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Best practices for Facebook ad creatives - Adsmurai

Best practices for Facebook ad creatives

The creativity of your Facebook ads can make the difference between being ignored and capturing the attention of your audience. In this article, we will explore key strategies for selecting the best images, videos and other visual elements for your Facebook ads. In addition, we'll highlight best practices and how Adsmurai can boost your creative efforts.


  1. Format choice and creative design in Facebook Ads
  2. Best practices for creative in Facebook ads
  3. Best practices for effective Facebook ad copywriting
  4. Facebook Ads creative innovation: Quantitative testing and continuous experimentation
  5. Dynamic Facebook creative strategies
  6. Adsmurai: Empowering Facebook creative

Format choice and creative design in Facebook Ads

The variety of advertising formats on Facebook provides advertisers with a range of options to express their message in an impactful way. Let's take a closer look at some of the most effective formats:


The image format is ideal for capturing the attention of your audience through engaging visual content. You can use your own images that reflect the essence of your brand or create captivating ads using stock photos. This format is especially useful for telling visual stories and conveying emotions effectively.

Additional tips:

  • Use vibrant colors to highlight your message.
  • Experiment with creative layouts and visually appealing compositions.
  • Make sure the image is relevant and accurately represents your brand.


The video format is a powerful tool for showcasing the features and benefits of your products. By leveraging sound and motion, you can create dynamic ads that capture the viewer's attention from the first second.

Additional tips:

  • Keep videos short and to the point, preferably 15 seconds or less.

  • Incorporate subtitles to reach audiences that browse with sound off.

  • Make sure the key message is delivered in the first few seconds.


The sequence format allows you to tell a story through up to ten images or videos in a single ad. It is an opportunity to highlight different products, specific features or create a sequential visual narrative that keeps the audience engaged.

Additional tips:

  • Make sure that each element of the sequence contributes to the overall narrative.
  • Experiment with the order of the images to optimize performance.
  • Use the sequence to reveal specific details about your products or services.


The collection format is perfect for those moments when users are ready to explore more products or make a purchase. It consists of a main video or image accompanied by three smaller images in a grid layout. By tapping the ad, users are taken into an instant experience without leaving Facebook or Instagram.

Additional tips:

  • Highlight complementary products in the grid to encourage exploration.
  • Make sure the transition to the instant experience is smooth and quick.
  • Use this format to take users from discovery to purchase action.

Instant Experience

In addition to the formats mentioned above, Facebook offers the ability to add an "Instant Experience" version to your ads. This creates an immersive post-click experience with visual and fast-loading content without leaving the platform.

Additional tips:

  • Design experiences that highlight your brand's key values and attributes.
  • Use interactive elements to keep the user engaged.
  • Leverage multimedia capabilities to convey your message in an impactful way.

The choice of format will depend on your marketing goals, the content you want to highlight and the audience you are targeting. Experiment with different formats to find out which one resonates best with your audience and aligns with your Facebook advertising goals.

ad formats 2024


Best practices for Facebook ad creative

Here's a comprehensive guide with 18 essential tips to improve the creative in your Facebook ads. By following these strategies, you can maximize visibility, engage your audience and combat creative fatigue:

  • Attractive colors: Use vibrant and attractive colors that represent the personality of your brand.

  • Value proposition in the image: Incorporate your value proposition directly into the ad image for quick understanding.

  • Contrast in the newsfeed: Design ads that visually stand out in the news feed, using bold colors.

  • Correct image or video size: Make sure to use the right size for optimal viewing on all screens.

  • Minimize text in images: Limit text in images to less than 20% for maximum visual impact.

  • Add motion with video or GIFs: Incorporate relevant motion through videos or GIFs to engage users.

  • Mobile-centric design: Design with mobile devices in mind, using vertical and readable formats.

  • People using your product: Show emotional connections by featuring people enjoying your products.

  • Less text for more effectiveness: Avoid text clutter; opt for key messages and clear language.

  • Single focus: Direct attention to a single element to avoid unnecessary distractions.

  • Visual consistency across ad sets: Maintain visual consistency in colors, fonts and styles to strengthen brand identity.

  • High-resolution images: Use high-resolution images for exceptional visual quality.

  • Avoid creative fatigue: Create varied content to maintain interest and use the Facebook Ad Library for inspiration.

  • Customize creatives: Customize creatives using various formats and templates for unique storytelling.

  • Convert abandonments into purchases: Re-engage users with abandoned products, offering discounts or special offers.

  • Differentiated designs for different user intentions: Adapt specific creatives to the intentions and behaviors of different segments of your audience.

  • Use dynamic messaging: Implement dynamic messaging to adapt to different audiences and increase relevance.

  • Accelerate A/B testing: Experiment quickly with different visual elements and formats to optimize performance.

Best practices for effective ad copywriting for Facebook

Writing ads for Facebook requires a strategic approach to capture users' attention and motivate them to action. Here are key practices that will help you create impactful and persuasive copy:

  • Varied versions: Experiment with different versions of your copy to A/B test and identify which messages resonate best with your audience. Example: Create variations that highlight different aspects of your offer and evaluate which one generates the greatest response.

  • Call-to-action (CTA) buttons: Use CTA buttons to encourage direct user interaction. Clear and specific CTAs direct users to the desired action. Example: Try buttons such as "Buy now", "Find out more" or "Sign up here" depending on your goals.

  • Brevity and clarity: Keep the copy short and focused. Clarity is critical in an environment where attention is fleeting. Example: Synthesize your message into concise sentences that highlight key benefits and call to action in a direct way.

  • Target audience: Tailor your copy with your target audience in mind. Know their needs, preferences and challenges to personalize the message. Example: Use tone and language that resonates with your audience's demographics and behavior, generating a stronger connection.

  • Emotion and connection: Infuse emotion into your copy to connect emotionally with your audience. Impactful stories and emotional narratives can boost response. Example: Instead of simply describing features, tell how your product or service has improved users' lives.

  • Urgency and scarcity: Use words that generate urgency and scarcity to motivate immediate action. Limited offers and specific deadlines can drive decision making. Example: Include phrases such as "Limited time offer" or "Limited stock" to create a sense of urgency.

  • Featured benefits: Focus on highlighting key benefits rather than simply describing features. Users want to know how your offer improves their lives. Example: Instead of saying "High quality shoes", highlight "You will walk in comfort and style".

  • Continuous A/B testing: Conduct A/B testing on an ongoing basis to adjust and optimize your messages. Constant evolution is essential in digital advertising. Example: Modify calls to action, tone or approach and analyze metrics to determine which variations perform best.

By applying these strategies, your Facebook ad copywriting will be more effective and persuasive. Tailoring your message to the right audience and continually testing different approaches will allow you to refine your approach and achieve better results.


Creative innovation in Facebook Ads: Quantitative testing and continuous experimentation

Creativity is key to stand out and captivate your audience. Don't limit yourself to passive metrics; dive into quantitative creative experimentation to elevate the performance of your ads.

Creative format optimization

Break through traditional barriers and experiment with a variety of ad formats. From captivating images to immersive videos, find the perfect combination for your objectives.

Create multiple versions of your ads using formats such as images, videos, carousels and collections. Evaluate how each format impacts engagement and conversion.

Innovative Facebook tools

Explore Facebook's advanced tools, with a special focus on Ad Library. Get direct inspiration and analyze competitor strategies to maintain a unique creative approach.

Dive into the Ad Library to break down successful creative. Identify patterns, styles and approaches that can inspire your own creative content.

meta ad library

Quantitative analysis of creative results

Beyond the standard metrics, perform a quantitative analysis of your creative results. Examine the impact of each format in terms of clicks, conversions and retention.

Use advanced analytical tools to drill down into the performance of each creative format. Evaluate specific metrics such as conversion, interaction and retention rates to gain more detailed insights.

Practical example:

Suppose you've launched two versions of ads: one with static images and one with short videos. In addition to general metrics, analyze the average time users spend watching the videos and the engagement rate in both cases. This detailed information will help you adjust your creative strategy based on audience preference and engagement.

Data-driven creative targeting

Use demographic and behavioral data to customize your creative strategies. Segment your audience based on preferences and habits to tailor your ads effectively.

Leverage Facebook's targeting capabilities to target specific demographics and interest groups. Adjust creative based on the unique characteristics of each segment.

Continuous iteration and A/B testing

Innovation is not static. Perform continuous A/B testing to evolve your creative. Constant iteration is essential to maintain relevance and impact.

Design A/B experiments that involve variations in images, copy, colors and calls to action. Analyze the results and apply the learnings to future iterations.

Active monitoring of creative trends

Stay on top of emerging trends in advertising creative. The ability to adapt to the latest trends can provide a competitive advantage.

Participate in industry events, follow industry leaders and stay up-to-date on creative innovations. Apply these trends intelligently in your own campaigns.


Dynamic creative strategies on Facebook

Implementing dynamic creative strategies in your Facebook ads can take your campaigns to the next level. Discover how you can combine dynamic ads and Adsmurai Marketing Platform to boost your advertising presence even more:

adsmurai marketing platform

Creative customization

Optimize your ad personalization through effective interpretation of metrics and results. With Adsmurai Marketing Platform, you have the ability to analyze in detail the performance of each campaign, allowing you to adjust creative personalization to improve resonance with your audience.

Recover abandoned carts

Transform abandoned carts into conversion opportunities. Use the targeted retargeting functionality and smart discounts offered by Adsmurai Marketing Platform to win back those undecided customers and convert their interest into a secure purchase.

Differentiated designs according to the user's intention

Dynamically adapt your creatives according to your audience's behavior. Adsmurai Marketing Platform allows you to manage all your Paid Media campaigns from a single place, which facilitates personalization according to user intent and behavior at different stages of the sales funnel.

Dynamic messages

Amplify relevance and engagement with dynamic messaging. With Adsmurai Marketing Platform, you can design and manage dynamic messages that adjust to the changing preferences and needs of your audience, maximizing the effectiveness of your campaigns.

Adsmurai Marketing Platform not only offers advanced solutions for dynamic creative strategies, but also simplifies the end-to-end management of your campaigns. From metrics interpretation to product catalog optimization, this platform stands as your strategic ally to boost performance and personalization in your ads. Connect your optimized feeds and experience a measurable leap in the effectiveness of your advertising strategies.


Adsmurai: Boosting creativity on Facebook

Also, to take your creative to the next level, consider collaborating with Adsmurai Creativ_. Adsmurai's creative department combines data, creativity and technology to tailor digital campaigns to each brand and platform. From creative planning to audiovisual production and special actions, Adsmurai offers comprehensive solutions to optimize your presence on Facebook and other digital platforms.




In conclusion, creativity in Facebook ads is essential to stand out in a saturated environment. Apply these strategies and best practices to improve your creative and optimize the performance of your campaigns. With tools like Adsmurai, you can further enhance your digital presence and achieve impactful results in the competitive world of social media advertising. Optimize your creatives and stand out on the platform!


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