Professional Documents
Culture Documents
Facebook Ad Copy
+
Creative Guide
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Marketing 101
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Selling With Facebook Ads
They are going on Facebook to connect with friends or family or interests they love!
Start treating your ads like you are communicating with friends!
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The 4 Elements of a
Perfect Facebook Ad
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The 4 Elements of a Perfect Facebook Ad
➢ RELEVANCE - Is the ad relevant to this target market? Do they care about your offering?
➢ VALUE PROPOSITION - Are you offering enough value for the potential customer to take
action?
➢ CALL-TO-ACTION - Are you asking for what you want with a strong CTA? Try to focus on a
ONE call to action per ad (i.e. a SINGLE goal as to not confuse your potential customer).
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EXAMPLE: The Perfect Ad
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EXAMPLE: News Feed Ad
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EXAMPLE: Carousel/Multi-Product Ad
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EXAMPLE: Retargeting Ad
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EXAMPLE: Boosted Post Ad
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Facebook Ad Copy
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Ad Copy 101
➢ Your Ad Copy should focus on the OUTCOME your buyer will obtain with your
product/service.
➢ While stating your product/service FEATURES is important, your main focus should be on
harnessing the powerful sales tactic of portraying the OUTCOME your product/service
provides customers!
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Ad Copy 101
Ad Copy should focus on the following FOUR factors:
1. Outcome - Play on your customers EMOTIONS! Brands who pair outcomes with human
emotions will see very successful ads (i.e. solve a person's frustrations -- watch infomercials for
examples of this!) People want to buy a SOLUTION to a problem they have!
2. Credibility - This can be via social clout (i.e. social media followers), testimonial videos,
celebrity endorsements, total customers/sales/OUTCOMES (e.g. 300,000+ students)!
3. Features - What makes your product different/better and will ATTRACT your target market?
State the facts, benefits, sales price (you can save on wasted clicks by stating the price upfront).
4. Relevance - Make your ad copy RELEVANT to who you are delivering your ad to. For example, I
will state a common PROBLEM (picking up dog poop) my target market (interest = dogs) has
that my product (hands-free scooper) is a SOLUTION to! Speak to who you are targeting,
PERSONALIZATION wins (i.e. “Dog owners love this NO poo touch scooper!”)
***Notice how my problem/solution ad copy example uses #1… SELL OUTCOMES!
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Facebook Ad Copy Best Practices
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Facebook Ad Copy Best Practices
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Facebook Ad Copy Best Practices
https://www.facebook.com/policies/ads
➢ A biggest issue I hear from students is their ads getting rejected. Before EVER creating a
Facebook Ad, reading Facebook’s Advertising Policies is required!
➢ The most common reason for rejected ads is "Misleading Claims". Ads must NOT contain
unrealistic results or false claims.
➢ Never make a specific claim like “get rich/make money” or “lose XX pounds”. Rather, keep
your ad copy focused on hooking the users attention, piquing their curiosity, and selling the
outcome!
EXAMPLE: Interested in the BEST way to rapidly (and safely) transform your body... ✋
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FREE Headline Writing Software
https://www.coursenvy.com/partners
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Facebook Ad Creative
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Facebook Ad Creative Best Practices
➢ The #1 rule for your Facebook Ad creative (images and videos) is to TEST TEST TEST!
➢ You can ASSUME all day what you think will perform best with your audience, but until you
test the image or video, you won’t know which one gets more clicks and conversions!
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Facebook Ad Creative Best Practices
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Facebook Ad Creative Best Practices
A great case study on ad creative testing is the Trump Facebook campaign from 2016.
They tested THOUSANDS of variables in their ad creatives including colors, logos, icons, buttons,
images, faces, text, graphics, etc.
No matter your political party affiliation, this is a case study worth reviewing to understand the
importance of split testing ad variables:
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Creative Hub
You can test and build your brand’s ad creative’s using the Facebook Creative Hub.
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Creative Hub → Create Mockup
➢ You can use the Creative Hub Mockup tool to see how your ad creatives will look for each
type of ad placement. Once complete, toggle on the “Show in Ads Manager” option and use
this creative when building your next ad campaign.
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Creative Hub → Create Mockup
➢ Using the Creative Hub Mockup tool is optional. I prefer building my ad creatives on
Canva.com, then uploading them directly on the AD level when creating a new ad campaign.
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Ad Creative → Mockups
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Ad Creative → Create Ad
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PRO TIP: The Best Ad Creative Includes Text
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Select Media
On the “Select Media” pop-up screen you can select a past uploaded media or click the “+ Upload”
button to add a new image/video.
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Crop Images
Depending on the
PLACEMENTS you
selected at the AD SET
level for this campaign,
you can crop your
image as you wish via
these CROP buttons.
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Edit Images
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Text Overlay
Split Test
https://www.coursenvy.com/
how-to-create-a-viral-video
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Text Overlay Example
EXAMPLE: https://www.facebook.com/humnutrition
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Text Overlay Example
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The Ultimate Ad Hack
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The Ultimate Ad Hack
How would you like to spy on your competitor’s ads and see exactly what ad copy, images, and
videos they are using?
Talk about saving time and money on testing! If you could look at what big brands, huge budgets,
and PAID PROFESSIONAL TEAMS of marketers have split test and decided on as their final ads…
this would be priceless information, right?!
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Step #1 For Every Client
When we get a new marketing client lead at Coursenvy, the FIRST thing we do is market research!
What keywords, phrases, and copywriting do they use in their ads and landing pages?
What types of visuals are being used to convey their value proposition?
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Facebook Ad Library
www.facebook.com/ads/library
Click “Search
all” and then
search for a
Facebook Page
name.
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For this
example, I
searched the
wine
subscription
company
“WINC”.
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Scroll down to
view all the
active ads.
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I like to scroll all
the way to the
bottom to see the
ads that have been
running the
longest as these
are typically not
split tests (i.e. new
ads).
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To learn more about the ad, click the
“See Ad Details” link.
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On this page we can review
ad variations.
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Analyze, document, and pull
inspiration from the ad copy
and images/videos.
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Click the CTA button and review
the landing page. This is key as the
landing page is just as important as
the ad itself. Big companies split
test landing pages too to minimize
holes in their sales funnel
(i.e. where customers exit).
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Save Facebook Ads
https://www.facebook.com/saved
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What Are Big Brands Doing?
Often times students think they have to be original and create their own unique ad copy and
creative. While I agree to a certain extent, you also want to use every resource available to you,
including researching your competitors and BIG brands (they have TEAMS in place for marketing
and 6-7 figure ad budgets, so why not reverse engineer what they are doing for your own brand)!
➢ Google your competitors and BIG brands in your niche. Click on their Google Ads and
websites to review their landing pages (make sure to write down notes and screenshot each
step of their sales funnel)! Make sure to keep an eye out for RETARGETING ads you get
from this brand, so you can screenshot and review them further too.
➢ Use the Facebook Ad Library to review various brand’s Facebook and Instagram ads.
➢ Use the Chrome Extension “Facebook Pixel Helper” to review competitors pages for
Facebook Events they are tracking.
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Best Facebook
Ad Examples
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Best Facebook Ad Examples
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PRO TIP: Best Facebook Ad Boost
➢ Get Facebook users to not only stop scrolling in their feed because of your perfect ad
ELEMENTS/VARIABLES, but also because of your ads high “clout” on Facebook.
➢ By clout I mean engagement with your post via likes, comments, and shares!
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Once you have split test all
your AD level variables and
found the best performing ad
copy and ad creative, create
that ad as a POST on your
Facebook Page.
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Cheap Engagement
Since we are only looking for social clout (likes, comments, shares) and don’t plan to retarget this
posts engagement via a Custom Audience…
Before we use this post for our CONVERSION objective ads, we can get this clout for PENNIES by
targeting locations on our “cheap countries list”:
www.coursenvy.com/cheapest-countries-facebook-likes
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With as little as $10-$20 you
can get very high
engagement numbers on
your post by targeting these
cheap countries with a POST
ENGAGEMENT ad.
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Then you can use this
“high clout” post in all
relevant ad campaigns
in the future (i.e.
CONVERSION Users will stop
objective campaigns scrolling down
targeting your actual their newsfeed the
customers via Custom second they see
Audiences, etc.) this PERFECT AD
and HIGH SOCIAL
Select “Use Existing CLOUT!
Post” under Ad Setup
at the AD level. Then
select your post.
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