media-facebook/envy/_subsections/sec03/lesson-14.org

#+title: Section 03 - Lessons 14 | Facebook Ad & Creative Guide
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* Links
- [[../../toc.org][TOC - Facebook Marketing Notes]]
- [[https://www.udemy.com/course/facebook-ads-facebook-marketing-mastery-guide/learn/lecture/20694346#overview][S03:L14 - Complete Facebook Ad Copy & Creative Guide]]

* Notes
** Marketing 101
- value proposition / what you offer
- tell customers what you want in a clear CTA
- include brand logo to build awareness

** selling facebook ads
- treat your ads like communicating with friends
  - provide value
  - build relationships
  - promote / sell only 10% of the time

** 4 elements of a perfect facebook ad
1. visual
  - appealing
  - professional
2. relevance to target market
  - does this have anything to do with the customer
  - does he care
3. value proposition
  - enough value to take action
  - price reasonable
  - in demand
4. call to action (CTA)
  - ASKING FOR WHAT YOU WANT
  - focus on ONE call to action per ad
  - don't confuse the customer

** ad copy 101
*** text in your advertisement
- focus on outcome for buyer
- state features
  - product
  - service
- main focus should be outcome of the product/ service

*** four factors for ad copy
1. Outcome
   - pair outcomes to emotions
   - solve frustrations
2. Credibility
   - social clout
   - testimonial videos
   - celebrity endorsuments
   - total customers/sales/ outcomes (e.g. 300k students!)
3. Features
   - what makes this better
   - attracts target market
     - facts
     - benefits
     - sales price
4. Relevance
   - relevent to target
     - common problem for targt market
     - personalize
   - personalization always wins
   - remember to sell the outcome!

** Facebook Ad Copy Best Practices
*** ad text
- less than 20 words
- pique curiousity
- sell the output
- use at least one emoji
  - https://emojipedia.org/
*** ad headline
- less than 6 words
- hook user
- make them want to click

*** simple and straightforward works best!

** testing
*** Dynamic Creatives
- test in bulk via Dynamic Creatives feature
  - Primary Text
  - Headline
  - Description

- you can test multiple variables
  - click the plus sign at each field

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*** Track your tests
- create an excel sheet and keep track
  - clicks
  - engagement
  - conversions

- you can also use a similar document to track ads for other companies

** Not getting rejected
- https://www.facebook.com/policies/ads

*** biggest reason for ads getting rejected
- misleading claims
  - never make specific unrealistic claims
  - focus on hooking client, not tricking
  - e.g. /interested in the BEST way to rapidly and safely transform your body?/

** Facebook Ad Creative Best Practices
- look at TOP brands and competitors for inspiration
- use HIGH resolution images
- avoid stock photos
  - users prefer AUTHENTIC images and videos (even if using a cell phone)
  - ask for a personal photos such as a customer selfie with them holding your product
    - run a contest awarding a free gift to the store for the BEST product selfie inspriation
- make ad creative and ad copy RELEVANT to the customer base
  - use images that are RELEVANT to what you are advertising
  - use product image slideshow / video with text overlay customer testimonials for product, targeting Bottom of Funnel warm user
- think MOBILE FIRST
  - anything you do must work work FIRST ON MOBILE
  - test must be READABLE ON MOBILE

** Creative hub
https://www.facebook.com/business/inspiration/creative-hub

*** create mockup
- see how your ads will look
- when ready, toggle 'show in ads manager'

*** best practices
- happy attractive women
- bright colors
- text should mask reading flow
  - top to bottom
  - left to right

*** text overlay split test
- https://www.coursenvy.com/post/how-to-create-a-viral-video
- try text above and below

** facebook ad library
- https://www.facebook.com/ads/library/?active_status=active&ad_type=political_and_issue_ads&country=IL&is_targeted_country=false&media_type=all

- see what competitors are doing

- allows you to do market research
  - keywords
  - phrases
  - visuals

- go do a search on something you are interested in
  - check out the longest running ads
  - variants

** boosting likes / engagement
- https://www.coursenvy.com/post/cheapest-countries-facebook-likes
- clout improves enagement
- target cheap countries for conversion objectives
- when ready
  - select 'use existing post' under Ad Setup at the Ad level
  - select the post