Topic 13 - Marketing Ads.ppt

2
Part 1
Increase Click-Through Rate

AD HACKS
• How to get a better click-through rate
• Ad Formula
• Youtube Video Vs Facebook Video
• Youtube, Facebook and Google Ad hacks
3

HOW TO
GET BETTER CLICK-THROUGH RATES
4
01
02
03
Headline: 2-6 words
It must be catchy, have 1-2 relevant keywords
and represent what your selling.
Keywords / SEO
Use relevant keywords throughout the ad or
spoken video, preferably long-tailed ones.
Thumbnail for video
Create a catchy thumbnail title of what it’s
about, and make it bold.
Test your ad: When you set up
ads make sure you get
feedback from people before
it goes live. Other people’s
perspective count!
Rule 1
Rule 1
Rule 1
Tip
Use these great
sites for creating
killer headlines
https://coschedule.
com/headline-
analyzer
https://buzzsumo.c
om/
https://www.impac
tbnd.com/blog-
title-
generator/blogabo
ut
https://www.porte
nt.com/tools/title-
maker

5
HOW TO
1. CREATE A HEADLING HOOK:
5 WORDS IS THE SWEET SPOT
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Get the ABC of mobile advertising
Know how to get their attention!
Over 37,000
Facebook ads
analysed in 2018
Examples
of good
headline
hooks

6
HOW TO
1. CREATE HOOK LINES IN YOUR MAIN TEXT
You can build your audience and turn
leads into sales. But how?
It was a great moment when I
generated over £100,000 in a month.
See how…
Ads are changing so we created this
amazing formula. See how…
See why thousands of marketers are
using this amazing ad formula…
The average human judges an ad in
just 3 seconds. See how you can
create more engaging intro video ads.
Spaces are going fast! Don’t miss out
on your chance to boost sales. Book
your seat now for free!

7
HOW TO
EXAMPLE
Facebook ads don’t allow bold
headlines in the main body of
text, however the first few words
will be considered an opening
hook line.
With a Facebook ad, the headline
is at the bottom, next to the call to
action button.
The opening hook line “Imagine
a suitcase that’s truly perfect”
triggers the reader to think
about past holiday times with
their suitcase, both positive and
negative. The word perfect, will
want the reader to know more.
The headline again draws on how
perfect it is, backing this up with a
free trial.
Facebook
Picture Ad

8
HOW TO
EXAMPLE
The opening hook line is rather weak. It lacks inspiration,
excitement and emits a lack of positive emotions.
The headline by the call to action button lacks
any excitement, punch and fails to draw in
the viewer. It’s rather weak!
Facebook
Video Ad
The video has a very good overlay text at the top, creating a
stand out headline. It will have the viewer wondering if they have
a fix to solve the problems they may be experiencing with ads. It
targets a very specific audience.
They have not considered the auto speech to text that appears on
videos, which covers up the emoji’s making it look untidy.

9
HOW TO
EXAMPLE
Have you noticed that he is
standing in front of a sign?
Not the best place and will
make the viewer loose focus
on his face.
While the colour of the black
t-shirt is fine, do you think a
better colour could have
been chosen?
No ad will ever be perfect –
simply because every person’s
filtering system and perception is
different. However, there are
some small tweaks that can be
made to make a significant
improvement.
- Choosing the right picture or
thumbnail that relates to the main
body of text and headline for
example.

CUSTOM THUMBNAIL EXAMPLES
5 STEPS TO
BECOMING
A
MILLIONAIRE
10
HOW TO
Always make it clear!
Tip

HOW TO
11
04
05
06
Using fun humour, such as fun pictures can
create more interest and see your human.
Add Emojis and Ticks
It’s tempting to put all sorts of icons in, but emojis
and green or blue ticks work best.
Use a Relevant Picture
When someone sees your ad, they should
immediately know what it is about by seeing the
picture with a bold overlay text.
Rule 2
In 2015 Word Stream
analysed ads and found
that those with emoji’s
got a better click
through rate.
According to ad week
around 92% of online
users use emoji’s.
Make sure you double check
your grammar and make sure
it flows.
Tip
Humanise Your Brand

12
HOW TO
4. AD(D) HUMOUR TO YOUR AD
Nail Product Hairdressers
Facebook Ad

13
HOW TO
6. AD(D) SPECIFIC BOLD OVEERLAY TEXT

HOW TO
14
07
08
09
Be clear and use just one call to action: sign up,
shop now, buy now, learn more etc
Keep It Short
It’s tempting to put everything in, but keep it very
short and precise. No waffling!
Use Simple Language
When someone sees your ad, they should
immediately know: What you’re offering, How it
benefits them, What to do next
Rule 3
You have 5 seconds to
make your opening
sales pitch convincing.
That’s how long in
stream video ads are
for most platforms. The
human brain will make
a judgement call within
3 seconds.
Make sure you double check your
grammar and make sure it flows.
Tip
Include a Call To Action

Get/Try
It Now
Learn
More
Buy
Now
Get
Started
Try/Get
For Free
Join For
Free
Sign Up
Shop
Now
Give
???
A Try
Join
Now
15
HOW TO
7. THE MOST EFFECTIVE SHORT CALL TO ACTIONS
Lets
Start
Find Out
More
Grab It
Now
Show
Me
Download
Subscribe
Lets Do It

16
HOW TO

17
HOW TO

18
HOW TO
7. THE MOST EFFECTIVE LONGER CALL TO ACTIONS
02 06
01 07
03 05
08
04
Most
Effective
Follow/Find The Magic
Find Out When
It Launches
Send me
Specials Now
Click here to find
out
Discover the
best ???
Launch!
Do Not Press
Claim/Start
Your Free Trial
Click Here to Get
Started

19
HOW TO

20
HOW TO

21
HOW TO
7. THE MOST EFFECTIVE LONG CALL TO ACTIONS
10 14
09 15
11 13
16
12
Most
Effective
Tons of Deals Right At Your Finger
Tips!
Don’t Miss Out!
Your Just A
Click/Call Away
Shop Today!
Sales Ends ??
Buy Now While
Supplies Last
Limited Stock!
Get it Now
A Healthier
Lifestyle Starts
Now
Call Now To
Get Started
Click Here For
Fast/Instant
Results

22
HOW TO
7. CREATIVE CALL TO ACTIONS
Use Numbers
Order Today For
Free Shipping / 1-
Day Shipping
Be Bold
Your Garden/Yard
Sucks, Let Us Fix
It
Use Numbers
Shop today for
TVs under £300
Be Bold
End Your Crappy
Diet Today

23
HOW TO
7. CREATIVE CALL TO ACTIONS
Create Curiosity
Give Me / Find
The Magic!
Excitement
Find Out What You
Will Win Today
Create Curiosity
What’s The Worste
That Can Happen?
Create Curiosity
Want To Find Out
What’s Inside?

24
HOW TO
8. ONE SENTENCE = BETTER CTR
Adespresso.com carried out
an experiment by displaying
different types of ads. It
showed that the ad with one
short paragraph received
more clicks than the others.
But not the one asking a
question.
Adespresso.com showed
that those with bullet points
and emojis came in at 5th
place. However, other
studies have shown using
green or blue ticks work
better than bullet points.
https://adespresso.com/blog/facebook-ad-copy-length-
experiment/

HOW TO
25
10
11
12
Relevance
Make sure your ad is relevant to the people seeing it.
Write different ads for different people.
Specific Targeting
Make sure you target specific interests and
regions = improved impressions!
Search or Display
Make sure your ad is being shown in the most
effective way.
Rule 4
Organic Targeting
Did you know that
you can upload a list
of emails right into
Facebook and then
show your ads to that
audience? Through
Facebook’s Custom
Audiences feature
When it comes to ads, you need
to keep it short, and lead with
value. What does someone get
out of using your product/service?
How will it help them? These are
the areas you should focus on.
Tip

AVERAGE CTR RATE
FACT #18
FACEBOOK
LOREM IPSUM
0.9% 0.5% 0.33% SEARCH
3% DISPLAY
3.17% SEARCH
0.46% DISPLAY
INSTAGRAM YOUTUBE GOOGLE ADS
Source from
Wordstream & blog.adstage, 2018 26

27
AD FORMULA
HACK #74
Call to action button should ideally read “Learn More” and the next button on the
landing page should read “Buy Now” / ”Shop Now” / “Get It Now” etc. However,
all are just as effective on the ad itself. Also have a direct link at the bottom of
your main body of text.
Use 6-10 effective key words throughout. Keep it short and positive. Opening
paragraph should state what your product / service is, why it’s great and how it
solves a problem / what the benefits are (3 lines max). You can also use ticks to
list benefits. Add social proof / data evidence.
Use a thumbnail picture with overlay text that is bold and stands out. The first 5
seconds is the most important part of the video, followed by the middle and then
the last part. Make sure the last part features the call to action. Ask people to
comment bellow (ask a question).
Make it clear and high-res, and make it relevant to the ad. Use an overlay text on
your picture, but make sure it is clear and bold. Does it stand out? Use
contrasting colours. Vibrant colours work best for picture, such as, yellow and
orange. Blue can work as well.
Use 1-2 effective key words and make the title exciting. Make it relevant to main
body of text and keep it to 2-6 words. This is the first thing they will read – excite
and wow them. Ask yourself, what is amazing about your product / service and
how will they benefit? SHOUT about it!
05
04
03
02
01
Title
Picture
Body
Action
Video
Focus on the
Benefits
Offer
Something for
Free
Solve a
Problem (state
the solution)

28
Always create a standard post on Facebook that is set out like an ad to gain
likes, views and comments before “boosting” it as an ad. Physiologically,
customers are more likely to click on the ad if it looks busy.
AD FORMULA
BOOSTED POST

30
FACEBOOK AD’S ANALYSED
Ad Expresso
AdExpresso analysis ads across
different inductries. Find out
which ads work well to improve
your content marketing.

31
BOOSTED POST
A boosted post on just
Facebook.
The same boosted post on
Facebook and Instagram.
Increased engagement via
Instagram.
Results - Freebie

32
BOOSTED POST
Boosted post on Facebook
and Instagram.
The same type of post was
boosted, only this time a
different picture was used.
Results - Freebie
There was a similar reach
to the other post, however
this one received more
likes.

33
BOOSTED POST VS SHARED
Results - Event
Boosted event post on
Facebook.
By sharing the event in
similar groups, we
received 11 interests.
By boosting the event post
we received 0 interests.

34
YouTube
Vs
Facebook
Video
Interrupting Ads
Video ad’s that interrupt your video
aren’t anywhere near as effective.
Ads at the start of a video produce
better results.
YouTube
Impressions
YouTube takes impressions (CRM)
when someone watches your video
after 30-seconds.
YouTube Vs
Facebook
There have been lots of real
comparisons to demonstrate that
YouTube is the better platform to
show your ad videos for quality
views. Facebook is better for
quantity.
Quantity Vs Quality
Consider quantity Vs quality: quality
(saves money) for your conversions
and quantity (burns money) for your
banding awareness.
Facebook
Impressions
Facebook takes impressions when
someone watches your video after 3-
seconds, but won’t charge you until
1,000 impressions (CPM).
FACT #19
Source from
Moz, 2019

YOUTUBE VIDEO VS FACEBOOK VIDEO
FACT #20
Facebook
per hour
Youtube
CRM cost
Facebook
CRM cost
Youtube
per hour
Source from
Moz, 2019
35

FACEBOOK AD HACKS
HACK #75
• Go here and here to be shown how to set up Facebook ad’s and target groups with your ad.
• To see a snap shot of how well your ad is doing, go to http://grademyads.com/ where you will receive a score of
how well the ad is performing.
36

FACEBOOK AD HACKS
HACK #76
• Create a social post, which looks like an ad. What you are doing here is generating some interest and engagement:
this is social proof. Then go to the Facebook ad manager and select “use existing post”. You have to enter the ID
number for that post. Complete all the other relevant details.
• In the “detailed targeting” section when creating an ad, include “law of attraction” as an additional interest. Add in
any other relevant interests linked to your business.
• Make sure you add description is targeted to the correct audience. When you add in interests for the ad they must
match the content of the ad.
• Always ask people to comment bellow in any video or text: ask them a question and make sure you ask them to
specifically comment with a specific word or phrase. The more comments, the more reach you get.
• To reply to all the comments in a post, use ManyChat which will auto respond to all the comments; however you
need to entre in the exact word it will reply to. Following up will generate more leads.
37

38
FACT #21
49% 43% 1.8%
Video Vs None
Marketers who use video in their
digital strategy increase revenue
49% faster than non-video users.
More Video
43% of people actually want to see
more videos from marketers in the
future.
Average CTR
Video ads have an average click-
through rate (CTR) of 1.84%, the
highest click-through rate of all
digital ad formats.
Sources from
Wordstream &
Invespcro, 2019

Topic 13 - Marketing Ads.ppt

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