The success of your Facebook ad campaigns will depend on many things. One of the most important things is understanding the fundamentals behind a good ad, specifically, for ad campaigns promoting a product to a product page.
Some of the format and philosophies in this post can be applied to other kinds of businesses, but keep it mind, I’m writing this specifically for store owners looking to drive customers to their product pages, optimizing for purchase conversions.
I’m going to share the exact format, structure, and copy I use for my best performing Facebook ads that has made me close to $300,000 in revenue so far this year. It’s yours to copy, implement, and use.
It’s important to note that having an AMAZING OFFER and understanding how to put a great offer together, will make your life easier as a Facebook advertiser.
The Ad Type
The first thing I want to talk about is the type of ad. As you might know already, Facebook allows you to create different types of ads, from video ads to carousel ads.
However, I’m going to strongly suggest something else: photo post ads.
Photo posts are posts made to a Facebook page where you would upload a photo and add text to the post. These kinds of posts don’t have an Open Graph meta snippet and there’s no call to action button. Not very optimized for clicks, huh?
Well… that’s okay, we can include a hyperlink in the copy of the post. Yes, people will still click this, and it looks less like an ad and more like a post from a page that might be following. That’s the key. It’s why I love this particular ad format so much. I also find it’s very underutilized by big budget brands.
So instead of creating the ad in Ads Manager, we’re going to create the post (either on our Page or within Posts Editor if you want it to be hidden) and then select Use Existing Post in the Ads section of the ad creation process.
Photo post ads also take up more real estate in the News Feed. They stand out more and are more likely to grab the attention of Facebookers as they scroll or swipe through their feeds.
So now that you know why you should be creating Photo Post Ads, how do we format them? What makes a good image? What does the copy look like?
The image is arguably the most important component of the entire ad, especially for photo post ads.
Here are some suggestions and tips for a great image for your Facebook ad:
- 1200×1800 dimensions: We want a nice and tall portrait image that will take up more real estate on desktop and essentially the whole screen on mobile.
- Action shot: Show the product being used or in action. In general, these seem to better tell the product’s story than a simple product photo
- Stand out: The image should stand out and catch the attention of someone quickly scrolling through their feed. Images that are very colorful or have a strong contrast should be your starting points when testing.
Sometimes, the product I choose to advertise on Facebook is selected purely because of the great photos I have for it.
Now that we have a great image, the next part is copy. I personally like using a direct-response approach to my copy which emphasizes the discount, urgency, and scarcity.
Treat it like an infomercial. You haven’t built any brand equity yet if you’re targeting a cold audience. You don’t have time to tell your story or educate your customers on your product in an ad, unless you’re doing a video ad.
Since we’re not, we’re focusing on what’s in it for the customer.
Here’s the structure I recommend and actually use. This is the structure that has made me almost $300,000 in revenue this year so far. I’ll attach a template at the end.
Grabber: The first line of text should grab the person’s attention. You do this by either asking a compelling question or by calling out the target audience.
Immediate call to action: We have a call to action in the next line. Why? Because Facebook truncates text. We don’t want our link to our product to be buried under a “Read more” link.
Immediate benefit: Next, we want to call out the benefit and then encourage the Facebook user to click “Read more”. This is considered a “click” or action by Facebook. It’s a good social signal and is a factor is bringing those CPMs down (making your ad cheaper in the long run).
Urgency: Next, highlight the urgency of this offer. Limited time, limited quantity, limited edition, free shipping today, etc.
Discount/Urgency/Scarcity: Another urgency, but you might want to highlight the discount here. 80% OFF when you order…, Buy 1 get 1 free, FREE only pay shipping, etc.
Call to action: The last call to action. Get yours, get it before it sells out again, grab yours, act now, etc.
Here’s a sample template that includes the structure outlined above:
😍 You've never owned jewelry like THIS before! ☀️ TAG your FRIEND and Click Now ➤➤ http://shortenedurl.com/product GLOWING Jewelry? Want to learn more, Read on.. This beautiful limited edition pendant glows a fluorescent green in the dark! To celebrate the launch of this new collection, we're offering 80% OFF with FREE SHIPPING if you order today! We ship to anywhere in the world! 🌎 NOT SOLD IN STORES! LIMITED AVAILABILITY! *** Don’t Miss Out! *** Only 100 left! ➤➤ http://shortenedurl.com/product
You’ll also notice that I recommend a shortened link. While I don’t always do this, it’s a good idea to test it in your copy. The theory is that if you hide the url of your store, it forces the interested user to click-through instead of Googling your brand, which might allow Facebook to attribute a potential sale to your ad. You want Facebook to take credit for sales it got. It prevents you from killing ads you think are performing poorly when in reality, the ad is bringing sales but it’s not taking credit for them.
Lastly, one trick I recommend is to go to the comments of the post you just created and sort the comments by Top Comments. Now, create the first comment on your post, and link to your product. You might want to make the first 3 comments on your post your own. This way, when users go to read comments, the first few are your own, with an easy to click link. You can even add additional information about your product here.
That’s it, you now have an easy to follow and implement template and structure for all your ads! In the future, I intend to go through Interest targeting and taking your first Facebook ad campaign from testing to scaling the successful campaigns.