If you currently run Facebook Ad campaigns or you want to get started running Facebook Ad campaigns, then your Ad is crucial to the success and profitability of your campaign.

Your ad’s job is to get your prospects attention and to engage them into reading your ad so ultimately they take the action that you want whether that is to become a lead or to get a sale.

And now more than ever, it is important that you master the art of creating compelling Facebook Ads because the competition amongst advertisers is brutal and hence, you need to beable to break through the noise so that you can attract your ideal customers.

So with that said, let me guide you through the process of how to create Facebook Ads that will attract your ideal customers or clients.

Step 1) Call Out To Your Audience And Ask Them A Question

A great tactic to start off your ad is to call out to the people you want to reach and ask a question that speaks to a problem that you know that your audience has.

Asking a question is a great pattern interrupt and it forces the reader to stop and read your ad because the question directly speaks to them and their problem.

Let’s look at two examples…

Example 1) In this example, I am speaking to tennis players who have slow and weak serves:

“Are you a recreational tennis player and do you feel frustrated that you have a weak serve that gets routinely punished by your opponents?”

Example 2) In this example I am speaking to Information marketers who struggle to write sales copy.

“Information marketers…Do you ever get writers block whenever you sit down to write your sales letter or video sales letter scripts?” Do you struggle to know what to say and when to say it?”

Step 2) Create Curiosity By Hinting At A Solution

A very powerful tactic to get people to take action is by creating curiosity. By asking a question that speaks to your audience’s problem and then hinting that you might have a solution, creates real curiosity in your prospects mind and desire to find out what the solution is.

So the way that you create curiosity is by teasing them that you have a solution to their problem.

Let’s look at the two example questions that I showed you above to see how this plays out;

Example 1)

“Are you a recreational tennis player and do you feel frustrated that you have a weak serve that gets routinely punished by your opponents?”

“If that’s you then you must know that there are 3 major power moves that you must execute if you want to hit fast and heavy serves.”

Example 2) )

“Information marketers…Do you ever get writers block whenever you sit down to write your sales letter or video sales letter script?” Do you struggle to know what to say and when to say it?”

“If that’s you then I can tell you that the fastest and easiest way to write high converting sales letters or VSL scripts is to follow a proven formula and template so that you know exactly what to write and when to write it.”

As you can see in the two above examples, I am using curiosity by giving them a little teaser about what they need to do to overcome their problems and hinting that a solution is available.

And by using this copywriting technique, it creates a strong sense of curiosity and desire to find out what these ‘secret’ solutions are to their problems.

Step 3) Your Call To Action

So by now you have spoken to their problem, created curiosity by revealing there is a solution to their problem so now we need to give it to them in a clear manner so that they know what the next step is!

So let’s go back to our two examples above so you can see how I construct a clear and strong call to action to get the solution.

Example 1)

 

“Are you a recreational tennis player and do you feel frustrated that you have a weak serve that gets routinely punished by your opponents?”

“If that’s you then you must know that there are 3 major power moves that are crucial if you want to hit fast and heavy serves.”

“And if you want to learn and implement these 3 major power moves into your own serve, I have created a free 10 minute video that walks you through these power moves and how you can implement them so that you can start hitting faster and heavier serves in the next 7 days.”

You can access the free video by clicking here:

As an added bonus, you also get my “Serve Power Secrets” report which analyses the top 10 best servers in the world and what they do to hit huge serves.

You can get instant access to the free video and my Serve Power Secrets report by clicking here.

Example 2)

“Information marketers…Do you ever get writers block whenever you sit down to write your sales letter or video sales letter script?” Do you struggle to know what to say and when to say it?”

“If that’s you then I can tell you that the fastest and easiest way to write high converting sales letters or VSL scripts is to follow a proven formula and template so that you know what to say and when to say it.

“And if you’re shouting “Yes! That’s exactly what I need” I want to give you my proven Quick Start Sales Copy Template that will guide you step-by-step through the process of writing a high converting sales letter or VSL script in days rather than weeks or months whilst eliminating writers block in the process!”

You can download my Sales Copy Quick Start Template by clicking here:

So after I have hinted at a solution by giving them an intriguing teaser, I give them exactly what they want by giving them a solution that will help them to solve their problem.

And now you have a 3 step formula of how to create high converting Facebook Ads that will engage your prospects and persuade them to take the action that you want whether that is an email opt-in or a sale.

But so you can see some real life Facebook Ad examples displaying this strategy, here are two examples from Jason Hornung below:

I am now going to discuss when you should use short or copy in your Facebook Ads.

Long V’s Short Ad Copy

Another important decision that needs to be made is whether you will use short or long copy text in your Facebook Ads.

As a general rule of thumb, the bigger the commitment for the lead/customer in terms of time or spend, the more copy you will need in your ad.

For example, in you are offering a free report or checklist that can be consumed in about 10 minutes, you won’t need that much copy because people won’t need much persuading to get it. They will either find it valuable or they won’t.

But if you are promoting a webinar or free video series, then you will need longer copy text because you are asking a prospect for a significant amount of their time (An hour or more) and hence the offer is a harder sell so hence you will need to use longer copy.

However, I have always found that long copy ad text gets you better quality leads, but why? I think this is because when you are using long ad copy, you can better qualify your prospects and if someone takes the time to read your ad, then clearly they are engaged and are interested in what you have to say and hence they are more likely to take the action that you want.

When writing your Facebook Ads, you should test long vs short copy to see how both copy styles effect the results for your Facebook Ad campaign.

And remember, having cheap clicks or a low cost per lead doesn’t necessarily mean that you are attracting the best possible prospects into your sales funnel or sales process. So always test and track to see which ad style brings you the best ROI.

So now I will just take a quick look at the different copy styles that you can use in your ad copy…

Facebook Ad Copy Styles

When writing your Facebook advert copy, there are different copy styles that you can use. You can use a direct copy style where you identify your audience’s problem and then you just offer them with your solution.

But if you are promoting a webinar or a product launch video, you can get much more creative with your ads and actually use longer story based ads.

People love stories and when you are using a story to either identify the problems that you have gone through and how you found a solution that has overcome them or talking directly to your audience about their struggles and how you can help them overcome their struggles, this can make for a very powerful and effective ad strategy.

However as with every Facebook ad that you write, your ad has to show the transformation from struggling with a painful problem to overcoming it and reaching their main desire after they have consumed your product or service.

So once again, test with different ad styles to see how they affect your clicks, cost per lead and ultimately your ROI.

So now you know how to write your Facebook Ads, I will now look at what makes a great Facebook Ad Image.

Facebook Ad Images

The role of your Facebook Ad image is to grab the attention of the people you want to attract.

There are different strategies that you can use for your ad image but my two favourite strategies are either for your image to show the transformation i.e. the before and after state that your prospects will experience after they use your lead magnet, product or service.

And the second solution is to create a visually appealing graphical image of your lead magnet, product or service.

Below are some ad image examples from Digitalmarketer to get your creative juices flowing:

Hopefully by now, you will have some great ideas for your Facebook Ad Images. I am now going to look at video ad strategies that you can use so that you can skyrocket your results.

Video Ads

Using video with Facebook Ads is a very powerful strategy that has the potential to skyrocket your results.

Video is a great way to engage your audience, show that you are a real person, add personality to your brand, but also to give a valuable and entertaining experience actually in your ad itself.

And what I am seeing from a lot of successful Facebook advertisers, is they are using video in their ads to actually give value to their prospects by teaching something of value which gives value and goodwill to their audience plus it positions them as an expert and being someone credible on their subject.

Hopefully you are seeing the power and scope of using video in your Facebook Ads…

To give you a helping hand when putting your video together, I will now give you two powerful and proven video ad formulas so you can put together videos that will entertain and give value to your audience whilst getting better results in the process.

Video Formula 1

Below is a simple 3 part video formula that works really well if you are a coach, consultant or wish to position yourself as an expert in your market.

1) Positioning: Position yourself as being different and show that you are the expert by showing/proving that you can achieve results.

2) Content: Provide useful content by providing one solution to the known problem you identified in your ad copy text.

3) Call To Action: Tell your audience how to go and signup/get your free report, webinar product or service etc.

Video Formula 2

Below is another powerful Facebook video ad formula that would work well if you sell physical products or run an e-commerce business.

1) Pattern Interrupt: Begin your video with a pattern interrupt to get your audience’s attention. This could be anything from saying “Breaking News” to using an old fashioned countdown timer.

2) Tell A Compelling Story: Tell a compelling story that is related to the problem that your product solves.

3) Demonstrate The Product: Show a demonstration of your product being used.

4) Finish With A Testimonial: Finish your video with a customer testimonial that then leads to a call to action to visit the product page or to view more relevant content from your company

Video Styles

I know a lot of people don’t like going on camera or think that they don’t have the equipment to put together a suitable video. But in reality it just takes practise to shoot a good video and simple equipment. You can even shoot a video from your phone!

However, if you don’t want to be on screen yourself, shoot a PowerPoint video with slides using simple screen recording software such as Camtasia or snagit. These kinds of videos are very effective.

But just make sure that the sound quality of your video is good so get a decent external microphone to record your videos.

In my testing, I have found that video ads have greatly outperformed image ads in terms of quality of leads generated and my bottom line ROI.

So definitely test video in your Facebook Ads so that you can add value and personality to your brand.

A 5 Step Formula For Creating High Converting Facebook Ads Infographic.

I have created a simple infographic that will guide you through the 5 key steps for creating high converting Facebook Ads. Refer to it anytime that you need it!

Now you have your Facebook Ads sorted, you need to have a killer offer in place to maximise your sales. If you want to become a master copywriter and learn how to write great sales copy then my copywriting mastery blog post will really help you in your quest. You can read the post here.

If you have any questions or comments feel free to post them below.