Social Media Ads

The Anatomy of a Single Image Ad

Facebook’s single image ad is an ad format that contains a text, a single image, a headline, a link description, and a CTA button. A top Facebook ad agency is as familiar with these components as they are with the back of their hand.


The Text

The text appears above the image, usually containing details about your product or service and a value proposition and call to action. The text should convey everything your audience needs to know about the ad: what does it offer? What should your audience expect upon clicking the ad? In the example above, Gap’s value proposition is a holiday sales deal as evidenced by the words “two unbeatable deals” and “one merry place.” With this statement, customers immediately know what the ad offers and what they should expect to see at the ad’s landing page.

The recommended character count for the text is 90 characters. Note, however, that this is only a recommendation not a requirement. Although less characters are often recommended by advertisers and copywriters, you are more than welcome to write longer text. As always, A/B test which text length garners the best results.

The Image

Below the text is the ad’s image. You can choose any image you want for your ad as long as it complies to Facebook’s advertising policies. You can choose a product image, an image with a model, or an image with your brand’s logo, among many other choices. Although you are free to choose any image, remember that your image must be related to your message. For example, if you’re promoting a wine collection, use an image containing wine or an image with a model drinking, holding, or pouring out wine. When choosing your image, make sure it complies to Facebook’s ad specs. Also, note that your ad must not be comprised of more than 20% of text.

The Headline

The headline appears below the image in bold. It contains more information about the offer. It should be able to catch your audience’s attention, should compel them to click on your ad. In Gap’s ad, the headline “beat the holiday rush” encourages customers to shop online early for the holidays.

Facebook recommends that you keep your character count to 25 characters for your headline.

The Link Description

The link description contains the description of the link you’re providing on your ad. In the Gap ad, the link description “Shop the styles at Gap now” lets customers know that the ad’s link will likely direct them to a product catalog where they can shop.

The CTA Button

The CTA button, or call-to-action button, is located on the bottom right corner of the ad. This button encourages people to do a desired action. In Gap’s ad, the CTA button encourages customers to shop at its online store. Note that your CTA button must relate to your message. Don’t, for example, use a “Learn More” CTA when your ad’s purpose is to drive customers to make a purchase. Using an irrelevant CTA will confuse, irritate, and disappoint customers when their expectations are not met at the landing page.

When creating an image ad, don’t forget its five essential parts: the text, the image, the headline, the link description, and the CTA button.

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