How to create scroll-stop campaigns (+ examples)

How to create scroll-stop campaigns (+ examples)

Let’s be honest: Advertising on Facebook Successful is not easy. The ability to win and hire customers for almost any industry is undeniable, but only if you know how to navigate and optimize the anatomy of a Facebook ad.

When it comes to making a Facebook ad for your company, many different things have to be taken into account. How much text is too much? What should it say? Video or picture?

Download now: Free Facebook advertising checklist

And that is in addition to all budget, strategy and setup logistics.

It can be overwhelming, but the step-by-step intake helps. Here we do exactly that and concentrate on my favorite part of the entire process (and also on the area in which I glowed the brightest): the creative.

Look For a detailed guide to start with Facebook ads? You treated in this blog article.

Table of contents

Facebook adhesive anatomy in 2025

In 2025 there are two main types of Facebook ads in feed and right pillar ads.

Lawyers are only visible on desktops and are quite minimal, with just a tiny picture and a heading. Also with almost 99% of users If these ads access mobile devices on Facebook, these ads will not receive as much attention, so I will not treat them here.

(Note: If you are curious about you, Go to Facebook.))

Instead, I will concentrate on in-feed ads. In-feed ads come in Four different formats (In what we get in) and consist of five important parts:

  • headline
  • media
  • Primary text (copy/caption)
  • Description
  • Button (call call)

Diagram that shows the five keys of the anatomy of a Facebook display

Let us break down each of them with a chic display that I caught from the book of the month in my feed.

headline

In contrast to what his name suggests, their heading is not the first thing people see at the top of their advertisement. (That would be your profile picture and your brand name.) However, it is the boldest piece of text that is displayed under your visuals and next to your call-to-action button.

Screenshot shows where the

Your heading is basically your main value offer – what you offer to your audience and want you to get involved.

Meta ads manager claims that it can be up to 255 characters long, but I would warn against the limited visual real estate. Heck, I don’t think I have ever seen a heading that went beyond 10 words. A great Facebook ad heading is short, clear, catchy and convincing. It makes someone who wants to click.

Here your skills come up with the copy of the conversion. Show personality or even play with formatting (capitalization, symbols) and emojis to stop your audience in the scroll.

Pro tip: Try to transform your heading into a verbal call that matches your button. This doubles your message and creates more seamless experience.

media

In my experience (and I am sure of many other marketers), your media are the most important part of your Facebook ad. It takes up most of the properties and is almost always what your audience first notices in your feeds.

Screenshot shows where the

The media of your Facebook display depend on the format, but are all displayed at the same place-under your name and profile picture and over your heading and your call-on action/button.

Four main ads are flexible there, an image or video, carousel or collection, but your media are the focus, regardless of what you choose.

Flexible

A Flexible display Let us decide which media or combination of different types (e.g. a single picture, video or carousel) should be displayed to your audience.

With this you can provide up to 10 pictures and videos for the system to choose from. However, this format is currently only available for sales or app promotion.

Single picture or video

Now this format is exactly what it sounds – it is a Facebook display that has a single picture or video as a focus. It is one of the most universal options and probably the most similar to an organic Facebook post.

Our practical dandy book of the monthly advertising is an example of a single picture Advertisement.

And here is a great video display from Aloha.

carousel

A Carousel display Presented two or more pictures and videos in a single display.

A unique function of this format is that each image or video can have its own heading, description, link and request for action.

This can be extremely useful to emphasize several products at the same time, and is common at E -Commerce website like Ulta.

Anatomy of a Facebook ad, Carousel example, Ulta Beauty

collection

The Collection Facebook ad Format combines a video or an image with a series of product images below. It is ideal for emphasizing certain functions or skills of a single product

A collection also offers the opportunity to use what Facebook calls as a Immediate experience -A full screen page that is immediately loaded when someone picks up on the advertisement on Facebook or Instagram.

Model that shows an example of the collection format of a Facebook display.

source

Primary text (copy/caption)

The third part of a Facebook ad is your copy or, as the META ads manager, calls your “primary text”. If you think of standard organic contributions on Facebook, this is essentially the heading of your advertisement.

You can use @ to mark Facebook profiles or pages, and Facebook recommends using 125 characters or less. This copy is displayed in most placements, although the position varies.

Screenshot shows where the

Pro tip: Writing the caption is a common application for AI tools such as ChattPresent Claudeor evenly Drift Kings Medias Free AI content authorBut as I always warn you, they kick easily.

AI is undoubtedly a practical brainstorming and drawing tool, but it has to be edited to really grasp your brand and a human tone. More on this here.

Description

The next piece of your Facebook advertising puzzle is your description, which is super vague and confusing when you ask me.

With its placement-sitting under the heading in weak text next to your act, it is difficult to determine what exactly it describes.

Facebook also notes that it is not displayed for all advertisements, especially if you have a longer heading.

Screenshot shows where the

Nevertheless, every room you have to record for your message should not be wasted. There is not much here, but you can use it to provide additional small details that people like “free shipping” or “offer soon”!

Button (call call)

Finally, we have your button or calling the actual link for which you need the audience to use the offer displayed in your display.

Now you don’t have to give a button, but it makes it much clear if you show your ad what you have to do next. It eliminates confusion and ensures a much better user experience.

The switching surface options vary depending on the campaign type/goal. With Facebook you cannot add a custom text, but there is a long list of common options like learning and shopping now.

Screenshot shows where the

Now that you know what makes the anatomy of a Facebook display, how can you optimize it to achieve your goals? Let us unpack a few implementable tips.

Tips for mastering your Facebook adhesive anatomy

1. Get niche with your content.

In a recently carried out Drift Kings Media studyAccording to marketing experts, Facebook offers the second best target group that strive for tools of all social media platforms and loses only 1%against YouTube. That is one of the best things about it.

With the abundance of information that is shared on Meta, you can address people with demographic data, interests or even earlier activities on and outside the platform. (More on this here.) It only makes sense that you get niche with your ad content.

For example, imagine that you are an online dealer like Amazon, who sells pretty much everything under the sun.

You can easily become general and speak to everyone, but why should you create ads for smaller target groups (e.g. clicks?

This old spice display is an excellent example of the niche.

Sure, an old commercial for the brand seems to be at first glance, but if you call Costco specifically and linked directly to the retailer website, it becomes clear that you are trying to achieve a certain clientele.

Anatomy von Facebook-ad-altes spice

The more specific you get with your content, the more likely it becomes a chord and well -received from your intended audience.

2. Show people in their media.

Studies show that people in their marketing help their audience to imagine how they use their product or service. Actually, Found an experiment These photos of people have contributed to increasing the conversions of a brand by more than 95% compared to other alternatives.

Showing of people helps the audience to actually imagine what their lives could look like if they click on the button to buy or learn more. It helps to eliminate a puzzle in which you get involved and make it more convenient to take measures.

Take this display from Cycling Frog Seltzer, for example. If you wonder what the company’s product will look like, just look good.

The simple but creative display shows a young, laughing woman who is buried in confetti and holds a can of cycling frog.

Anatomy von Facebook Candlelight cycling

The company via US side is: “Life is short. Enjoy the journey ”and that is exactly the energy that this display captures.

3. Keep your copy briefly.

Like most social media, Facebook is an increasingly visual world. Of course, you would like to record details such as your distinction features and your main offer, but do this as precisely as possible.

The orange theory thus does an impressive job in the display below. Not a single sentence (even the small print) is longer than five words, but it still manages not to leave any question unanswered.

What do you get by clicking? A free class that helps you build muscle, burn calories and see results. And bonus: Some smiling faces will also be there to greet them.

(Randnote, but this is also a great selection of image, considering that the sense of community is another large sales argument for the company.)

Pro tip: Include relevant emojis. You can help to draw the eye and make your message appear friendly and more casual.

4. You have a single focus.

Over complement of your Facebook display can lead to distraction. Ask yourself like a website or a target page, ask yourself what is the only big thing with which people should see or respect, and make this the center of your advertisement.

Candlelight concerts nailed this.

Anatomy von Facebook Candlight-Concerts

The event company has shows all year round, but this minimalist advertisement wants people to know that they can make the perfect date of Valentine’s Day.

Against this background, the display shows a striking close -up picture of two people surrounded by candles as they would be at a concert. It grabs her eye and perfectly captures a romantic energy “This Tood You”.

5. Include social evidence.

Consumers will always believe more people than in brands, and who can blame them? Finally, marketers try to sell something.

Fortunately, the inclusion of real external support for your claims such as customer reviews, awards, sales figures, etc. (also known as social evidence) can help calm down the reluctance of your audience and to feel more comfortable.

The kind of laundry adds a great job from a real customer to his ad.

Pro tip: Do not waves your social proof. Nothing is a secret on the Internet, and if you have an award or sales number, your audience can easily find out, and this trust is difficult to regain.

6. Tell a story.

The storytelling in marketing and advertising is nothing new. Stories facilitate information (including marketing messages) for people to use and remember emotions and assignable experiences.

The telling of a story with your Facebook ad can include your audience in the culture of the platform and fit into the platform more naturally. People turn to Facebook to connect with friends and family.

Creation of an advertisement that feels as if they only get in with a loved one.

In this video example, our friends in the inbound team lead us a day at the event with one of the speakers. It offers a look at participation and is just an accessible video of a friend.

Pro tip: You can really tell a story in any format, but carousel and videos are easier. Videos are self -explanatory, but with carousels they try to promote the story with every film/frame.

5 Facebook ads that meet the brand

How do the tips we have shared do you look when you all get together? Here are some of the best Facebook ads from my feed last week and what you did right.

1 .. Kolkata Chai Co.

What I like:

  • Fast and appealing video
  • Contains trends such as ASMR and unboxing
  • Shows the product and the people who enjoy it in different ways
  • Has a voice -over and subtitle
  • The caption contains elements of social evidence and distinguishing features of the product

2. The Edge Fitness Club

What I like:

  • Simple, on the brand and strikingly visual
  • Convincing offer without risk as a heading
  • Shows a real person who enjoys the gym
  • Short, friendly caption that emojis uses

3. Eat clean

What I like:

  • Tells a story – follows the food from childbirth to the microwave to the dining table
  • The product is the focus of the video
  • Brief caption captures common pain points and distinguishing features
  • Has a convincing offer (deep discount) as a heading

4. Prose

What I like:

  • Good video with a quiet, non -distributing music
  • Shows products and people for different backgrounds that they use
  • Use social media trends (skin care videos) to create a video that would take advantage of the audience
  • Convincing heading
  • Use a caption to highlight distinction features and draw the eye with emojis

5. Each individually

What I like:

  • Use a creative, high -quality image that drives its natural, organic brand at home
  • The visual focus is on the brand
  • Integrates a call-to-action button into the media and essentially transforms the entire display into a large button. This makes it even easier for people to take measures.
  • Used headings to highlight the deal
  • Use a description to share valuable details without distracting from the focus.
  • Used to deliver important distinction features, but use balls to simply digest it to digest

Are you looking for further Facebook ads? Checkout “16 of the best Facebook ads that actually work (and why) or our free look book “”50 Facebook ads that we actually clicked. “”

Take Vantage in 2025

The mastering of Facebook ads does not have to be difficult. While the names and logistics can be somewhat confusing (just like human anatomy), there is no limitation for what you can achieve for your brand with Facebook ads.

Hold this cheat leaf in your back pocket and you are ready to create Facebook ads, catch your eyes, get clicks and achieve real results from your target group.

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