Say “Goodbye” to staring at the Ads Manager wondering what on earth to write.
This post will teach you how to create Facebook Ads that just work so you can save money and start profiting. There are a few places where I break down the steps with separate directions for ecommerce offers, vs everything else. My guide should have you covered no matter what industry you are in.
The information in this guide comes from my years of experience producing results for my own business, and for my clients. I’ve used the methods contained in this guide to help us get results. See case studies here. It took me years of study and experimentation to be able to get great results for my clients.
The truth is that I spent about 3 years earning less money than the average McDonald’s worker starting my business, until I finally gained the expertise and experience to be successful at what I do. This post is going to give you a very big shortcut so you don’t have to go through what I went through.
A Quick Word Of Warning
While this guide will help you earn reliably good click through rates and help you make money faster, there’s something you must know that the majority of Facebook advertisers have no clue about. If you think that YOU are in control of your Facebook Ads cost per conversion, you’re wrong.
You share control with the Facebook Ads algorithm. Until you master the algorithm, you’re going to be held back. The good news is that there is an easy Facebook Ads “hack” that lets you take advantage of some quirks in the algorithm, so the algorithm doesn’t take advantage of you.
It’s called the 3X Discount Formula and I’ll get to that later. For now, let me show you how to write Facebook Ads, because no hack can compensate for bad ads. You need campaigns that are fundamentally sound and actually getting conversions, before you can apply our formula to double or triple your leads/sales automatically.
Step 1. Your Facebook Page
Every Facebook Ad is associated with a Facebook Page. When people see your ad in the Newsfeed (the central part of Facebook where you see updates from your friends), they also see the page it comes from (see picture at left).
In the example above, I used my corporate Facebook page. In a B2B setting, your business page is often the way to go. For B2C offerings, however, I usually stay away from branded Facebook pages. Instead, I create a Facebook page that is built around a cause or a fan community. This creates a couple of advantages:
- Your ad doesn’t look like an ad. It looks like an organic post, thereby increasing trust.
- Your target audience will instantly identify with you.
Here are some examples:
- Soccer Fans
- FSBO Club
- LA Scoop
Of course, an exception to this rule would be if your brand is well-recognized. In that case, you’d want to stick with your brand. Sometimes, even B2B offers can make use of community or cause Facebook pages.
One of my clients, who manages a legal outsourcing company, wanted to generate sales leads. His target audience was solo practitioner lawyers. Outsourcing has a bad image amongst lawyers, so we needed a way to make contact and explain why the client’s method of outsourcing was different. So, we created a community/cause Facebook page and didn’t say a word about outsourcing. The result? More leads than the client could handle (see picture at left).
Whether you are a B2B or B2C company, another approach to take is to create a Facebook Page named after you, using your personal picture as the profile picture. This creates a personal connection and lets people know you’re a real person.
Another important consideration is the profile picture that you upload to your Facebook page. That same picture becomes the thumbnail icon in the upper left-hand corner of your ad. You typically want high-contrast colors in the image (especially red). Red is the color you associate with stopping and paying attention. It catches the eye and increases your click-through rate.
Of course, red is not the only way to go. In the first ad example above, I simply feature my logo. It matches the luxurious mood created by the main image in the ad. If you’re not sure what to choose as your Facebook Page Profile Picture, you can always use icons:
http://www.iconfinder.com is a great place to go to find icons.
Step 2. Your Ad Creative
Each of the ad examples above featured a big picture. The “Ken Fisher” ad above conjures up feelings of luxury and freedom… it future-paces you to how you will feel after you’ve put in place a Reputation Elevation ad campaign and done very well with it. The “Solo Lawyers” ad image immediately grabs the attention of anybody interested in law.
With Facebook Ads, everything is context-dependent. Sometimes, you want to generate a certain mood. Other times, you just want to grab attention. The best way to do that is to use video in your ad. You can upload a video to Facebook and place it where you see pictures in the ads above.
If you don’t have the time to invest in film or animation, you can create a slideshow video instead. When you create your ad, click “Slideshow” in the “format section” and click in the gray box that appears below:
Facebook will then bring up a tool that makes it easy to create your slideshow:
Facebook provides you with free music and stock photos to ensure that you have the creative materials you need to create your slideshow. The entire process takes three to ten minutes to complete, and your ad may capture more more attention. Here is a still image capture of one of my slideshows while it is switching between two images:
Another option is to use an image carousel. Basically, a carousel is a selection of two or more images in your ad that people can swipe or click through. It’s great for ecommerce stores that want to feature multiple products in one ad. Here’s an example of a carousel ad:
The rule of thumb for deciding whether or not to use video or not is this: if you have a really good video, use it. If you don’t have a really good video, use an image, carousel, or slideshow… or test both against each other. The main thing to know about creating a slideshow, carousel, or image is this: either create a positive mood that gets people’s attention, or attract attention by using bright colors, and maybe text.
Now, if you are promoting ecommerce products, you can usually just use images of your product in your ads to attract attention. Below I’m going to share with you ad images that I mostly created using Snappa.com. It’s tempting to use Canva.com, because Canva is mostly free. But I find that their Facebook Ads templates are usually too artsy. Snappa gives me the bold images I need, and it’s really easy to use.
Here are images (most created with Snappa) that attract attention:
Here are more images created in Snappa that both create positive moods, and grab my audience’s attention by calling them out via text:
Another strategy is just to feature a picture of yourself:
The picture above works great for Wealthpoint because it’s actually a picture of my partner Sam being interviewed, that I exported from the interview video using Camtasia. The fact that he was once interviewed gives him some extra authority in the context of the ad.
If you’ve never been interviewed, don’t worry. The famous Frank Kern has been using pictures of himself with his family on vacation, or of his children playing in his Rolls Royce Phantom. If you don’t go on vacation with your family, or own a Rolls Royce Phantom, that’s still okay. You can just use a natural looking picture of yourself. The idea is to capitalize on the social element of social media. Pictures of people grab our attention.
Step 3a. Your Headline (For Non-Ecommerce Offers)
I am splitting steps three and four into two separate sections. If you are selling a physical product, move on to the next page in this guide. If you are not selling a physical product, then read on… Every ad has a headline. The primary purpose of your headline is to grab attention, create interest, and get people to read the rest of your ad and click on it.
The best way to grab attention is to call out somebody’s name. If someone shouts “REECE!” I’m going to turn around because that’s my name. We can’t call out people by name with Facebook Ads, but we can call them out by either their identity, what they want, or what they are struggling with.
I typically recommend ALL CAPS headlines composed of no more than three to four words (though there are exceptions to this rule). Here are headlines that call people out based on their identity:
- DOG OWNERS!
- BUSINESS OWNERS
- NOTE TO NYC MOMS
Here are headlines that call people out based on what they want:
- AUTISM HELP!
- FACEBOOK ADS THAT JUST WORK (you might recognize this one)
- FEEL YOUNG AGAIN
Here are headlines that call people out based on what they are struggling with:
- EYE IRRITATION
- PROBLEMS FOCUSING AT WORK
- BACK PAIN
There are other formulas for writing headlines, but these are easy to write and have proven themselves over and over again.
Step 3b. Your Headline (For Ecommerce Offers)
When you write an ad for offers that are not physical ecommerce products, the goal of your headline is to attract attention and/or create curiosity by calling out your audience.
However, ecommerce can be different because if you feature your product in the ad’s image, carousel, slideshow, or video, the fact that someone is reading your headline means that they have already been “called out.”
They found something interesting enough about how your product looks to start reading. That being the case, craft your headline to tell your audience something about your brand or product. Here are some examples:
- ISRAEL’S FINEST, FRESHEST EXTRA VIRGIN OLIVE OIL
- The [Product Name]
- Treat Yourself to the Perfect Watch
Depending on context, it can be appropriate to get more aggressive with your headline, by calling out your audience, asking a question, or introducing news:
- PICKUP TRUCK OWNERS! (calls out the audience)
- GOING CAMPING? (asks a question)
- GOLF EQUIPMENT ALERT! (introduces news)
Step 4a: Your Ad Text (For Non-Ecommerce Offers)
(If you are writing ads for a physical ecommerce product, turn to page 17.) After your ad creative (video/picture/slideshow/carousel), headline, and page thumbnail have the viewer’s attention, they will be reading your ad text. There are five topics I will cover on the topic of ad text:
- The Call-Out
- The problem question
- The benefit formula
1. The Call-Out
I often like to start my ad text with a call-out that mirrors my headline. If my headline was “DOG OWNERS!,” I might do the same exact thing with my ad text. I might even use all-caps. The idea is reinforce the attention we created with our video/image/slideshow and headline.
2. The Problem Question
After the call-out, I write a question to which my target audience will say “YES” to in their minds. When we say “YES” once, we are more likely to say “YES” again. Get enough “YESSES” and you have a sale.
Craft your question by focusing on the problem your audience is facing, more than the solution you are offering. Everybody who needs your product has a problem that it solves… but not everybody who has one of those problems is ready to say “YES” to your solution.
Here’s an example: “Tired of Not Having Enough Time?” Lots of moms will say yes to the question, “Tired of Not Having Enough Time?” Far fewer moms will say yes to the question, “What if you could manage your time better?”
You need to get their attention, agitate the problem, and build curiosity before you start discussing solutions. You can even combine your call-out from step 1 with your problem question in one line: “MOMS! Tired of Not Having Enough Time?”
3. The Benefit Formula
Now that you’ve gotten their attention and established relevance, it’s time to create desire. State the value of your offer. Examples:
- This New Life Hack Will Save You HOURS At The Office
- These New XYZ’s Will DRASTICALLY Increase Your Ecommerce Sales
You can also use a “What If… Now You Can!” formula:
- What if you could get your child to snap out of those crazy temper tantrums? Now you can!
- What if you could get all of the benefits of a one-hour workout… in just 15 minutes? Now you can!
End off your ad by telling your viewers EXACTLY what to do next. Assume they don’t have a clue until you tell them:
- Click “Learn More” now to get your FREE report!
- Click “Shop Now” to get your discount!
I highly recommend that you use “emojis” or “emoticons” in your ad text to draw attention, inject emotion, and make your ad look more like social media content than a typical ad. Simply go to http://emojipedia.org/facebook/, highlight the emoji you like, and then copy and paste it into the ad text area in Facebook Ads.
You’ve probably heard the marketing “gurus” say that you have to keep your writing short because people have small attention spans. Some people will tell you to keep the ad text so short that there is no “See more” button at all. They will tell you that nobody wants to read lots of text.
The truth is that some people do want to read lots of text, and some people don’t. I make the first part of my text attractive enough to compel viewers to click on my ad even if they don’t read the whole thing. I make my text magnetic enough that many viewers will in fact read it all the way through and therefore be even more primed to click.
I often make my Facebook Ads text long, as you saw in the examples at the beginning of this guide. Those ads work because they directly address problems that people are suffering with, and dreams they want to come true in their lives.
Just remember that only a portion of your text will be displayed at first glance in the Newsfeed. If the ad text is too long to display in entirety, Facebook will make viewers click “See more” to bring up the rest of it.
Also, make sure that most of your paragraphs are no more than one or two sentences long.
Step 4b. Your Ad Text (For Ecommerce Offers)
Ecommerce ads don’t always follow the formula I outlined above, because they don’t solve a crucial life problem. They aren’t there to relieve a major pain by delivering a life changing result.
(Of course, if your physical ecommerce product does relieve a major pain then you can go back to the formula in Step 4a above. For example, if you sell a physical product that relieves snoring problems, the Step 4a approach is perfect for you.)
At the end of this section (Step 4b), I’m going to give you a formula you can rely on to write your ecommerce ads if you’re just not sure what to do. But first, I’m going to show you some examples of ads that are written effectively.
One approach that has worked for us is simply to introduce what the product is, and then provide a long list of customer reviews in the ad itself. Here’s an example from one of my clients, Galilee Green:
Olive oil is a straightforward product. My ad doesn’t need to explain what olive oil is. All it has to do is introduce the idea that you can support Israel by buying Galilee Green olive oil (we advertised this to pro-Israel audiences) and prove that the product is a genuinely superior product to other olive oils by quoting testimonials (it actually is really delicious.
We like to put Galilee Green on slices of spelt sourdough bread and bake them in the oven until it’s crispy). If you take a close look at the testimonials I selected in the ad above, you’ll see that they cover different points about the product and vendor.
Debra Little’s testimonial focuses on the taste and quality of the olive oil. Bernita Penner discusses how she likes supporting Israel. Kelly Allen directly mentions her faith as her motivation for buying the product. Mark Sabo mentions that not only the olive oil, but also the service, is great.
When you choose testimonials to put in your Facebook Ad, be strategic about how you select them. Think about what you want your prospects to know, and then choose the testimonials which make those points.
Another approach is to pick out a star-shaped emoji and copy-and-paste it five times in a row to create a 5-star rating effect:
You can find emoji’s that work in Facebook Ads here. You may have noticed that in both ad examples above, I include a shopping link in the body text itself, instead of just depending on the call-to-action button.
Some shoppers don’t realize there is a button to push, so including an independent link can help. You’ll also notice that in the headlamp ad above, I included a request to “Tag Friends Who Would Love This In The Comments Below.”
That request can create lots of social proof, and influence people to buy, as people in your audience suggest your product to other people. For apparel offers, there isn’t always so much to say about your product. It can make sense to go very light on the text, even limiting yourself to one or two sentences:
If your product has a long list of practical benefits, or incredible features, you can point those out in your ad text. Check out this example that we wrote for our client Durabak:
Notice the phrase “unusual paint.” The word “unusual” creates curiosity, while also telling readers that what they are reading about violates the paradigm of what they think paint can normally do. If you’re still not sure how to write your ad, just follow this formula as closely as you can:
- Call out your audience in ALL CAPS (for example, “CAMPERS!”)
- Name something cool or different about your product (See the Durabak ad above)
- Include a link to buy
- Mention ratings or include testimonials
- Ask people to tag their friends in the comments below
- End off with another link to buy (see the headlamp ad above)
- Remember to sprinkle in emoji’s where appropriate!
Step 5. Your Call-To-Action Button
Facebook lets you choose from a variety of call-to-action buttons (see image at right). You know how when you walk into a store, the salesperson walks up and says, “Can I help you with anything?” Usually, people say “no, I’m just looking around.”
That’s because they don’t want to commit to anything.
If you choose a button like “Download” or “Shop now,” you are asking people to commit before they even click. This can drive up your cost per click.
That’s why I typically recommend that you choose “Learn More.” It’s completely non-committal and therefore usually generates a higher click-through rate. On the other hand, if you’re selling an ecommerce product, and your ad features a picture or video of the product, then it often makes sense in context to use the “shop” button.
The rule of thumb is this: if your product is something that people don’t need to learn more about (like a $20 necklace), use the “shop” button. Otherwise, “learn more” is a safer bet.
How We Beat The Facebook Ads Algorithm To Automatically 2X or 3X Conversions
Most people think that Facebook takes your order like the cashier at McDonald’s, passing it on to the kitchen to be made to your specifications. That’s NOT how it works.
And if you think it works that way, you are probably paying 2 to 4 times more for your Facebook Ads than you should be. Or, to put it another way, you are only getting 25% to 50% of the conversions (purchases or leads) that you should be getting.
The Facebook Ads AI is NOT a passive utility simply following your instructions. The Facebook Ads AI is brilliantly active in shaping the results of your advertising.
I do not intend to promote conspiracy theories about Facebook Ads. I do intend to describe what I, and others who know Facebook Ads well, have observed empirically on the platform after spending a fortune on Facebook Ads.
I do not believe that what I am about to share with you is purposeful. Nor is it malicious. But it’s real, and we are harnessing it to get double or even triple conversions on a regular basis.
One reason why most Facebook advertisers fail to profit with their ads is a massive misunderstanding about the role Facebook’s AI plays in ad performance.
Think of Facebook Ads as a mysterious factory. You put raw materials in one door, and a product comes out on the other side.
But you don’t know exactly what happened inside the factory to transform your raw materials into the product you get on the other side. And the product you get on the other side changes from day to day, even when you put in the exact same raw materials each time.
That “factory” is the Facebook Ads A.I. The “raw materials” are everything that you do in the ads manager to set up your campaigns. The “product” is whatever engagements or conversions you get with your ads. What goes on inside the factory? I don’t know.
But I know that there is an easy hack you can use to double or triple how well your ads perform. I use it for myself, and my clients, all the time. In fact, if you are reading this after clicking one of my ads, there is a very high probability that my ads made use of this three-minute hack.
See, I’ve learned that by doing just this one thing, I get drastically better results for myself and my clients. I put together what I learned in a pdf guide called “The 3X Discount Formula.”
By using The 3X Discount Formula, you can drastically increase the profitability of your ads. And it comes with a 30-day 100% money-back guarantee.
Now, I have decided to put this article up on my website and by the time you read this, the product may not be available or I may have raised the price. Here’s what a sampling of what our customers are saying about the 3X Discount Formula: