Designing social media advertising, what drives clicks

There is very little time to design social media advertising. A person scrolls through a screen, sees a visual and decides in an instant whether it is worth stopping. If the ad is unclear, too cluttered or looks like just another random image, it may not get clicks. Even if the offer is good.

The first work is one clear idea

Good advertising doesn't have to say everything. It has to say one thing in a way that people can understand quickly. The benefits. What the offer is. Why it's worth clicking. If there are five messages in one layout, none of them work properly.

The design of an advertisement should support the message, not overwhelm it. Sometimes fewer elements mean more clicks. It's very simple, but many people still overdo it.

The visual must stop but not deceive

Bright colours, contrast and faces can help stop attention. But if the visual promises one thing and the landing page talks about something else, the person will leave quickly. A click is not a result. The result starts when the ad and the landing page speak the same language. Therefore, the design of social media advertising should be coordinated with the website.

• one clear message
• strong contrast
• short text
• visible offer
• clear action button

CTA advertising must be specific

CTAs in advertising often determine whether a person understands the next step. The action button doesn't have to be clever. Clear is better. View prices. Get a quote. Register. Find out more. The fewer riddles the better.

If the advertisement is for a restaurant, the CTA may lead to menu or reservation. For a service, on the pricing page or in a query. For a new offer, on a dedicated page. It is important that the layout of the advertisement and the click-through location are logically linked.

Facebook ad design must work on your phone

Most social media ads are viewed on your phone. As a result, small text, thin lines and complex compositions often lose out. The layout must be readable on a small screen. If the text has to be enlarged with fingers, the ad has already lost.

It's very similar to making a website mobile-friendly. More about this in the article Why mobile-friendly design is essential today. Mobile context changes everything, not just websites.

Clicks are also determined by consistency

One nice layout can work, but consistency is important in the long run. Colours, fonts, illustration style, tone of the message. When advertisements look like part of a single brand, people start to recognise the business. It builds trust even before the click.

The broader theme here is visual communication. It goes beyond a single advertising layout to an overall recognisable style.

If your ads don't get clicks, you don't need to raise your budget right away. It's worth looking at the message, the visuals and the action first. Sometimes a clearer layout alone does more than an extra euro on advertising.

The visual direction often extends beyond social networks. You may be interested in an article about sticker design for business, especially when the promotional message has to go to the press. This theme is complemented on the other side by Publication layout for business, when to choose professional design.

If your ads look nice visually but don't lead to clicks or enquiries, please get in touch. Sometimes a clearer message, offer and action are enough to make a layout work better.