The role of Meta-advertisers has developed significantly over the past few years. Assuming you optimized for your conversion, you need to touch less at the campaign and ad set levels. Your focus should be on the ad itself.
You should use a repeatable process to construct your ads. That’s why I assembled this list.
It focuses on the following:
- Select all available platforms
- Define your brand
- Optimize creative dimensions and media by placement
- Customize site links
- Text variants generated using manuals and AI
- Customization advantages + creative enhancement features
- Final check with advanced preview
This post has nothing to do with advertising copy and creative skills. My focus here is not to guide what should happen in your text, images and videos. This is to plan according to your brand, product and goal.
Instead, this article will help you understand what all the various options do, how to customize them, and how to handle each option.
Let’s dig…
1. Facebook, Instagram and Threads
Let’s start with layups. In the Identity section at the top, make sure you have selected your Facebook page, Instagram account, and thread profile.
While threaded ads are new, I’m starting to see more impressions now. Take advantage of any inventory you can.
2. Define the brand
Below your platform account, you should see a section for your brand.
This is especially important for AI-generated text and images. Do not skip this step.
Meta may detect logo changes. Otherwise, up to five can be uploaded with transparent backgrounds.
Select a font that can be used in enhancements like overlays. The meta may try to detect it automatically, or you can manually select the font.
Choose up to three brand colors that can be used for overlays in titles, titles, and banners.
Defines the brand tone that can be used in text generation. This will be very useful in the future!
Finally, define your visual style. This will be applied to image background generation.
3. Optimize creativity through placement
There are several steps to consider when optimizing your creativity through placement. Regardless of location, your ultimate goal should make your ad look the best. For example, just worry about Facebook feeds on your phone, you’ll miss out on the chance to get better results.
Utilize all locations
There are exceptions, but they are extremely rare. If you optimize for any type of conversion, you should almost always maintain the advantage + position.
Locations should be deleted only if it proves that it directly leads to low-quality (optimization) events. This is the most common problem when optimizing check-in actions (especially link clicks, login page view, and Thruplay view).
Use the best aspect ratio by placing
When you upload your ideas, Meta asks for three different aspect ratio versions. I would love to tell you that this is as easy as following the instructions from Meta and that the changes you provide will be best used. Unfortunately, this is not the case.
There are several ways you can solve this problem. You can create a 9×16 image that has all the important things in the middle and will not be cropped if you lower it all the way to 1.91:1.
My preference starts with a 4×5 image. Then customize a single position (or position group) to take advantage of the optimal aspect ratio. This is a grid that should help.
Use the best media by placing
Some locations are video-first (especially reels). Only static images will be displayed in certain locations. You want to take advantage of each location, but you also want to use the best media for that location.
While you can use videos for many placements, I recommend using at least the following:
- Facebook Stories (9×16)
- Facebook Reel (9×16)
- Facebook video feed (1×1)
- Instagram Stories (9×16)
- Instagram Reel (9×16)
- Instagram search results (9×16)
- Instagram profile reel (9×16)
- Audience Network Reward Video (9×16)
- Messenger Story (9×16)
Different locations allow different video lengths, but if you keep it below 15 seconds, it’s everywhere.
4. Customize site links
You may find a site link when you go through the initial creative setup process (you may find it under the brand)…
Or after building the ad, at the top of the creative section of the ad.
When opened, the website link can be displayed under your main advertising idea. They can appear like ceramic tiles…
Label…
Or a separate carousel…
However, if you don’t spend any time on it, the CI will automatically purchase these. This includes links and images assigned to them.
When creating a site link, you will provide the following:
- Thumbnail
- Show tags
- URL
What should you do?
Remember that in all locations and in all cases, website links will not be applied to your ads. This is a change. So don’t be afraid that it will distract your main idea. It can only be used in your interests.
For typical product ads, you can add website links to provide more information about your business, related product pages, return policies, how the product works, or other content.
I used the screenshots I shared above when promoting my blog post. Often, the traffic that drives blog posts can have limited value. However, when adding a site link, I receive other actions that may not be expected.
5. Utilize text variants
A single ad is now composed of many changes. The important reason for doing this is text changes.
We first saw the ability to have multiple text variants with dynamic creativity, dating back to 2017. But now it has been integrated into the standard advertising creation process.
Manual text changes
You can provide up to five major text variations…
And five headlines…
I recommend you use all five. Meta means that your text uses at least three and your text has been “optimized”. Just make sure any major text you provide will work with the headlines. Meta will then mix and match your text to find the most efficient way.
AI-generated text
You can also provide AI-generated text variants that complement your manual options. This is where text tone options in the brand are crucial. If Meta generates spam text options, it is at least partly due to your settings.
The main text generated by META is interesting to note that it will make text to attract various characters.
AI-generated titles are just other options you can consider.
If you don’t like the main text or title suggestions, you can edit or rebirth.
The end result is that you can provide metadata for an ad, up to 10 main text and 10 titles.
How should you deal with text?
Remember, this is not a split test tool. You won’t see which combination works best, although you can see how each individual primary text and title changes perform with text usage failures.
It’s more about providing algorithmic options than relying entirely on a single set of texts from an AD. It can also help with fatigue.
I highly recommend using these options, but don’t create more changes just to create them. Make sure they have a purpose.
6. Customization advantages + creative enhancement features
I realize that slamming all the advantages + creative enhancements of Meta is very popular, but I encourage you to evaluate each option individually. Don’t turn around and reject them.
Translate text
When Meta will make your ad more relevant to the people in your audience, Meta will automatically convert your text into different languages. You can preview these translations before accepting them (although individual translations cannot be edited).
cover
Formerly known as image templates, overlays have poor reputations because they usually look bad. But that’s why branding is so important, as the colors and fonts used will apply here.
Otherwise, you can customize the font and background colors used in the overlay used in each ad.
Display the product
You can have Meta display products automatically in the catalog below the ad idea (similar to how it displays a website link). They can appear as product tiles or carousels.
You can customize which directory, product set and how to display it.
Visual modification
Examples of visual embellishment are cropping your image to fit more places and animate text to create visual interest. You can view this example in Advanced Preview.
music
When turned on, Meta can add music to your ads to make it more attractive. I get it, advertisers hate this and usually turn it off. But remember that you can customize it to use music to suit your preferences.
3D animation
No more boring still images. Meta automatically adds 3D motion and depth effects to your images when performance is possible. This only applies to Instagram Mobile Stories, Instagram Mobile Feeds and Instagram Reel Locations.
Text improvement
With this feature, Meta can be swapped on your main text, title, and description for improved performance. You can also customize whether META can use AI to detect keywords and phrases that can be displayed as a title introduction.
Image animation
Similar to 3D animation enhancement, Meta can automatically convert images into short videos by adding actions such as flat disc, zoom and rotate.
Enhanced CTA
Allow Meta to use AI to find key words and phrases to create new CTA buttons on the location of Instagram Mobile Stories and Facebook Stories. You can view CTA in advance META possible use.
Flex Media
Display media selects a specific aspect ratio for all positions where performance is possible. You can see this example in the Advanced Preview.
Related Comments
Allow Meta to display the most relevant comments below ads on Facebook and Instagram.
Adjust brightness and contrast
Meta may make subtle color adjustments when improving performance.
What should you do?
If you have a sensitive client, I will know that they will be upset about any adjustments initially approved. I won’t tell you that you have to keep all of this going.
But I encourage you to think about all of this. Customize where possible to align it with your brand standards. Ultimately, these enhancements can only be used in your interests.
7. Advanced preview of the final check
Before posting on your ad, I encourage you to take a key step: Click the Advanced Preview button in the upper right corner during ad creation.
This will allow you to see how ads appear in all locations when various enhancements are applied.
If anything looks incorrect, make the necessary adjustments. Here I may see that creativity is for placement, but not right. So I need to fix it by placing it to adjust the creativity.
Assuming everything here looks acceptable, it should look acceptable at release.
Optimize for best results
This seems to be too complicated, but I don’t think so. The main thing is that you should know what you post and verify that your ads appear the way you want it to be.
But open up some nuances. Allows the meta to make some adjustments automatically. If possible, resist the limiting element to make these adjustments.
You will eventually come up with a system. It all becomes automatic and doesn’t take that long to complete.
now you
Can you add additional content to this ad creative optimization list?
Let me know in the comments below!
