Facebook ads seem pretty simple, don’t they? You make them say, “Hey! Here’s my product. Buy it!” Then, you slap an image or video in there and send it off to Facebook to get it approved. That’s all there is to it, right?
Wrong. There are so many things to learn about advertising on Facebook (many of which you can find right here, for free, on our blog). It can definitely be overwhelming. Lucky for you, we are here to make it as easy and as effective as possible.
In this post, we’re going to be looking at the guts of the best Facebook ads ever so you can recreate them for yourself or for your clients. Here we go!
1. HOOK
In the realm of Facebook posts and ads, there is a LOT of noise–and we do mean a lot. It seems like everyone is trying to get your attention, and if you’re reading this blog post, you’re trying to get someone’s attention as well. So, how do the best Facebook ads ever do it?
First, we are going to begin with a great hook.
What’s a hook? Well, it’s what snags your audience’s attention, of course! Facebook is the entire ocean. Your audience members are the fish underneath. You are the fishermen trying to snag them with the right hook.
Much like fishing, you need the correct hook for the correct fish you desire to catch. Wouldn’t it make sense, then, to make sure you know what type of fish you or your client wants? Yes.
Let’s say you are running an ad for a daycare or care-giver site. As such, your audience would consist mostly of moms. If your school of fish is made of the busy mom fish, you need to really know them and their problems. A hook for the busy mom fish could be as simple as: “Hey frustrated, busy moms! Need a trustworthy babysitter?” If you don’t think the busy mom fish’s eyes will dart directly to those words, think again.
Not only will this hook grab their attention, it will also let them know you understand their problem. When you can show that you understand a customer’s problem, they will look to you to provide a solution.
That’s right. In a single line of ad copy, you can call out your audience, actually get their attention, build authority by understanding their problem, and set them up to look to you or to your product or service for a solution.
Whew! That’s a lot accomplished already!
Here is the HOOK fill-in-the-blank formula:
“Hey (adjective from problem) (label or title of you audience)! (Rephrase their problem as a question)?”
Bam. The hook is done. Let’s keep going.
2. STORY
Don’t freak out! We are not asking you to write a novel here, and by no means should you. We’re talking about one to three lines max. It could be more if you’re a really story-based brand, but nine times out of ten, you need to keep it contained to the next one to three lines. How do you do that?
This story is actually about them. It’s your story, but we’re going to frame it around helping your audience. For example, continuing with the daycare or care-giver site motif:
“Hey frustrated, busy moms! Need a trustworthy sitter? We are SittersRUs and we help stretched-too-thin moms find reliable, trustworthy babysitters on our site. Like you, we were tired of there being no easy way to find someone decent to watch our children. That’s why we created SitterRUS.com to help you find a trustworthy sitter fast so you can relax and enjoy your well-deserved night out.”
Here is the breakdown for a perfect STORY:
“We are (brand name), and we help (adjective of problem) (label of audience member) (name the solution your product or brand provides). Like you, we (restate the problem as a problem you too had). That’s why we created (specific product or service name) to (restate the solution your brand or service provides) so you can (enjoy life, reach your dream, get out of debt, etc.).”
See how many times in those perfect one to three lines (depending on what you prefer) we mentioned the problem and solution?
The repetition is not only building authority; it is reminding your audience of how much they need a solution to a problem that really irritates them.
3. OFFER
Now that we have the audience’s attention, have built authority, and have the audience pumped up about needing a solution to their problem, we need to turn them into a customer.
Enter the limited offer.
You need to create an enticing enough offer that will get them in the door, whether it be real or digital.
Do you have a percentage off? Do you offer a free trial? Do you have a free ebook or download?
Pick the best one for your audience, and then add it into the very last line of your ad.
Oh, and make it very limited. Offer the offer for the next 24 hours or for the next 15 people who sign up. Create urgency and scarcity.
Sidenote: If your potential customers are giving their information in exchange for something, make sure they get that something. Test drive it to be sure. This may require the use of additional software, such as Zapier.com. All in all, don’t forget the link to the capture or sales page where you’re sending your audience.
Here are some examples for your OFFER:
“Be one of the NEXT 15 PEOPLE to get 50% OFF!”
“HURRY! Get 25% OFF during the next 24 hours ONLY!”
“Only 100 30% OFF coupons left! Get yours now!”
“ONLY 50 FREE EBOOKS LEFT! Click here to get one!”
“FREE TRIAL for the next 100 people!”
And there you have it! Now, go advertise like a professional!
Speaking of FREE TRIALS, you can now try The Campaign Maker FREE FOR 30 DAYS. Generate multiple Facebook ads in seconds, monitor ad performance with ease, create split tests, and so much more!
