Its no secret that Facebook is the most powerful ad platform of this decade. The best thing you could possibly do to grow your business is learn how to master FB ads. In this article we will go through an overview of whats working well for Facebook ads.

20 years ago the average American would spend hours a day watching TV. Today is no different, except the video content is beginning to shit to Facebook. Instead of watching mindless TV every day, users are now mindlessly scrolling and watching videos in their news feeds. Currently one of the best kept secrets in FB ads are videos.

Statistically the CPMs are cheaper right now across the board for video ads than images. Why? Less competition. It takes way more work to create a good video ad than it does just an image ad. If you want to make a good video you need to either pay someone to make one or spend hours doing it yourself. Not to say image ads don’t work because they do. I use both image and video ads in my business. There are endless possibilities for making good video ads.

Tailoring Your Message:

When your making a video its important to focus more on the “user benefit” of your product or service, rather than the technical details of the product or service itself.

Example: Lets say your company is a service that delivers meals and recipes to people’s door on a weekly basis.

There are two different approaches of what you could focus on in your ad. The first approach focuses on the details of the food itself.

– Non GMO

– Organic

– Sourced Locally

The second approach instead focuses on the user benefit.

The pitch proceeds,

“Have you been finding your life increasingly getting busier and find less and less time to go to the grocery store? Have you considered a meal delivery service? On average our customers save X hours per week by having their meals delivered right to their door.”

The latter approach will be much more effective.

Whenever you can focus on big human wants like saving time, money, energy, etc and describe how your product can do this for them, you will get a much better response.

Split Testing

When it comes to headlines you will want to test at least 10 different versions. Sometimes I am surprised about what headlines will out perform others.

Try testing long 200 word headlines with 2-3 call to actions and links. Also try short one sentence headlines. You never know which will do better.

For video ads, I have found that generally speaking videos less than 60 seconds perform the best. Usually people have short attention spans while scrolling through the news feed or in IG so you want to keep things as concise as possible. Doing very short 10-15 second videos can work well too with a few slides or a static image.

Another ad strategy that can work well is combining a video ad with pictures in a carousel. These can get great results by giving the user more options to click. Try making the first slide in the carousel a short video and then have 2-3 more images in the carousel with call to actions.

Let me know if these are helpful tips


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