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The 3 components of an effective Facebook ad

Building an effective Facebook ad that converts users and drives revenue is a subtle and delicate art.

With over 3 million companies currently using Facebook ads, all vying for the same eyeballs and attention as your brand, cutting through the noise in just the right way to get your ad noticed is more difficult and important than ever before.

The good news is, solving the Facebook advertising puzzle is less complicated than many might’ve thought. While optimizing a Facebook campaign does indeed take time and effort, better-performing Facebook ads are well within reach.

Get these 3 key elements of an effective Facebook ad right, and you’ll be well on your way to more robust returns on your Facebook advertising investment…



Be they photographs, videos, or GIFs, making sure that your Facebook ad’s visuals are on point is absolutely crucial.

The Facebook newsfeed moves fast, and user attention moves even quicker. With mere seconds to make that user attention count, choosing just the right visual to accompany your Facebook ad can make all the difference in the world. Never forget: your visuals will invariably be up against some pretty stiff competition. Today’s Facebook Newsfeed is a veritable feast for the eyes and senses, and your competitors will be making some pretty stunning visuals of their own.

Your audience probably hasn’t logged onto Facebook in search of ads, but if you use just the right image or video for your campaign, that might not actually matter much.

Split-testing different visuals for each campaign on a segment of your audience before sending it live is an excellent way to make sure that you are getting the most bang for your buck from your visuals. Although a bit time-consuming, the long-term benefit to your Facebook ad ROI bottom line will be well worth it in the end.

Just remember: strong visuals can only take you so far. Once you’ve made the important first step of grabbing a user’s attention, it’s time for your ad’s copy and value proposition to close the deal.


If your visuals have done their job, you’ve just bought yourself a few precious seconds to reel your prospect in just a little bit further with some engaging, optimized copy.

Human written language is extremely varied and complex, which means there are literally MILLIONS of different ways to deliver a Facebook ad’s message.

The words you use and the way you structure the language of an ad’s copy will make a massive difference in how that ad performs on your audience. Although it may seem counterintuitive, studies have shown that when it comes to generating clicks-through and revenue, a Facebook ad’s copy actually has a bigger impact than its images and videos do.

Split-testing your Facebook ad’s copy and trying out different sentiments, individual words, and sentence structures on a segment of your audience can help you determine the best copy for your next Facebook ad campaign. The rub here is that with so many linguistic variations of your marketing message, the odds that you’ll stumble upon the ideal combination of words, phrases and punctuation are statistically very small.

For those who really want to maximize performance by using truly optimized Facebook ad copy, help is available, but even those who choose to merely dip a toe into the split-testing waters will most likely see an improvement in performance.


Value proposition

Here’s the deal: if you really want people to engage with your Facebook ads, you have to offer them something.

Discounts and freebies are an excellent place to start, but when it comes to offering value to your audience, there are many different paths for you to choose. An interesting fact, something to make your audience chuckle, or even just some genuinely useful information about your company or products can serve as an offering of value.

The thing to remember here is that if your target audience doesn’t feel like they are getting anything out of your Facebook ads, they will almost certainly come to see them (and possibly your brand) as an unwanted nuisance.

It doesn’t take much to ensure that your brand and its Facebook ads are viewed positively by those you wish to reach and engage. Make it worthwhile to view your ads and engage with them, your audience will thank you, and your ROI will reflect their gratitude.

Trevor Beers, Senior Language Technician, Phrasee

Phrasee pheatures: Trevor Beers

Our very own Senior Language Technician, Trevor Beers, shares advice for those looking to join the tech industry, and insights into life at Phrasee.

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