How Ad Creatives Can Make Or Break Your Facebook Ads

4 min read

To get optimal results with Facebook ads in 2023 and beyond, there’s one thing you can’t afford to overlook: your ad creatives.

It used to be that Facebook was mainly about targeting tactics.

You could target your way to success.

That is no longer the case.

Is targeting still important? Sure, it can be.

It just isn’t as crucial as it used to be before.

In fact, this is true for other platforms like TikTok and YouTube as well.

Embracing Machine Learning & The New Way Of Targeting

Meta/Facebook has worked on perfecting their machine learning capabilities for many years now.

This was quickly accelerated after Apple released iOS 14, which significantly reduced accuracy levels in tracking a large percentage of users.

It used to be that if you had a large number of campaigns and ad sets and tried to test everything manually, often times you may have gotten better results that way.

Now, the opposite is actually true in most cases.

The more you embrace machine learning, the better results you get.

How does this play into your creatives?

Well, your creatives are now doing the targeting for you.

Call out the audience you’re looking to advertise to in your creatives. Or show the problem you’re solving so that you can attract the right audience.

Facebook will then use their machine learning capabilities and vast amounts of data gathered over the years to reach the audience you want.

Decrease Your Cost Per Action (CPA)

One of the tactics that makes up Performance 5 is broad targeting.

In other words, you can target everyone in a whole country (or sometimes even multiple countries) and let Meta’s delivery system (machine learning) find the best people to show your ad to.

The only way you’d be able to use broad targeting successfully is to focus on your creatives and use them as targeting.

Needless to mention, your creatives must be high-quality. The messaging also must appeal to a broad audience.

In terms of decreasing your Cost Per Action (CPA)…

Meta analysed 200,000 web conversion campaigns using their own internal data.

12% decrease in Cost Per Action (CPA) as a result of using broad targeting!

So, if you put the majority of your focus on coming up with amazing creatives and use broad targeting to let Facebook’s delivery system show them to the right people…

You can decrease your Cost Per Action by 12%.

Also, regularly refreshing your creatives with new ones based on what has worked well in the past will automatically result in lower acquisition costs for your business.

After all, people don’t want to be seeing the same ads over and over again.

They’ll eventually get tired of it, and you’ll come across creative fatigue…

And that is when Facebook will start charging you more and more to show the same ad.

Because you’re not helping them keep users on the platform – you’re instead motivating them to stop using Facebook and go do something else… which Facebook does not reward.

Combat Creative Fatigue & Boost Performance

Following on from the above, creative fatigue is what happens when you use the same ad for too long.

People get tired of seeing it, which means you’re creating bad user experiences.

Facebook then realises this due to increased frequency on your ad.

What happens then? They’ll start charging you more and more to show the same ad…

Costs slowly start to rise…

Other metrics like click-through rates (CTRs) go down because people are not as interested as they were before in clicking your ad.

This is where the performance of your business will start to go on a downward trend.

And the only (proper) way to combat this? Test new creatives!

Once you test new creatives, you will see CTRs, CPMs, and other metrics improve quite significantly.

Which then boosts your overall business performance.

Grab Attention In The Newsfeed

Another way that developing high-performing creatives can help your business is by better grabbing attention.

That’s three time the height of the Eiffel Tower, and almost three times The Shard (tallest building in London!)

It’s likely that the people you want to reach on Facebook or other social platforms via ads are also scrolling through the same amount of content every day. Even if you’re not targeting the UK.

Let’s even say your audience only scrolls half that amount every day. Isn’t that still a lot?

This is why you need to grab their attention in the newsfeed and stop them from scrolling.

What gets them to stop scrolling? Mainly your creative.

Sure, you may be able to hook them in using great copywriting… but most people probably won’t read your copy in the first place if your creative doesn’t grab their attention first.

If you don’t grab their attention and they scroll past, it’s unlikely that they’ll consume your ad creative.

If they don’t consume your ad creative, it’s highly unlikely that they’ll buy…

Which is another reason why creatives can make or break your Facebook ads.

Hope you liked this post and found it helpful. Feel free to comment below and share your thoughts!