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Section 03 - Lessons 14 | Facebook Ad & Creative Guide

Links

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

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
    /notes/media-facebook/media/commit/315f0cda05b0827559b9f0c04b37b266678dbcb5/_share/media/img/facebook/envy/section%2003/L14b.png /notes/media-facebook/media/commit/315f0cda05b0827559b9f0c04b37b266678dbcb5/_share/media/img/facebook/envy/section%2003/L14a.png

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

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