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