When planning out your funnel your Facebook ads agency will start to think about the actual creative used in your facebook ad.
In the funnel of the ad process, your Facebook ad agency needs to think about the very first thing they will battle. Can they get someone to stop scrolling on their feed and pay attention to your ad?
If they can’t get someone to stop scrolling then nothing else matters. This important aspect means your Facebook ads agency often has to use creative elements to make your ad stand out, be different and cause a reaction. This can be done with simple elements such as slight movement, color choices, and types of creative. Facebook has several to choose from and they need to be all considered.
Your Facebook ad agency also has to be very ready to switch new creative in and out as consumers start to experience ad fatigue. If Facebook starts to see that no one is interacting with your ads, then the platform starts to decline your reach and show your ad to fewer and fewer people. This causes the same audience to see your ad over and over and become fatigued with the ad. You can also see this with a decline in the click-through rate of the ad.
Once Facebook has chosen an ad that views the winner based on the marketing objective you chose when setting up the ads it will show that ad the most. Your Facebook ad agency has to be prepared to reset the campaign and creative to keep the algorithm from becoming stale.
Your ads can not read like an ad but must cause emotion. Emotion can be caused by the images and video used but most often influenced by the words that your Facebook ad agency uses in its ad copy.