Key Components to Creating Facebook Ads That Convert

Facebook advertising is great way for local businesses to reach a large audience. But some of the technical aspects that go into making a successful Facebook ad can be a bit tricky especially as Facebook’s advertising policies need to be followed. Here are several important components that you should know about to ensure your campaign performs well.


The text section of your Facebook Ad is where you grab a viewer’s attention with information about your products or services, current specials or upcoming events.

This includes:

  • Status section: is located above the image or video of your ad
  • Headline: is directly below the image or video
  • Link description: positioned below the headline

The headline will be much larger than the other text in your ad, so use this space cleverly by including important information related to specials or what makes your business unique.



Character Limits

  • Status Update: 150 characters maximum, but  90 characters is ideal
  • Headline: 25 characters
  • Link Description: 200 characters

Image or Video

The next element of a Facebook ad is the image or video. It is essential to use high-quality, engaging creatives as they will attract your audience. Facebook offers a free grid tool that allows you to verify whether or not your images meet Facebook’s Advertising Policies. Images should include little to no text to ensure people see only high-quality content. Images with minimal text keep the focus clear and uncluttered, which increase engagement. If images contain too much text, the ad might not be approved to run.

OK, Low, Medium, or High are the ratings that affect your ads.

Here’s what these ratings mean:

  • OK: Your ad will run normally
  • Low: Your ad’s reach may be slightly lower
  • Medium: Your ad’s reach may be much lower
  • High: Your ad may not run


Call-to-Action Button

Did you know the overall click-through rate lifts by almost three times when using a call-to-action button in your Facebook Ad? Adding a call-to-action button is a great way to drive customers to take an action like visiting your website or calling your business. There are several options to choose from, so keep in mind your campaign goals when selecting a call-to-action button.

Call-to-action buttons include:

  • Apply Now
  • Learn More
  • Contact Us
  • Sign Up


Website URL

When users click on your ad, they will be directed to the URL you have nominated. This can be on any page of your website. If you’re trying to direct users to a particular offer you can use that URL.


Creating a Facebook ad that takes advantage of all of these components can maximise the success of your Facebook advertising campaign. If you’d like some assistance with advertising on Facebook, get in touch with us today!


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