When it comes to creating a great Facebook ad, it’s really not overly complicated and there is no magic to it. If there was a “secret,” it would be sitting down and taking the time to think through it, not just copying what you saw someone else do.
Before we dive into the anatomy of the ad, a simple reminder that if you don’t have a quality offer, no matter how good the ad is, it will never help you get leads or sales. So, take a look at your offer first and make sure it’s great before you spend time creating an ad.
The three main components of your ad are the copy (written words), the headline and the creative (image or video).
Let’s start with giving you a framework for creating the copy.
- Step 1: Ask a question that will get you a “yes” answer that speaks to your ideal client. Or, a simple call-out to your ideal client.
- Step 2: Transition into building rapport with a connecting statement. The more that you can make them feel like you understand them, the more they will believe that you can help them.
- Step 3: Tell them what they are getting and use benefits if it makes sense. If you’re going to tell them about specific features, like a meal plan, tell them how having a meal plan will benefit them.
- Step 4: Add a time sensitive CTA (call-to-action). Try to use words like today, now, this week…
Next let’s talk about the headline. It should be attention-grabbing and benefit-driven. For example, if it’s a lead magnet, here is an easy template to follow: Offer Name + Benefit.
It would look like this: FREE HEALTHY RECIPE COOKBOOK (Over 30 5-minute recipes included inside).
Lastly you need to make sure that your creative image or video is on point. If you’re using an image you want to make sure that it checks these two boxes; it has high contrast and it tells a story.
To make your image higher contrast, upload it to an image editor and increase the contrast on it to 20-30 or turn it into a black and white image. If you think about it, the majority of the images we see in the newsfeed are color, so simply turning it into black and white will make it instantly stand out!
Making your image tell a story can be as simple as using an image of your clients working out or together smiling. The image should relate to what your ad is talking about. Do not pick an image that only gets attention, it needs to relate to your ad/offer. If you’re using a video, make sure that you use captions since 90% of people watch videos on silent, and make sure to start your video doing something to grab the viewer's attention.
That is the anatomy of a winning Facebook ad. No magic tricks or tactics. Just a simple framework to follow.