The Advance Guide to Facebook Advertising 2019 – Know The Secrets

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THE
SECRET TO
FACEBOOK
ADS
Introduction 4
What’s the Secret to Facebook Ads? 5
Understanding Facebook Ads 11
Audience Overlapping 14
Setting Your Objectives 20
Tracking Your Performance 28
Finding The Right Audience 33
Targeting Categories 36
Custom Audiences 41
Which Ads Will Work For You? 43
What Your Ad Should Look Like 54
The 10 Steps to Building Facebook Ads 57
Step #1: The Image Always Goes First
Step #2: Short Headlines, Simple Words
Step #3: The Hook
Step #4: Be Bold in the Copy
Step #5: Answer the Question
Step #6: Use Revealing Words
Contents

3
Step #7: Make Sure They Know It’s All About
You
Step #8: Mix Things Up
Step #9: Your Call-to-Action
Step #10: The URL
What’s Next? 71
Visit www.adversent.com to learn more about
what we do!

4
Introduction
Congratulations! By reading this you are placing
yourself at the vanguard of Facebook Marketing.
Changes create opportunity and smart marketers
are adapting to the changes in Facebook to create
unique strategies and tactics for direct response
campaigns while using different techniques for
brand engagement.
This guide will give you actionable insights for
accomplishing both of these objectives in 2018.
Facebook continues to be a revolutionary platform
for marketers and the recent changes promise to
only make it more effective for those advertisers
taking advantages of all it has to offer.
Adversent will provide you with the tools you need
to create, optimize and scale your Facebook &
Instagram campaigns, leveraging the insights
available through social media. This guide is
dedicated to you.
“Together, we will build a future of success with
Facebook marketing”

5
What’s the Secret to
Facebook Ads?
Well, it’s actually more simple than you think.
The truth is there’s no magic trick, and there’s
no complex formula. It all boils down to
understanding the mindset of who you’re trying to
sell to.
Only 1% of potential customers are actively
searching for your product.
The rest of them are not ready to buy.
So, what does that mean?
Well, it means that if you’re not nurturing who’s
left, you’re missing out on 99% of your
potential customers.
Facebook is the perfect place to reach that
audience.
So, how do you do that? Well, let me give you a
scenario which will make things clear. I want you
to imagine a theatre filled to the brim with 1000
potential customers. Keeping the 99% rule in mind,

6
if you were to stand on stage and ask who was
ready to buy whatever you’re trying to sell in that
moment, only 10 of them would raise their hand.
Now that’s not good enough, is it?
Let’s divide the crowd up even further.
Roughly 9% would be open to the idea: they know
about your business, and they know what you can
do for them… they just aren’t quite ready to spend
their cash yet.
20% know that they need the solution you provide,
and they know it exists, but they just don’t know
about your specific solution.
45% of them – and this is the biggest segment
of your audience – are aware that they need your
solution, but they’re not actually looking to solve
their problem.
That leaves 25% of your audience. These people
don’t know what your business is, what it offers,
and they don’t even know that they need a solution
just yet.
Imagine you’re ready to pitch your product –
gearing up for the sell. There’s just one thing. The
audience have been given a secret objective…
What’s the Secret to Facebook Ads?

7
If the speaker says anything that doesn’t interest
you… LEAVE.
How do you deal with that?
Do you start off with:
“Hello everyone, and welcome. Today I’m here to
tell you why we have the greatest electric shaver in
the world, and let me tell you why…”
By this point, 90% of the room are already heading
for the door, and rightly so. That was terrible.
Let’s try that again.
What’s the Secret to Facebook Ads?

8
How can you reach them? What can you say that’s
more likely to keep 1000 people in their seats,
listening to what you’ve got to say?
How about something like…
“The 5 Ways Our Electric Shaver Will Change The
Way You Shave!”
Or maybe…
“10 Ways Your Electric Shaver Is Aging You!”
Now with a headline like that, there are already
more people in their seats. You’re never going to
keep everyone in the auditorium, no matter the
message – unless you’re selling the cure to aging
– but by basing your pitch on how your product
can actively improve someone’s life, it’s got
more appeal.
The greater the appeal, the more people your
message will resonate with.
Everyone cares about aging; with the second
headline, you’ve capitalized on a huge concern.
The best thing about this method is that you can
apply it to just about anything.
What’s the Secret to Facebook Ads?

9
Say you sell mobile phone cases. How about
something like…
“We’ve Got YOU and Your Phone COVERED.
Keep it NEW. Shop for Our Cases and Screen
Protectors, NOW!”
Something that simple encompasses everything:
it establishes the need by alerting the audience to
the problem, it offers a solution, and ends on an
imperative, a word that coaxes people into buying
now. That’s pretty much every member of the
audience wrapped up into one.
Here, you’ve created an offer that is relevant to all
your leads.
The best thing about Facebook is that you
can create ads that are relevant to ALL of
these people.
What’s the Secret to Facebook Ads?

10
Facebook is the auditorium, and your ad
is the stage!
The wrong message will cost you. You’ll waste your
ad spend on campaigns that don’t work.
A lot of work goes into creating the right message:
building the right campaign structure, targeting the
right audience, crafting convincing creative… and
more.
You’re going to learn how to do all of that right
now.
What’s the Secret to Facebook Ads?
Facebook Ads Mastery Course
Killer Ad Strategies that Deliver
Create Ads that generate ROI
and $$$
Increase Business Revenue 8X faster
Proven Methods Based on $3,000,000
Ad Spend
Master every Facebook Tool with
100% Confidence
LEARN MORE

11
Understanding Facebook
Ads
If you want to create the perfect offer, you need to
understand how Facebook marketing is structured
Every ad campaign on Facebook is broken down
into Campaigns, then Ad Sets, then finally Ads.
CAMPAIGN
A
AD
Set A
AD
Set B
AD
A
AD
B
AD
C
AD
D

12
Without a clear structure, it’ll be difficult to optimize
later on down the line. The work you do to keep
everything organized at the start will have a direct
impact on how you work in the future.
So, let’s take a look at each level individually.
First are your Campaigns
This is the top level, where you plan everything out.
A campaign contains one or more ad sets and all
the ads that are included within that. It’s where
you’ll choose your marketing objectives. Facebook
will automatically optimize your campaign based
on the objective you choose.
The objective you choose now will affect every
decision going forward.
Second are your Ad Sets
The campaign level is the foundation of your
campaign, and your ad sets are the
dynamic structure.
This is where you’ll choose the audiences that you
want to target, and where you’ll set your budget,
your schedule, your bidding, and the placements.
Understanding Facebook Ads?

13
So, the ad set level is really important.
We recommend you create a different ad set for
each audience you want to target. That way you
can craft creative that’s specifically designed for
them and analyze how it impacts those
audiences individually.
When you create a new ad set for each audience,
you can create ads that are tailored to the
audience within the ad set.
That’s how you produce effective creatives!
Third are your Ads
This is where you get creative.
This is where you test which ads work best by
pitting all the ads you’ve already run against one
another, taking the most successful elements, and
throwing what doesn’t work in the trash.
This is where you can create different formats,
or the same format with different imagery,
or different copy. The ad level is where you’ll
splice everything that works together to make
better, more relevant, and more highly-optimized
campaigns.
Understanding Facebook Ads?

14
A word of caution:
audience overlapping
Don’t forget to check if your audiences are
overlapping across different ad sets.

This is important as you could end up
experiencing poor ad set delivery and incur
unnecessary costs.
When Facebook detects ad sets from the same
advertiser in the same auction, i.e. they’re
targeting similar audiences, they will prioritize the
best performing ad set based on performance
history. This means that, in an instance of where
you’ve two overlapping ad sets – call them A and
B for the sake of argument – and ad set B has
historically performed better, Facebook will limit
traffic to ad set A.
This is to prevent your ads competing against
each other. Nevertheless, you can still end up
paying to show the same ad twice to the same
person prior to the Facebook algorithm taking
over to protect you. Reducing audience overlap
during the campaign build can therefore prevent
inefficient uses of your budget.

15
Facebook has a tool which allows you to check if
you’re overlapping audiences:
Open Audiences in the all tools menu in
Ad Manager
Select the checkboxes for audiences you
want to compare (up to 5)
Click Actions > Show Overlap
1
2
3
Consider that the first audience you select will
serve as the audience to which other audiences
are compared – referred to as the ‘selected
audience’. Subsequent audiences you click on are
the ‘comparison audiences’. It’s easy to switch
between these using the dropdown menu on the
top right of the pop-up.
Lastly, you need a minimum of 10,000 people
to gain useful insights when using the audience
overlap tool.
A screen will pop up to show you an audience
comparison.
Audience Overlapping

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Here you will see the ‘Overlap’ and the ‘% Overlap
of Selected Audience’. ‘Overlap’ here refers to
the total number of people in both audiences, in
this case 1,500,000 people. To the right, under ‘%
Overlap of Selected Audience’ you will see the %
of people in both audiences compared against the
people in the Selected Audience.
This is a little tricky, so think of it like this:
Your Selected Audience (Audience A) has
4,000,000 people. You’re comparing this against
a Comparison Audience of 60,000,000 people
(Audience B) and the overlap shows that there are
1,000,000 people in both audiences.
Audience Overlapping

17
The number of people in both audiences
(1,000,000) remains consistent regardless of
whether you pick the Audience A or Audience B for
your Selected Audience.
What changes is the percentage of overlap
depending on which audience you select first.
1,000,000 means that Audience B overlaps with
25% of Audience A.
However, if you select Audience B for your
Selected Audience, the overlap with Audience A is
only 1.6%.
What this means to you is that audience overlap
will cause more delivery issues with ad sets
targeting Audience A than Audience B.
At this point you might wish to:
Refine your targeting – use Facebook’s range
of demographic targeting tools to ensure ad
sets have distinct audiences. Consider creating
Lookalike or Custom Audiences.
Consolidate overlapping ad sets – where you have
ad sets targeting very similar audiences, consider
merging these into one with a bigger budget.
Audience Overlapping

18
You need to organize your CAMPAIGNS, AD
SETS, and ADS so you can easily analyze the
data, build your reports, and
optimize effectively.
Nothing will mess up your Facebook marketing
efforts more than a poorly-organized campaign.
You need to think of these three elements
as an ecosystem.
They all work together and rely on one another.
This guide is going to show you how to build
well-structured campaigns to scale sustainably.
Audience Overlapping
Facebook Ads Mastery Course
Killer Ad Strategies that Deliver
Create Ads that generate ROI
and $$$
Increase Business Revenue 8X faster
Proven Methods Based on $3,000,000
Ad Spend
Master every Facebook Tool with
100% Confidence
LEARN MORE

19
Oh, and another thing…
The vast majority of ads perform best on mobile.
95% of Facebook traffic comes from mobile
devices.
So, you need to make sure that your ads are
mobile-friendly… like this one:
Audience Overlapping

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Setting Your Objectives
Now you know how a Facebook campaign is
structured, it’s time to decide which objective
is best for achieving your Facebook advertising
goals.
When you land on the objectives page on
Facebook, you’ll see these options:
Choosing the right objective is key, because it’ll
affect all your decisions down the line.
There are three objective types: awareness,
consideration, and conversion.

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Awareness is all about generating interest
in your product or services. It means giving
your brand the boost it needs to gain more
traction and get your name out in front of
potential customers.
Consideration comes after Awareness. Once
your audience starts to hear about you, they’ll
want to know more. Through Awareness, you
can give them more information about your
company or products, and really increase
their interest.
Conversions is the final objective type. Once
a potential customer knows about your brand
– and they’ve learnt all they need to about
it – you need to get them over the line and
convert them into a paying
customer; that’s what Conversions does.
Setting Your Objectives

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Each objective type is divided into
different objectives.
Each objective is designed to achieve a specific
thing, and Facebook will optimize your campaigns
depending on which one you go with.
When it comes to your objectives, it all depends
on what you’re looking for. Do you want to get
the word out about your new app? Do you want
to generate new leads for your business? Maybe
you’re already established, and you want to spark
interest about a new product, or a sale you’re
running?
Each objective comes with its own set of metrics
to measure your campaigns’ success, as well as
different ad formats and placements.
There are 15 objectives in total. They are:
Setting Your Objectives

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AWARENESS
Brand Awareness
This is about generating interest in your
brand and giving it the boost it needs to
get off the ground. It’s especially useful
for new businesses.
AWARENESS
Reach
This is all about scope and maximizing
the number of people who see your ads,
and how often people see them.
AWARENESS
Local Awareness
If you’re a local store, you’ll want to drive
people to your physical location. This
objective is about reaching people near
your business.
Setting Your Objectives

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CONSIDERATION
Traffic
Once people hear about your brand,
they’ll want to learn more. This objective
is designed to drive users towards your
business.
CONSIDERATION
Engagement-Page Likes
Think of this objective as a vanity metric:
people don’t actually engage with your
page through a like, but it’s good for your
exposure.
CONSIDERATION
Engagement-Post Engagement
This objective is designed to boost your
posts. It’s particularly useful if you’ve got
a post that’s already performing well: get
it out in front of new people.
Setting Your Objectives

25
CONSIDERATION
Lead Generation
You need people to get into your
marketing funnels. This objective
encourages people to give you their
lead information, i.e. email addresses
CONSIDERATION
Messages
This objective is designed to start a
dialogue between your business and
potential customers on a platform they
already use.
CONSIDERATION
Video Views
This is a great way to showcase new
products, provide great content, or
generate interest in your brand –
remember, video is hugely popular.
Setting Your Objectives

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CONSIDERATION
Engagement – Offer Aims
Like with the event objective, this only
applies to offers created on Facebook.
You can use it to promote a discount, or
maybe a weekend deal.
CONSIDERATION
App Installs
When it comes to launching your new
app, the first 72 hours are critical. This
objective helps you get as many installs
as possible
CONSIDERATION
Engagement – Event Responses
You can use this objective to promote
events that your business is running
through Facebook – not through your
own site or Eventbrite, for example.
Setting Your Objectives

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CONVERSIONS
Catalog Sales
This is all about Ecommerce: you can
show specific products to your customers
or remarket ads towards them after
they’ve viewed it on your site.
CONVERSIONS
Store Visits
With this objective, you can build dynamic
advertising campaigns that show off
products specific to each store.
CONVERSIONS
Conversions
Use this objective to drive people from
Facebook towards your website, to sign
up for a webinar, download a guide, or buy something from you.
Setting Your Objectives

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Tracking Your Performance
You need to monitor how your campaigns are
doing. The best way to do that is through the
Facebook Pixel.
But what is the Facebook Pixel?
The Facebook Pixel is a piece of code –
provided by Facebook – that you’ll insert into
your website’s header, and on the main action
pages of your business’ website.
By having the Pixel running on your site, you’ll
be able to effectively measure your advertising
success, by understanding exactly how people
interact with your website.

29
You’ll be able to:
Make sure that your ads are being viewed
by the right people
Build advertising audiences based on
people who have already shown interest
in your business
Make the most out of all the tools
Facebook has to offer
1
2
3
Sounds great, right?
Tracking Your Performance

30
Installing the Facebook
Pixel
Find the Pixels tab in Ads Manager. It’ll be
under Measure & report. 1
3 Click Manually install the code yourself –
we’re going to go through it all here.
2 Click Set Up Pixel.

31
You then need to copy the Facebook Pixel
Code and paste it between theandtags of your website.
A: Head tags
4
Installing the Facebook Pixel
B: Copy the Pixel Code by just
clicking the code box

32
Find the heading code of the pages on your
site that you want to monitor and paste the
Pixel code between the “” tags.Alternatively, if you use WordPress, you canjust run the Facebook Conversion plug-in,which will do the hard work for you.For page load events, to track whensomeone visits your webpage, place thecode just below the closing header sectionof your webpage – right after the opening ofthe “” tag.
For inline action events, i.e. when certain
buttons are clicked, add the event code
between script tags next to the action that
you want to track – when someone clicks
on a button, for instance.
To check that it’s properly installed, head
back to Ads Manager > All Tools > Pixels
and check that the Pixel is “Active”.
5
6
Installing the Facebook Pixel

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Finding The Right Audience
Audience targeting is one of the most powerful
things you can do on Facebook. You need to
master it, plain and simple.
Now you’ve set everything in place so you can
monitor how people interact with your website
on Facebook’s advertising platform, you need to
learn how to use that knowledge to target your
audience.
Targeting the right audience on Facebook
means spending your ad budget the smart way.
It means that you can stop wasting money on
ineffective ad campaigns.
Before you spend a single dollar on your Facebook
ads, you need to know as much as possible about
your target demographic.
Luckily, Facebook gives you the tools to find these
people, and that’s we’re going to go through right
now.

34
Facebook Audience
Insights
Audience Insights lets you build the exact
audience you want to market to by showing you
enormous amounts of anonymous data from all
across the Facebook network.
Audience Insights is designed to report on
essential advertising data, so you can get a
comprehensive picture about your target market.
With demographics, interests, and behavior
insights, you’ll get a clear idea of their lifestyle,
their job, and even what Facebook Pages they like.
This information is priceless for anyone who
wants to really understand their target audience

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and wants to create ads that are built on
comprehensive data.
The more customer insights you have, the better
your advertising will be. Period.
Depending on the statistics you want to see,
Facebook will give you a comprehensive view
of all the data it has on those users, divided into
age groups: job status, connections, language,
relationship status, education, work, politics, page
likes, activity, life events… the list goes on and on.
Facebook Audience Insights

36
Targeting Categories
There are three targeting categories:
Demographics
Demographics are the facts about a person.
This category is basically your resource for
analyzing exactly who your target audience is,
and what their lives look like. Facebook knows a
hell of a lot about its users: everything from their
age, language, gender, education level, profession,
marital status, financial information… you get the
picture.
A demographical analysis of a target audience
forms the absolute backbone of all your
marketing.
Facebook’s user statistics are unbelievably
powerful.
You already more or less know who buys your
products. With Facebook’s data collection, you can
say with a great level of certainty what their profile
is and know exactly what your audience looks like:
you can very, very easily know exactly who they
are.

37
Facebook’s demographic statistics tell
marketers who a person is.
This is every marketer’s dream: knowing
everything about their target audience, so they can
respond to those interests and sell as many of
their products as possible.
By providing all the data and tools, Facebook
lets you concentrate on making more money and
developing your brand. It’s really that simple.
Targeting Categories
Facebook Ads Mastery Course
Killer Ad Strategies that Deliver
Create Ads that generate ROI
and $$$
Increase Business Revenue 8X faster
Proven Methods Based on $3,000,000
Ad Spend
Master every Facebook Tool with
100% Confidence
LEARN MORE

38
Interests
Interests are what people say they’re into.
This one can be a bit fickle. Interests don’t always
provide a really accurate picture of a user. Why?
It’s easy for people to say what they like.
What they actually do is a completely different
matter.
In fact, it’s probably more misleading than
anything, because whereas demographics tell you
what users actually want, interests are more what
they say they want. Both have their uses, but we
know which we stick to the most.
People’s interests change over time. What
someone likes – according to their profile remains
a permanent stamp of what was probably just a
passing interest.
Think about how many pages you’ve liked
on Facebook.
Can you say that they’re a real indicator of what
you’re into? Even the ones you liked in 2010?
That’s where behaviors comes in.
Targeting Categories

39
Behaviors
Behaviors are what defines demographics.
People become a part of a demographic
category through their behaviors.
Users’ online behaviors tell us marketers about
their buying intentions, and, through Facebook’s
super-valuable data points, we can tell who is in
the process of buying a product.
Say you target “soccer” under interests. You’ll
find all the people who like pages relating to the
sport; so teams, fan clubs, the general soccer
community.
These aren’t necessarily people who are going to
be buying soccer equipment. Behaviors will track
the latter demographic, the people who physically
engage in the sport.
Targeting Categories

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You can deep-dive into behavioral targeting.
You can target people who shop at certain stores,
have certain buying habits, and so on.
By specifying behaviors down to the nth degree
of precision, you’ll be creating great copy for
a very specific audience, which can only make
your advertising work more precise, effective,
and efficient.
Targeting Categories

41
Custom Audiences
Imagine being able to reach your existing
customers who are already active on Facebook.
Then, imagine being able to reach people who are
very similar to them, and have pretty much a ninety
percent chance of showing interest, or spending
money, on your product or service.
A custom audience is an audience of existing
customers. Custom audiences let you use your
existing customer data right on the Facebook
platform, and then reach them, and prospective
customers, with Facebook ads.
Facebook Ads Mastery Course
Killer Ad Strategies that Deliver
Create Ads that generate ROI
and $$$
Increase Business Revenue 8X faster
Proven Methods Based on $3,000,000
Ad Spend
Master every Facebook Tool with
100% Confidence
LEARN MORE

42
A custom audience is someone who could have
visited your site, who could have gone through to
the basket and failed to make a transaction, who
has made a purchase, visited your blog… basically
anyone who has had some kind of interaction with
your site or brand.
You’ll track all of this data through the
Facebook Pixel.
Through the Facebook Pixel, custom audiences
gives you the power to retarget anyone who has
interacted with your business.
Lookalike Audiences
Imagine now all the people who have purchased
from you in the last three years, or joined your
email list, or visited your blog. You can upload their
data into Facebook to create a custom audience.
After that, by creating a Lookalike audience, you
can hit people who are just like them.
Lookalike audiences let you serve ads to people
who are just like your existing customers.
Master them, and you’re guaranteed to show your
ads to the right people.
Custom Audiences

43
Which Ads Will Work For
You?
Decided on your advertising goals? Now you need
to think about where you want your ads to appear.
Your ads could appear in four places across the
Facebook network:

44
Right Column Ad
These will only appear on
desktop and tend to be cheaper
than Newsfeed ads. They’re
more “ad-like”, and easier to
ignore. They might generate
fewer clicks because of this.
Instagram Ad
Facebook owns Instagram, and,
like Facebook Newsfeed ads,
Instagram ads take the shape
of a regular Instagram post. You
can post ads on Instagram in
the same way that you’d do for
Facebook: through the Facebook
Ads Manager.
Messenger Ads
It’s no secret that Facebook’s
trying to encourage conversations
between businesses and customers
on their chat platform. You can
create ads that appear within users’
chat lists, and initiate conversations
with customers who’ve shown
interest in your brand.
Newsfeed Ad
This is probably the
most-used ad space on
Facebook. They slot directly
into a users’ newsfeed and
look like a normal Facebook
post. This ensures higher
visibility, and much higher
click-through rates.
Which Ads Will Work for You?

45
The Different Ad Formats
on Facebook
Different products work best with different
formats. It’s up to you to decide which format
works best with what your objectives are.
Take a look at the ad formats that Facebook
offers:

46
Facebook Image Ads
Sometimes known as photo ads or link ads,
these are your classic Facebook ad. Use these to
promote anything that isn’t already on Facebook.
These go on either mobile or desktop.
Facebook Video Ads
Rather than having a static image, why not use
video instead? Facebook says that more than
of 70% of in-stream video ads are viewed to
completion. Video matters, and Facebook rewards
good video.
The Different Ad Formats

47
Facebook Page Post Engagement Ads
These are your go-to for sharing info about your
business with potential customers and to get
them to take an action. Use these if you want to
get your post out in front of more people.
Facebook Carousel Ads
These ads are up to 10 images and/or videos
within a single ad – each with their own link –
that users can cycle through. They’re simple, but
versatile, and are a great chance to showcase your
services.
The Different Ad Formats

48
Facebook Lead Generation Ads
These ads are purpose-built to get new leads for
your brand. This ad lets people show that they’re
interested in what you have to offer by filling in a
form with their contact details within Facebook.
Facebook Canvas Ads
Canvas is a Facebook-native ad. They’re basically
a microsite within Facebook, optimized for
mobile. They’re an immersive, app-like branded
experience, that users can swipe, scroll, and tap to
engage with.
The Different Ad Formats

49
Facebook Collection Ads
Collection Ads are designed for Ecommerce. It’s
just for mobile, and allows you to have a central
showpiece image or video which highlights the
ad’s message with four images beneath it.
Facebook Slideshow Ads
Think of Slideshow ads as lightweight video ads
that you can create directly within Facebook Ads
Manager. They contain between 3 and 10 images
and add more creativity than plain image ads.
The Different Ad Formats

50
Facebook Messenger Home Messenger Ad
These are ads that people will see on their home
tab when they’re using Messenger. When people
tap on your ad, they’ll be sent to the destination
chosen by you; a site, an app, or a conversation.
Facebook Messenger Sponsored Ad
These are targeted, in-context ads that you can
use to re-engage people who are already in
touch with your business. Your business will be
in a place where customers are already having
conversations.
The Different Ad Formats

51
Instagram Photo Ads
These ads fit seamlessly into Instagram users’
feeds. Once you’ve created your business’
Instagram account, you can make sure of all of
Instagram’s customization options drive users to
your site.
Instagram Video Ads
Video ads on Instagram have got a maximum
length of 60 seconds. You can use filters just like
on photos. You can also make use of Boomerang
to create short, funny ads designed to catch
attention.
The Different Ad Formats

52
Instagram Carousel Ads
These are basically the same as Carousel ads on
Facebook. They follow exactly the same structure:
2 to 10 images or videos that’ll be presented as a
scrollable slideshow.
Instagram Stories Ads
Instagram Stories are 24-hour, self-destructing
video – and photo – streams. These are fullscreen, immersive ads that let your business use
targeting and reach to make personally relevant
ads.
The Different Ad Formats

53
Facebook Dynamic Ads for Travel
You can create dynamic ads for hotels, flights, and
destinations using these types of ad. When you
set up a catalog in Business Manager, you can set
it to the service you offer, and serve ads based on
that.
Facebook Dynamic Product Ads
These ads let your business automatically
promote relevant products from your entire
catalog with unique creative, showcasing one or
more products, across any device.
The Different Ad Formats

54
What Your Ad Should Look
Like
All the ads you create on Facebook will have
certain elements that you can’t forget about.
Facebook’s Creative Hub lets you create mockups
for ads, and experiment with all the different ad
formats available to you.
When you start to create your ads for real,
Facebook’s ad builder lets you customize your ad
to suit your product and audience in a number of
different ways.
You need to understand each component of
your ad, and how each element goes together to
create a killer Facebook ad.

55
Each element needs to be carefully constructed
to maximize your click-through rate. At the same
time, you should split-test each individual element
to find what works best for your ads.
Ads can consist of several different components:
Images
An ad’s visuals can make or break an entire
campaign. It doesn’t matter how good your
copy is if your image isn’t up to the same
standard. If it doesn’t catch the user’s eye, it’s a
complete waste of time.
What Your Ad Should Look Like
Headline
Headlines can be tricky.
You’ve got 25 characters – no more, otherwise
it won’t display on mobile – to engage your
audience, or you’ll lose them. You’ve got to be
punchy and persuasive at the same time.
Your headline is the first piece of written
content that someone will see. It’ll either bring
people into the fold, or it’ll push them away.
It’s one of the most important elements of any
successful ad.

56
Text
You’ve got 90 characters to explain to
Facebook users why they should click on your
ad. Make sure you show your strengths.
Calls-to-Action
These buttons are where you tell the user what
to do next.
You’ve got a few options available to you: Shop
Now, Learn More, Download, Book Now, Sign
Up, Watch More, Contact Us, Apply Now, or
Request a Time.
Link Description
You’ve got 30 characters to tell users a little bit
more about what you can offer, and what they
should expect once they get to your site.
What Your Ad Should Look Like

57
The 10 Steps to Building
Facebook Ads
You’ve learnt about the principles for great
Facebook ads. Now it’s time to put all of that
knowledge into action, and build a great ad.
Now you need to know how to create the perfect
combination of imagery and copy, and master
each element to draw people in.
It isn’t just about saying what you think the person
wants to hear or the message you want to deliver.
You need to invoke an emotion, a need for that
user to be intrigued enough to click on your ad.
You need to think about what you want to say
to them.
Remember: not everyone who sees your ad is
ready to buy. You need to set out a benefit, and
a reason, for users to spend their money
with you.

58
Step #1 The Image Always Goes First
Copy supports imagery.
For Facebook ads, you have to start with the
image.
You don’t even want to begin testing ads without
high-quality imagery.
Facebook is a social space, where your ads
compete with users’ own photos, posts from their
friends on holiday, all those kinds of things. Your
image needs to stand out in a crowd of imagery.
Remember that the essential elements of your
ads copy need to be included in the image.
Focus on the one message that’s most likely to
appeal to users.
On-image copy needs to be short and to-the-point.
If it isn’t, the image will be too dense, and it’ll no
doubt be penalized by Facebook’s Image Tester.
The Ten Steps to Building Facebook Ads

59
If possible, integrate your headline in the image:
that way you’ve got more space in the rest
of the copy.
When you’re building a Canvas or Carousel ad, for
example, this can be a great way to tell a more
organic, in-depth story.
The Ten Steps to Building Facebook Ads

60
Step #2 Short Headlines, Simple Words
You’re writing for the click. Never forget that.
Keep your message concise: use words like
“Why?”, “How to…”, and “Find out!”.
These words tell the viewer what you want them
to do, so that they don’t get confused about where
you’re going with your ad.
Focus on one single thought, the action that you
want them to take.
Definitely use the word “new”, so that they know
that you’re scratching an itch.
Try placing key parts in brackets. For example,
“(TOTALLY FREE)” makes the ad copy stand out,
especially if you’re delivering a benefit. It’s just a
small trick, but it’s an effective one.
People don’t just want a wall of text.
Capitalize the special words in your headline: the
frees, the easies, the nows.
The Ten Steps to Building Facebook Ads

61
By making these key phrases literally stand apart
from the rest of the copy you increase how much
they grab the audience’s attention.
These are the words that people will be scanning
for anyway, so if you can help guide them in the
right direction then people won’t get bored.
The Ten Steps to Building Facebook Ads

62
Step #3 The Hook
Front load the benefits of your business and/or
make use of questions early on in the copy.
You have less than half a second to grab their
attention and get them to click on your ads.
Take a personal injury company offering to help
the consumer claim compensation:
“Had an Accident? We can help you claim $1,000s…
it’s totally FREE!”
That short sentence asks a question, then clearly
states the value to the audience.
It starts by giving them a reason to read your
advert and then shows them how they can directly
benefit.
This is powerful because it shows instantly that
you can an answer any question they might have,
and that you know the answer to the key topic.
The Ten Steps to Building Facebook Ads

63
Step #4 Be Bold in the Copy (Ask a Question)
As with the previous step, human beings are
programmed to answer a question when they
see one.
“Do you want the chance to win a FREE vacation?”
“Have you ever thought of starting an
online business?”
If you’ve done your targeting correctly, then more
often than not the answer to these questions
will be yes.
If the question is bold enough to grab their
attention it will keep them reading.
The Ten Steps to Building Facebook Ads

64
Step #5 Answer the Question
Then, answer the question you asked them.
“Do you want the chance to win a FREE vacation?”
“YES, then just click for your chance…..”
“Have you ever thought of starting an online
business?”
“YES well we can show you how….”
Humans are naturally curious.
Using questions in your ad copy an incredibly
useful method to get a reaction.
Everyone either wants to answer the question, ask
the question, or have the answer given to them.
The Ten Steps to Building Facebook Ads

65
Step #6 Use Revealing Words
Descriptives and adjectives always work best.
Astonishing, excellent, results.
These words are still relatively simple, but they
also carry powerful connotations.
Because of this, people want to know why a
product is so astonishing, or why it’s
so excellent.
Again this feeds into the curiosity of human
beings.
If you use words that are too simple like good and
okay, then they don’t really offer any value, and
people won’t click through.
The Ten Steps to Building Facebook Ads

66
Step #7 Make Sure They Know It’s All About
You
YOU is the most powerful word and you must
never forget it.
Human beings, whether we like it or not, are
selfish creatures, and so you need to play on this
emotion.
“It’s all about them” so you need to write the ad as
though it is written with only them in mind.
For example, with calling out a personal attribute:
“Are you overweight?”. This will be against their
guidelines.
It’s important you know Facebook’s guidelines
when using the word “you”, or when you create any
ads, just to make sure the content is approved.
The Ten Steps to Building Facebook Ads

67
Step #8 Mix Things Up
Ad copy is always based on the product.
As with anything, trying new things is always
best when split-testing.
This is the same for length of ad copy.
Short ad copy should only be a couple of lines.
Mid length – maybe a paragraph.
Long ad copy? A short story of five hundred to
one-and-a-half thousand words.
Long copy is only for products where there is a
commitment you want from the customer, like a
purchase that could take a reasonable amount of
their time.
Either way, always think about testing. Try new
things when testing just in case you’re missing out
on a tactic that works surprisingly well.
The Ten Steps to Building Facebook Ads

68
Step #9 Your Call-to-Action
There isn’t always a reason you have to use a CTA.
In fact, if you have a brilliantly-written ad that fits
into the user’s newsfeed, adding a CTA can be
detrimental.
Think about it, normal posts don’t have CTAs…
but ads do.
Adding one can make it seem more like an ad,
which can have a negative psychological effect on
your audience that you want to avoid.
However, this is not a definitive approach as when
you apply the correct CTA buttons they can work
fantastically well.
As we mentioned earlier, CTAs for local
businesses or sponsored events can work
wonders as it gives the audience a clear cut action
to perform.
As with everything, it’s all about testing. See if your
ads work better with, or without.
The Ten Steps to Building Facebook Ads

69
Step #10 The URL
Like with the CTA, you don’t always need to include
your URL.
If it’s messy, use the bitly link to shorten your URL
and use a custom version for your brand.
You could try testing your ads without the URL and
in its place try some CTA text such as “download
now” or “Shop Today”. This is definitely worth split
testing against the business name.
You never know how people will react to the
variations until you try it.
If you do include your URL, it can help get you
some trust points as the audience will at least
know where they are clicking through to.
No one wants to click on a link if they don’t know
where it’s taking them.
If you follow these steps, you won’t be far from
creating that perfect Facebook ad.
Of course, it’s not going to happen overnight.
The Ten Steps to Building Facebook Ads

70
You will need to get into the habit of testing,
testing, and testing and if you follow the
fundamentals of creative testing you can scale
this process not only on Facebook but any
advertising platform.
The Ten Steps to Building Facebook Ads

71
What’s Next?
Now you know the ins and outs of how to create
powerful Facebook ads that convert.
Don’t forget that when you optimize your strategy,
testing is key.
One of the best ways to do this is to take a small
percentage of your advertising budget, 10% at
a maximum and try a few variations of your
creatives or ad copy.

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