paper in pdf here.

Interested in our work? Contact us today!