Here at Keywee, we like to get creative. In fact, we consider ourselves to be somewhat of experts when it comes to creative – Facebook creative, that is. In our latest webinar, “All Things Creative: Building Facebook Ads that Convert,” we dived into a range of best practices to make your Facebook ads stand out, answering key questions on effective imagery, copy, optimization and more. Spoiler alert: it’s not all puppy photos and cat memes.

1. What is one thing that you hope to learn from this webinar?
Audience Question
Please share your answers
in the “chat” box!

2. WORKSHOP January 2017

3. Hello.
1. Why we’re here
2. Chat your questions, Q&A at the end
3. Live polls + games throughout
4. Winners!
5. We’ll share deck & recording

4. Zack Rosenberg Ido Ram
Head of Sales, Keywee Senior Account Manager, Keywee

5. Keywee’s Clients
Hundreds of content creators work with Keywee

6. less stressed
Keywee
Audience-based content marketing software platform
● Keywee enables the creation, distribution and measurement of
content that drives business results
● Keywee helps publishers and brands:
○ Attract new customers, subscribers and signups
○ Expand readership
○ Increase brand awareness and engagement
○ Boost branded content initiatives

7. Audience Question Results

8. Agenda
● How do we know so much about creatives?
● Best practices
● Deep dive into Keywee’s Tools
● Q&A

9. How do we know so much
about Facebook creatives?

10. Keywee has generated 300,000+ creatives
for 70,000+ articles for 600+ different
Facebook pages
Here’s what we’ve learned...

11. Best Practices

12. Keywee’s Facebook Ad Terminology
Post Text
Image
Headline Description

13. Headline
Headline

14. Good Headline Word Structure
NUMBER → NOUN → PERSONAL PRONOUN → MODAL ….
→ 3
→ 4
→ 5
→ 6
→ 7
→ Workouts
→ Items
→ Questions
→ Foods
→ Reasons
→ You
→ We
→ She
→ You
→ He
→ Should
→ Can
→ Might
→ Must
→ Can
6 Things You Should Do In Every Rental (That Won’t Feel Like a Waste of Money or Energy)
10 Reasons You Should Wake Up Earlier and How to Do it

16. Bad Headline Word Structure
Verb (Present) → Noun (Plural) ….
→ Have
→ Are
→ Do
→ Can
→ Americans
→ People
→ Eybrows
→ Monkeys
Do Fantasy Sports Spell The End of Corruption in Athletics?

17. Description
Description

18. Description
● Very limited impact on performance
○ Doesn’t usually appear on mobile
○ May contribute to up to 0.5% increase in
CTR
● Gives credibility to posts of lesser known pages,
brands and very niche content.

19. Post Text
Post Text

20. Which post text do you think drove the highest CTR (Click-Through-Rate)?
Quiz
1. 2.
3. 4.

21. Which post text do you think drove the highest CTR (Click-Through-Rate)?
Answer
1. 2.
3. 4.

22. Post Text
● How does the amount of text in a post organically affect
how Facebook prioritizes the post in your News Feed?
● Factors that affect organic post prioritization in a user’s
News Feed
○ Who posted it?
○ Post type?
○ Post activity?

23. Post Text
● Keywee analyzed 230,000+ organic posts from 300+
publishers
● Findings: The amount of of text in a post impacts how
it is prioritized in the News Feed and its organic reach
There is a correlation between the amount of
text in a Facebook post and its organic reach

24. Post Text
Number of Text Words in a Facebook Post
Reach of Post / Highest Reach

25. Image
Image

26. Quiz
Which Image do you think drove the highest CTR (Click-Through-Rate)?
1. 2. 3.

27. Answer
Which Image do you think drove the highest CTR (Click-Through-Rate)?
1. 2. 3.

28. Images
● Images with identifiable objects/people perform better
than those with less-identifiable objects/people

29. Images
● Using different audience imagery will lead to an additional
layer of creative optimization

30. Images
● People love people - Faces in Facebook photos tend to
increase CTR
● Make the users feel
● Conceal and make the users wonder
● Avoid low resolution, blurry photos, and clipart/stock
photos

31. Facebook Policy Dos
● Recommended Image Size: 1,200 x 628
● Post Text: <90 Characters
● Headline: <25 Characters
● Limit text on the image
○ New policy: Ad images with a lot of text will receive less
or no delivery at all

32. Facebook Policy Don’ts
● Adult content (Nudity, sexually suggestive imagery, alcohol)
● Sensational, disrespectful, or overly violent imagery
● Before-and-after photos
● Content that asserts or implies personal attributes
● Deceptive, false, misleading content
● Bad Grammar or punctuation

33. Poll
How many different creatives do you typically test for each Facebook
ad?
● 1
● 2-3
● 4-5
● 6-7
● More than 7

34. How Many Creatives Should You Post?

35. Is There Always a Clear Winner?
● NOPE!
● We looked at all articles that Keywee has run 2 or more
creatives for
● 20% of articles – No clear winning ad creative
○ The vast majority of these articles had 2 different
creatives that reached scale with 2 different audiences

36. Deep Dive Inside
Keywee’s Tools

37. When Running on Facebook...
● Facebook determines which ads are the best in an ad set
● Challenge: Comparing different messages with different
audiences
○ Need to test multiple ad creatives against a variety
of audience to understand which creative to put
money behind
○ Facebook only allows you to test each ad set against
1 audience → Time consuming and costly

38. How Does Keywee Solve This Problem?

39. Keywee
● Remember: Different audiences will respond positively to
different creatives
Keywee can determine which audiences will perform best for
each piece of content and can optimize Facebook ad
creatives to appeal to that audience

40. Details
Accessories
Etsy
Bridal Look

41. Details
Etsy
Accessories
Bridal Look
Audience CPC
Engagement 0.056
Bridal 0.038
Romance 0.036
Style 0.026
Rustic 0.024
Bouquet 0.023
Design 0.018

42. Rustic: 0.026
Bouquet: 0.023
Design: 0.018

43. How do we come up
with these creatives?

44. Keywee’s Tools
● Keywee knows what audience will perform well for each
article - can tailor creatives to them
○ Pulls out the keywords
○ Generates copy based on Keywee’s algorithm +
learnings from past creatives that have performed
well with that audience

45. Keywee’s Tools
● Connects the most relevant words from the article into
sentence structures
● Our algorithm not only creates templates, but also
learns how to reflect your brand image - becomes
refined and more accurate over time

46. Post Text Generator
You’re going to want to take notes
We’re adding number 7 to our wish list
Time to wow down the aisle!
Ten accessories to add to your bridal style
● Initial copy generation -
dreaming of having a happy wedding with these
stylish accessories
For all your summer brides-you’ll want to wear
these accessories
We’re obsessed with these Etsy best
accessories to complete your bridal look:
Calling all brides!

47. Post Text Generator
● Later run of copy generation -
You’re going to want to take notes
Time to wow down the aisle!
We’re adding number 7 to our wish list
Ten accessories to add to your bridal style

48. Headline Generator
Find Your Dream Etsy Accessories
Don’t Overlook These Styles
Style, 10 Ways: The Best Etsy Accessories for
Your Wedding
The Best Etsy Accessories for Your Wedding

49. Image Generator

50. Human Element
● All creatives pass through our CSMs
○ After 100-200 clicks on an article, we know which
creative is a top performer based on CTR, and the
system will start scaling on that top performer while
sampling more audiences for other creatives
○ Try different variations of images and post text
● Receive approval from publisher

52. Q&A