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Ad Best Practices

Ads have a huge impact on how your audience engages with your brand, which is why our creative team is constantly improving the ads that we make. Here are some tips for creating effective ads.

Know Your Audience

Approach your audience with an open mind and constantly evolve your strategy. Continue to try new strategies with your ads to understand your audience better (what works? what doesn’t work?) and to maintain high campaign performance over time.

Take the time to get to know your customers. Figure out what they value.

Here's some framework for a successful ad campaign:

  1. Refine the visitor’s understanding of your business.

  2. Remind the visitor of their interest.

  3. Justify the value of your offering.

  4. Highlight a product or feature that they may have missed the first time they visited your website.

  5. Provide additional incentive to convert.


Create Engaging Ads


When creating web ads, think simple. The web is a busy place, so keep your image and message clean to draw your visitors' attention.

Your ad should be a balance of image and text. Identify your strongest selling point, and be concise. Any messaging should be reinforced by images used to compel that click.


Your ad is competing not only with other ads, but also website content. Use bold typography and strong, relevant images to make your ad pop. Typically, white backgrounds rarely stand out.

Your Logo

Clicks may be the strongest indicator of ad engagement, but brand exposure can have a huge impact on keeping your company top-of-mind. Place your logo prominently and use contrasting background colors to help it stand out.


If you want to get clicks, give your visitors incentive to follow through. Promotions such as exclusive discounts or free shipping are small tactics that go a long way to compel that click, get that customer back to your website, and drive conversions.

Call to Action

You’ve caught your visitor’s attention – now let them know what you want them to do. A strong call to action helps give visitors that extra little push they need to click your ad.


Consider All Ad Elements for Facebook

When creating Facebook ads, consider all aspects of your ads. You have title and body text (and for News Feed, an optional message) to work with, so make your ad copy count.

Social Engagement

Facebook is a social network, so use your text fields to encourage your visitors to be social. Ask questions in your message or title. The more interaction your visitors have with your ad, the more likely your post will start to appear naturally on their friends' news feeds. 


Capitalization can help draw attention to key words or ideas, but excessive capitalization will work against you by making your ad appear spammy or may even cause Facebook to suspend your ad. The same goes for a well-placed exclamation mark. Use these tools with purpose.

Colorful Images

Use colorful images to draw the eye. Posts that have been seen before are likely to be skipped over, so make sure that you keep your campaign fresh by starting with a variety of creative assets and refreshing them periodically.


Variety is Key

  • The three most popular web ad sizes (300x250, 160x600, and 728x90) represent the majority of available inventory – make sure you have them.
    • Upload ads in as many sizes as you can. You don't want to miss out on a potential high-value impression because you didn't have an ad in that size.
  • Variety is not just limited to ad sizes for web. Having variety in Facebook campaigns is important, too.
    • Different types of creative may appeal to different individuals in your audience pool. Test a variety of ad messaging to increase your ability to engage everyone in your audience.
  • It's important to consider variety in the long run.
    • To combat the onset of banner fatigue (diminishing impact each time you see an ad), make sure that you refresh your campaign creative periodically so your audience isn’t stuck seeing the same ad.
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