Your Facebook Ad has to be Creative and Compelling - Episode #17

Hey everyone welcome to tonight's Jim Talks, Episode #17 

Tonight I want to talk about the creative in your Facebook ad campaign. 

First of all, the creative has to be compelling

But, obviously, so does the lead magnet. The creative that you're going to put in your Facebook Ad has to promote the lead magnet. So, the lead magnet has to be compelling to start with, that's a given.

The creative has to be really kick-ass. It has to be compelling. You don't just want to put up a lead magnet and say "here ... download this ebook" or "here ... come watch this video". You have to put some words around it. There are a lot of things you have to do with yoour Ad. We're going to go through a few of those but the creative is the real differentiator. 

I mean, when you look at it ... if you're running ads, all the components are set up with the same message. I mean it's going to be an ad, a landing page and a follow-up campaign. There's no difference in how you set up the ads from what the end user sees. Sure, in the background you're going to do some targeting. You're going to do some audience targeting. You're going to set up some audiences. 

But my point is when somebody sees an ad, you're going to want them to select and go to where that ad is taking them and to execute on what that ad is promising. 

So really the big thing about running Facebook ads is the creative.

Many people run ads and, I hear it all the time, they say "Facebook ads don't work" or, "I tried them and they don't work". They might have tried one or two ads. Really, it's going to take a couple of weeks running different ads to see results. 

You should run an ad and do some A/B split testing. And you can change up your ads and run them for a couple of days. If you don't see any results, change a few more things. It's probably going to take a couple of weeks, spending about a hundred dollars a week, to get your creative right ... to get your ad right, so that you know it converts.

So what are the components of the creative?

Well, the first thing ... and this is no different than running standard print ads and any ads we've seen before with Google AdWords or any ads anywhere. 

The number one thing with your creative is your headline. 

Surprise, surprise, right.

So your headline has to be creative. It has to be compelling.

It has to get people to want to click on your ad. What do I mean by "it has to be compelling"? 

Rather than saying "just go here to download this ebook" you have to put something in there that's going to make people want to go and download your ebook. For example, "download this ebook on how to get a hundred leads in 30 days guaranteed" ... or something like that. 

So the headline to be the big draw.

Secondly it's your copy.

You've got to have supporting copy. As you go through your ad describe the kick-ass way or the fail-safe way to generate a hundred of leads in 30 days. Specifically, of buyer's or seller's or whatever you want that sales copy to be. Whatever that copy has to be to be able to get people to to be attracted to your ad.

The next thing is an image or video.

Now you want your images to stand out so they have to be colorful, they have to be bright, they've have to be curious I guess. You don't want somebody sitting there with a computer saying "hey come and watch me do my ad". It's got to attract attention because, remember, they're going through their feed, especially on their phones. Because most of your target audience are going to see these ads on their phones. So they're going through their feed on their phone and they're going to see something and say "hey that looks neat" and they're going to want to stop and click on your ad. 

Now the image part of an ad is probably going to be the first thing that attracts their attention.

Then once they're there, then they're going to see the headline which is a bit different than when you're running other kinds of ads on other platforms.

So your image has to be creative. Now don't just put a picture of yourself out there and say "hey it's me" ... unless you're a well-known celebrity. You think that people, when they see you, would want to go and checkout your lead magnet? Maybe if you were Tony Robbins or somebody famous like that. So don't go promoting yourself. I know, that's sort of contradiction.

Realtors, for many years, have put their pictures on Billboard's. They have put their picture on the park bench. They have put their picture on their websites. They put their picture on their business cards, their picture is everywhere. So, when running ads, because people are scrolling so fast, you need to get some compelling images so that your ad can stand out.

You can play around with these images. Like I said, you can do some A/B split teting to decide what images work best. And the other thing you could do is instead of using an image you could use a video. You could have a couple of videos and test them. And if you're going to do videos make sure you put captions in there because when people are watching videos a lot of times they're watching without the sound on so they want to be able to read what you're saying.

Remember, all this has to match with what your landing page is going to say as well. So everything you say in your ad, your ad copy, your headline, your pictures, and when you go to your landing page, should map what was in your ad.

I've been playing around with lead forms now on Facebook so rather than creating a full landing page on your website you could actually have your landing page right inside Facebok by using a facebook Lead Form..