how to write facebook ads

How to Write Facebook Ads That Convert Like CRAZYif you want to know how to write,Facebook ads that

Wes McDowell

Updated on Jan 15,2023

How to Write Facebook Ads That Convert Like CRAZY

if you want to know how to write,Facebook ads that convert we're starting,right now if you want to transform your,website into a customer or lead,generation machine I'll show you all my,best tips tactics and secrets to get,there fast let's dive in hey there I'm,West McDowell web strategist for the,deep end and if you're not subscribed to,channel yet just go ahead and click on,subscribe button and a little bell icon,next to it so you never miss another,video you need to succeed online so I've,done a few videos now on the topic of,Facebook ads and almost every time I,make one live I get one or two comments,from people saying Facebook ads don't,work for me they don't work anymore,here's the thing Facebook ads do work,and they can work but there's a catch,which is you have to do them right one,big piece of the puzzle is getting your,targeting dialed in right meaning you're,showing your ad to the exact right,people the other piece is creating a,really killer ad and by that I mean the,image and the text that make the ad up,and when you've got both of those just,right you can really do some damage with,the right Facebook ad so in this video,I'm going to show you all my best tips,and tricks to writing a Facebook ad like,that that really connects with people,and gets them to convert or click,through to your website and because I,know it helps I'm going to show you,three solid examples so you can actually,kind of see these principles in action,but before we get to the writing tips,and the examples I do want to mention,there are a few cases where Facebook ads,generally work the best and the first is,for lead generation so what that is,you're not really advertising your,product you're advertising a lead magnet,that people go they give over their,email address for that lead magnet and,now they're on your email list so that's,case one the next great way to use a,Facebook ad is for remarketing so,basically putting an advertisement in,front of somebody who's already,interacted with you or your website and,the third is advertising an actual offer,so not just advertising here's our,business here's what we do but you're,putting an actual offer in front of them,and this works really well especially,for local businesses like if you're a,pizza restaurant you might advertise,your Tuesday night only two-for-one,special,doesn't work so great for is just,overall kind of brand recognition or,just letting people know about your,business and who you are that can work,but it's not cheap you know people need,to see an ad like that many times before,they'll take action so it's generally,not recommended for most small,businesses out there so there are a few,basic rules that you want to keep in,mind when you're writing your ad in,order to make it as irresistible as,possible to your potential customers and,the first thing is this and this is very,important okay so people rarely buy,products or services just to you know,collect products and services they buy,them because of the transformation,they're promising or the problem they're,solving so think of Starbucks okay if,people just want a copy they could get,it cheaper just about anywhere you know,and arguably people tell me the Dunkin,Donuts has even better coffee than,Starbucks people go to Starbucks because,of the way it makes them feel about,themselves right they're basically,buying their way into feeling,sophisticated and I live in Chicago and,right now it's kind of we're coming off,of winter and Canada Goose jackets and,coats are huge right here right now I,see people wearing them who probably,have no business buying a thousand,dollar coat but they buy them because of,the transformation,they feel they and speaking of winter,you can probably hear my radiators,kicking on right now it's an old,building sorry about that but so,basically they buy these Canada Goose,jackets that are really expensive,because of that transformation that the,company's promising them and the way,they feel when they wear it and I know,this because even when they get to where,they're going they kind of leave the,jacket on they don't want to take it off,they're not buying it just for the,warmth there's many other coats that are,a fraction takasi tur just as warm,they're not buying it for the three,layer waterproof fabric they're buying,it for that feeling if you're selling,extermination services people are not,paying for a guy to come in their house,and spray chemicals around you know,they're paying for the peace of mind of,knowing that their home is infestation,free so always focus and lead with the,transformation you're promising or the,problem,you're solving next you want to use some,kind of social proof so people are,naturally distrustful of ads on Facebook,especially if they see an ad they tend,to keep scrolling so anytime you can use,basically a former customer or a current,customer saying good things about your,business that's going to go over well,that can either be a written testimonial,or a photo of them or a video talking,about the experience they had with you,anytime you can use anything like that,go for it,all right next use scarcity and,deadlines and ever possible so people,are motivated by that FOMO the fear of,missing out so anytime you can let them,know that this isn't going to last,forever you kind of have to act now,that's gonna work really well because if,people know they can get we're selling,all day every day maybe they're,interested but they're gonna put it off,next before you start writing it's,really helpful to know the psychology of,the way someone takes in an ad on,Facebook so the first thing people,notice think about what you're doing at,Facebook you're scrolling through the,feed the image is the first thing that,people notice and makes them either stop,scrolling or keep going so if you're,successful in making them stop scrolling,the next thing we look at is the,headline to see if what you're talking,about is actually relevant to them if it,is and only if it is are they gonna go,back up and then read the body copy of,the ad all right so now let's jump over,the computer to take a look at three,different ads done right okay so I've,got three examples here to show you and,remember how we talked about these,falling into three categories of ads,that work really well well that is what,we're going to talk about today so this,first ad is that lead generation ad so,I've just made a mock-up of basically,what I would do for a Facebook ad for my,own lead magnet that I currently promote,on my website so it's a it's a guide,about how to guarantee website ROI so,let's start right down here at the,bottom of the ad because remember as I,said people see the photo or the image,and then they look at the headline to,see if it's relevant so they're not,really looking at the top text just yet,so this is a good place to start,so basically and we're not going to go,it too much into choosing the photos,because this video is more about writing,the ad,that converts so but I will say briefly,I was able to find this photo I was,looking for you know picture of somebody,with a computer and also is looking for,yellow because yellow has been kind of,proven to get more attention on Facebook,than just about any other color I guess,something about it standing out against,the Facebook blue so I thought this,image was pretty good so if that were to,stop someone from scrolling now that,we're gonna check out the headline which,says how your website can increase ROI,so this brings me to another thing right,here which is the use of emojis okay,this may seem cheesy this may seem,off-brand for your company especially if,you're presenting a more kind of,professional face to the world however I,will tell you that emojis do get more,attention and they make your text come,alive a little bit more than if you just,use text alone but basically I'm using,this headline to just be crystal clear,about what exactly they're going to,learn you know because you can only,there's not an unlimited amount of,characters you can use here you know you,have to be pretty conservative with the,amount of words you use otherwise your,risky being cut off so I want her to,keep it nice and short and that emoji,really helped things too so basically,how your website can increase ROI and,then what I like to do is take this,little descriptive text right underneath,the headline and give a little bit more,clarity so here's where I would say this,free video series reveals my,step-by-step system I would love to say,all that in the headline there's just,not enough room to so now let's take a,look at the the body text of the ad,itself one of my favorite ways to start,in the ad the body copy is to start it,with a question this can be a question,I'm asking of my customer or in this,case it's starting with a question that,my customer is asking themselves you,know the average business owner is,wondering this kind of thing can a,website really bring in new customers,and I'm answering that for them a 100%,yes,and notice how definitive that answer is,right I'm not using wishy-washy language,like well that depends in the right,circumstances it can I'm just saying yes,it can,and then it goes on to say the video,series will show you exactly how it's,done and then what follows underneath,this is basically capitalizing on the,idea of curiosity so take a look at,these bullet points so what I'm doing,here is basically listing all the,different things that are going to learn,inside the video series but I'm not,giving everything away you know I could,if I wanted to write really long copy I,could say what the three-step formula is,I could say what the two magic questions,are I could say with the most important,but most commonly mishandled element on,any web pages I'm basically giving,people just a glimpse of what we're,gonna learn and giving them just enough,information these basically trigger,questions in the brain of whoever's,looking at this ad right you know they,they look at these bullet points and now,they're questioning okay what are those,two magic questions I have to know that,what is the secret weapon content type I,really want to know that too okay and,here we have our next example which,falls under the remarketing or,retargeting category so in this case in,this ad so let's say that somebody has,gone to the website of exquisite events,Dallas they've checked it out and now,what we want to do is follow up with an,ad that either gives social proof in,this case like a testimonial like we've,done here or with some kind of objection,busting content but I do love using,social proof and this is a great way to,do it so basically what I've done here,with the head so basically this image,would be you know that would be a real,photo of a real wedding that's another,kind of image that works really well is,something that doesn't look like it's a,professionally slick photo and now for,the headline I decided to use social,proof so basically what I did there's,all kinds of websites just Google in,WebM of G's and you can copy and paste,them so I just copied and pasted five,stars and then a quote from a couple,that's really going to move the needle,for someone so think about the person,getting married and they're decorated,they're thinking about decorating their,their venue what are they really looking,for they're kind of looking they're,looking for a night that they've always,wanted but they're also looking to,impress their friends with,as well right that's just kind of how,human beings are wired so to say the,compliments were non-stop really feeds,into that and then the description,underneath that says a little bit more,clarity a little more context letting,people know exactly what it is we do,which is will transform your wedding,venue into what you've always dreamed of,remember that word transform that's,really big you would definitely want to,always focus on that transformation that,you were giving your customer so let's,go back up to the top and now with the,body copy again I'm leading with the,question ever been to a wedding that was,just Matt now almost everyone that reads,this is probably going to think yes I,have and I don't want that for my,wedding right so what we're doing here,is we've painted a problem you know,we've basically brought up the problem,they're feeling and now what's,underneath that we're going to kind of,twist the knife a little bit and make,them really visualize how big a problem,this could be emphasizing beige walls,industrial chairs uninspired lighting,can make your big day feel less special,but then we're giving them a way out,right we're giving them the solution,which is our custom lighting drapery and,decor that's going to bring out the best,in your venue so you can make your,special night one you and your guests,will never forget and that's a pretty,good ad right there and I've added a few,emojis to really make it come alive more,and I've done one more thing here which,is capitalise on that scarcity tactic so,basically what I'm doing is I'm putting,that question in their brain here you,don't want to see if your date is,available what that does is it makes,people think oh wait I better act on,this quickly because they may get busy,they may fill up and I do like to add a,little text link within the body copy of,the ad as well you know you've got the,button at the bottom that says learn,more or subscribe or whatever that is,but I do like to have the text link as,an extra thing that people can click on,alright next we've got the offer style,ads so this is one where basically,you're not just advertising your,business in general you were advertising,an offer or a special or a discount a,deal of some kind that preferably has a,little bit of scarcity or a deadline,behind it so in other words it's not an,evergreen offer it's one that you are,running for a limited time only so first,I chose this photo because it's really,kind of striking with that color and I,think it would do a good job of stopping,the person from scrolling and then with,the headline I basically give a benefit,which is skip the car wash 20% off this,week only so and underneath that I,explained we're a mobile carwash so you,can get your car washed while you work,lounge or sleep so that's another,benefit and notice how in the headline I,called out specifically that it's this,week only,so then back up to the top to the body,text I start by saying you're busy right,who has time to sit around at the car,wash you know if you've been to that car,wash before where you have to sit down,for about an hour while they wash it and,detail it that really is a time suck so,we're basically calling that problem out,so that anybody who recognizes that,problem and has felt that before now,they're sitting forward and they're,interested then because I think a lot of,people might have questions about,exactly how that works I've taken a,little time to describe the process a,little bit that will arrive at your home,or office do it and then you walk out to,a sparkling clean feels like new ride,submit and I've added those emojis,around sparkling just to give it a,little bit of extra in the visual,Department and it really just makes it,kind of come alive a little bit more and,then I reiterate that 20% off do this,that's only this week and then I give a,link for them to claim that offer so,there you have it those are three,different ads in three different,categories that really check all the,boxes and are very likely to hit home,with the target market as long as you,get that targeting dialed in right and,give them good solid reasons why they,would want to take you up on your offer,all right but now I want to hear from,you and I want to know based on these,principles which kind of ad can you make,for your business either lead gen,retargeting or an offer leave it in the,comments below and I will read through,everything and if you're not subscribed,to channel yet go ahead and click on the,circle icon right here to subscribe and,we do not have to stop now I've got a,bunch of other videos many of which,about Facebook ads so go ahead and pick,out a video right here and we can,continue learning together all right,I'm West McDowell for the deep end and,I'll see you in our next video

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How To Write Facebook Ad Copy (With Examples & Notes)

How To Write Facebook Ad Copy (With Examples & Notes)

Today, I'm sharing my five-step framework,for writing Facebook ads to get more clicks,,generate more leads and stop scrollers dead in their tracks.,Keep watching.,(upbeat music),If you wanna generate more leads,,build more brand awareness,,and get more customers in your online business,,what is the number one thing you need most?,If you guessed traffic you are right.,And how does one get said traffic you ask?,Well, there are three general sources of traffic.,The first is organic traffic.,So this is the kind of traffic you get through SEO,,word of mouth and content marketing efforts,like social media.,The second is referral traffic.,Now, this is when someone else promotes your business,through affiliate marketing or endorsements.,And the third is paid traffic.,So this is when brands and businesses spend money,on advertising campaigns like say purchasing Facebook ads,or banner ad placements on other high traffic sites.,And that is the focus of today's video,,writing ads that stand out,,get more clicks, and create long-term leads and customers.,But the thing is crafting a good ad,is easier said than done.,Did you know, this is crazy,,that the average person is bombarded,with 1700 ads every single month?,1700.,And that is just on the internet.,So unless you're using some sort of ad blocking software,,you are seeing ads constantly.,But think about it for a second,,in the last month,,how many ads do you actually remember seeing?,It definitely wasn't 1700, was it?,I don't know, was it?,Here's the thing.,You only actually register a teeny-tiny percentage,of the ads you see.,The rest of them were immediately rendered as unimportant,by your subconscious mind and basically ignored.,I mean, how often do you see a popup ad,or a banner ad or a Facebook ad and you just scroll right on,by it without giving it a second thought?,Yeah, your brain has essentially been conditioned,to filter out all this excess noise,and it is for good reason.,Could you imagine,if we actually processed every single piece of information,we saw on the internet?,Which begs the question,,if ads are one of the most important parts,of a marketing funnel, which they definitely are,,but only a tiny fraction of ads are actually being seen,,read, and engaged with,,how in the world is one supposed to run,a successful ad campaign?,Well, let me tell you,,I have seen good ads and I have seen bad ads,,and knowing how to write a good ad,is of course incredibly important, says the copywriter.,So in this video,,I'm gonna share the five-step framework,that all good Facebook ads have in common,and make sure to stick to the end of this video,to catch my next video on the "Five Cs of Great Ad Writing.",Hey guys, what's up?,It's Alex. Welcome to my channel.,If you are new to the crew, hello, welcome,,I am so glad you're here.,I put out a new copywriting and marketing tutorial,every single week,,so if you're a copywriter, marketer, freelancer,,or business owner looking to scale your business,with words that work,,you know what to do, go and hit that subscribe button below,,and don't forget to ring that bell,to be notified when my next video goes live.,But now in today's video,,I'm gonna teach you my proven five-step framework,for writing ads that capture attention, stop scrolls,,and generate clicks.,And I'll even walk you,through what these components actually look like,using real-life Facebook ads that I have found in my feed,,because let's be honest,,most of us are visual learners,and learn better by actually seeing this stuff in action.,Right?,Give me a thumbs up below,if you love love love examples and let's dive right in.,So we will start off,with the most important part of really any copy you write,,and that is number one, the hook.,So your ad is often the very first touch point,that a new lead has with your brand, product, or service.,So it really goes without saying,that you want your ad to cut,through that subconscious mind filter that I talked,about earlier, grab attention,,and make a lasting first impression.,And yes, you do this with a powerful hook.,So the hook or the big idea,is the single most important part of any copy you write,,but unlike most pieces of copy,where your hook is part of the headline,,because it is the very first thing people read.,When it comes to writing Facebook ads,,the headline or what's often called the ad title,is actually way down at the bottom of the ad,below the ad image or video.,Which means by the time,your prospect actually sees your ad title,,they are already scrolling past it.,So when writing Facebook ads,,your hook needs to be the first sentence of your ad text,which is what your readers see first at the top of the ad.,And you have exactly 125 characters to grab attention,and pique curiosity,before your text will be cut off with that "Read more" link.,So in Facebook ad land, these 125 characters are everything.,And they're the part of your ad,that you should dedicate the most amount,of your creative energy to.,Remember, the goal here is to grab attention,,generate curiosity,,and hook your prospect into reading more.,So let's take a look at this example from Mindvalley.,They immediately grab your attention,with the very first line that says,,"Where 90% of your distractions really come from,,hint it is not Netflix or notifications.",Oh my gosh, what is it?,YouTube maybe? No.,This is great because it opens a loop,and makes you wanna keep reading,to find out what actually is causing,all of your distractions.,So in a sales page or a landing page,,this would make for a really great headline.,So now let's move on to the next,very important part of your ad.,Number two, the ad body copy.,So this is essentially the rest,of your ad text or your ad caption.,Now the goal of your ad body copy is to present a solution,to a problem, create empathy and connection,,and open another loop to make your reader want to click,and learn more.,Now, here is a very very important pro tip:,Every single step of your ad,and subsequent marketing funnel,,needs to open a loop to get your prospect,to then take another action.,So think of those first 125 characters,of your ad sort of like an email subject line,whereas your ad body copy is like the email copy itself,,which should then entice someone,to click the link or call to action inside.,Now, in terms of the length,,the section is gonna vary a lot,,depending on the level of your customer's awareness,and the type of ad that it is.,Now, if you aren't already familiar,with Eugene Schwartz's "Five Levels of Customer Awareness,",do yourself a favor,and grab yourself a copy of "Breakthrough Advertising,",but let me do a quick recap for you.,So the first level is the totally unaware audience,and this audience has no idea,that they even have a problem worth solving.,The second level is a problem-aware audience,and they are aware of the problem,but they don't know of a solution that exists.,And then you have a solution-aware audience,which knows the problem they have and the results they want,but they're out there actively seeking solutions.,And next you have the product-aware audience,which is familiar with your product,and your brand and its features,but they just aren't quite sure if it's right for them.,And then lastly, you have a very aware audience,and they know what they want and they are ready to buy.,So typically the more aware your audience is,,the shorter your ad can be,because less education and indoctrination is needed.,So let's take a look at a few ad examples,one for each level of customer awareness.,Alright, first up is your totally unaware audience.,So at this level of customer awareness,,your copy must educate first and offer a healthy amount,of explanation, story, and evidence.,So here's a great example from,You can see in their ad here they've included a story,at the beginning of their ad,to hook the reader in and generate,crazy interesting curiosity.,They then move into a bit of education around numerology,which isn't as widely known,or understood as something like astrology, for example.,So education and explanation really does well here.,Then they finish off their story,and end with another open loop,and an invitation to the reader.,Alright, next,,let's look at an ad,that's more directed towards a problem-aware audience.,So at this level of customer awareness,,you wanna empathize with your prospects' pain,,introduce your solution, and offer strong benefits.,So this ad, from DigitalMarketer,is a great example of a problem aware ad.,Starting at the top,,they empathize with the pain point,of how hard it is to position yourself strongly,in the competitive field of marketing.,They then introduce their solution,,the "Digital Marketing Mastery Training Course,",and they finish off by offering some really strong benefits,,sharing that you'll be able to profitably drive awareness,,leads, sales, and referrals,,everything you need to become a master of digital marketing.,They then incentivize the audience further at the very end,with a limited time offer,that creates that feeling of scarcity.,So next up, let's look at a more solution aware ad.,So remember at this level of customer awareness,,your prospects are evaluating options,and they aren't quite sure yet,if your product can help them.,So here you wanna showcase social proof, build trust,,and communicate your unique selling proposition or USP.,So I love this ad from Lark.,It is a great example of a solution aware ad.,They showcase social proof with over 2000 5-star reviews,,they build trust and authority,by playing up their Shark Tank features even stating,that they broke Shark Tank records,,and they clearly communicate their USP.,"The bottle that intelligently cleans every two hours.,Non-toxic mercury-free UV-C LED technology,zaps away odor-causing germs to keep your bottle clean,and odor-free 24/7.",Alright, now, here is a great example,of a more product aware ad from Yoga International.,Remember, at this level,your readers have connected their pain with your solution,but they aren't quite sure if it's right for them.,So here you wanna highlight scarcity,and incentive in your copy.,Yoga International does a great job of this,by giving an incentive here, which is 30 days of free yoga.,And they highlight some scarcity too,mentioning that the offer is ending soon.,And our last ad example here is for a very aware audience.,Now, writing copy for this level of customer awareness,is pretty darn easy,because your product is already really well known,by your audience,and so you're marketing a product,to an audience of people who already want it.,So all you really have to do is present your product,and ask them to buy.,So this is a super simple ad from Nike,and it is a great example of copy for a very aware audience.,It has just one line, "Ready to one-up your workout?",With a CTA to shop now. Super simple.,Now, speaking of CTA,,the next important part of your ad is your CTA,,or what I call number three, the stinger.,So above and beyond the standard CTA button,that appears in all Facebook ads right down in the corner,,you also wanna use the last couple of sentences,of your ad body copy to open a loop,and entice the reader to click that button,and follow through.,So here's an example from Susie Moore.,She uses the last few sentences of her ad,to really drive home,and recap on the pain points of the audience,which is getting media attention for your business.,She then introduces her solution,which is a free training that teaches you how,to do that easily.,And of course, she presents a clear,and concise CTA for her audience to take,which is to click here to register for the free training.,Alright, number four on my list,is you knew what was coming, the ad creative.,So obviously the ad image,or the video is a hugely important part of any ad,but it's not necessarily something,that you as the copywriter have to worry about.,Your client will decide on the imagery that they wanna use,to accompany the ad copy.,Although as the writer,,if you have any good ideas that come up,while you're writing the ad,that would work really well for an image or a video,,then of course you can share that feedback with your client.,Now, where you do come in as the copywriter when it comes,to the imagery is if your client chooses to use an ad,and they want text on it.,So the ad image text is often the most read part of any ad.,So the number one rule here is to keep it short,and use a powerful hook, of course.,So in this example,,Beautycounter keeps their ad texts really short,but then on the image,,they really powerfully communicate the benefits,that a user can expect from this hand cream,meets hand sanitizer duo,,hydrate, boost brightness, kill 99.99% of bacteria,,and it's the perfect size to travel with.,All right.,And lastly, number five is the ad title and description.,Alright, now, like I said earlier,,down at the very bottom of your ad is where your ad headline,or your ad title, along with the description will go.,Now, what's really important here,,and I see this mistake being made far too often,is to make sure that your ad title and your ad description,are actually saying different things.,Otherwise you're wasting precious ad real estate.,I surprisingly see this done all of the time,,ads that say the exact same thing in their ad title,as in their ad description.,Or even worse,,I see ads that are only utilizing one of these options,like just the ad title,,and here's an example of that from Mindbodygreen.,Now I am a big fan of Mindbodygreen.,I reference their headlines and titles all the time.,They are master copywriters,but they don't have an ad description here at all.,So they are assuming here,that their audience will watch the video,and that they'll watch to the end,of the video to get the full message.,So they could have made this ad way more powerful by adding,in a description here that says something like,,"Enroll today and save $300!",which is the incentive that they show,at the very end of the video.,So always make sure that you're taking full advantage,of that ad real estate,and never make assumptions about your viewers.,So when it comes to the ad title and description,,I showed you what you shouldn't do, but what should you do?,Alright.,So you want your ad title and description to be clear,and concise, and you have a few options here.,You can communicate the offer,or what the prospect is getting,,you can share a strong benefit or two,or give a powerful incentive,for people to click and act now.,And remember, you only have a very limited amount,of space to do this.,So don't try to cram it all in there.,Just pick one thing to focus on,for the ad headline and then a different thing to focus,on for the ad description.,So here's a really great example from Alo Moves.,The headline is "10-minute Stackable Workouts",which is really great,because it clearly states what you're getting,and the description shares who the trainer is,which is great.,But in my opinion,,this could actually be a little bit stronger,by eliminating the words on Alo Moves,which feels a little bit redundant,,and they could have put like a strong benefit,in there instead.,So something like "Train with Harley Pasternak,and Get Sculpted.",But overall, this is a really good example,of what you want your headline and description to look like.,And also here is a quick tip for you.,Keep your headline to 25 characters and your description,to 30 characters to avoid having,your texts cut off by Facebook.,Alright.,Now, as a promised,,you can watch my video,on the "Five Components of Writing A Good Ad",You'll see that pop up here in just a few seconds.,Thank you so much for watching,,until next time, I'm Alex, ciao for now.,Alright, guys, if you enjoyed that video,,make sure to check out the next one from me right here,and you can click right here to get a free gift.,Great ads will make your prospects go,,"Wait, what?,Do your ads pass the scroll test?",Here are my five secrets,on how to write and scroll-stopping ad copy.

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