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4 Elements of a High Conversion Facebook Ad

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Author:
Anastasia, Copywriter

08.03.2019

Are you still reading the tea lives when creating an advertisement?

Will it work or won’t it, will it be clicked by potential customers or won’t it. 
It happens every time.

THAT’S ENOUGH! Do you want to make your ads work with a guarantee of results?

Read this article and find out:
    •  What do ads with a high return on investment look like;
    •  What affects the conversion rate of the ads;

    •  Without which element ads do not work at all
.

And most importantly, you will get a simple formula for really working ads. Let’s find out, what it consists of.

Element 1.

Powerful Idea = Banner Title

A powerful idea is the “salt” of the product you are promoting, its most valuable “part”, is shown from the perspective of profit, logic, or fear.

The powerful idea should be a lifeline for your potential client, his opportunity to get rid of a serious problem, get pleasure, or realize a dream.

Show the potential customers what they already believe or want to believe. Globally a powerful idea is the packaging of your product, the sauce under which you serve it to the user on the Internet.


Where to look for a powerful idea?

In the deep needs and desires of the client. “Turn on” the psychologist and get to the bottom of the hidden essence by analyzing the client’s profile.

Keep in mind, that deep need is not obvious. For example, a girl wants to lose weight. She will tell her friends that she wants to put her health in order, wear smaller clothes. But in fact, her motives are completely different — she sees that guys ignore her or even look at her with disgust if there is too much excess weight.

So she is not just trying to become slim and fit, but to become more attractive for guys and find a boyfriend.

If you use this idea in an advertising campaign, you will touch a nerve and get more applications for your product. So look into the depth.


A few examples of a powerful idea

Let’s consider a training course on personal effectiveness for entrepreneurs and think, what do they know or have heard about productivity? Based on this, we will formulate variants of the advertising messages:

How does 20% of effort give 80% of the result? (Everyone knows the Pareto principle).

5 habits of Jobs, Gates, Zuckerberg that made them effective. (We know about the productivity of these people and believe that each of them has secrets of high effectiveness).

Are you waiting for Monday or New Year to change your life and become productive? (We often postpone the self-improvement until better times).

Everything you need for productivity is already inside you. Reveal it now. (We often doubt ourselves. But if someone believes in us, we get more hope, power, and confidence).

Still looking for the magic book that will make you super productive? (It seems that we need a “push” from the outside to move: a person, book, or event).

How does multitasking decrease your productivity by 40% every day? (We all know that “Julius Caesars” are mostly unproductive and often make mistakes when performing tasks).

Secrets of entrepreneurs who work 4 hours a week and successfully manage several businesses. (We know such people. We believe that this is possible, and want to learn how).

What does a powerful idea looks like in a real ad:

What is the powerful idea here? Almost every woman dreams to get married, no matter how strong and independent she is. But often the relationship is not proceeding along normal lines. She begins to look for reasons in men, herself, or circumstances.

She wants to build a happy relationship just to prove to herself that she deserves it. Does she need a simple solution that has already helped thousands of women get married? Of course! Yaroslav Samoilov has just such a thing.

By the way, this advertisement attracted product applications for the lowest cost


Conclusion:
Make your powerful idea memorable to “turn on” a person on a subconscious level. Make sure that this message permeates your ad from beginning to end.

Element 2

Ad copy

A powerful idea kept a potential customer and the person opened the ad and is reading the text.

Now you should interest a potential client and make him/her want to move to the landing page. To do this, you convey a powerful idea from the heading and thoroughly go over the audience’s pains, desires and dreams. You’ve studied the client’s profile, haven’t you?

When you write the ad copy, make sure that you consider as many details as possible from the list below:

1) Proof that your product really works.

Tell a short story about how your product helped someone get rid of the deepest pain or problem.

How it might look in the field of relationship psychology:
Once upon a time there was a girl who was looking for her prince but she couldn’t meet him.

He have met only poor or greedy men, weaklings or other unsuitable candidates.

Time is passing, she’s not getting younger. She decided to take the lead. She completed training course, did everything in the way she was told and met a man with whom has grown a real tight.

Do you want the same? Follow the link.

 

2) The history of a product/service creation – how much effort, energy and ideas were invested in the project creation. This will cause the thought: “Since its creation needed such a labor input, it can be worthwhile. I’m curious to know what is it”.

Such a story you will affect 2 powerful triggers:

The desire to solve the problem quickly and simply in order to get rid of the inconvenience that it causes;
The opportunity to avoid mistakes and failures that will certainly appear if a person decides to do everything himself.

The stronger the contrast between “before” and “after”, the more likely a person will perform a target action.

3) Specify the target audience in the text, saying who your product is suitable for. For example: “You are on maternity leave, but you want to earn at least as much as your husband?”.

A powerful idea is immediately visible here: a woman is on maternity leave, her income is less, she wants to increase to feel comfortable. And at the same time, the right audience is specified. That is, a strong and independent business woman will not notice this text. But a mother on maternity leave, who is looking for a part-time job in her spare time, will most likely be curious about that offer.

4) Describe the benefits of your masterclass/course.

Do not confuse benefirs with the characteristics.

What is the difference? The characteristics describe the product. For example, a red dress. The benefit shows the value that the product gives to the client. For example, it will help to get men’s attention. If you do not know how to show benefits, take a characteristic and write what value it gives to your target audience.

What might benefits look like in an ad copy:

5) A call to action is a mandatory element of any ad. You can describe your product in such a way that readers’ eyes will light up. But if you will not write concretely what potential customer should to do next, the person will do nothing.

People are lazy. They need a clear indication what they have to do and bonuses for their action. Therefore, always use calls to action in your ad copies. For example, register, visit the site or like the publication. Guide the audience to the result you want.

5) Deadline is another element that pushes the potential client to perform the action you need more quickly.

Examples:
access will be closed in 24 hours;
only 500 seats – the webinar room is not designed for more;
you have 8 minutes to register and get the bonus.

Conclusion:
Each of these details helps to convince the potential client to take the action you need. The more of them are in the ad copy, the more clicks on your ad you get will.

Element 3

Image & text on it

Image
This is the first thing your potential client pays attention to. It depends on the image whether he clicks on the ad or not. The right picture attracts attention and causes emotions, while the text “turns up” rational thinking.

Here is an example of image that “makes” a person click:


 

All pictures we divide into 4 levels according to their effectiveness:

High – the image shows the final result (emotion our transformation which the product gives);

Medium – the image shows the process of using what is advertised;

 Low – the image shows what you are advertising;

Bottom – the image is not related to what you are advertising.

The more “high” quality images, the better your advertising campaign will work.

But! Check and test which level of the image attracts your audience more. If you don’t know how to show the result, the process of using the product, or your pictures don’t work, try to use abstract images. In this case, they can work. But it will be rather an exception to the rule.

 

The text for the image is ready (see element 1). Now check if it fits the image:

Takes no more than 20% of the picture (optional, but recommended). You can check here: https://www.facebook.com/ads/tools/text_overlay

Describes the main benefit – something, that is the most important for a target audience.

Corresponds to the picture – describes what a potential client will get when he/she clicks on the ad. There is no disagreement between the text and the picture.

 

Conclusion:
Try different variants of the picture and headline bundles. Test which images your target audience responds better to. Sometimes it takes time to find the very option that will give the best price per click.

Element 4

First level header

It is here:

First level header is 25 characters that you need to fit within to answer the question “What is it?”. Brevity and a call to action are important here because there is a button that a person will click to go further.

Therefore, manage this part of the ad properly.

A few life hacks that will help you to get the most out of the first level header:

Use emojis pointing to the button. This way you will focus potential clients on the target action.

Show the rating of your product so that the reader immediately understands he/she can’t miss this.

You can combine these 2 life hacks in one header. For example, like this:

 

Conclusion:
Use every centimeter of the ad to make it as catchy as possible. What the reader sees in the feed, either makes him click, or he will pass by. Think like a potential customer and give him/her something he/she can’t refuse.

In the end

Now you know the 4 main elements of a catchy ad. Use them in every ad copy, and you will get high conversions.

Was it helpful? Your like is the best thanks for our efforts. The more “hearts” we will collect, the sooner a new post with a fresh life hack will be released, which will help you in making your marketing more effective.

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