Today I want to share with you the fifth step of the Ad Method, which is the Ad. Most people, when it comes to the ad, have so much emphasis on ad optimization or sometimes, with the offer or the funnel, they forget about testing the ad. I want to share two main things that we are testing when it comes to the ad and what to focus on when you are optimizing your Facebook Ad.
The first thing is the actual elements of a Facebook Ad
Usually, what it means on your Facebook ad, there is the copy, there is some sort of media and there is link descriptions or any kind of headline in order to get people to the next step, depending on the type of ad that you’re using. Let’s break those three down first.
When it comes to your description, which is the section right above your main media, whether using a photo, a video or just a link ad, a lot of opportunities is there because when it comes to your description, there are a few things that you can do. First of all is how are you starting that ad? Is it a question? Is it a polarizing statement? Is it just one sentence and that’s it?
The second step is what is the length of that ad and if you are not testing that link, that might be something to consider. Most people get really attached to one kind of description type, what I mean by that is they will either keep it super short, it will be one sentence and it is like: “listen, this has worked for us in the past and that is what we do around here”, that is usually what where things end up.
But what I challenge you to do, if you have only been using long-form ads, which means it is anywhere between 75 to 125 words; then there is even longer form which is 150 to 300 words, where it is pretty much a blog post, and there are ads I have seen that are 500 to a thousand words as well that have worked really well for some people.
You can see the distinction, where some people and advertisers are just using five words, seven words as the ad, that is it; and when I talk about 75 words or 300 words, it is a shock to their system. That is the thing that you want to consider here is, if you have been using the same description structure, it might be time to actually test that and optimize for that.
So the first thing is understanding what are the things that you can optimize, which is the description text, the media, and the headlines. From there just for the description: are you just using the same stripe type of structure that you’ve always used? if it is just long form, just short form, etc. That will be the first thing to actually test your assumption. With the media, most people do not know, and we are going to talk about this in a second, that there are different ad types and with the images or the video that you are using, there is not a lot of testing that is going on there, that means that most people will just stick to humans if they use photos, for example, they will only do people who are real-life.
But what we started doing is we were around people who were trying a lot of different things and that is contagious because they are trying so many different things, it leads us to try a lot of different things.
Here is what I would suggest for you: instead of just trying humans, try something that is animated. It might not be on the brand in the initial stages or you might not know how to do it because it is a new thing, but animated images have gone very far for us because, for whatever reason, they have a different engagement level on Facebook. This is an animation of just icons and as well as animations of people, so that’s something to consider testing then when it comes to different video styles.
There are a lot more options there. whether you are doing just kinetic style versus you are doing storytelling of like those viral videos. If you are doing testimonials, there is a lot more there we are not going to go into that topic too much in this video or in this episode. But what I will say is with your media, how much stability has there been of the testing? What are you doing with your graphic or your videos?
What I would like to challenge you with is, if you have just been doing the same type of photos or the same type of video, now might be the time to actually change that up. Do something radically different and see what the difference is when it comes to your CTR of your overall Ad, CTR of your click, your CPC’s and then how all of that relates into your rest of the funnel. What you would want watch here is what happens to your relevant scores as you are implementing these different changes, whether it is at the description level or the media level.
Next is the headline and how you are doing that depending on the type of ad you are doing. If you are doing carousel ads, there are different limitations of what you can do, but my point of bringing up the headline is how are you setting up the headline? Are you going in just for a call to action? Is that a question? Is that a directive like: “do this”?
Now, depending on how you are doing that, that might be something that needs changing as well because that is something to test when it comes to the nature of your headline even though if you do not change the image and if you do not change the description.
So the first step is what are the different elements of your ad and what are you doing in terms of challenging the assumptions that you have been doing? If you have been doing Facebook ads for a year or five years, whatever the case is.
The second step is what are the ad types? Most people do not know that most of the ads that people create are just a link ad, a photo ad or a video ad. The reality is, there is actually a lot more types of ads you can do and one of the types, especially for the bottom of the funnel that you should consider testing is, there are messenger ads, specifically something called JSON. What happens is: it looks like a normal link ad, but as soon as you click it, you go straight into a messenger bot campaign. That is something that might be worth your time.
Another one, if you have not done carousel ads, that is really good for objection handling and going through different scenarios of what the concern of a prospect might be or if you are doing testimonial ads, you can put different types of people there and different people will react and naturally gravitate to different types of people that they resonate with. So there are JSON ads, carousel ads, depending on the bottom of the funnel stuff there, we have seen canvas ads do really well.
If you are an e-commerce, there is something called collection ads where you can have a video or a photo at the top with your products underneath it. The reason I am bringing all these up is that I want you to challenge yourself, when it comes to the types of ads that you’re creating, so you do not get into just doing those three ads.
There might be an opportunity that you might have a breakthrough at the top of the funnel or middle or the bottom when you are testing these different ad sites to move people down to the next step of your marketing funnel. If you have just been doing the three main types of ads: photo ads, video ads or a link ads, these are different ads that you can test in the mix and compare the benchmarks of your original ads to these new ads, whether you are doing it at a cold level or retargeting at different steps of the funnel.
To reiterate here, in terms of the fifth step of the Ad Method, there are things that you can test technically on the ad, which is: the description, the media, and the headlines. But then also, the ad types most people are using are those three; can you implement these different ad types and see the performance change hopefully positively in your advertising campaign.
That is it for this episode, see you on the next one.