People often ask us what makes compelling ad creative on Facebook. We recently conducted a study to help answer this question. Using many of the criteria common in creative testing, we analyzed the performance of more than 400 real Facebook Premium ads at driving ad recall and purchase intent.
- Focal point – an image that is focused and draws attention
- Brand link – clear branding with an easily identifiable brand, logo and colors
- Tone – copy and images that fit with the brand’s personality
- Reward – an ad that makes people smile, learn interesting information or have a positive feeling