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DigitalMarketer’s Greatest Fb Adverts of 2019 (And the Classes We Discovered from Them)

DigitalMarketer news feed ad for our ultimate Facebook ad template library

Every year we step back from our campaigns, product launches and new products to ask ourselves an incredibly important question …

What worked?

At DigitalMarketer it is our job to find out what works so that we can inform you. Our successes are your new strategies.

And that's what this article is about.

You can scroll down to see our best Facebook ad lessons for the past 6 years and learn how we learn in real time what works. But now it's time to focus on the present.

What lessons have we learned from our best Facebook ads in 2019?

Let's dive in

Our best Facebook ad # 1: We tested the delivery of newsfeed ads for our insider membership VS. Straight to a lead magnet

In the past, we focused our first change of the customer value journey on lead magnets. We used lead magnets in our content and advertised these lead magnets on our Facebook ads.

We did something different this year. First, we launched DM Insider, our free membership that provides access to our Insider newsletter, over 30 marketing tools, and weekly on-demand training.

Then we ran Facebook news feed ads promoting lead magnets that people would get if they signed up for insiders. We love this strategy: in order to access the lead magnet, users must go to their new Insider account and go to the toolbox that contains all the lead magnets, including the Facebook ad they saw on.

This way, new insiders can see the platform and not just the lead magnet that we gave them. We have seen exponential growth in leads from this strategy that has generated more than 10,000 leads in the past 6 months at a cost of $ 5.70 per result (our target is $ 5). * Happy dance *

Our Best Facebook Ad # 2: We ran retargeting ads for our free lab trial

DigitalMarketer news feed for Level Up with Lab +

This year, we attach great importance to simplifying our retargeting within Facebook. As with any other marketer who started advertising on Facebook from the start, things got messy in the backend. Here's what we did to clean up our action.

We have started again to contact Insider members who did not opt ​​for the free lab trial, or customers who had an a la carte product from us (like a single certification). Our goal is to realign people who have already converted but can advance to a higher level of the customer value journey.

Last month we were able to lower those ads from $ 50 per test, which is particularly exciting as our goal is $ 90.

Our best Facebook ad # 3: We ran TOFU video ads directly for content that is NOT advertised

DigitalMarketers step into the Marketing Comedy Club's Facebook video ad

Last year we noticed something that didn't work so well – running top-of-funnel ads with a CTA to sign up or opt for an offer. What is wrong with this approach?

It's like asking someone on a first date and then asking them for a second date after saying yes.

We asked too much, too quickly. These TOFU video ads are aimed at people who do not yet know who DigitalMarketer is. We would therefore like to give you the opportunity to get to know us better before we ask you to register.

One of our most powerful TOFU videos is our advertisement "Sh * t Marketers Say". It's fun and relatable, and it's a great way for us to increase brand awareness. The trick is that we cannot lead this ad to a product offering like insiders.

Instead, this ad is shown with the mentality that our paid ads raise all ships.

For example, if someone sees this TOFU video and clicks the link to our article "What is digital marketing?" He has now learned to read about DigitalMarketer and the kind of content he can expect from us. The next time you google a question about digital marketing, we have increased our chances of placing "DigitalMarketer" at the end of your search.

And we are expanding our retargeting list.

With this strategy, we’ve collected over 153,000 landing page views in the last 6 months.

Our Best Facebook Ad # 4: We ran ads for our top performing content

DigitalMarketer is when LinkedIn was a real Facebook ad

When it comes to creating the best Facebook ads, we don't guess what will work. We see what content leads to clicks and then decide to promote it in our TOFU strategy.

For example, we have a blog post called 101 Best Subject Lines that does a really good job. That's why we run ads for it. Then we shatter it into a lead magnet and place ads for that lead magnet because we know people love this type of content.

At the moment these are the only ads that are shown directly on a lead magnet (see lesson 1).

This strategy has helped us get the more than 153,000 landing page views mentioned above (can you say we love these landing page views?).

Our best Facebook ad # 5: Retargeted Testimonial Ads

These are self-explanatory, but let's explain some of the necessities of these ads. First, you don't want to use outdated or outdated testimonials. You want to update your testimonials and make sure that they don't stay in your ad creative for too long.

Second, you want to use these ads to realign people who have registered for something or added an item to their shopping cart, but have never completed or purchased an application. You will realign these leads with the testimonials.

In the past, we have $ 115 per application cost and our goal is $ 200.

Our best Facebook ad # 6: We’re still running news feed ads for webinars

Webinar Facebook ad from DigitalMarketer

Webinars are a digital marketing strategy that has really kept its dominance. It's 2020 and we're still running newsfeed ads promoting a webinar (promoting our Certified Partner program).

The webinar is an information event on our Certified Partner program. We target agencies and consultants, and the CTA must register. If you register but do not fill out an application, we will take Lesson 5 and re-align it.

We just launched this ad so we can keep you updated on success.

Our best Facebook ad # 7: Blitz Launch Ads

DigitalMarketer new announcement for training announcements

The Blitz Launch is a new strategy from CEO Ryan Deiss. You can read the full details of the Blitz launch here. However, we'll summarize them so that you know what's going on with the ad:

A Blitz Launch is a 7-day multi-channel awareness campaign in which all traffic is concentrated on a single content item entitled "Great Idea", which then leads to a relevant and urgent special offer.

Just like lightning in soccer, it's like going all-in and not returning until you reach the end zone.

For these lightning starts, we had a video sales letter in our ads promoting the workshop or the product we are actively promoting. If someone clicked on the product page, we realigned him on Facebook.

Since you cannot run Blitz Launch after Blitz Launch without exhausting your list and customer base, we only run these types of ads when we specifically sell a specific product. There is no other time when we would run these ads.

With these ads, we were able to generate 5 additional purchases for the workshop we advertised in 7 days.

A lot worked in 2019 – and a lot didn't work. As professional digital marketers, we never allow ourselves to be influenced by things that don't work. They only make us hungry to find out what will work.

As soon as we find out, we scream about it from the DigitalMarketer roofs (and from the blog homepage 😉). Our neighbors don't really understand what we're talking about, but we know that they understand how cool more than 10,000 leads are.

Now we give you the baton. Take these strategies and run your own super successful Facebook ads.

We are there for you from the sidelines.

And if you want to see what our marketing team has learned over the past few years, just keep scrolling.

(Editor's note: The lessons from previous years were written by Molly Pittman, former marketing vice president at DM.

(NOTE: Do you want the ultimate Facebook ad template library? Copy and paste these 7 proven Facebook advertising campaigns to create low-cost, high-conversion ads when needed. Get them here.)

Facebook Ad Template Library CTA

I learned that Facebook ads in 2019 will help to run better advertising campaigns

For the past few years, I've taken a moment every December to think about what I've learned about Facebook ads this year. I have turned these thoughts into blog posts in the hope that these lessons will help you start the new year.

This is the fifth edition of this post (scroll down to see my thoughts from previous years). It is so interesting to scroll and see how quickly things change in such a short time.

I am grateful that we are working in an industry that is changing so quickly and is keeping us busy. How boring would it be otherwise? 😀

This year brought me new lessons when I started my own business and started buying media for customers. I learned a lot.

I've tested a lot of things. Some of it worked, some didn't. I was lucky enough to work in many different markets and promote a range of products.

I also paid close attention to how Facebook changed over the course of 2018, particularly in response to the Cambridge Analytica scandal …

Changes to the Facebook front

The situation at Cambridge Analytica has changed Facebook. A narrative has been made in public that Facebook may not be safe. To regain this trust, Facebook had to make some changes … changes that made Facebook users a safer and better experience.

(CONNECTED: Perpetual Traffic Episode 144: Why This Is Still the Best Time to Be a Facebook Marketer (Plus … Insights from Facebook's NYC Office)

We marketers have felt these changes fairly strongly.

Facebook changes every day to offer users a healthier and more productive experience.

There have been minor changes, such as removing some targeting options and custom audience size.

We have also seen major changes. Nothing that Facebook "publicly announced", but changes that most of us have experienced as advertisers. Certain strategies that worked in 2017 no longer work. Advertising costs also rose for many marketers.

This year I heard: "I just can't get Facebook up and running!" of all of you at least a few times a week – and I understand.

However, I learned that Facebook doesn't "work". Facebook changes every day to offer users a healthier and more productive experience.

I also hope that every company is constantly improving its product or service to improve customers.

And as Facebook continues to evolve, as marketers, we have to. How shall we do it? What should we focus on in 2019? Let me explain …

As marketers, we sometimes forget that Facebook is a social media platform. It is a mirror. It reflects all the messages we put on the platform.

We control what we post AND what posts we see based on what we do.

The platform is literally built to get more of what you want, and this can be used for good or bad.

Facebook wants you to immortalize GUT on its platform. It's that simple. You are a company that is rich in values.

If we, as advertisers, maintain negativity or don't start a conversation at all, Facebook won't be spreading our message (aka "running ads").

Facebook wants you to be immortalized QUALITY on the platform.

There has been a big shift in Facebook over the past year, with more ads showing positive language and images that are helpful to end users rather than feeding on their fears, uncertainties, or promising unreachable end results.

But why have things changed so quickly? Facebook only had to enforce its values ​​so strongly after the 2016 elections and the Cambridge Analytica scandal.

In spring 2018, Facebook received warmth from the government and the public. As the media positioned the scandal as a "data leak", Facebook lost the trust of some of its users. The public threatened to leave the platform. The entire company was examined in detail.

Facebook had to respond and prove to the public that it has taken steps to ensure that this never happens again.

Fortunately, Facebook already had a way to measure the experience that advertisers offer consumers through their ads.

They published the in 2015 Relevance score. A score from 1 to 10 that indicates how well an ad is related to the interests and needs of the target audience.

It is not exactly known how the relevance score is calculated, but I do know that it consists of clickthrough rate, post engagement, negative feedback, positive feedback, conversion rate and more.

The higher the relevance value, the lower the advertising costs. This has been proven time and again. If I have high advertising costs, this almost always corresponds to a relevance value of less than 5.

The relevance factor was the first indication that Facebook optimized its ad platform for social evidence and customer satisfaction.

It also makes sense.

The more end users (people with a free Facebook account) enjoy the posts on Facebook, the longer they will spend on the platform and the more revenue Facebook collects in advertising dollars.

Social proof as a solution

Social proof is what will save you on Facebook in 2019.

This is the most important aspect of this article.

Facebook is all about social evidence in 2019.

It is more important than ever.

In March of this year I won a customer who sells Christian products. Over the summer, I've seen the advertising costs in each of my customer accounts (mainly in e-commerce) increase with the exception of this customer.

Why?

Because they have social support. The message that this company conveys in its ads is not only liked by the market, but also supported, and the market wants to show its support.

Our most attractive ad this year has 100,000 shares. The cost per click is only 11 cents. I haven't seen such advertising costs since 2013.

In the past 3 months I have started a new FB advertising campaign for this customer. I have 4 ads in each ad set. Two of these are existing ads with significant social evidence (over 50,000 shares each), and two are brand new. The 2 existing ads have surpassed the 2 brand new ads every 2 months!

Facebook is all about social evidence in 2019.

So what does that mean for you?

Your ads need to spark something in your target audience. You should make your audience feel so strong that they have no choice but to respond, comment, or share your ad.

Gone are the days of direct response ads listing the features and benefits of a product without targeting it. Facebook does not have to and will not display boring ads.

Even if you sell a product that feels "boring" or that is difficult to create a community with, there is hope. To tell a story. Make people laugh.

I have a customer who sells daily planners. At first I was concerned about our ability to generate social evidence because it was such a commodity.

I found some amazing customer stories about how this planner had changed the lives of a few people, and I used their stories and photos as ad copy and creative. It worked like magic because other people on Facebook had to deal with these stories and felt compelled to share theirs in the comments too.

To tell a story. Make people laugh.

Using motivational ad copies to excite your market also generates social evidence. People respond well to motivation and want to share the message with their friends.

So when you sit down to make a copy of your ad, consider what this market would respond to. What could you show them to share, comment on, or respond to? This is the key to Facebook's success in 2019.

But there is more. 😀 Facebook doesn't just care about the relevance of your ad. The display is only the first step.

Keep your promise

Facebook takes care of the ENTIRE customer experience.

This means everything from clicking the ad to buying and receiving the product.

If someone clicks on a Facebook ad and buys a t-shirt but never receives it, it looks bad for Facebook, even if they weren't the one who made the purchase easier.

Facebook takes care of that entire customer experience,

They take measures to ensure that companies are not only great advertisers, but can also deliver.

For this reason, Facebook takes into account the ratings on fan sites for the success of this brand's advertising campaigns.

They also ask consumers to rate their shopping experience with brands after purchase and use that information to assess the reach and cost of advertising campaigns.

It is obvious that Facebook takes care of the entire customer experience. So make sure you deploy this in 2019 and you'll be fine.

It’s important to think about the experience you’ve got after someone clicks on your ad. This is important for Facebook. It is important to consider things like page loading speed and the mobile experience you provide.

For this reason, Facebook Messenger 2019 will be even more important. Users already understand how to navigate the platform, and Facebook likes you to keep people in their ecosystem.

(CONNECTED: Facebook Messenger Ads: Use in Your Business)

This is also the reason why Instant Experiences 2019 will be huge. Instant Experiences, formally known as canvas ads, are “a mobile ad solution that brings brands and products to life in a post-click, full-screen experience that is almost instantly loaded by ads on Facebook and Instagram feeds. "

Basically, you can create a simple landing page that summarizes your offer. Consumers don't have to digest your entire website to make a purchase decision.

The name of the game is social evidence and user experience. Most importantly, people are on the other side of the keyboard and you will succeed.

Hopefully this review of last year will help you and you are not worried about the rising advertising costs and the “difficulty” of Facebook advertising in 2019.

And if you want to read what I've learned from working with Facebook ads over the past few years, keep reading! It can be very helpful to see the big picture of how paid traffic has changed over the years.

(NOTE: Do you want the ultimate Facebook ad template library? Copy and paste these 7 proven Facebook advertising campaigns to create low-cost, high-conversion ads when needed. Get them here.)

Facebook Ad Template Library CTA

4 lessons learned from running 1,573 Facebook advertising campaigns in 4 years

Here are 4 lessons I learned in 2017 (which I would have liked to have known for a long time).

1. Understand that scaling paid traffic campaigns means more than just increasing your budget

When most people think about scaling a paid traffic campaign, they imagine increasing the budget and getting the same results proportionately in return.

For example, imagine spending $ 100 a day on a campaign and generating 50 leads for $ 2 per lead. Most people would expect to increase the budget to $ 200 a day and get 100 leads in return for $ 2 per lead.

Unfortunately, buying media doesn't work that way most of the time. Especially on Facebook.

By increasing the budget, you are asking the platform to show your ad to more people.

Platforms like Facebook and Google have algorithms that …

  • Your Büdget
  • Your targeting
  • Your desired end result

…and much more.

All to help you get the best results possible (and to create the best experience for the end user).

(CONNECTED: The ad grid: create traffic campaigns that achieve higher conversions and scale faster

Just because you give the machine more money does not mean that it can guarantee more of the same results.

Especially if you are addressing a smaller audience.

There may not be many “qualified” people left for Facebook to run the ad. People who are most likely to take the action you want.

Remember that we advertise for people, not robots, and that your target group can be saturated quickly and easily.

Just because you are willing to invest more money does not mean that more people in the target group you are addressing want to take your desired action based on the messaging and sales system you are using.

Facebook and Google are not ATMs that you can predictably use a dollar to get back a dollar on ANY budget.

I’m calling on you to increase your ad budget vertical scaling,

This is usually the only type of "scaling" that media buyers use. However, I think it is the least predictable.

Of course, I'm still increasing the budget of the campaigns that work, but I'm also rescaling the media horizontal scaling, Your ads are shown to more people in your market in different ways. Such as:

  1. Testing new ad copy variations or "hooks"
  2. Introduction of new offers and sales systems
  3. Use new targeting to scale to other people in your target market

If you imagine your target market like a fish pond …

A fish pond

… and you only use one hook, one sales system and one type of alignment, then you only swing with a small, small part of your market … as follows:

A fish pond circles a small part of the pond in the left corner

You can scale "horizontally" and achieve a larger volume of results by …

  1. Testing new hooks for your ad copy: The ad that works for you may fix a pain point that your market has. Try new copy variations that speak about feelings, status, or a story. These variations attract different types of people in your market.
  2. Create new funnels and entry point offers: DigitalMarketer has a variety of lead magnets, from Facebook ad templates to blog post templates. These different offerings allow me to scale my customer acquisition efforts as they cover different topics that appeal to certain parts of our audience. They are also different "styles" of funnels. For example, a lead magnet PDF download versus a video course – these appeal to different types of people, depending on how they like to learn. New funnels give you more ammunition for traffic, so you can "devour" as much of the market as possible.
  3. Find new targeting options: Whenever I find a working audience, I try to find more target groups that are most similar to that for scaling. This can include creating similar audiences on Facebook or finding interests that are similar to those that work. Horizontal scaling means that your ad will appear to new people you are not targeting.

To sum it up again: There is nothing wrong with scaling up and increasing your budget to get more results.

However, this shouldn't be the only scaling you do. Focus on horizontal scaling to achieve tremendous growth in your business next year.

2. Change the way you describe and explore your target

If asked, most marketers or business owners would describe their audience as …

  • Women who live in Manhattan
  • Young people between 16 and 18 years
  • Young professionals earn $ 40,000 to $ 49,999 annually

… and so on.

As humans, we learn to describe people through general demographic information … age, gender, income, etc.

As a marketer, we have access to far too much data to be so general in 2018.

Instead, describe your avatar using his INTERESTS and INTENT.

For example…

  • Interested in canned peaches
  • Read Rich Dad, Poor Dad
  • Needs a new car
  • Just want teeth
  • Visited SXSW
  • Is the director of marketing for a technology company
  • David Bowie fan

Really think of your avatar. What are you reading? What are they buying? Who is this person … well beyond general demographic information?

In this way, you can set your targeting very precisely.

Target group of people who are AVID in your market about what they are interested in on Facebook.

To target people who are searching Google for a specific problem you are solving.

It is also important to trigger events that can lead someone to buy your product, especially if you sell more goods. Triggering events are things like:

  • job change
  • birth of a child
  • marriage
  • divorce
  • Serious system / utility failure (AC in summer or CRM for business)
  • vacation
  • graduation
  • aging

Triggering events creates time slots in which your potential customer is more likely to act. Triggering events can help you decide where to target an ad platform.

For example, suppose we sold suits …

A man who models a dark blue suit

What are the triggering events that could lead to someone buying a suit?

  • graduation
  • Entry into the workforce
  • Young professionals who need a new wardrobe
  • 20-30 things that are in the wedding season
  • Promotion to a new job that requires more business travel

The most important part of addressing your target group on a platform is really understanding them as a person.

Explore your market …

  • Go to events they attend
  • Read online forums where conversations are held
  • Read Amazon reviews of products in your market

Think about your consumer and you will never have any alignment problems again.

3. Denken Sie mehr über Ihre Kreativen nach

Ich glaube, dass jetzt und besonders im Jahr 2018 das Erscheinungsbild der Bilder oder Videos, die Sie in Ihrer Werbung verwenden, wichtiger denn je ist.

Ihr Anzeigenmotiv sollte auf zwei Arten agieren:

  1. Als visuelle Darstellung Ihres Hooks jede Nachricht, die Sie dem Endbenutzer präsentieren möchten
  2. Ein vertrauensbildender Mechanismus für Ihre Marke

Die Verbraucher erwarten, dass die Dinge im Internet 2018 gut aussehen werden.

Investieren Sie in Grafiken und Videos, die so gut aussehen, wie Sie Ihre Marke und Ihr Produkt kennen. Stellen Sie aber auch sicher, dass Sie sich Gedanken über Ihre Kreativen machen und keine irrelevanten Bilder wie Katzen oder Frauen verwenden, um die Aufmerksamkeit einer Person auf sich zu ziehen.

Das Ziel Ihrer Anzeige ist mehr als die Aufmerksamkeit einer Person zu erregen. Es geht darum, die Aufmerksamkeit der richtigen Person auf sich zu ziehen, ihnen eine Nachricht zu übermitteln und dann, wenn dies für den Endbenutzer relevant ist, Maßnahmen zu ergreifen.

Hier sind großartige Beispiele für Anzeigen, deren Motiv die Botschaft wirklich widerspiegelt:

Beispiel für eine Facebook-Anzeige

Facebook-Anzeige von Target

Facebook-Anzeige von Puls

Facebook-Anzeige von SaneBox

Welche Botschaft möchten Sie in Ihrer Anzeige vermitteln? Wie können Sie eine visuelle Darstellung dieser Nachricht erstellen?

Es ist wichtiger denn je!

(VERBUNDEN: (DOWNLOAD) Verwenden Sie diese 6-Punkte-Checkliste für das Facebook-Anzeigen-Design, bevor Sie Ihre nächste Kampagne starten (… und lassen Sie sich von 20 kritisierten Anzeigen inspirieren!))

4. Erkenne, dass sich nichts wirklich ändert als das Medium

Die größte Lektion, die ich in den letzten 4 Jahren gelernt habe, ist, dass sich am Marketing bis auf das Medium nichts wirklich ändert.

Hör auf, glänzende Objekte zu jagen!

Studiere und übe, um ein verdammt guter Vermarkter zu werden. Sie werden den Lauf der Zeit überwinden.

Ich liebe dieses Zitat von Roy H. Williams zu diesem Thema…

"Fünf Minuten in einem alten Buch zeigen schnell, dass das meiste, was heute als neue Einblicke in menschliches Verhalten verkauft wird, nur die Wiederentdeckung von Wissen ist, das wir seit Jahrhunderten haben."

Wir stehen auf den Schultern von Giganten, die seit Hunderten von Jahren an Menschen vermarkten. Wir haben nur neue Technologien und Medien, um unser Marketing durchzusetzen.

Gleichzeitig müssen Sie mit den neuen Medien Schritt halten.

Was wird die "nächste große Verkehrsquelle" sein?

Überall dort, wo die meisten Menschen zusammenkommen. Wenn eine Plattform eine Menge Benutzer hat und Daten über diese Benutzer sammeln kann, wird sie zu einer Goldmine für Vermarkter.

Deshalb ist Facebook Messenger Marketing die Zukunft der Werbung.

(VERBUNDEN: Facebook Messenger-Anzeigen: Verwendung in Ihrem Unternehmen)

Mit mehr als 2 Milliarden aktiven monatlichen Nutzern und einer Menge Daten von der Facebook-Plattform wird Messenger zu einer noch wichtigeren Verkehrs- und Akquisitionsquelle für Marken.

Aber vergiss niemals, Wir verkaufen immer an Menschen,

Erstellen Sie ein ansprechendes Angebot, artikulieren Sie die Vorteile (auf unterschiedliche Weise, um verschiedene Arten von Menschen anzusprechen), stellen Sie diese Botschaften den richtigen Leuten vor und Sie werden 2018 gewinnen!

(HINWEIS: Möchten Sie die ultimative Facebook-Anzeigenvorlagenbibliothek? Kopieren Sie diese 7 bewährten Facebook-Werbekampagnen und fügen Sie sie ein, um bei Bedarf kostengünstige, hochkonvertierende Anzeigen zu erstellen. Hol sie dir hier.)

Facebook Anzeigenvorlagenbibliothek CTA

Hör hier nicht auf!

Lesen Sie unsere 7 Lektionen aus 440 Facebook-Werbekampagnen im Jahr 2016

1. Verknüpfen Sie die Anzeige mit dem Bleimagneten Nr. 1

Wie Sie der Liste der leistungsstärksten Kampagnen des letzten Jahres (insbesondere Nr. 8 und Nr. 9 unten) entnehmen können, funktionieren Kampagnen für Bleimagnete für uns sehr, sehr gut.

Sie sind das Brot und die Butter unseres Geschäfts. Auf diese Weise erstellen wir unsere E-Mail-Liste. Auf diese Weise gewinnen wir Kunden.

Website-Conversion-Kampagnen, die für die Lead-Generierung optimiert sind, machten 2016 50% unserer Medienausgaben aus.

Wir haben festgestellt, dass in einem Jahr Wir brauchen wirklich nur zwei großartige Lead Magnet-Kampagnen, um das Geschäft schnell auszubauen,

Im Mai dieses Jahres haben wir eine Menge Zeit damit verbracht, brandneue Kampagnen für unseren Facebook-Anzeigenvorlagen-Leitmagneten mithilfe der Ad Grid-Strategie zu erstellen.

Nach einer Menge Tests war dies der Gewinner.

DigitalMarketer Facebook-Anzeige für unsere Facebook-Anzeigenvorlage

Diese Anzeige funktioniert aus vielen Gründen. Wie wir im Ad Grid lehren, zeigt das Bild wirklich die Marketingbotschaft.

Das Bild sticht nicht nur im Newsfeed hervor, sondern ist auch RELEVANT. Wir spielen wirklich mit dem Wort "Bibliothek" und die Gestaltungselemente helfen dem potenziellen Kunden, die Bedeutung der Anzeige schnell zu erfassen.

Durch die Kopie fühlt sich die Ressource wie etwas an, das Sie nicht verpassen dürfen. Jeder, der sich für Traffic interessiert, liebt es, Dateien zu wischen und zu sehen, was für andere funktioniert (aus diesem Grund lesen Sie diesen Beitrag). Deshalb führen wir die Linie zum Kompilieren unserer Anzeigen mit der höchsten Leistung an.

Indem wir sagen, dass diese Anzeigen 400.000 Leads und Millionen Einnahmen generiert haben, legen wir großen Wert auf Beweise und Autorität.

Der Call-to-Action (CTA) ist subtil und dennoch verlockend. Anstatt potenziellen Kunden zu sagen, dass sie "hier klicken" sollen, verwenden wir eine Sprache, mit der sie sich vorstellen können, wie sie die Ressource tatsächlich nutzen, indem sie sie dazu ermutigen, durch die Bibliothek zu "scrollen" und "Inspiration für Ihre eigenen Anzeigen zu erhalten".

Allein diese Kampagne brachte 83.285 Leads für 3,26 USD pro Stück hervor.

2. Verknüpfen Sie die Anzeige mit dem Bleimagneten Nr. 2

Wie oben erwähnt, machten Website-Conversion-Kampagnen, die für die Lead-Generierung optimiert wurden, 2016 50% unserer Medienausgaben aus.

Unsere zweitbeste Kampagne zur Lead-Generierung hat unser Kunden-Avatar-Arbeitsblatt mithilfe der Ad Grid-Strategie beworben.

Nach einer Menge Tests war dies der Gewinner.

DigitalMarketer Facebook-Anzeige für das Kunden-Avatar-Arbeitsblatt

Diese Anzeige ähnelt dem legendären Bild von Brady Bunch. Immer wenn Sie etwas replizieren können, das in der Popkultur funktioniert hat (ohne das Urheberrecht zu verletzen), tun Sie dies unbedingt. Sie müssen nicht bei Null anfangen.

(Wir haben auch eine Version des Guess Who? -Spiels ausprobiert, die jedoch nicht konvertiert wurde.)

DigitalMarketer Facebook ad inspired by Guess Who? game

The Brady Bunch-like campaign worked for a multitude of reasons. First off, the ad image is very eye catching and again portrays the marketing message. We used different people in the image to play on the word “customer.”

The first line of copy is educational—which is working better and better now that Facebook’s relevance score is so important to the platform. This line of copy also highlights the importance of defining your customer avatar, which makes downloading this Lead Magnet feel even more essential.

Like the last ad, the CTA is subtle (not using “click here”) yet powerful for the user. They imagine themselves actually using the worksheet to gain clarity on who they’re marketing to.

This campaign alone produced 33,062 leads in the last 3 months.

3. Lead Ad for Sales Team

In 2016, we had a lot of success with lead ads.

In 2015 (right after lead ads were released), I wrote a blog post about lead ads and how they weren’t performing as well as website conversion campaigns.

I did note that lead ads would be effective if used in certain situations.

The issue with lead ads is that once a user submits their information, they’re not forced to visit your site. So, if you’re running a traditional acquisition funnel, you would have trouble generating those immediate sales needed to offset traffic costs.

But, if you’re in a situation where you JUST need someone’s contact information—lead ads are awesome.

In 2016, we built our very first sales team here at DigitalMarketer. This meant that we needed to alter our traffic strategy a bit.

Instead of needing to make all of our sales online, a chunk of our sales started happening via 1v1 conversations on the phone, email, Facebook Messenger, etc.

Lead ads allowed us to generate high-quality leads for our sales team,

This particular campaign is called “The Modern Marketing Growth Plan.” Prospects see this ad in their newsfeed:

“The Modern Marketing Growth Plan” Facebook ad

Upon clicking, the form appears (pre-populated!):

Form for the “The Modern Marketing Growth Plan”

As soon as someone submits their information, the sales team is notified and this person is contacted. If they’re qualified (have a big enough team) the prospect is asked to schedule a time for a consultative call to help structure their marketing team.

If they aren’t qualified, they are sent to a web page to download the plan and then have the opportunity to purchase HQ online.

Lead ads have been very effective for driving leads to our sales team, If you have a need to acquire contact information with no expectation of purchase on the following page, definitely give these a shot.

4. Link Ad to 6-Week Class

One of our best campaigns of 2016 involved getting people to sign up for our free, 6-week class called Double Your Sales.

We ran traffic to this offer in 2015 with a lot of success. But, in 2016, we made a simple tweak to the copy that decreased our lead cost by 30%.

Here’s the ad we ran in 2015:

And here’s the ad we ran in 2016:

The ads are almost identical with only a few tweaks to the copy.

Can you see what is different?

The second ad (the high performer) spoke directly to the prospect. It CHALLENGED them to double their business in 6 weeks… it even asked them if they were UP for it!

The first ad was all about US! It’s okay to use “we” or “I” in ads, especially when establishing credibility, but if you can find a way to make your ads about the prospect, and especially if you can find a way to challenge or get them excited, you will see higher conversion rates,

If you want to learn how we structured this campaign, read this post.

We were able to decrease lead cost in this campaign by 30% in 2016 vs. 2015.

5. Retargeting (Scarcity) Ads for an Event

So, this was a pretty fun campaign to create and execute.

The purpose of this campaign was to retarget people who had visited the Traffic & Conversion Summit website but who hadn’t purchased a ticket.

There are a few price points for the event and the price increases as time passes.

About 3 weeks before the price was increased from $995 to $1495 we started running this ad:

Traffic & Conversion Facebook ad three weeks before price increase

A week before the price increased we switched to this ad and ramped up the budget:

Traffic & Conversion Facebook ad one week before price increase

This worked really, really, really well!!

I believe there are a few reasons for this.

First off, scarcity is always your friend as a marketer, Psychologically, people will buy things because they realize in the future they may no longer be available.

With a live event, you have real scarcity. There are only so many seats to sell and the price will increase by $500 on a certain date. If you don’t buy before that date, you will pay more later. Plain and simple.

I also believe this worked because it plays off of “fear” that everyone with an iPhone already has. Especially if you have an emotional attachment to technology, the red battery icon on your phone can literally initiate fearful emotions.

Now, I’m not saying we were trying to ruin anyone’s day—but, again aligning your hook/image with something that people are familiar with in a culture works well. They already know what the image means. You don’t have to explain it.

If you want to learn more about using paid traffic to sell tickets to events, read this post.

This campaign had a 240% ROI.

6. Facebook Messenger Campaign

Facebook released Messenger ads in 2016. In short, we’re really excited about this.

“Messenger” is now a destination for Facebook ads. So, instead of sending traffic to your website, you can tell Facebook that you actually want your ad to open in a Facebook message,

This allows you to have 1v1 conversations with prospects and customers.

Then, once someone has messaged your page, Facebook and other tools (like ManyChat.com) allow you to send broadcast messages to the list of people who have messaged your page.

We are seeing open rates as high as 90% for those broadcasts. It’s nuts.

The goal of our first Facebook messenger campaign was to generate conversations for our sales team (with the hope that the conversations would lead to sales).

We targeted our email subscribers and asked if they had questions about our product and how we could help them:

Facebook Messenger ad with the auto populated message

2 members of our sales team were there to field questions and help people decide which DigitalMarketer product would be best for their business.

Examples of conversations between leads and members of our sales team

We were able to generate 300 conversations for only $800. We saw a 500% ROI on our first messenger campaign.

This worked well because the questions posed in the ad were relevant to the audience.

Since these people are on our email list, they know who we are. They probably even know what we sell. Asking if they had questions about how we could double their business or if they had questions about our products just makes sense.

If we ran this same ad to cold traffic it may not have done so well.

Why?

If you’ve never heard of DigitalMarketer, you wouldn’t know what products we sell, or it’s possible that you don’t own or have the immediate need of doubling a business.

The key to Messenger moving forward is to use it to pull levers that will make the biggest difference in your business, especially if you don’t have a lot of human capital to actually man the chat.

Retarget people who visited an order for but didn’t buy. Retarget your best people to see if you can move them further down your Customer Journey. Use this opportunity to try and overcome any barriers to the sale.

This is a HUGE win for 2016, and we’re currently running a ton of Messenger tests that we will share with you guys later.

7. Blog Post to Cold Traffic

Last, but not least, I wanted to share our best Facebook campaign to cold traffic, The purpose of this campaign was to get people who had never heard of us before to consume our content.

This allows us to build credibility, pixel visitors (so that we can retarget them later), and to give value first.

This post was one of the top 6 most visited on our blog for 2016…

Boosting a post for

We ran this campaign to digital marketing professionals. People who work or want to work for others in the field of marketing.

One reason this ad worked so well is because of the copy. The opening line really grabs this audience’s attention with, “want the secret to future-proofing your career?”

What professional doesn’t!?

The copy leads the reader to realize how important marketing skills are to the career of your dreams.

(NOTE: Want the Ultimate Facebook Ad Template Library? Copy and paste these 7 proven Facebook ad campaigns to create low-cost, high-converting ads on demand. Get them here.)

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But don’t stop there!

Check Out the 7 Lessons We Learned in 2015…

1. Newsfeed Ad to a Lead Magnet #1

Ah, The Ultimate Social Media Swipe File… our highest performing Lead Magnet of all time. It also happens to be the first Lead Magnet we ever ran to cold media here at DigitalMarketer.

You’ll notice that The Ultimate Social Media Swipe File made it onto this list last year (#9 below) which is a testament to having a good offer. Once you create a solid Lead Magnet, it can benefit you for (literally) many years to come.

The Ultimate Social Media Swipe File campaign from 2014 finally tired out.

This was the 2014 version of this ad…

Ultimate Social Media Swipe File Facebook ad from 2014

But, we knew this offer still had life.

In July of 2015, we created completely new ad campaigns for the offer.

Here is the highest performing ad from those campaigns…

Ultimate Social Media Swipe File Facebook ad from 2015

You’ll notice we refreshed the copy and images.

We wanted to scale this offer to an even broader market than before, so we went with the newspaper theme because someone outside of “online marketing” would still understand a “headline” in reference to a newspaper.

We tested these images with color variations and the black and white outperformed all the rest.

The copy works for a few reasons…

  1. We lead with a CTA to “copy and paste.” Using the words copy and paste also express the ease of using these headlines
  2. “72” creates specificity and shows the abundance of headlines they’ll receive
  3. “Get more clicks” speaks to the end result of using the headlines
  4. “Facebook, Twitter, and your own blog” helps to explain the application of the headlines so that the end user doesn’t have to even wonder WHERE they would use these headlines

In 2014, The Ultimate Social Swipe Campaign produced 33,000+ leads for the business. At that time, it was our highest performing advertising campaign to date.

In 2015, our new ad campaigns for this offer (went live July 21st, 2015) has generated 72,033 leads in 2015 alone. (That’s more than double last year)!

2. Newsfeed Ad to Lead Magnet #2

60-Second Blog Plan Facebook ad

The second ad on our list for 2015 is for our 60 Second Blog Plan Lead Magnet.

This Lead Magnet appeals to bloggers and content marketers.

Notice the ENGAGEMENT on this ad! When you have high positive engagement on an ad (likes, shares, comments) it helps increase your Facebook relevance score. When your relevance score is high, you pay less and your ad is more likely to be shown to your target audience.

Why was this ad successful?

We really, really thought about our target market here.

The ad image looks like the WordPress admin panel, which would immediately appeal to most content marketers. This is what we used to catch their eye. We also tied the “60-second” aspect of the offer into the image with the clock.

A major pain point for content marketers is having the TIME to create all of the content needed. We really played on that “hook” with this ad.

In terms of the copy, this worked because we used language like…

  • “YOU can create a Blog Content Plan.”
  • “60 seconds or less by filling in these 5 simple blanks” was used to highlight the speed and simplicity.
  • “YES, IT’S REALLY THAT SIMPLE” was added to help overcome any objections and add some brand voice to the piece.

This ad campaign produced 68,830 leads for DigitalMarketer in 2015.

3. Retargeting with a Video Ad

Retargeting video ad for Traffic & Conversion Summit

Facebook added video ads to their platform in 2015… and what a blessing they’ve been.

There’s so much more that can be said in a video ad than in an image, and if used correctly video ads can not only work to cold traffic but also for retargeting.

The beauty of Facebook videos ads is that you can now create website custom audiences of people who watch the video and retarget them with other ad campaigns (perfect for cold traffic).

You can also use video ads to retarget people who have visited your site or visited certain pages on your site.

That’s exactly what we did with the ad above.

We hold an annual event called Traffic & Conversion Summit. The above ad was used to retarget people who had visited the sales page to buy tickets but didn’t actually buy.

Ryan Deiss (our Co-Founder and CEO) shot a quick video that said something like this…

“Hey there (arms waving), before you go, if you’re watching me right now it’s because you’ve heard of Traffic & Conversion Summit — XX discount is about to end, if this video is here then the offer is still active, BUT — you have to get it now!”

There was incredible ad scent here because the sales page for the event features a video of Ryan.

So, we thought that seeing a retargeting ad with Ryan speaking to them again would definitely make them stop in their newsfeed.

We were right. 🙂

This campaign had a 3,858% ROI!

Der beste Teil? It only took 20 minutes to shoot the video, upload it, and set up this retargeting ad.

This was VERY low hanging fruit… retargeting is simple to set up and you’re leaving a lot of money on the table if you aren’t following up with your prospects and customers.

4. Newsfeed Ad to Blog Content

Sponsored Facebook ad for a DigitalMarketer blog post

This ad was to cold traffic (people who were not connected to DigitalMarketer in any way).

We sent traffic to a blog post first to introduce ourselves to the audience, give value first, and to “pixel” people who clicked so we could retarget them with a relevant offer.

The copy for this ad is lengthy… which we recommend for any ads you’re using to send traffic to content.

It shows the end user that you’re going to provide value. Because they’ve never heard of you before, you need to really explain yourself and give them a reason to click.

You’re investing money INTO the relationship bank with your prospects by giving them value first BEFORE asking them to give you their contact information or buy something.

Revealing the formula in the ad copy creates curiosity to get people to click.

We use the verbage “Your business” to qualify the audience. We want people who own businesses to click.

The promise of the ad is incredible… we will teach you 4 ways to double your sales. This ad shows that a good promise/offer can even outweigh a mediocre message or image.

This ad generated 50,000 clicks to the blog post in order to prime the pump for this next ad…

5. Retargeting with a Newsfeed Ad to a Mini-Class

Retargeting with a Facebook Newsfeed Ad to a Mini-Class

This ad campaign was used to generate leads for Double Your Sales, a free training course we released this year in partnership with Infusionsoft.

Double Your Sales isn’t your typical “Lead Magnet.” It’s a 6-week mini-class that takes dedication and time… it is not easily consumable.

That’s why this ad looks a bit different than our normal “Lead Magnet” ad.

Notice how long the copy is. We tested 3 variations of copy for this ad campaign (one was very short) and the long copy outperformed the others every time.

Why? Because this course is more of a commitment, we really have to sell someone with the ad copy.

We not only use the promise of teaching them 6 ways to double their business, we also give specifics as to what they’ll learn each week.

The image is super engaging and plays off of the message of there being 6 ways to double your business… and the finger pressing the button makes you want to ACT and actually click the ad.

This ad campaign has produced over 20,000 leads for DigitalMarketer in 2015.

6.  Carousel Ad to Blog Content

Ah, carousel ads! Another new ad type that Facebook rolled out in 2015.

When scrolling through the newsfeed, you actually see the first image with an arrow pointing to the right that you can click on to scroll through the ad.

Carousel ads are awesome. Not only do they stand out in the newsfeed, they’re great for a couple reasons…

  • You can use each square to talk about a different benefit of a specific offer (all of them clicking over to the same page)
  • You could also use them to highlight different testimonials for your business or product and retarget people who visited your sales page but didn’t buy

In this case, we used the ad carousel ad type to promote 4 different blog posts (each square goes to a different URL).

This is the first panel…

First panel of a Facebook Carousel Ad to Blog Content

… and this is the second panel that someone sees if they click the arrow to move the carousel…

Second panel of a Facebook Carousel Ad to Blog Content

… and the third…

Third panel of a Facebook Carousel Ad to Blog Content

… the fourth…

Fourth panel of a Facebook Carousel Ad to Blog Content

… and the fifth…

Fifth and final panel of a Facebook Carousel Ad to Blog Content

We ran this ad to cold traffic and allowed people to select which topic they were most interested in.

The best part of this is that because of retargeting, we were able to follow up with these people with offers that were most specific to the blog post they clicked over to.

If they clicked on the blog post about Facebook ads… we retargeted them with an ad for our Lead Magnet about Facebook ads. If they clicked on the blog post about email marketing, we retargeted them with an ad for our Lead Magnet about… you guessed it… email marketing. 🙂

This ad sent 15,000+ clicks to various blog posts.

7. Newsfeed Ad to Perpetual Product Launch

This ad sends traffic to a perpetual launch for our email marketing product called The Machine.

Last year, our ad for this product targeted people who already knew the benefit of an email list or those who had an email list.

We wanted to broaden the marketing message to take this product to a different audience. So, we developed a new campaign.

The message of the 2015 campaign boils down to…

“the average adult receives 147 emails a day”

…and called out to business owners by asking them how they were going to stand out in the inbox.

Here’s the ad…

A Facebook Newsfeed Ad to Perpetual Product Launch

This new messaging was all about broadening the marketing message and it WORKED. We also use a quote (that reads like a story) in the newsfeed description that stops dead in the middle and creates curiosity.

“We can help” makes them feel like they are apart of something bigger.

The ad image appeals to most people because everyone knows what that blue email icon means and sees it daily… and having almost 5k emails in your box would stress most people out. The image is eye-catching and speaks to a pain point.

This campaign has put more than 20,000 people into a perpetual launch for our product, The Machine, and is consistently running at 80%+ ROI positive.

(NOTE: Want the Ultimate Facebook Ad Template Library? Copy and paste these 7 proven Facebook ad campaigns to create low-cost, high-converting ads on demand. Get them here.)

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But don’t stop there!

Check Out the 7 Facebook Ad Lessons We Learned in 2014…

1. Newsfeed Ad to Lead Magnet #1

Facebook Ad to 212 Blog Post Ideas Lead Magnet

This ad is for our 212 Blog Post Ideas Lead Magnet.

This is 1 of our all-time best ads. It’s generated over 30,000 leads for under $2.06 a piece.

(Want to learn our optimization strategy for generating those 30,000 leads? Click here.)

Why does it work?

The Image: The image features a person (and although this is Ryan Deiss, we ran the ad to a TON of audiences who have no idea who he is).

The person is looking at you. That’s eye-catching. Any ad where a person is applicable, we suggest using them in your image. Either make sure the person is looking forward or looking towards a part of the image you want them to pay attention to.

Also, the chalk on the chalkboard is unique—we found the chalkboard on Dreamstime and photoshopped the “212 Blog Post Ideas” on there.

The Copy: “Writer’s block? Boost your content with these 212 blog post ideas, applicable to any niche.”

This ad is speaking to people who blog. With the copy, we wanted to speak to a pain point—writer’s block.

We then gave them a benefit for clicking with the “Boost your content with these 212 blog post ideas.”

Lastly, we overcame the objection that these ideas may not work for them by adding “applicable to any niche.”

2. Newsfeed Ad to Lead Magnet #2

Facebook ad to DigitalMarketer's Social Media Headline Swipe file

This ad is for our Social Media Headline Swipe file. It’s the biggest ad campaign we’ve ever run on Facebook. It’s a similar ad and funnel (designed to put people into our DM Lab continuity program) to the 212 Blog Post Ideas that I covered above.

This ad has generated over 33,000 leads for an average of $1.70 a piece.

Why does it work?

The Image: This image is distinctive. From the mouse patterns in the background to the contrasting colors, it makes you want to look. It also makes you want to look without being overly obnoxious.

That’s what’s important about this image. Gone are the days of running ads with obnoxiously loud colors and arrows just for the sake of grabbing someone’s attention.

That screams, “I’m going to ask you for money if you click here!” Not that standing out isn’t still important, but—make sure your ad makes sense from a design standpoint. You can hire someone on Fiverr or oDesk or create an ad using Canva.

The Copy: “Want more clicks from your Social Media posts? Download our 72 headline swipe file.”

This ad is speaking to people who are social media managers or are interested in social media. With the copy, we wanted to speak to a pain point—no one is clicking on my posts!

We then gave them a solution… “Download our 72 headline swipe file.”

If I were to optimize this further, I would have added “applicable to any niche” as you saw in the 212 blog post ideas.

“Steal Our Swipe File” was important copy to have on the image. Telling someone to steal from you is certainly an interruption as they scroll down their newsfeed.

3. Newsfeed Ad to High-Ticket Product Lead Generation

Facebook Newsfeed Ad to High-Ticket Product: The Machine

This ad generated leads for a launch of our product called The Machine. We were giving away our email marketing game plan in exchange for email addresses.

This ad generated 7,422 conversions at $1.54 per lead.

Why does it work?

The Image: After looking at demographics for the audience of website visitors that had already hit this product’s website, I noticed that over 90% of visitors were male.

It was also late summer/early fall and football season was starting. In order to tie in with the “game plan” aspect of the offer, we went with a football field.

Tying in a theme that would relate to your target audience is a great way to relate.

The image’s color (yet still not obnoxious, see my comments on the previous ad) and the football field/formation makes you STOP, it also ties perfectly with the offer being a “game plan.”

We wanted to make sure email marketing was still tied into the theme of the image, and that’s why the “Email Marketing Game Plan” copy is on the field along with the red envelope.

The Copy: “Do you have a game plan for your Email Marketing? Don’t hit the field without one…”

This ad ran to people who were interested in email marketers, mostly males. Again, as most of our successful ads do, the copy began with a question.

This copy appeals to someone’s urge to have a plan and to be prepared.

Also, even if you do have a plan for your email marketing, you can always improve upon it…

4. Newsfeed Ad to Lead Magnet #3

Facebook ad to Gain, Logic, Fear email template campaign

This ad is part of a bigger campaign for our Gain, Logic, Fear email template campaign. We’re giving away a 3-part email series that users can copy and paste into their email service provider in exchange for their email address.

This ad has generated 4,441 leads for $1.90 a piece.

Why does it work?

The Image: What makes this ad so successful is the strategy behind it, not necessarily the image.

This image goes against the statement I made in ad #2 that people are catching on to the obnoxious colors and arrows that scream “BUY SOMETHING FROM ME”! If I were to do this over, I’d still use the text/word document screenshot but have a designer make it look more professional.

(2015 Update: As you can see in our most recent ads, we have moved WAY beyond this type of image in our ads, but this strategy still works. Just be careful that you aren’t calling out to the audience about something that is against Facebook’s ad policy such as identifying the person by name or mentioning a disease they might have. )

It shows them EXACTLY what they’re going to get and how easy it really will be to just copy and paste these templates.

But like I said, the strategy was the most important part of this campaign…

The Copy: This campaign had multiple ad sets that targeted different email service providers via interest targeting… MailChimp, Aweber, ConstantContact, Infusionsoft, Getresponse, etc.

Each ad set had different ad copy. This example shows the ad copy for GetResponse.

“Use GetResponse? Copy and paste this FREE email series into your account today.”

Replace “Use________?” with the email service provider I was targeting in each ad set and that was the copy for each of these ads…

The copy was VERY targeted and specific.

The “Copy & paste this FREE email series into your account today.” made people think:

  • The email series was specific to their service provider so why wouldn’t they use it
  • The email series is FREE, you’re not going to be asked to buy something on the landing page
  • This is something I can USE today… I don’t have to wait to implement or learn something and then do it. I can simply copy and paste…

Think of a way you could apply this tactic to your ads. How can I take this 1 Lead Magnet or offer and slightly alter the targeting and copy to become even more specific?

5. Retargeting Ad to a High-Dollar Product

Facebook Retargeting Ad to a High-Dollar Product

If you’re ever selling something that is timely, that won’t always be available, you HAVE to run an ad like the 1 above.

We ran this ad to everyone who had hit The Machine website or opted in during the pre-launch of that product.

Once we were about to close registration for the class, we ran this ad for 72 hours. Boy, do people jump for things that they think are going to be gone soon…

We spent $3,196.15 on this ad and saw $211,682 in return.

That’s the most profitable 3-day ad we’ve ever run. 🙂

There isn’t much to discuss in terms of image or copy for this ad other than the ad maintained the same design/feel that we had used to introduce them to The Machine (the football field ad for example). Also, the ad was eye-catching (of course) and would have stopped them in their tracks while scrolling through Facebook.

The most important take away from this ad is the scarcity.

“The Machine is Closing! Don’t miss out…” and “We’re Closing it Down.”

6. Retargeting Ad to a Low-Dollar Product

Facebook Retargeting Ad to a Low-Dollar Product

Look familiar? This is a retargeting ad for the funnel I introduced in ad #1 above.

This ad runs to people who opt in for the 212 Blog Post Ideas Lead Magnet but don’t take us up on our $7 Tripwire offer for our 1,000 Blog Subscribers execution plan.

Why does it work?

The Image: You’ll notice that the ads are VERY SIMILAR. You want to catch their attention by showing them something that they’re familiar with, but create a bit of variation so they don’t think it’s the same ad.

You’ll also notice that second ad says “1,000 Blog Subscribers”—this is because the Tripwire teaches you how to get your first 1,000 blog subscribers.

The Copy: The most important thing to keep in mind is the copy. We use “Did life get in the way? You forgot to take advantage of this deal?."

This is the SAME COPY we use for EVERY retargeting ad. It saves you from writing a ton of copy and it is always applicable.

It also assumes that they didn’t say “NO” the first time and there is an important psychological principle at play here.

The words “Did life get in the way?” and “You forgot…” give the prospect a reason to reconsider the offer. Because if they said “NO” to the offer—you’re asking the prospect to admit they were wrong the first time—and that isn’t easy. With this ad, we assume they didn’t have their credit card last time, their children distracted them, they went to dinner and forgot, etc.

Here’s another example of a retargeting ad, this one retargets people who opted in for the Social Swipe File (ad #2 in this blog post) but didn’t purchase the Tripwire from that funnel:

Facebook Retargeting Ad to a Low-Dollar Product

To learn more about how we dynamically retarget throughout our funnels using Facebook Website Custom Audiences, click here.

7. Facebook Offer Ad to High-Ticket Event

Facebook Offer Ad to High-Ticket Event

This is a Facebook offer. Facebook offers are a certain kind of ad for discounts, flash sales, etc. They appear differently in the news feed with a “Get Offer” Button in the bottom right-hand corner of the ad.

When they click the process is different, too. There’s a pop up that thanks them for claiming the offer, and then they’re given the link to claim the offer and it’s ALSO emailed to them!

The link that we use for the offer is always to a landing page.

For example, the ad above was 82% off tickets to T&C.

Why does it work?

Facebook offers are shared a ton and receive awesome organic reach because people want to share deals with their friends. Also, the email touch point is BIG.

The Image: This image shows a highly engaged conference. It catches people’s attention and shows them that Traffic & Conversion Summit isn’t a bore-fest.

The Copy: The copy displays the benefit… 82% off the event and also establishes credibility by says that Traffic & Conversion was recommended by Forbes, a credible source.

When used appropriately, offers are powerful Facebook advertisements.

Remember, advertising is all about placing the right message in front of the right audience.

(NOTE: Want the Ultimate Facebook Ad Template Library? Copy and paste these 7 proven Facebook ad campaigns to create low-cost, high-converting ads on demand. Get them here.)

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