Static

Creatives

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GUIDE

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1. Intro on ad creatives
2. Design in Figma
3. Summary

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Static Creatives Guide

1. Intro on ad creatives

Now when you have app ready for user acquisition campaigns it is time to promote it the best way and start searching for winning ad concepts!

In this static creatives guide, we will walk you through how to use popular free tools to create, iterate, and improve your ad creative concepts.

Pro-tips on static ad creatives

• Avoid designing another common boring ad. Try catchy phrases, motivate users, grow their interest.
• Know your audience. For example, a card game traditionally appeals to the age group 40+, so the ad creative should reflect that.
• Know your competitors. Stuck with ideas? Your competitors probably have handful of working concepts. Check free Facebook Ads Library for this research.
• Design is very important for static creatives as we need to show intriguing action in still image.
• However, be precise in details. Don’t forget to put CTA button so to make your ad gather clicks.

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Static Creatives Guide

This creative gives a realistic idea about the game and includes catchy elements that is consistent with the game’s genre.

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Static Creatives Guide

Another approach of the game shown with unusual approach, pushing a user to solve the puzzle and win.

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Static Creatives Guide

Let’s prepare 4x5 (1080x1350) for Facebook/Instagram feed and 9x16 (1080x1920) for Facebook/Instagram Stories static ads. Check proper sizes and file types below:

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Static Creatives Guide

You should have at least five ad creatives for each of your app ad campaign.

We suggest using the free software Figma to prepare static ad creatives. It’s a cross-platform browser-based easy-to-use solution.

Easy start with free Figma signup form.

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Static Creatives Guide

2. Design in Figma

Now that you have Figma free account let’s design your first creative!

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In this guide we’ll create a domino game ad.��Set up frame size and name it

We need 2 frames with sizes 1080x1920 and 1080x1350 pixels. Press + to add new file, then draw frames with Frame (F key) tool. Edit their size on the right panel (W and H fields).

Better to name them in the way you can clearly understand the concept differences in the future. Consider naming like:

Game_Conceptname_Size_Date_Language

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Static Creatives Guide

Add background color

Let’s add some atmospheric background to our ad. It maу be related to the app, season or emotion, or anything else. For example, let’s use the sun, cactus, and exotic desert places from the files that may be found on stock images websites.

Easily just drag-n-drop images from your computer and resize them with the Scale tool (K key). As you can see, the frames we prepared earlier hide edges that extend beyond the frame.

Also, you’re free to explore gradient features to make simple backgrounds without any stock images. Select your frame and choose the Fill section on the right panel. Click on the color to open the popup window with fill options. In addition to “Solid”, there are fills like “Linear”, “Radial”, and others available.

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Static Creatives Guide

Use stock images

Stock images are subject to copyright. Use them properly. We suggest the well-known Shutterstock. They have a special offer for 10 free images for new accounts. It’s more than enough to test several rich visual concepts. ��Another good idea might be to get a basic subscription for Envato Elements where footages, music, and sound effects are available for very affordable price.

Also, we use free stocks from Unsplash.

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Static Creatives Guide

Add bold character

Usage of some catchy character associated with your application might be a great idea.

Again, drag-n-drop images from the computer and resize them with Scale tool (K key). ��In addition, to make the concept completed, feel free to add some game-related elements. For example, wooden texture to make it look like a table.

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Static Creatives Guide

Add some touches

Let’s complete this ad by recreating the gameplay (but in more pleasant way!). There are few dominoes from the app and one from the internet that fit perfectly with the idea of vivid character playing dominoes.

Big CTA button created from rounded rectangles and app’s icon will be the final design pieces.

Don’t forget to add shadows to the button and the icon. Select the appropriate layer and navigate to the Effects section on the right side panel. Choose “Drop shadow” and click the “sun” icon for properties.

Write short catchy CTA text on the button with the Text tool (T key).

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Static Creatives Guide

Export to JPG/PNG

Select your frame (can be easily done by clicking left upper corner with the frame name) and navigate to the very bottom right panel with expandable Export option. Select proper format (JPGs are good for photos and rich illustrations, PNGs for flat colors) and click Export button underneath.

Repeat with another frame.

Now you’ve got first two static images ready for ad campaigns.

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Static Creatives Guide

Try screenshots

Sometimes screenshots are all you have. Well, in some cases it’s more than enough to get the understanding of what app looks like.

Let’s put screenshots as the main visual to the previous ads. It’s simple as usual, just drag them from your computer and drop into frames.

Consider cropping non-related parts like score or in-app ads. Use double-click on the image and select Crop from the Fill options popup.

You can use device mockups (tons of them are on internet) or just bold stroke as the screenshot frame. Select your screenshot and then select Stroke color on the right panel.

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Static Creatives Guide

After that, rearrange the elements of the ad. Just keep it as simple as possible to convey the idea of creative.

Let’s add some phrase to reflect that this game isn’t so simple. Draw rectangle with the Rectangle tool (R key), fill it with contrast color (right panel, Fill section) and then place the text (T key to start writing) above it.

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Static Creatives Guide

One final touch - app store badges. You can optionally add them to your ad by downloading localized variants here:

• Google Play badges
• App store badges�

Repeat all the previous steps with the second size, then export both.

Seems like the second creative idea is ready for tests now.

You can find all creatives designed in this guide here for reference needs.

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Static Creatives Guide

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Game Concept Test

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Game Concept Test

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