Facebook Creative Optimization Tactics

Melody Yan

Marketing, Thunder

Facebook: an optimization machine •  1.71 billion active monthly users

•  One of the most effective channels to reach highly

targeted audiences

•  Clickthrough rates that are 8-9X higher than normal

web ads

Creative is the biggest driver of ad performance

What does effective Facebook advertising look like?

Audience &

Message Planning

Content Tailoring

Experimentation & Optimization

Creative optimization begins with the audience

Interests: Pets, Happy Pets, Pets & Animals, Pets at Home

Men Women

Single Married Single Married

Example: Sub-Segmenting Pet Enthusiasts Into Four Groups

Facebook Audience Insights

•  Discover qualities about your target audience

•  Find opportunities to subdivide your ad sets

•  Get ideas to inform your content and positioning

Activate audience data with message tailoring

Ideal Creative

The Four Pillars of Ideal Facebook Creative

Objective-Driven

Fresh

Tailored to the Audience

Optimized Image & Copy

4 Key Areas of Message Testing

Imagery

Benefits

Word Choice

The Unknown

Creative Tips & Best Practices

Keep it simple

Use different content for desktop and mobile

Tell a story in carousel ads

Use pictures with real people using the product

Design Tips to Optimize Facebook Ads

Creative Tips & Best Practices

Use vibrant images that pop

Use an image with a lot of the same color

Change the aspect ratio of your image or video

Design Tips to Optimize Facebook Ads

Video Tips & Best Practices

Optimize the copy surrounding the video

Always have a great thumbnail

Jump right into the action

Always use text

Design Tips to Optimize Facebook Ads

Thunder Playbook for Creative Optimization Explore the expert 3-part strategy behind

effective Facebook creative optimization.

•  Learn how to segment your audiences

for creative optimization

•  See Facebook creative best practices

•  Learn how to evaluate campaign

results

Download your free whitepaper today.

Creative Management Platform

Thunder

Easily build, version and scale thousands of

Facebook ads in minutes.

To learn more, visit www.makethunder.com