What Do The Best Facebook Ads In 2019 Have In Common?
There is a new trend that has been working its way through the Facebook advertising world and those who are in the know are getting better conversions than those who don't.
The common ground for all successful Facebook ads in 2019 and beyond is that they have very high relevance scores.
The relevance score is Facebook's measurement of how positive of an experience your ad gives your target audience compared to all other ads targeting that same audience.
If that is confusing, let's use a quick example…
You and I are both targeting male golfers in their 50s. My advertisement is perceived by Facebook to be more relevant and to add more value to this audience segment than yours.
I received a 10 on my relevance score and you receive a five on your relevance score…
What this means is I will get access to better segments of this audience and I will pay less money for reach, clicks and conversions then you will because Facebook thinks my add gives that user a better experience.
So what does it take to get a high relevance score with your Facebook ads?
That is the million-dollar question!
...And the easiest answer is "long copy advertisements"
This new video explains in much greater detail:
This is also a good reminder that Facebook is always changing the rules and as an advertiser it is important that you are always focused on learning, studying, testing your Facebook advertising approach.
Why You Should Get Better at Facebook Ads
If you can master the art and science of Facebook ads, you can essentially “print money” off your Facebook ad campaigns.
Content marketing can take months or years to play out.
But using Facebook ads, you can see tangible results within weeks.
Also, when you’re making money on your ad campaigns, you can afford to run them over and over, or at higher volumes.
All the while, you are getting more email subscribers (aka potential paying customers).
Then you can make your REAL money on the backend through email marketing.
If you are good at Facebook ads AND funnel building, you can run an entire business solely based on Facebook ads pointing to landing pages.
Don’t Guess - Learn From The Best Facebook Ads!
The potential downside of Facebook ads is that you can lose a lot of money pretty quickly if you don’t know what you are doing.
So in this post, you’re going to learn how to protect yourself from that risk by modeling tried and true ads that have been tested over and over.
Why You Should Trust These Ads
These ads are from people I respect in the direct marketing space who have made a LOT of money online.
Basically, these people are the OGs of internet marketing.
These types of juggernauts don’t even run their own ad campaigns - they simply hire an extremely specialized and skilled team that runs the ads for them.
And you can bet your bottom dollar that these teams are constantly split testing their ads.
All of this to say: these ads are GOOD.
If you examine these ads and learn from them, your online business will prosper.
Ad #1: Frank Kern Grabs You With A Question
Frank’s team starts this ad with a question, which is a powerful direct marketing tactic.
Questions are so useful in advertising because it’s impossible for our brains to not answer them!
If someone asks you a question in a language you understand, even if you don’t verbally respond, your brain will automatically generate a response.
That’s just how we are wired.
This is important, as one of the keys to direct marketing is getting some kind of response from your audience!
After leading with a question, Frank’s team promises an answer. They tell you that they will “get clients to chase you!”
This “question and answer” format is great for Facebook ads. Leading with a problem and then promising a solution is another classic format.
Cliffhangers Make Readers Click
Frank’s team uses a cliffhanger to beautiful effect here.
The sentence goes, “However, we can’t have customers unless we have prospects and at the end of the day in order to make a sale as…”.
The reader is thinking, “Make a sale as.. What? How does this help me with getting more customers and having them chase me?”
This uncertainty often leads to action, such as clicking on the “learn more” button!
Ad #2: Dan Kennedy Hooks You With: “Did You See This Yet?”
Get Their Attention First
The phrase “Did you see this yet?” is brilliant.
When people are using Facebook, they are scrolling quickly and don’t have time to read long sentences.
As you learned in the last ad, questions get responses, and this question is so short and to the point that you can’t avoid reading it!
Use Targeted Social Proof
Dan’s team is invoking social proof in a targeted way through the phrase, “thousands of marketers and entrepreneurs swear by this book”.
If you are a marketer or an entrepreneur, and if you have a decent level of trust towards Dan Kennedy, you’ll be sold on continuing to give this ad your attention.
Great copy makes each sentence so compelling that the reader can’t help but continue to consume your message.
If the reader clicks “learn more” they see this message:
Once You Hook Them, Convince Them
Dan’s team shows this long form copy in order to leverage attention to gain more trust.
Sometimes people will be intrigued by your idea but they won’t be convinced completely. Maybe they’re a little suspicious, and they don’t trust you completely yet.
This long form copy is your chance to win them over!
Ad #3: Mike Dillard Blends Right In
Blending In Creates Trust
One theme you may have noticed is that the advertisers try to "blend in" with the organic Facebook feed.
That’s why you aren’t seeing any flashy “buy here!” photos which would look out of place.
People are used to seeing photos of other people on Facebook, and so all of these advertisers either use an image of a person or of a book.
Use Your Reputation If You Can
If you’re a biz owner interested in online list building, you’ve probably heard of Mike Dillard.
That’s why Mike Dillard’s advertising team is using the strength of his name to gain credibility.
Appropriately, the first two things you see in this ad are Mike’s name and a very direct callout to business owners.
Blatant Cliffhangers Still Work
Mike’s team is shameless about their use of a cliffhanger. They literally just have the word “and…” right at the beginning of the line.
You can bet that was intentional.
Ad #4: Frank Kern Sells You On Free Plus Shipping
FREE is Very Powerful
Even though people may suspect in the back of their minds that they have to pay something, the word "free" is still compelling.
Frank standing in the picture creates trust: he’s just like anyone else in your Facebook feed!
And the book creates a sense of credibility.
Ad #5: Russell Brunson Is Retargeting You
Retargeting: An Advanced Marketing Tactic
This is an example of a retargeting ad, which you won’t see this unless you’ve visited one of Russell Brunson’s landing pages already.
Most people who visit one of your landing pages will leave without opting in. So an ad like this can try to reach those people who had a little bit of interest but weren’t completely convinced.
They're Interested - Give Them More Benefits
The “3 reasons” format is great for retargeting.
You know your prospect is at least somewhat interested, so instead of focusing too much on the offer, you’re outlining the main benefits your reader will experience if they take action.
Ad #6: Yanik Silver Tries Something New
You Gotta Know The Rules To Break Them
First off, you’ll notice that the image isn’t of a person, a book, or even an animated person. Instead, it’s a relatively famous piece of art.
Yanik’s team chose this image in order to stand out, and the image fits in very well with the copy.
Make Your Copy Speak To Someone's Identity
The copy is directly speaking to the type of people who tend to invest in themselves and create high performing businesses.
Notice the phrases: “Do you hear a voice saying you’re not doing the work you are meant to do? That you aren’t hitting your full potential?
That you aren’t making the most meaningful difference in the world?”
This copy fits in with the image to appeal to the emotions and identity of the reader.
Forbes for Credibility and Another Cliffhanger
In order to get some credibility, the ad uses a quote from Forbes, which is obviously a very well known and respected source.
And again, we see the classic “and…” cliffhanger.
If your prospect has already read the first few lines of the copy, it’s very tough for them to resist clicking “learn more”.
Here we can see the long form copy of the ad:
Write For Emotional Impact
Humans take action based on feelings, not rationality, which makes the line “you can’t shake the feeling” super powerful.
If you want to learn more about this, check out the book “Predictably Irrational” by Dan Ariely.
Know Your Niche
He’s not doing free plus shipping, because that format is so popular in the internet marketing niche.
He’s doing “buy at cost, practically free” hoping to get our defenses down a bit, because we all know with the free plus shipping model there’s a upsell on the other side.
You have to know your niche and alter your copy and offer accordingly.
Finally, when you are ready to start your own ad campaigns, here is a video tutorial on how to advertise on Facebook.
Thanks for reading!
If you have any questions about this post, or if you liked it /hated it, let me know in the comments below.