[MUSIC PLAYING] We talked about audiences-- the groups of people who we're going to put ads in front of. Now, let's talk about creative-- the actual advertisement that's going to be put in front of these people. Two goals with this. Number one, capture their attention while they're scrolling. People are scrolling, scrolling, scrolling. You've got to capture their attention. Number two, you have to get them to click or tap. I call it thumb stopping creative.
You want to stop their thumb as they're scrolling and get them to tap on your ad. But you don't just want them to tap, click on your ad, you want them to do so in an open to buy mindset. You want them to actually be interested in the product. We can do a lot of stuff to get someone to click. We can do sensational images. But just getting a click doesn't do anything for us. We want people to actually click because they're interested in our products.
And the way that we structure the creative has a big impact on this. So I'm going to show you my formula for how to structure creative. So that when people are clicking on your ads, they're actually interested in going on and making a purchase. They're not just clicking because it looked fancy. Now the thing about creative is Facebook has some viewpoints on what they've seen work well across all advertisers. So I'm first going to tell you what Facebook has to say about creative, and then we'll go into my formula and how I'm actually using that knowledge from Facebook in addition to what I've found to work in my own advertising.
Facebook says that traditional static image ads-- which is what we should be using because they drive the most results for the least amount of effort, that 80-20 rule-- should have a clear focus on the product or service being advertised. They say that they drive business of results more efficiently, that you end up with 71% more people viewing your content when you're displaying the product being advertised very prominently.
Facebook has four main types of creatives-- images, videos, slideshows, and carousels. I strongly recommend starting with images because they're much more simple to create, and they really give you the most effectiveness. They're mainly what I use in my retargeting because you don't have to worry about creating videos, or slideshows, or carousels. You could just do a really great product image and it drives enough results to get you there.
And then, hey, later you can worry about videos if you want. But it doesn't even add that much onto your advertising strategy. It's about the 80-20 rule. It's about getting the most out there with the minimum amount of effort. Now I want to-- before we go into my formula for what I'm finding to work really well for image ads-- I want to break down a Facebook ad so you understand the three main parts. The first part is the text above the actual image, or video, or carousel, or slideshow.
The text is where you draw the reader in. You tell them a little bit about what's going on down below. It kind of leads to the image. Then you have the image. A couple little tips for the image are keep it square. The reason you want a square image is it takes up way more real estate on mobile. On a mobile device, if you have a rectangle image, it doesn't take up so much space. Square images take up 78% more real estate on mobile phones and have a 64% higher click through rate.
So use all the space that you have-- a square image. And we always put text overlay on our image ads as well, as you'll see. One of the things that you have to know about laying text over your image is you can only have it take up 20% of the actual image itself. Then under the image, you have the call to action box where you have a headline and the buttons. That's the main structure of a Facebook advertisement.
In the next video, I'm going to break down for you my winning framework-- my proven framework for how I'm leveraging image ads to get people back to my products. Let's hop in and take a look at it. [MUSIC PLAYING]