We looked at tips for creating video ads last week. Running a video ad need not be an advanced strategy, but it is a step up from the kind of ad that comprises 99% of my campaigns: a simple static ad, with an image and some carefully crafted copy. We will look at copy next week, but today it's all about the art.
My cover designer, Stuart Bache, has worked at some of the biggest publishers in the UK, and at senior levels. He has recently gone freelance, and will be working with me as we relaunch the full SPF course - without going into too many details, he will be offering to design FB ad images at a deep discount for our new students. In the meantime, if you want a new cover, I wholeheartedly recommend him. You can get him at Books Covered, and at this email address: firstname.lastname@example.org.
You can see a couple of Stu's ad images that I'm using at the moment below. They are both taken from the new covers that Stu has designed for my Milton series. They are performing very well, too.
And with that, over to Stu.
Top Tips for Designing Facebook Ads
- Think of your ad as a movie poster for your novel, that way you won’t be constrained by the format and can create something new which attracts the consumer. But remember...
- Familiarity is the most important aspect of commercial book cover design, the more links to your cover and brand you have the better. So...
- Don’t just stretch your design to fit the width and height, tweak it and move elements of the cover until it fits comfortably.
- You’ve written your novel and understandably you want to shout about it. But bear in mind that good design doesn’t need to shout to grab attention, often something simple and well-designed is much more effective at catching the eye. Speaking of which...
- Try to keep the information on your ad down to a minimum. As well as Facebook’s issues with the amount of text used, the fewer pieces of information a prospective buyer has to read the better – in fact, if you’re feeling confident don’t use any text in at all.
- Finally, don’t overthink it. Remember: people make instant decisions all the time without needing any information at all. All you need to do is catch their attention, the blurb will do the rest.
If you have any questions about high converting images, you can drop Stu or me an email (or you can ask me live during Friday's Q&A on Periscope). In the meantime, we are working hard to update the full course. We are having great success with Twitter ads, and will be providing a full bonus module on how to use their excellent Lead Cards to send new subscribers to your list without the need for a landing page. It's seriously cool stuff. I've also just finished re-recording all of the course screencasts to take into account the newly designed interfaces inside the FB ads platforms. Lots of work, but totally worth it.