1. To create effective Facebook ads, test different combinations of the "FB Holy Trinity" of copy, image, and audience through multiple ads. 2. Keep copy short at a sixth grade level and focus on benefits, news, or curiosity. Include power words and a clear call to action. 3. Custom images work better than stock photos; test different image styles. Target specific demographic buckets separately. 4. Research what your target audience reads, watches, and follows to find influencers and content to target on Facebook.

1. Creating FaceBook Ads that SELL
Facebook Ad
Winner

2. Effective
FaceBook Ads
Test,Test,Test
WithoutTesting Success is a Long Shot
Copy Images
Audience
TEST
TEST
TEST
2

3. One Out of 20
Ads Work

4. You Gotta Make People STOP
STOPImages Copy

5. The FB Holy Trinity: Copy, Image, Audience
Audience
CopyImage

6. The FB Holy Trinity: Copy, Image, Audience
Copy, Image, Audience:
• Test these three variables
• One elements can swing your
ad performance by 30% -
300%
• Test different combinations on
every ad
Understand the impact of:
• One audience versus
another
• One image versus
another
• One copy version vs
another
• Impact of all combined

7. Write About Benefits, News, Curiosity
Change their
life,
financial prospects,
appearance,
relationship status
Benefit News Curiosity
At Last
Finally
Announcing
Hidden secret
to make life
easier

8. Keep It Short

9. Power, Urgency and Curiosity Words
You
Free
Save
Proven
Increase
Try
Learn
Time
Ends

10. Sixth Grade Level
Human brain can scan and understand
quickly with minimal effort.
Smaller words
• Easier to scan your copy
• Save space
• Emotional appeal

11. Call To Action (Tell Them What To Do)
Join for Free
Sign up
Learn More
Get Started
Give it a Try
Send Me X Now
Claim Your Free X
Start My Free0 Trial
Download Now
Give a clear call to action. Tell your viewer
exactly what you want them to do with your
ad.

12. Image: Cause to Pause
Bright, vibrant
colors work
best such as
like orange,
red, yellow,
green
Facebook ads,
focus on clean,
accessible
images
Clear images
with open space
Keep it simple
Greys, blues, or
blacks are least
effective. Blues
blend in with
Facebook’s
background colors,
and blacks and
greys are often
ignored
Images unrelated to
product are worth
testing.
Effective images are
not always relevant
to your product.
Open Ads Colors Avoid Relevance

13. Custom Images Instead of Stock
User-generated photos outperform stock
photography
Users are more likely to trust ads that feel like their
newsfeed
Ad looks like it might be a post from friends have
organic feel and peak curiosity
People attractive and accessible not supermodels
ATTRACTIVE FEMALES making EYE CONTACT
with the camera are effective

14. Test Demographic Buckets
Ads to
each
separately
Facebook
Users:
1.6 Billion
Splice age
buckets,
regions,
genders
Target those
going forward
with strong
demand

15. What Does Your Audience Read and Watch?
Facebook Audience Insights
Explore your audience on Facebook
Google and Amazon search for best-selling books
in a topic.
Target those books and authors on Facebook.

16. What Does Your Audience Read and Watch?
‘Dream 100’
• Map out every audience touchpoint
• Understand who might be influencing
them online
• Where to run ads and test
partnerships
TARGET THEM ON FACEBOOK.
• What is your audience reading and
watching?
• Trade magazines, big bloggers, TV,
cinema, podcasts

17. Audience Influencers: Target THEIR Audience
Who are the big influencers?
Advertise where they broadcast or publish
online
Partner with them to target them on Facebook.
Find with Facebook’s Audience Insights
Search key words on Google and Facebook
Target their audiences.

18. SimilarWeb.com for Targets
Once top influencers, blogs, books are identified
trace their traffic sources on SimilarWeb.com
– Free Version
SimilarWeb.com: type in a website from your list
SimilarWeb will show you their top traffic
sources, where people go after visiting that
site, where they are running banner ads, and
similar sites. Put everything you find here on
your targeting list for Facebook.

19. Facebook Search Feature
Companies or influencers with at least 10,000
page “Likes” posting and/or advertising in your
niche
Harness their efforts
This group is spending money to build an
audience in your niche

20. Authors and PodCasters
Amazon
resource for
authors in your
niche.
Identify those
authors on
Facebook and
target their
audience.
Find your
authors and
broadcasters
with Amazon for
book authors
and iTunes for
podcasts.
I-Tunes resource
for pod casters in
your niche.
Identify those
podcasters and
target their
audience on
Facebook
Target your authors
and podcasters’
audience on
Facebook
AUTHORS Amazon PodCasters Target

21. A/B Testing Crucial
Number Two tested best with 30 and over.
Number Five tested best 30 and under

22. A/B Testing Crucial
How to discover your best ad/copy combination:
Create Ten DIFFERENT Images with IDENTICAL copy.
Isolate the variance in performance to the IMAGE ONLY
Create ten separate ad sets to FORCE spend to each one.
Around $20 per ad is a good rule of thumb
If you create all ads within the same ad set, Facebook will choose a winner too
soon and all of your ads will not receive an equal number of impressions.
Then identify the best copy
Create ten ads with your winning IMAGE and DIFFERENT COPY using the
same methodology.
10
Ads
10
Ads

23. Be a
Facebook
Winner