HOW TO CREATE THE PERFECT FACEBOOK AD
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- Why most marketers tend to choose wrong images for their campaigns?
- Why your target audience doesn't care about your solution and how to use it?
- Why the main goal of the image is NOT to grab attention?
- How to avoid the common mistakes writing the Call-To-Action (CTA)?
- How to create better Fb ads
- Which 56 years old principle still effect your marketing results (and will always will)?
- Why choosing an image you really like can kill your campaign and how to avoid it?
- Be familiar with Facebook ads platform
- Be willing to learn
- Be willing to implement new knowledge
Unfortunately, most digital marketers never learn how to market something.
Many of them took some courses or watched some videos or even join some webinars,
But they didn't learn how to market, because most instructors do not teach marketing.
Most of them teach something I call it "Clicks technician", which means - where the button is and when you should click on it,
But most don't teach you why you should click it, why it is a better option (in marketing there is no best option, only better...)
Well, not me :)
I do not teach my student where to click, I teach my student how to think, and where to look.
I teach my student how to find better way to accomplish their marketing's goals,
And in this course - I teach you some of the things you probably never stop to think about. Things like:
What is the purpose of the image (hint: not grabbing attention)
What is the difference between "Download now" and "Get access now", and why using the wrong CTA can spoil your campaigns?
Why you must spend most of the time on the headline
And many more.
You will also find many tips and tricks about copywriting, understanding your audience and how to get better results.
Even so most of the tips and tricks in this course related to Facebook ads, those tips will make your marketing life easier,
Because you will be able to use those tips in many other aspects of your marketing actions.
- Those who do their first steps in Fb ads
- Those who do their first steps promoting products using FB groups
- Those who wants better results from their profile posts
- Digital marketers
- Ecom sellers
- List builders
Hello top Marketer,
(It is okay if you don't feel that way, at the end of this course, if you will implement what you’ve learned, the way to become top marketer will be shorter ...)
If you are seeing this video, you may be listed on at least one of the following 4 groups:
A. entrepreneur / Internet business owner
B. entrepreneur / physical business owner
C. Internet Marketer / Affiliate
D. None of the above currently, buy planning to be one of the other 3 :)
Now, if you're one of the first 3 groups - you've come to the right place,
And I guess you enrolled this course because you want to generate more sales for your business, more buyers, more leads and more money,
Using facebook ads platform,
So great. Stay with me, you're in the right place :)
On the other hand, if you belong to the fourth group, the best recommendation I can give you is to leave this course now.
It is not relevant to you.
The reason it is not relevant to you is that unlike the members of the other 3 groups -
You are not going to do anything with the knowledge I share in this course,
And therefore - it is unnecessary for you.
You're not there yet.
More than that - I would even say that according to my experience,
And I accompanied hundreds of business owners and entrepreneurs,
Even at the beginning of their path,
Even further down the road,
And even those who were only at the stage of -
I plan to embark on this road,
Most of them -
Suffered from the same chronic disease,
Which I call her:
Getting ready to be ready
This means -
They told themselves that they were busy getting ready to go,
But in fact -
What they were busy it was getting ready to be ready,
Because most of them - never hit the road
If you are still here,
I believe you are not like that,
meaning you do not belong to the fourth group.
If you belong to one of the first 3 groups,
You probably ask yourself why I found it necessary
making this introduction,
The reason is simple,
Because of even entrepreneurs, business owners,
And Internet marketers,
And Affiliate marketers -
are human beings,
And most human beings suffer from the same "illness"
of such :
Never-Ending Learning Syndrom
And the fact is,
That human being,
Naturally - will prefer to learn something new,
Then to apply their existing knowledge,
and hence -
If your goal is to study this course,
Then search for the next one,
You are also welcome to leave this course now.
The reason I tell you this,
Is that the materials in this course
Can be worth a lot of money in your pocket,
they can be a total waste of time if all you intend to do is to study something new and move to another course
what do you prefer?
Would it be worth a lot of money in your pocket?
Or would it be a waste of time for you?
the truth is -
Only you decide what this course
Will do for you.
If you decide to implement it,
Go over your ads,
And see what can be corrected according to the course,
You will see the results.
if you will study this course,
Tell yourself that someday you will going to implement this knowledge,
Then wait for this "someday" to come, to implement this knowledge,
I must warn you,
This someday will never come,
Because there is no day with such name :)
unfortunately, we have only 7 days week, from Monday to Sunday…
There is no such day as “someday”
If you're still here,
As far as I'm concerned - this is your commitment,
That you not only came to study,
But every minute of this course,
you will think for yourself:
What can I take from this to implement in my ads?
After you understand what you can implement,
you will stop the video
Will go to implement the knowledge,
and only then -
come back to the video and keep study
And go back and read the next line,
Let's set off,
But a second before
You probably want to know who am I,
And more important
can I teach you how to make the perfect ad,
My name is Yaniv Lev Ari,
But you already know that, right?
I am in the advertising world since 1999 (you'll figure out how many years it is)
I worked in advertising agencies as a copywriter and creative director,
I've been advertising on Google since 2007,
and on Facebook in 2010.
I created ads, built campaigns, and ran campaigns
To hundreds of customers (if not more) in these years,
And I created thousands of ads (sure the number is much higher)
And in the past three years -
I teach people how to advertise online,
Or businesses of others,
And they generate from this knowledge a lot of money :)
Except for business - I also like to travel the world, parties and good food,
And here I am at one of the parties with my favorite DJ, Juan Verdera
Are we ready to understand how to create the perfect ad?
We will talk about this in the next video :)
as you might know,
Or not, and that's fine too,
A successful campaign is like magic,
Which occurs when
The right message,
Meets the right audience,
At the right moment,
And the ad - which is only one part of this campaign -
which is - the message,
But the ad’s role is also to make sure we meet the right audience,
At the right moment,
And that is why the ad is so important,
So - let's go deeper :)
Each ad contains 4 parts:
B. Image / video
D. CTA - call to action
Here are the parts in the desktop version of a Facebook ad:
And here are the parts in the mobile version of a Facebook ad:
In the following lessons, we'll talk about each part of the ad individually,
So - you're welcome to move on to the next lesson
So, what is the purpose of the headline?
A. Segment your target audience
B. speak about a problem
3. Strengthen the belief that the problem can be solved
D. Drive the user to perform a small action in order to solve the problem
Because most ads today work better on Mobile,
We'd like our ad to look good on Mobile too,
So we'd like to build the ad in a mobile format,
Understanding that a mobile ad will also look good on a desktop,
But a desktop ad will not look the same on Mobile,
Because of dimensions constraints
We will not be able to use all header properties in mobile,
So in Mobile, we will go on a type of call-to-action title,
And use the full header properties within the text.
On the desktop,
We can use longer formats,
Target audience, still doing not effective actions to solve your problem? Get a solution now
Student? still burning the midnight oil learning for the exams? Discover the way to get better results in less time easily
Of course, these are just examples,
And it is important to make sure you aren’t going against Facebook's advertising policies,
For example -
if we want to offer something related to weight loss,
A title such as:
Still dream of getting into jeans from high school?
Will be prohibited for use, therefore
In this case, we would like to use a third-party header,
How did a third party solve the problem X?
Or talk about the solution:
New: A revolutionary solution to the X problem is gaining popularity among the target audience
And so on.
Of course, we could talk a lot more about the title,
The important thing we said -
the title role is to segment the target audience,
And overwhelm the problem and the belief that it can be solved.
If we're talking about a post-
Where we have no problem of space,
The headline will be the first sentence of the text
I could have continue to speak a lot more about headlines,
And header formats,
But right now - what's important is that you remember this,
David Ogilvy, who is considered the father of modern advertising, wrote in his book "Confession of an Advertiser" published in 1963 the following sentence:
'On average, five times as many people read the headline as read the body copy. When you have written your headline, you have sent eighty cents out of your dollar. '
So, I assume you’ve understood the importance of the title,
Let's move on to the next part
Part 2 - The visual
Before we talk about the visual,
And how to choose the best image,
the question is:
What is the purpose of the image?
the answer is,
That the image - has 2 goals,
But most advertisers -
Refer only to its first purpose,
And completely ignore the second one.
So, what are the 2 image objectives?
The first goal:
Grab the attention of the audience,
To stop on our ad.
That's obvious, right?
This goal - most advertisers recognize,
The second goal - they aren’t familiar with,
What is the second goal of the image?
To awaken the initial emotion in our potential audience
The emotion that will lead the user to act toward our offer.
It is important to understand,
That this is not a secondary goal, but a second goal,
This is not an indirect goal,
This is another goal,
And it is no less important than the first goal,
Maybe even more.
by the way,
If you have achieved the second goal -
The first goal will be achieved automatically,
and hence -
When you search for an image-
Go for the second goal, not the first one.
So, how do you find the right picture?
Before we understand how to do it right,
We'll talk about how to do it wrong:
We go to a stock image website, such as the free pixabay, or pexels, or some of the charging ones such as rf123 or depositphoto,
(Or use one of the free Shutterstock image banks that facebook let it, advertiser, to use for free
(don’t worry about the watermark in the preview, it won’t show when the ad will go live)
the database that Facebook gives you
When it comes to a sponsored ad)
Looking for a picture that catches our eye,
And we're done.
Why is not that true?
That image should not catch our eye!
It needs to stir emotion in our audience,
And grab their attention.
So how to do it the right way?
Write at least 3 feelings that we want to inspire.
It may be feelings related to the current state of the audience,
Or emotions related to his situation after he will solve the problem,
Or his feeling at the moment of the possibility of a solution,
And go on.
For every emotion - write 2-3 situations that can trigger it
If we chose a missed feeling,
So we'll think about 2-3 situations that can
To make a person feel missed,
And we'll write them down,
Missing the bus,
A missed basket shot,
A missed opportunity,
And go on
For each of these situations,
And we should have at least 6 different situations,
we will search for an image that describes this situation.
And we're done …
We examine each of the pictures we have chosen,
And check each one
Meets 3 necessary parameters:
Rather than a professional image,
Because - if it looks like a bought image,
Our audience’s ad detector immediately turned on
For example - if our audience contains only American females,
make sure the image you chose as females look like American rather than europian…
The picture should show a situation
That we can take part in easily,
A picture of a guy swinging on a hammock and working with a laptop
This is not a good picture, why?
Because most of us are not able to do it,
So we did not connect to the picture, did we?
Any image that meets these 3 parameters -
It's a good picture for us.
Any picture that does not answer -
We'll look for other pictures instead.
It is better to first choose images from the stomach,
And only then disqualify them if they do not answer
3 The primates,
Rather than looking straight for an image that meets all 3,
Also because it will take us much longer,
Because sometimes - no picture is found to answer all 3,
So we will have to compromise on only two parameters.
We have a title and a picture,
We can move on to the third part,
But a second before -
If instead of a picture you want to use video -
Make sure it meets the same parameters :)
Part 3 - the marketing message
In this section,
If you hoped to find a mini-course on copywriting,
Unfortunately - this is not going to happen,
because this is not the goal of this course,
And also because if I wanted to do it,
I probably needed a complete and separate course,
Just to explain the basic principles,
But do not worry -
You will find some great tips on copywriting,
And if you want me to create another course for you about copywriting - Just let me know and I will be happy to consider it,
If enough of you will ask me :)
So, Let's talk about the marketing message,
Which is the text,
What is better?
Short or long?
Want to think about it a bit?
Maybe you have a definite opinion of one kind or another?
Here is a tip:
You came to learn from the course,
Free everything you know,
And pay attention:
The answer to the question of what is better,
A short text or long text,
Is, of course, a little tricky:
The correct length is:
The text that is enough to let the user have the experience we wanted him to have.
Can you do that with just two lines?
go for it.
probably that is the shortest way.
Do you need to write at least 50 lines?
go for it.
probably that is the shortest way.
The role of the marketing message -
The content of our ad,
is to let our user having an experience,
that connects him to his problem,
And the solution
it is enough to write something like:
Feel that Facebook's algorithm has something against you and he crash every campaign of yours no matter what you try?
And sometimes - I have to tell a story,
Start from the background,
Explain what my problem was (or someone the user can identify with),
And what it made me feel (so that the user will connect to these feelings as well)
And how many kicks I got when I looked for all sorts of ways to solve this problem (so that the user will connect if he also tried some solutions and it did not work - to treat his skepticism,
And how I too was skeptical at first when I discovered the solution that worked at the end (because even now he is skeptical about my offer)
And how amazing it worked for me (and it could work for him too),
And why he owes it now if he wants it too.
What is better?
Short or long?
On the one hand - the short will lead more people forward,
But they'll arrive more skeptical
On the other hand - the longest will lead to fewer people ahead,
But they will come more prepared to take action,
So what's better?
Check the two options,
Including some intermediate versions,
And you'll see what works for you better.
perhaps now is the time to place to line up,
Which I probably had to straighten out on the first lesson -
If you thought there was a formula of
get this kind of title,
and this kind of text,
and this kind of picture,
run your campaign and get thousands of conversions for a penny,
Then it is clear that there is no such formula,
and better this way,
Because if there was one?
The first would bring thousands of conversions a day,
Then the other would share the cake with him,
And the next 100 would share the cake with them,
And the next 1,000 would share the cake with them
none of them had enough from that cake.
so, if there is no formula, what we can have instead?
There are principles,
Which I am talking about in this course,
And they -
Will allow you to build your perfect ad,
That will bring you results,
And I also promised some tips on copywriting,
also here -
I'll talk about the principles,
And what you will understand,
And whatever - ask me,
Maybe I'll make some course on the subject :)
5 principles for writing content that does miracles:
It all starts with your audience, and how much you know it.
If you understand your audience,
And its problem,
And with what it faces,
And the price it pays during its journey to solve the problem,
And why is it so important for them to get a solution,
And they understand that you understand them -
they will be happy to go with you towards your solution.
Your solution - does not interest the audience. period.
Your audience has a problem,
And the only thing your audience wants-
is to solve it.
for example, if a lady wants to lose weight,
does she care if it will happen due to
Or a cabbage diet?
Or a bread diet?
of course not.
As far as she was concerned, give her a button
And boom, she's has her desired body
The only thing that matter for her is that it will work.
Or another example -
A guy who wants to make himself another 5,000 US$ a month
Is it interesting to him if it will be in affiliate marketing?
Or sales on eBay?
Or selling on Amazon?
Or in Shopify?
Or building websites?
of course not.
For him-give him a button to be pressed,
And boom - each month 5000 dollars coming to his bank account.
The only thing he cares about - that it will work.
In other words -
Our surfer is at point A
And he wants to get to point B
If you are a beginner marketer,
You will probably make the basic mistake,
Which is to talk 80% of the time about
As much as the solution you offer him is good,
And this is a mistake,
Because he doesn't care about it
You want to talk 80% of the time
About his chance of reaching point B,
Not on the road and how good it is,
Because of the way - not interesting,
And only at the end -
Talk about your solution
His best chance of getting to point B
in brief -
Talk about what interests him, not what interests you
Decision-making is not a logical process, but an emotional process.
Even though we tend to see ourselves
As rational beings,
we are not.
We are emotional beings,
Who make decisions emotionally,
And only after -
Want to help the audience make the right decision?
Lead him emotionally,
And give him something rationale to justify it.
The first thing the audience searches for is credibility
If you want to get his attention,
The first thing you want
It is to create a sense of trust in you,
The faster the better.
How do you do that?
If you promise something - prove it is the truth.
What is more reliable?
The radish diet has helped thousands of people lose weight
A study conducted in 2016 at the University of Michigan found that eating 155 grams of radish a day catalyzes metabolism by at least 24 percent
Exactly, not roughly.
What is more reliable?
Most of the population is obese
64% of the population is obese
A big advantage and a small disadvantage
If you are only talking about your benefits,
It is not reliable enough,
Because everything has its drawbacks,
Therefore - the tendency of the audience is not to believe,
With the feeling that you are hiding the disadvantages.
Will present a big advantage and a small disadvantage
The small drawback will show that this is not perfect,
And will strengthen the sense of reliability
That you are not hiding or working on.
What is more reliable?
The 3-steps method for treating ADHD will provide you with long hours of focus
Although the 3-step method for treating Attention Deficit Disorder will give you only 8 hours of focus, for most people it is certainly enough to perform almost any task
Do not try to beautify reality
Do not promise the audience promises that do not make sense,
And do not try to beautify reality for him.
If it requires 3 hours of practice per day,
Do not sell him just 15 minutes a day,
And if it takes 14 days to start seeing results,
Do not "sell" him immediate results,
And if you can make a few thousand dollars month,
But it takes a few months to get there,
Do not "sell" him get rich quick
As it is not a copywriting course, I assume those tips are enough for you at this point,
So, I spoke enough if this part…
Let’s move to the next lesson
Part 4 - Call to Action
To my opinion,
this part is the most important one,
Not because it is more important than everyone else,
But because without it -
Everything we did - we did for nothing,
Because we will not achieve the result we want.
What does Call to action mean?
To be honest - it means as simple as it sounds -
Tell the user what he should do now with the information he was exposed to While reading our ad,
So we can get the result we want.
pure simple, isn’t it?
Probably not really,
To achieve the result we want,
The first thing we need to know
Which result do we want to achieve, right?
There are 2 small pits here…
Well, 3 pits.
And I have seen too many advertisers falling in those pits…
So, now you probably wonder what are those pits, right?
The first pit is:
They do not define the result they want to achieve
And, If you do not set a goal,
How can you drive the user toward it?
Of course, you can not,
Therefore, if you do not define a goal,
You probably won’t get it
(Except for "Luck" but that's not what we're looking for, is it?)
The second pit:
They define more than one goal
Which is a problem of the same magnitude as the previous one.
Most advertisers tend to think,
What if I offer my user more than one way to act,
they will choose one of them,
In most cases, the user will not choose one of the options,
But would find something else to do.
Want the user to call you?
Want the user to contact you and ask for a quote?
Contact us now and get a quote
Want him to buy your product?
Want him to click on the link and go to your landing page or website?
Click the link
And here - we reach the third pit:
The lack of congruence between the call to action we chose to use, and the action that user should perform
In this pit, it is very easy to fall,
For all the reasons I spoke about at the stage of
Creating Reliability -
A situation in which we subtract information from the user,
Which may affect his decision making
If we want the user to click on the link,
go to our landing page,
opt in to our mailing list,
And only then will we receive our guide to his email,
call for action like:
Download the free guide now
Will be the wrong cta ,
Because we gave lack of information to the user:
We made him think the all he had to do is go to the website and find a download link for a file,
When in practice -
He should subscribe to the mailing list,
In this case, a proper call to action will be:
Get the guide directly to your email
Since he will understand that to receive the guide,
He should give his email address,
And if he does not want to give the email address -
He will not click,
And that's okay,
Because if he does,
He was ready,
So maybe we'll get fewer clicks,
But more subscribers to the list,
And that's the goal, right?
another example -
If we want to give him a mini-course of a series of videos,
But he was required to sign in before,
call to action like:
Get a free mini-course now
will be less effective,
Get access to a free mini-course now
Although the difference is only two words
But get access means he needs to do something in order to get the access
Compared to the first version,
Which could make him think that he just need to click on the link...
I hope this part was clear enough, so we can both move to the last part of this course :)