how to create facebook ads that convert

A BETTER Way To Advertise On Facebook In 2023 (SECRET)there are three things that you need to,know i

Adam Erhart

Updated on Jan 20,2023

A BETTER Way To Advertise On Facebook In 2023 (SECRET)

there are three things that you need to,know if you want to create effective,high converting and profitable facebook,ads first you need to nail message,market match get this wrong and it,doesn't matter how smart or funny or,creative your ads are they're not gonna,work next is something called the 40 40,20 rule every great direct response,marketer and advertising legend lives,and dies by this rule but don't worry if,you've never heard of it before most,people haven't and i'm going to walk you,through exactly how to use this with,your facebook ads and third you need to,use something called the marketing rule,of seven and not just with your facebook,ads either but with all of your,advertising and marketing and everything,you do from this day forward use it and,profit don't use it and don't profit,that is a terrible catchphrase so let me,show you how it's done starting with the,ever important message market match want,to know the single biggest reason that,most facebook ads don't work i can't see,it right now but i'm going to assume,you're nodding your head yes well my,friend the biggest reason that most,facebook ads don't work is not because,they chose the wrong campaign objective,or wrong placement or wrong budget or,anything related to the actual setup of,the facebook ad campaign nope the reason,that most ads don't work is because,they're saying the wrong things to the,wrong people or in other words the offer,that they're making is either unrelated,or unappealing an unrelated message,means that they're making an offer that,people just don't really care about,trying to sell something in a way that,just doesn't resonate with the pains and,problems and fears and frustrations of,the market this is often the result of,spending too much time on the features,and the actual tangible things that,they're going to be getting rather than,on the benefits and the outcomes and all,of the results and how their life's,going to be better after they make a,purchase an unappealing message is,simply a message that's packaged wrong,or in other words it's boring it doesn't,do anything to try to catch someone's,attention and so they don't stop to read,it and if they do stop well they just,don't care what's that sound oh that's,the sound of your ad dollars getting,flushed down the toilet and so money is,wasted putting these boring and,uninteresting and irrelevant messages in,front of people and then wondering why,nobody's buying sounds harsh i know i,don't like to be the bad guy here but,fortunately there is a solution that,comes in the form of message market,match and message market match is,exactly what it sounds like it means,matching your message to your market but,obviously there's a little more to it,than that essentially message market,match also commonly known as message to,market match is really just a way of,making sure that you've done your,homework and you've researched your,target audience you've figured out what,their pains and their problems and their,fears and their frustrations are and how,whatever it is that you're selling is,well positioned to help solve that for,them get it right and people buy get it,wrong and they don't buy and this is one,of my favorite things about marketing,and about advertising in that it's a,literal case study of human behavior,after all people can say all of the,things about how they think they are or,how they would like to be but at the end,of the day money talks and what people,choose to buy and how they spend their,time are two of the most powerful,indicators that really show what someone,values so if your ads aren't working and,people aren't clicking on them or,signing up or buying or anything like,that well it's simply because they don't,see the value in what you're offering so,it's your job as the marketer as the,advertiser to try to show them that,value and the best way to do this isn't,by shoving it down their throats but,rather to show them that you understand,where they're coming from you understand,their problems and you possibly have a,solution they may be interested in i,wish i could remember who told me this,quote so i could give them due credit,but one of my favorite sayings is that,customers don't buy when they understand,they buy when they feel understood okay,next i'm gonna give you the secret sauce,and those special ingredients that,really separates the amateurs from the,pros when it comes to creating high,converting and profitable facebook ads,but first a real quick message from this,video's sponsor metrocool over the years,i've had the chance to work with a lot,of different companies and software but,metricool has quickly become my number,one secret weapon when it comes to,creating better and more effective,social media marketing campaigns and i,use it every single day not only does it,allow you to take care of everything all,in one place it also integrates,seamlessly with facebook and instagram,and twitter and tick tock and linkedin,and google business and pinterest and,youtube and twitch as well as facebook,ads and google ads and tick tock ads and,data center it's also incredibly easy to,use and gives you a ton of powerful,features for both organic social media,and paid media like facebook ads one of,my favorite things about it is how i can,watch and monitor my ads performance and,get a side-by-side comparison of my ad,campaigns on google and facebook which,are two of my biggest ad platforms right,now and i can see how they're doing and,compare different metrics against each,other like how many impressions they got,what's my cpm which is how much it cost,me to show these to a thousand people,what's my cpc or cost per click my ctr,which is my click-through rate and even,the number of conversions each campaign,is delivering because again remember,it's not just about getting likes and,shares it's about making money from your,social media and your ads so make sure,to check out metricool by clicking the,link in the description below this video,and when you use the code atom you can,try out any paid plan for 30 days for,free okay next the 40 40 20 rule the 40,40 20 rule shows the breakdown of the,three main elements that are responsible,for your ad success 40 to your market 40,to your offer and 20 to your copy so let,me unpack those for you now 40 of the,success of your advertising campaign is,going to come down to your market your,understanding of them and your ability,to identify and locate them and make,sure that you're putting the right,message directly in front of them,fortunately facebook's targeting options,are pretty amazing so the ability to,find them and get right in front of them,is well easier than ever as for coming,up with the right message the right hook,the right angle and the right,irresistible offer and how those all fit,together well that's where you're gonna,need to do a little bit of heavy lifting,the next 40 of this equation comes down,to your offer so what are you offering,and is it irresistible enough to get,them to pay attention is it relevant,enough that they're going to be,interested and want to click want to,read more ultimately want to buy and the,last 20 is your copy and your creative,this is essentially the words that you,use the images the video if you're,running a video ad all of the design and,the way that you structure things as,well as the words that you say as a,general rule the more competitive your,market is the more persuasive and,influential and more heavy-hitting your,copy's going to need to be the 40-40-20,rule is incredibly powerful because like,all things in marketing it gets to the,root of what's really important which is,your customers their problems and your,solutions to those problems and way too,many advertisers get this completely,backwards spending way too much time on,fancy words and pretty pictures rather,than getting to the core of their,audience's pains and how they're able to,best serve them there's even some,situations and with certain target,markets where an overly produced ad or,an overly polished message actually,turns people off and has the complete,opposite effect and will lose to an ad,that looks like it was made in ms paint,from 1985. that's uh that's some quality,design work right there but there is,another thing you can do no,must do if you want to turn your,campaigns into real winners and that is,to leverage the power of the marketing,rule of seven first some history the,marketing rule of seven was first,introduced by the movie industry back in,the 1930s when studio bosses discovered,that it took around seven touch points,or interactions with a potential,customer in order to get them to see a,movie this then became kind of a rule in,marketing that if you wanted a product,or service or business to succeed you,needed to make sure that your prospect,heard your advertising message at least,seven times before expecting them to,take any kind of action and i like this,rule for two reasons first because it,resets someone's expectations when it,comes to advertising after all one of,the most frustrating albeit completely,understandable parts of advertising is,when i hear a newbie advertiser complain,about the results they're getting or,rather the lack of results they're,getting from their campaigns but more,often than not and upon closer,inspection it's usually because they've,only been running these ads for a couple,days or only spent a few dollars on them,now do you know whose fault this is i'll,tell you it's all those internet,marketing hucksters from the early 2000s,who oversold people on these get rich,quick schemes and how they could make a,million dollars overnight with no work,required but that's not a real thing in,the real world think of one other,investment where you could put in a,dollar and get back 10 or 100 or a,thousand or more i mean people would,look at you like you're crazy but with,advertising these are possible not right,away not for everyone but they do happen,but when you're first getting started a,little bit of patience and a little bit,of understanding and maybe even a little,bit of humility are gonna go a long way,because advertising is a skill skill,that can be learned but a skill that's,going to take a little bit of training,and a little bit of time now don't get,me wrong the purpose of advertising of,running ads is 100 to make money,otherwise why you doing this but it's,also important to approach this with a,little bit of sensibility and common,sense those are probably the same things,the second reason that i like the,marketing rule of 7 so much is because,it gives me a benchmark and kind of a,guide that i can shoot for and plan for,and bake right into my marketing,strategy this is why the best way to do,facebook advertising today is to run,your ads and then follow up and follow,up and follow up and follow up follow up,and follow up and follow up and follow,and follow up and follow up and follow,up but do it in a way that doesn't break,the bank unfortunately you can do it now,easier than ever before the first way is,my absolute favorite which is to run a,facebook ad that takes someone off,facebook and puts them onto your email,list where you can follow up with them,again and again forever the next way is,still good though and it involves,running a facebook ad and then creating,a custom audience based on how somebody,engaged or interacted with your previous,ad for example you could create a video,ad and then create a couple of custom,audiences based on people that watch 25,or 50 or 75,of the aforementioned ad you can then,follow up with those people through a,second ad which is going to be more cost,effective because you're going to be,advertising to a smaller audience not to,mention a smaller audience means more,opportunities at repetitions and touch,points and building a deeper and more,human connection but to show up in front,of them even more and for free you,definitely want to be taking advantage,of all of the other tools that facebook,gives you access to and this is why the,next thing you're going to want to do is,check out the video that i've got linked,up right here on facebook marketing,strategy so make sure to check it out,now and i'll see in the next episode but,for them to refer you they need to know,what you do after all people can't buy,from you if they don't know that you,exist or in this case people can't buy,from you if they do know you exist but,don't know that you have a business

The above is a brief introduction to how to create facebook ads that convert

Let's move on to the first section of how to create facebook ads that convert

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How to Create Facebook Ads that CONVERT (ULTIMATE AD WALKTHROUGH)

How to Create Facebook Ads that CONVERT (ULTIMATE AD WALKTHROUGH)

something for me to highlight this ad,has spent over,a hundred and fifty thousand dollars and,it's only been live for less than a,month,why does it work let me show you why,what's up everybody welcome back now in,this lesson,we're gonna get all sorts of creative,and what i'm talking about specifically,is ad copy and ad create we're gonna,talk through,my proven ad creation framework as well,as,show some legitimate examples from all,over facebook,so that you can copy swipe and implement,before we get into each of the specific,elements that make up a great converting,ad,i want to touch upon them right now you,have the angle or the idea,then you go right into what that hook is,how our consumers are reacting to it,problem solution present what's,happening present that solution,provide some social proof or some main,validation,and then the big problem or even the,benefits,overcome their objections and finally,hit them with that call to action,each one of these ads i'm about to break,down stands out,in all these key areas now they might,touch upon one or more,but ultimately they have all these,elements and they make up a great,successful and converting ad,let's dig in in this lesson,we're going to talk about one of the,main components of our ad creative,it's the ad copy now some of you that,are familiar,with film tv and other creative elements,ad copy is not specific to the copy,that's inside of the video,or on the actual image let's zoom back,out real quick,i want to explain the importance and how,copies should be approached regardless,of where you're creating it at the,funnel,for us when we're about to start to,create our copy it's important to keep,these five things in mind,we're going to keep our brand voice,simplify is always the best way to go,remove the fluff,make sure we're highlighting the,benefits if it's necessary,and begin with the reviews what do i,mean by beginning with our reviews,so a nice way to understand exactly,what's happening,is actually check out your amazon say,you have a competitor,and you guys are selling,sheets i am selling bed sheets,go ahead find bed sheets what i navigate,towards,is the one with the most amount of,reviews,as soon as i click into this going down,towards the reviews,amazon does a great job of highlighting,some of the main things called out,well what they did forget to tell us is,that this is the best thing to use,for grabbing headlines and body copy,what do i mean by this well if i start,to navigate towards a five-star review,i'm going to start to see some,consistencies around things i should,highlight,i'm starting to see,soft sheets great packaging great ways,of starting to get some brainstorms in,even better,but i recommend as soon as you go,through amazon export a couple of those,reviews,simply cut and paste and drop it into a,word cloud the word cloud for us,is allowing us to see what words are,used most often,do this two different ways the first,export your four star and five star,reviews if it's your,product if it's a competitor go ahead,and cut cut and paste it,and export the one star and 2 star,reviews that way,we're able to see what not to say or,speak to,if that's something that's important for,us in our products let's look at a,re-engagement and even a potential,remarketing ad that would support,that top of final prospecting ad,headline,don't take our word for it copy,positioned as a testimonial but let's,look at the things that's hidden within,that,i couldn't wait to get my order in the,mail it's always on time and package,incredibly,this is my third time ordering and look,forward to every new release,let's go back up quickly to the,prospecting creative we have a,confession but it's a good one,take 50 off your first order using,social code now it doesn't talk anything,about the limited edition drops,or the style of business in which,they're running,so say they didn't buy there,but we want to validate that you do need,to pay attention and you,will want to buy eventually that's why,we hit it,inside of a testimonial now i don't,recommend you making up a testimonial,it's not what i'm saying find one that's,actually legitimate,pull out the nuances for this one let's,highlight why it works,i couldn't wait to get my order in the,mail it's always on time and package,incredibly,talking about the quality and shipping,of the specific product,for you whether you're running an,e-commerce sas or another product,how's that onboarding experience how,does it feel for a first-time customer,or a repeated customer this is my third,time ordering,which shows you have repeatable,customers something that's important to,highlight,and builds trust within other consumers,aaron s it's supportive it's positioned,and it highlights a lot of key benefits,for your brand,what about below headline our best drop,yet,what are you waiting for we've sold,three times already and guaranteed,to sell it again today only save an,extra 10,lots of urgency a lots of fomo simple,straight to the point let's check out,another example,this time leveraging some similar unique,benefits,check for feel super buttery soft 60 40,cotton,poly blend fit tad around the arms and,shoulders,wash holds up in the wash with minimal,shrinkage all things that are extremely,important,specifically to this brand's consumers,here are the three things that they,highlighted the field the fit and the,wash,they could have left it as that but they,gave some supporting evidence of exactly,how,their product is made how could you use,this how could this apply to you,then they validated it again with some,testimonials,as you can see supporting with don't,take our word for it,i tried one t-shirt in first because i,didn't know what to expect on ig,they claim to be super soft but everyone,says that i got mine within five days,and instantly ordered a few more off the,packs,so much validation filled in this,testimonial,and then they hit him with a five-star,review now we'll make a small caveat,five-star reviews as of late have been,flagging facebook's system what i'm,talking about is,use at your own discretion i recommend,it,we do like it but there is a chance that,you might get a little bit of a flag,what do i mean by flag well when you're,playing in facebook sandbox,they do change things often so if,they're not allowing you to publish this,ad,and their potential for it not to get,approved think otherwise,until then i do recommend you launching,with it,here's another supporting below this is,different from the other ones,because they are using a little bit of,emojis something that i'm super a big,fan of,dits the boxy t look again calling out,other competitors,something i super support no need to,look further here's the perfect tee,today,it's all about the details then they get,to highlight what they've already talked,about,top of funnel buttery soft classic side,seam,fabric that's pre-loaded to your tee,doesn't shrink all major benefits to,continue to call out,one way to position your product and,brand is talk exactly about,why you're different to create strategy,whether you're top middle,or bottom of the funnel let's look at,this one wonder why your eyes hurt,it's intriguing it's calling out why do,my eye cert,how about are you texting gaming or,swiping help reduce,digital eye strain with our new stylish,and trendy blue light glasses this is,something important to call out,because you're highlighting things of,why they would need your product,why your positioning as the solution if,they're already doing these experiences,what do you follow up with well maybe,trust us you need these bold strong,statement as your headline,help block potential harmful blue light,lights help block,potential harmful blue light such a,strong statement,because guess what i might not be aware,that this is hurting my eyes,well obviously we're a little bit more,educated than that but some consumers,are not,let them know call it out put it in,their mind if they weren't thinking,about it before,and lastly get cheeky about it,we saw you checking us out help reduce,digitalized train,and block potential blue light losses,supporting it with,free shipping of orders over 30.,everything about this copy funnel,makes absolute sense a lot of congruency,there congruency is what we aim for,let's check about two more here we're,going to call and highlight the problem,where is my order avoid wasting time a,repetitive task,use gorgeous help desk trusted by over 4,000 e-commerce stores,let's just simply unpack what's going on,right here where is my order,if you're familiar if you're the target,demographic you've probably heard this,question,many times so it's probably a mental,trigger,i love it avoid wasting time on,repetitive tasks,i want to raise my hand to that,everybody wants to avoid that,specifically,if you're that consumer use gorgeous,help desk,talking about themselves that's the,strong brand put it in their mind,and trusted by over 4 000 e-commerce,stores a little bit of social validation,there,i liked everything about this how about,this go right for the strong call to,action,something i must call out for you you,don't have to wait,to ask for that sale you don't have to,wait to ask for that convincing,moment you can potentially test this at,top of funnel,but i don't recommend doing this at all,times,again the game is iteration not,perfection,let's find 20 minutes to talk about how,icon meals can automate your customer,support and drive sales using gorgeous,interesting what are you talking about,what 20 minutes do i have to give you,peaking some interest there,maybe you're going to get that call,let's try one more,looking for a little daily inspiration,look no further,plain simple provide the link for them,to click all things we see here,can be used across multiple types of,creative now what i do recommend,when using this document is to really,detail out exactly,what stage of the funnel this copy is,associated with what isn't used here,is the link to the creative itself,because what i believe in,is having copy created before you go,into creating the actual asset or,creative itself,because copy does drive a lot of the,positioning of the ad itself,in this lesson we're talking about the,actual content the creative,the total asset we just finished talking,about copy,and now we're going to break down the,life forces that actually make,a consumer take action and how you can,tap into that as you create your own,assets,as well as ads that convert images,and videos now let me show you exactly,how we structure our ads,so we can make it bite-sized and,buildable,this is the exact framework that we use,to make sure that we hit the main,benefits,highlight the brand talk about the,demonstration of the product,incorporate calls to action speak to the,pain points,by presenting the problem validate with,social proof,or other forms of social validation and,incorporate b-roll which send,transitional elements and lastly,there should be some sort of features,mixed in there this isn't the direct,order,but when i show you this example you can,understand how they all come together,i'm going to let this video play in its,entirety and then after let's break it,down,oh,do,now there's so many positive things in,here i have to break it down and i,wanted you to watch that,in its entirety something for me to,highlight,this ad has spent over 150 000 and it's,only been live,for less than a month why does it work,let me show you why,in the first six seconds you're already,hit with the hook,listen closely,then they pull out exactly why you would,actually need this product,are mosquitos ruining the family camp,out now they're speaking to,everybody in the household not only is,that a trigger of the sound,but it's also a question for you to,think about,here's the action on the hook even a,little bit of a highlight of the,demographic that they're choosing to use,in this image,quick call to action here comes the,solution,pretty straightforward introducing the,mosquito zapper from one tech,so many pieces here supporting and,positioning,why this is going to win the sound,the graduation of it moving upward and,the hands,all images of the savior,then it gets into the benefits as well,as showing real life examples,here's the feature it can hang,it can hang especially around your,children,showing it's actually working did you,see how subtle that was let me zoom back,no bugs,bugs magically it's working that's,simple,then they go through a medley of how the,features and how it actually works for,you,these are all major selling points and,they hit on each and every one of them,again continuing to cycle through the,benefits,now they can hit you with the social,proof,does this look familiar wouldn't you,want your family to be this happy at an,event,continue on with the social proof,if i fast forward you get your strong,call to action,so let's actually see what this looks,like when you lay it over,and break down the content bricks,so here it is mixing in all the elements,that makes up a great direct response ad,especially top of funnel,here it is you get to see the brand and,the logo,consistently the hooks immediately,remember the mosquito sound the scream,and then hit you with the pain points,and the potential solution,prompting with the question there's a,specific scenario,and the demographic they choose to use,they run through the benefits,non-toxic kids safe pet friendly no odor,safe for travel portable and waterproof,then they continue to demonstrate it,it can be in-house outdoor travel,specific,and they even use a different,demographic every time lastly,all the features are there stand-up,hangs three light modes,easy to use and rechargeable social,proof is there as well and,there's a major call to action so it has,every piece that you can imagine,now what if we wanted to test and scale,it what would we do,well for me you really only get three to,four seconds to convince someone to do,anything,so where do we focus at right here at,the beginning,the hooks and the pain points let me,show you a couple of examples that we,use,first variation one,we change the hook three different,specific images,first picnic,second the question family picnic,calling it out,third the demographic rotated these,three things before we presented the,solution,let's see if it'll convert our next,variation,leading with a new image,calling out a different experience,ruining the outdoor party and lastly a,younger demographic,all things were hoping to trigger to,convince them,why they should purchase the simplicity,of moving this around,once we understood where the content,blocks were allowed us to not just make,one ad,but make three and keeping the whole,remaining of those creatives,the same so what i ask you to do is,before you start creating content,before you start shooting or before you,start engaging with someone to do so,think about the content bricks you have,your angle and idea,your problem solution benefits,demonstrations features overcoming,objections,your cta and of course that glorious,hook,the founder mission is to help you,create an ass,kicking business and help you learn,straight from the mouse of world class,founders,get your free printed edition of founder,magazine featuring sir richard branson,just cover shipping and handling at, forward slash branson

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