Page 32 - GBC Summer 2019 Eng

The other important consideration is that the image can only be covered with 20% text or less. If Facebook determines that there is too much text on the ad, they won’t show your advertisement as often, which will hinder your advertisement’s effectiveness. Use the following link to test how Facebook will deliver the ad based on the amount of text in the image: https://www.facebook.com/ads/tools/text_overlay. If the image scores anything less than “OK” then your ad will be signi cantly more expensive to run, and you will not see as great of a return on investment.
As you can see in the GOLFEXPO ad, a beautiful golf course image was used to catch the reader’s attention. The text overlay highlights the $2 off promotion that the user can take advantage of.
Alternatively, you can use a video in this spot. The same rules apply when it comes to production quality. You don’t want to use a poorly made video, as people will skip over it. If you have professionally made videos that highlight your course’s unique value, this is a great place to use it. Videos under 1 minute in length perform the best on Facebook, but that should be used as a guideline, not a hard and fast rule.
2. THE HEADLINE
The user’s eyes then move down to the bold headline just below the image. This is a short piece of text that is designed to tell the user why they should click on the ad. This line has a maximum of 25 characters so use them wisely.
3. THE LINK DESCRIPTION
Directly below the headline is the link description. The link description is a single line of text to provide a little bit more context to the headline. It is limited to 30 characters and should be used to enhance the headline. It shouldn’t be used as an extension of the headline.
4. TEXT COPY
The text portion is at the top of the ad and is the last piece that the user sees. This is where you can get into the details of the message you want to share with your audience. You can explain the value proposition of your offering in depth. You can also compare the gol ng experience at your facility to others in the region.
There are many ways to effec- tively use this space. When the ad is initially shown, only the rst 75 characters will be visible. The full text copy is only displayed when the user clicks “see more” so you must capture the user’s attention in the rst couple of sentences to ensure they will continue reading.
5. THE BUTTON
Lastly is the button. There are several options that Facebook provides such as Buy Now, Learn More, and Sign Up. Historically, Learn More has been the highest performing button, but sometimes that doesn’t make sense in the context of your ad. Test out different button choices to determine what works best for your audience.
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Golf Business Canada