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Target language: If you selected a multilingual country like Switzerland, you will be presented with the target languages of that country for the feed. Advanced feed usage: By default your products are submitted to Google Shopping, Product Listing Ads and to the Search API for Shopping. Most of the advice you’ll find about running paid social ads deals with the technical process behind it: what buttons to push, what levers to pull, and so forth. This is the part in the process that causes a lot of distress for those of you who are in a rush or don’t have a designer. The reality is that the actual visual experience of your ad is just as important as your targeting, and if you don’t truly believe that, then you’re in for a rude awakening. There are several quick and (relatively) easy ways to produce creative for your Twitter or Facebook ad and to make it stand out from the crowd.
For Facebook, I recommend the universal size of 1200 X 628 pixels for any ads that only use an image. It is extremely important to choose the “right” image when it comes to your social media ads. Aside from advertising a great piece of content (Hacking AdWords), the little kid featured in the ad is likeable and charming.
This isn’t sneaky or manipulative, because at the end of the day it’s a great piece of educational content and the creative is RELEVANT. Whether you download the guide or not, the Hacking AdWords kid is still awesome and makes most people smile or show their friends. If you use people in your ads and they’re conveying particular emotions, it’s human nature to mirror those to some extent. The 20-Minute PPC Work Week is a guide that defines a proven and consistent workflow that helps you manage your PPC advertising in as little as 20 minutes a week. So you’re going to promote your brand on social media to potential audiences that haven’t seen or heard of you before. Unfortunately, much like the real world, marketing deals with the knee-jerk judgements of strangers based on visual stimuli. Logos: This might seem obvious, but when your logo is on the image or that image is being “sponsored by” it will carry the association of the ad.
As you can see in the examples above, I typically use WordStream’s primary blue for text with the secondary orange for key words that are aligned with the value proposition.
In this ad, I use the electric blue in the word “Great” to draw the user’s eyes towards the landing page with the same color behind it. My assumption is that I have less than three seconds not only to catch the user’s attention, but to convey a message, whether they read the text or not.
I’m not claiming to be an expert in psychology by any means, but I have a pretty good understanding of human behavior. Before I jump into the “quick and easy” ways to create these ads, as I promised, I want to cover one last topic in regards to color, and this time I brought data along to back me up. I have experimented with different versions of ad creative, and have found that when it comes to social media, the use of vibrancy and negative space can do wonders for your campaigns. Some people don’t even realize that the negative space between the “E” and “x” in the FedEx logo forms an arrow. I noticed how much of an impact this could make while I was running Facebook ads for my sister’s business, a dance school based in Wrentham, Massachusetts. Below are the two competing versions of the ad creative we were considering for an ad that would send targeted users to her website. The ads both had the same copy and same branding, so why the vast disparity in performance? Although the theory of negative space is beyond the scope of this post, negative space is extremely important in creating something your users will engage with because the human brain quickly distinguishes when it is used. I have also experimented with the vibrancy and saturation of my ads to see if they would stand out in a more effective way to the target audience.
These two ads went head-to-head against each other in the same campaign with the same copy.
The ad below uses both vibrancy and negative space to achieve its higher engagement and success. You could be forgiven for thinking that our ads were only successful because of the usage of cute kids (though it certainly didn’t hurt). Twitter and Facebook (Instagram included) allow you to create ads that involve the use of multiple images. I used this feature to better describe the process of running our AdWords Performance Grader. This tactic entices users to engage with your images (media views), which can dramatically improve your engagement rate. Bonus Trick: Make your image dimensions slightly larger than to be shown non-expanded in the feed. CompFight is a Flickr search engine that allows you to search through public albums of images on Flickr.
Pixlr Editor is a poor-man’s Photoshop, but don’t let that fool you into thinking it produces cheap results.


Canva simplifies graphic design and allows you to drag-and-drop images, as well as add text and other aesthetic options. Capitalize on vibrancy and Negative space: Our brains are wired to notice things that “stick out” in our environment. Use multiple images in “carousels”: Boost engagement, flex creativity, solidify message and strengthen value proposition.
If you’ve spent the time to learn how advertising on social media works, you might as well spend a little extra to look good doing it.
The world’s sharpest designers are in high demand in the advertising world because creating compelling ads takes a whole lot more than just pretty graphics. When you are creating your next ad, keeping these 4 key thoughts in the forefront of your mind will help you ensure that it is relevant and memorable.
If what a client mentions is subjective, then (with integrity and good intent) make sure they are not sacrificing the strategic business alignment of the project. I’ve seen some of the best global ads create great selling points, but fail to be memorable because the images don’t match with the graphics, or the idea is irrelevant to the product, or the overall message is lost because the designer went too far. Using these 4 recommended objectives as your guide will help you create better, more effective ads. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Once the account is created, provide the general information about your business from the Settings page under General.
Test Data Feeds are processed in the same way as usual feeds but submitted items do not appear on the search results. Remember, this name should exactly match the name of the file you created and include a valid extension. Select the language that correspond to the language that you used for describing your product data in this feed.
Under See advanced feed usage settings, you can deselect any Google product you don’t want to submit to. It’s extremely important to sharpen these technical skills, because if you can operate the plane, you can fly it places.
Going into the “feed” with dull or bad creative is like going into the Roman coliseum with a nerf gun. In this post, I’ll outline a number of tips and tricks to create visually engaging and clickable paid social ads for Facebook and Twitter.
The reason being that Facebook will use this larger size for the newsfeed and automatically resize it to fit into the other smaller placements. You have to get in the mindset of treating your ad creative as more of a part of your strategy and less like an afterthought.
When I say “respond emotionally,” I’m not just referring to the extremes of displaying some heart-wrenching scene. The core of your paid social strategy (or any marketing strategy, really) is to focus on the user experience. Aside from being chosen as the go-to for our remarketing campaigns, he has had a ton of success across social media in general.
Hacking AdWords is the core value proposition here, and it’s the primary reason you’d click through, but the fact that the little kid is dressed like an adult is humorous and friendly enough that you might simply “notice” it, even if you’re not focused on the offer itself. The little kid reinforces our simplified and approachable positioning; our guides are insightful and technical, but also accessible. Other elements such as the mouse being plugged into the word “pages” help to achieve this as well.
I’m trying to make the connection between the text and image as seamless as possible in the user’s mind. I have developed these strategies over time using this understanding along with my own experiences and observations into how I react to ads that I see. Once they see it, though, it usually thoroughly blows their mind, because it’s effective and subtle. They both ran for the same period of time, and the second ad generated nearly 20X more clicks. Both tweets ran for the same amount of time (2 days), and the second version received more than 4,000 more impressions as a result of its higher engagement rate. If you’re ambitious enough, this could allow for near-endless creative opportunities to boost engagement and improve user experience. You can include up to five images, and each has to adhere to Facebooks text rules individually. Although not tested thoroughly (yet), I’ve seen fairly good indications thus far that this technique can help ads perform strongly.
If it seems interesting enough, the knee-jerk reaction is to click on the image to expand it, increasing media view engagement. Even if you have images in your landing page, they may be too small to effectively fill a 1200 X 628 space, for example. You may download, modify, distribute, and use them royalty-free for anything you like, even in commercial applications.


The iStock website offers an incredible amount of photos that, once purchased, are 100% yours to use forever.
However, tread carefully, as not all images are licensed under Creative Commons, and commercial use (i.e. The quality is mixed – some of the images on the site are excellent, whereas others are terrible – but it’s another place you can go to look for images you can use in your ad creative. Photoshop is an obvious first choice, but let’s say you don’t have it or aren’t particularly proficient with it.
Pixlr boasts a variety of options when it comes to editing images that make it pretty similar to actually using Photoshop. Making ads work on different social media sites means looking into how people are using them and how they view ads. You can choose to pay a flat rate for an image subscription that essentially allows you to download a specified amount of images per month. Please download the latest version of the Google Chrome, Mozilla Firefox, Apple Safari, or Windows Internet Explorer browser. Remember, your data feed needs to list the products in the local language, the product landing pages need to be in the local language, and currency for the target country and they must be shippable through out that country. You can find your customer ID at the top of any AdWords page when you’re signed in, near your email address. Keep in mind that the purpose of the ad is not just to drive clicks and engagement, but the clicks and engagement you want. On social media, the first part of that experience is the creative element, the copy, and as a result, the emotional response.
This particular ad (for a Twitter campaign) consistently drives high engagement across all campaigns, but why? The secondary color is associated with the taking of an action (button color), which I’ll go into more detail about later on. If you feel it’ll make your ad appear cluttered or you’re trying to stay in line with Facebook’s 20% rule, leave it out. The quicker they comprehend something (I’m talking milliseconds), the easier the decision to act will be.
This also explains the reason that attractive people are somehow extremely popular on Instagram, but I won’t get into that. As a result, the relevancy score was higher, the costs were lower, and the reach was greater. It’s important to note that I only slightly tweaked the vibrancy and saturation in this test – everything in moderation.
I’m simply explaining the “tipping point” in performance, which can actually make a big difference. No longer do you have to worry about conveying a message in one ad – you now have up to four or five chances. This is designed to limit the amount of “friction” the user has about connecting their account. Attribution is not required.” This statement from Pixabay’s website tells you all you need to know.
Brett is a firm believer that the air pressure in the footballs on the night of January 18th 2015 were not tampered with, and that anyone who believes otherwise is just peanut butter and jealous. Constantly ask yourself, “Have I listened?” and, “Do I fully understand the client’s direction?” These two questions will help you achieve greater results and make your life a whole lot easier.
Ultimately, the decision is theirs, but as a visionary it’s critical to practice great listening skills, to make sure you have a solid brief, and to decipher subjective opinions from the true strategy to produce sustainable results. I find that 99% of clients are open to better ideas because you’ve shown genuine concern for better results. The different pieces of   information about your products are described in attributes, which allow customers to search for and find your items.
If you have a piece of content that is going to address something that is particularly frustrating to the user, you can use an image that reflects this or an image that conveys the end result of your value proposition, whether it be satisfaction, relief, or joy as exampled above. The idea is that, over time, whether the user has taken an action or not, they will associate our brand with the specific visual cues they encounter.
Although your options are more limited than paid services, Pixabay allows you to quickly find images to use, and you get the peace of mind that you won’t have a lawsuit filed against you.
If you find an image you like, take great care to ensure that you are legally permitted to use it for commercial purposes. With that said, your job as a creative (from a writing or design perspective) is to listen and interpret words and separate a strategic objective from subjective opinion.
The negative space and contrasting colors used help draw your attention to it, while the text conveys the three-step process of our AdWords Performance Grader without actually saying anything about it.
I recommend downloading the largest size possible for your desired image so that you have the flexibility of resizing without sacrificing quality.



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