The image may be shown as small as 100 x 80 px on the network, so any imagery has to be large enough to be seen clearly in such a small size.  Read creative spec for more information.

Historically we have found that images of people are the most engaging followed by objects, logos and last any text/graphs as they can be hard to make out on the ad.

Images must be text free as different sites show the image in different dimensions.

Main body text

Try to use actual numbers instead of writing them out, eg. “7” instead of “seven”

Shorter ad texts tend to perform better than longer ones.

Asking a question has shown increased engagement as people will click to find the answer. Making the ad more personal also increases engagement, eg. “Do you know the 7 rules to live happiest in retirement?”

Keep the text as relevant to the landing page as possible to ensure a smoother user journey.

More generic texts drive more click volumes, but more specific text drives better conversions – the aim is to find the middle ground for the campaign.

Call To Action (CTA)

The call to action is not shown on most sites.

Make the CTA as relevant to the content as possible, eg. “Watch video”, “Read article”, “See infographic” or “Download guide”


Run 3-5 ad variants per campaign so that we have enough data from which to optimise.

Try split testing the same image with different texts and different images with the same text when optimising the variants.

Please note


Don’t use exclamation marks!! When not exclaiming!

Use headline style so no period / full stop at the end of ad text

Further reading

Setting up a successful first campaign