3 Tips For Creating Facebook Ads As Powerful As Tom Brady’s Super Bowl Comeback

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3 Tips For Creating Facebook Ads As Powerful As Tom Brady’s Super Bowl Comeback

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By Anne Felicitas

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We can never forget the New England Patriot’s performance during Super Bowl LI: we saw the first ever Super Bowl overtime, and we witnessed the Patriots overcome the largest deficit in Super Bowl history.

If you’re currently in the same situation as the Patriots, with your ads performing poorly, then you’re in desperate need of a comeback. Here are three tips for creating Facebook ads as powerful as Tom Brady’s Super Bowl Comeback.

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1) Use Images with Recognizable People

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There’s a reason why brands hire celebrities to promote their products. A famous celebrity endorsing your products or services gives your brand credibility. People are more likely to trust people they recognize than people they don’t recognize. If you don’t believe this, then maybe an A/B test will convince you.

Keywee, a digital marketing agency that has created and managed ads from publishers such as The New York Times, BBC, and National Geographic, A/B tested two ads for Fortune: one contained an image of Beyoncé and another an image of an unidentifiable woman.

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Results showed that the ad featuring Beyoncé outperformed the ad featuring the unknown woman.

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2) Use Less Text on Your Ad’s Image (Or None at All)

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If you can, avoid using images that contain text. If you absolutely need to place text on your images, abide by Facebook’s 20% rule – otherwise Facebook will reject your ads.

If you have too much text on your ad, you’re violating Facebook’s ad policy that states:

“Ads may not include images made up of more than 20% text, including logos and slogans.”

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Although Facebook doesn’t explain why it prohibits ad images that contain too much text, we can speculate that it’s for aesthetics and performance reasons. Because your ad’s image attracts the most attention, it’s imperative that your image is high-quality and aesthetically pleasing. Thus, Facebook likely banned images cluttered with text because they aren’t aesthetically pleasing. Furthermore, it’s likely that before the 20% rule, ad images with too much text performed poorly so Facebook banned it altogether.

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3) Use Emojis ✍️👌

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If you want to increase your engagement, then you should add emojis to your text (the part of your ad where your copy appears above the image). Statistics show that ads with emojis have higher engagement than ads without emojis. Buffer Social, for instance, found that emojis increase comments and shares by 33% and likes by 55%. Ad Espresso found similar results. When Ad Espresso A/B tested ads with emojis against ads without emojis, it found that ads with emojis performed better.

Although emojis work for some brands, it’s important to evaluate whether it’s appropriate for yours. Ask yourself this: if your brand were a person posting on social media, would that person ever use emojis? If your brand’s image is serious and professional, then emojis would be inappropriate to use. It’s also important to consider your ad’s tone and content. If you’re advertising coffins for a funeral company, for instance, it’s best to skip the skull emojis.

If you’re like the Patriots and you’re behind on your game, then you’re in desperate need of a comeback. To upgrade your Facebook ads, use ad images that feature identifiable people, use less text on your ad’s image, and use emojis on your copy. Do that and you’ll have powerful Facebook ads.

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Guest author: Anne Felicitas

Anne Felicitas is Writer and Social Media Manager at AdvertiseMint, a Facebook advertising agency

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