Articles, Blog

Best Facebook Ad Examples (Copy and Make Money Now)

February 7, 2020

– All right, here we go: How
to Create Good Facebook Ads Modeling the Biggest Brands in the World With Some Epic Fails. Today, I’m gonna be showing you the secret to how I spent millions
of dollars in Facebook ads and gotten back returns
that is absolutely insane, and I’m gonna be showing you
proof to why you do not have to be original and why you
don’t want to be original in order to make and create
profitable Facebook ads. – CEO of Smobble. – Peng Joon is here. – It’s Peng Joon, everybody. (upbeat music) – I want you to set your expectations high because I will massively exceed them. (mouse clicking) (computer whooshing) (computer suctioning) The way to start off
this training here today is I wanna start off this question, okay. So, right now, you have two
options with Facebook ads. You could number one, go along
with the flow, the crowd, and what everybody else is doing, or you could pave your own way
and take full responsibility for the outcome and use
the road less traveled. Now, in most cases, you might
think that the right answer is to utilize and go with
the road less traveled, but what if I told you that you wanna have a mixture of both? You wanna have originality
but at the same time model something that is proven. Today, I am gonna be sharing with you whether should you follow
the Facebook ad examples by other brands, or should you come up with your own best practice? And to best answer that question, I’m going to quote Bruce Lee
over here, and where he says, “Absorb what is useful. “Reject what is useless, and add what “is specifically your own.” And I think that when it
comes to Facebook ads, this is exactly what I’ve done. One of the things that I’ve
done in pretty much the last, close to the last decade, last few years running Facebook ads, is that I became good at
Facebook ads not by reading books on running Facebook ads
but rather just watching and modeling the people and the companies that’s actually crushing it,
absorbing what is useful, rejecting what is useless,
and adding my own spice, my own variation to make it original. And that is what today is all about. In other words, the question
is how do you go about creating good Facebook ads? You create good Facebook
ads by looking examples that is proven and modeling
these different angles. So, we’re gonna look at
many different big brands, and you will see why some
of them’s really good. Some of them’s absolutely horrible, and you’re gonna see my
take on exactly what are the different things that you can model. So, let’s begin with the first one, Nike. Everybody knows this brand,
and when you look at Nike, this is an example of a
carousel ad ran by Nike, and if you take a look at
this example over here, you will see that the
choice of image that they are utilizing over here
is a high contrast. When it comes to ads, why
would a person stop that scroll when they are utilizing this? It is because if you can stop the scroll with something that is high contrast or, in fact, the other
end of the spectrum, which is grayscale, you
will be able to stop them in their tracks and have them
give you their attention. So, if you take a look at Nike’s post, you can see it’s absolutely colorful, and because it’s colorful,
for this example over here, it will actually stop
people from scrolling, which is what you wanna do, so
that they read your headline. So, key takeaway: use
contrasting color combinations or, at the same time, create carousel ads, which is what it’s like over here, in order to create the contrast. Carousel ads are great
if you have something that’s e-commerce in nature to show people the different highlights that
your products have to offer. Okay, so that’s number one. Next example is Shopify. Let’s take a look at what
it is that they are doing. In this example over here,
asks personal questions. And one of the things you might
notice from a lot of my ads is my ads constantly ask
a lot of personal question that really drills down
to my target audience. So, for example, Shopify over
here is helping someone shape that their life is strong, and they use it as a selling point. What kind of person will you
say you are to the world? Asking questions in ads is a great way to get your ideal customer
to raise their hand and say, “Hey, that’s me. “That’s something I wanna be able to do.” A great way to start off an ad, to get your target audience
to identify themselves and remind them of what
is actually possible. In other words, you’ll notice
that this ad over here, it uses the word Sign Up
rather than Learn More, which is a very common call to action. Sometimes, you might want to experiment with the Sign Up button
as the call to action. If you want more serious
people to actually take action. Now, Learn More, don’t get me wrong, will get you more clicks, but Sign Up will get you more conversions. So, it really depends
what it is that you want. Next one, number three,
this would be Windows and how they, they were
marketing the Surface Book, and you’ll notice what
they’re really doing here is they are comparing
themselves to competitors. This is a third angle. I have personally never used
this angle because of the space that I’m in, but this is kind
of like how Apple competed, you know, back, like, a
decade ago, when before Apple was the clear market leader
yet, they will love these Apple versus PC ads, right. Now, comparing yourself
to competitors is great only when you’re comparing
yourself to the market leader. These type of ads will
not work going down, comparing yourself to
someone worse off than you, and that is why you’ll
notice that the whole Apple versus PC ads were rampant
10 years ago before Apple were the clear market leaders,
but once that they were the clear market leaders, they
stopped running those ads, and that’s why now you can see Microsoft, who’s the underdog right
now, are running these ads to compare themselves
to the market leader. And this next angle is great if there is a clear market leader and you
want to be able to contrast and compare yourself to that market leader like what Microsoft is doing over here, comparing themselves to the MacBook, saying that they’ve got
two million more pixels than the MacBook Pro 13,
okay, so the key takeaway is you can outshine your
competitors, but do it only if you are competing with somebody
above you and not below you. That brings us, the next
example is ads from Ad Espresso. I personally use this tool a lot. I’ve stopped using them
a couple of years ago because there were big improvements to Facebook in-house ad
tools, but one of the things that Ad Espresso did was they
ran this explainer video ad, and you will see that I’ve
used explainer video ads multiple times as well, and
this could be the next angle to kind of show your audience
to what is the result you generate in a more
fun and engaging manner. So, this is where there are a
lot of many services out there that can take what it is that you do, put it in a storyboard, and
either showcase what it is that you do in the form of
a, like, a doodle video, where it’s kind of hand-drawn,
or in an explainer video like this to show people the
result that you generate. So, explainer video ads,
could this be another angle that you could be utilizing
so that you could replace boring images with videos
that show people what it is that you actually do? You could keep the videos
short so that you could make it compatible with Instagram
if it’s under a minute, and always make sure you
add captions if you do so because 50% of people watch videos on Facebook with no sound on. So, as I’m going through this, okay, as I’m going through
these different examples, I want you to start, again,
remember that Bruce Lee quote? “Take what is applicable to you. “Reject what is useless.” I do not expect you to be able to use all 25-plus different examples. I’m asking you think of which
different angles resonate with you most. I am not using all these angles. My team utilize some of these angles, and we add our own originality
in it, (clicking mouse) okay. Unbounce, let’s take a
look at (clicking keyboard) the ads they have. This is something that I love doing, and this is basically putting
in frameworks to what it is that we do, and educating your
audience with a framework. So, notice that in this example over here, it says, “Learn five
fundamental principles “to get more conversions,” okay, and they have five different logos. If you take a look at all of my products, 100% of all of my products,
you’ll notice that they all have a framework, a graphical
representation to educate the audience on what it
is that that product does. So, if you bought any of
my products in the past, you will see that, for example, like, content multiplier formula,
it’s a nine-step process with a framework to show people how to multiply content strategically. If it’s platform closing
on how to speak and sell on different platforms,
it’s a four-part framework. Million-dollar ads, I
created a 15-part framework. There is always a graphical representation to educate the audience on what it is that they need to learn, okay, so one of the things
that you could be doing is to think about the end result that you wanna help your audience with. Can I break it down into three steps, five steps, seven steps? I like using odd numbers,
so most of the time, I try using odd numbers, so for example, this would be, like, five
steps to more conversions. What is your framework? Could it be a three-step
process to results, seven steps, nine steps? And give each of these
different steps a label. Try to make it memorable, right. Maybe you could use an acronym. It could be present, persuade, position. Three-step process to result
using the three-P formula. Right, it could be an acronym. It could be attract,
convert, retain method. Think about your framework,
and utilize that in your ads so that now, you’re not
just asking people, saying, “Hey, buy my stuff,” but rather, you’re leading the relationship
by giving them value as well as educating them. So, key takeaways: simplify. Give one word to each different step. Make it memorable. If you have something that
is graphical in nature, icons for example, it
gives it more structure, and it promises that
quick win or result, okay. Next example, Wrike, if I said it right. Take a look at this ad. It says, “Getting dozens
of new work requests “without the details you
need,” and it says here, “One third of teams struggle
with too many work requests.” Okay, now, this example over
here utilizes the classic How to X in Y Without
Z, okay, without the Y. Let me explain to you what X, Y, and Z is. It’s basically this: in copywriting, one of the most common
things on our sales page, on our webinar, on our
Facebook ad is just utilizing the how to result in timeframe without thing they hate doing. So, for example, over here,
it would be how to get dozens of new work requests, which is the result, in Y is timeframe, which
they did include over here, without Z, without the
details you need, okay. So, your ad, if you were
to follow this formula, which is the How to X in Y
Without Z, where you show them that they can deliver the
benefit without the problem, this could be you saying
how to get six-pack abs without doing a single sit-up. How to publish the book you’ve
always wanted to publish without writing a single
word, which by the way, is totally possible. (laughing) All right, how
to build a sales funnel in a weekend without any coding. How can you help your
audience get the result they wanna achieve without the
thing that they hate doing? This is a very classic copywriting style. If you take a look at
my ads, tons of my ads has this sentence over here, which is something that you can model. Okay, so describe the problem. Pop in some uncommon words. Find a compelling positioning
or unique selling point so that people resonate with
what it is that you offer together with your message. So, your value proposition
could be about relevancy. It could be about the
value that you create, and you want to differentiate
what it is that you offer so that people see what you
offer as that blue ocean, as that new opportunity,
and that it’s not just one of those things that they
see over and over again. Okay, your value proposition, which brings us to our next example. Again, start thinking which
angles you like the most. Start taking notes. If you’re gonna make the
most out of this video, I hope that you’re taking notes on all these different angles, and start thinking about how can you make that angle original to you,
your messaging, your stories, your benefits, your struggles,
by modeling what is proven? CoSchedule, social media
editor for WordPress. So, take a look at this
example ad over here. Basically includes numbers, but one of the things that I would do. In fact, let’s take a look. It says, “Ready to get
your marketing organized? “20,000-plus marketers and
bloggers use CoSchedule “to plan ahead and save time.” Now, one thing that I’ve
realized over and over again in sales, selling online, whether it’s through sales
videos, webinars, or through ads, is that numbers and specificity sells. For this ad over here,
edit that I would make if I were to do things differently is I would make it more specific. Rather than 20,000-plus marketers and bloggers use this calendar, I would make it specific
to that particular time. I personally feel it’s way more powerful to say 21,567 thousand marketers at
this time of publishing use CoSchedule to plan
ahead and save time. Right, because if you can be
specific with your numbers, notice this, right, if you
have bought those hand wash or things that kill viruses and bacteria, notice that they don’t
say, “Kills 99% or 100% “of all viruses, bacteria.” Do you know what they say? On the label, it actually says,
“Kills 99.673” or something like that, right, “of viruses
and known bacteria out there.” Now, why did they do that? Number one: possibly for compliance, but number two: they realized
that rather than saying, “Close to 100%” or, “Over
99%,” specificity sells. And if you can be
specific with the numbers, that is when you will be able
to have it convert better. So, key takeaways here is
that numbers and facts work. If applicable, always think
about how can you add, like, numbers, stats, and
facts to your ads to create different angles because
there are both the left and right-brained people, right, and the left-brained people, people that’s extremely
analytical, like to analyze, this is the thing that
will resonate with them. So, if you’re somebody that’s right-brain, that’s about creativity, chances are this angle
might not resonate with you, but for people that’s left-brain, these type of ads will work
really, really well with them. Numbers and facts, show them
the benefit, explain the how, which then brings us to SEO
tool that I love, Ahrefs. This tool over here, let’s
take a look at their ad. It says, “Do you know how long it takes “for a new page to rank
on the Google Top Ten?” Well, now you know, okay,
then, and the subtitle says, “How long does it take to rank in Google? “A study by Ahrefs.” This is basically the
Here’s What We Found angle. If you have been following, for example, my Million Dollar Ads campaign, you’ll notice that my book
and the entire campaign around Million Dollar Ads
and how we marketed it is around this angle. It is basically, “After
spending millions of dollars “on Facebook ads, here’s what we found.” Think about how you can
utilize this so again, you’re not coming across as salesy, you’re coming from the
angle of, “After doing this “for X amount of time, three
years, five years, seven years, “the last decade, here’s what
we found so that you don’t “have to make the same
mistakes that we did.” “After conducting over
236 different webinars, “here are five things that I’ve found “that makes a webinar
convert really, really well.” “After being in the
property market in San Diego “for the last seven
years, here’s what I found “that will determine the
prices of whether prices “of property in this area
goes up or down this year.” Okay, so, whether you’re
selling real estate, physical products, or digital products, this is another great angle ’cause now, you’re leading with something that is interesting, you’re
delivering value first before selling your thing. So, this ad over here presents
an original case study that tells people a story,
which people will love, and this is an angle that you can model, and this could send people to a link. Again, this is just the modality. This, by the way, this
could be a Facebook Live. This could be a Facebook video. This could be a long-form post. It’s the angle, okay. The angle is the, “Here’s what we found.” You could create articles. You could use a cliffhanger
to get people to click, but it is an amazing angle
that we utilize all the time. So, couple of tips here,
thinking of a story lights up our emotional brain, so think about how you can
relate this to a story. For example, one of the
ads that I ran in the past would be, “After failing and
totally bombing from stage, “where nobody wanted to buy
what it is that I have to offer, “here’s something that
I found the hard way “when it comes to speaking on stages.” Okay, so notice how it
triggered the emotional brain. I talked about failures and struggles. So, perhaps this could be something that you could utilize as well. You could talk about some of
the struggles and failures that you’ve had in your market, whether, whatever it might be, okay,
whether it’s weight loss, relationships, money,
health, a certain sport because that is what makes people light up and want to learn more when
it’s from the angle of emotion. Next angle, next ad: FreshBooks. FreshBooks, over here, this
ad says, “FreshBook makes “online accounting easy
so that you can be focused “on running your business.” This is another classic copywriting line, which is Features So That You Can Benefit. Okay, and notice the
words So That You Can. Well, it say, “So You
Can,” but most of the time, people are constantly
trying to sell the feature rather than the benefit. Always think about if this is the feature, and if you have make the
distinction between features and benefits, you want
to be able to have both, and the way you link
up these two sentences is the words, “So That You Can.” So, what is the feature here? The feature is makes
online accounting easy. Okay, that’s a feature: makes it easy. But what’s the benefit of making it easy? So that you can focus on
running your business. Again, nearly, I’d say,
at least 75% of my ads would have this sentence,
“Feature so that you can benefit.” If not, I’m either saying
it on a video, or if not, on that sales page,
sales video, sales copy, it will definitely 100%
have that sentence, “Feature so that you can benefit.” Okay, so, this ad targets
their ideal audience through visuals, but this
shows them what is the benefit. The key takeaway here is that it speaks to a very niche audience,
it excludes people, the colors pop; again, this is connecting with the first example that I gave, right, high contrast, when we talked about Nike, but the way to sell and create great ads is to constantly think about
is this a feature or a benefit? And if it’s a feature, think about feature so that they can benefit. That’s the best way to
showcase these two things. (striking keyboard) Okay,
Sumo, time out one second. Okay, before we begin with Sumo, so again, I think we’ve covered close
to about 10 different examples over here, constantly think about. I hope you are writing down, again. What are different angles? So, what I’m hoping from
this video is that you’re not just watching this like any
other YouTube video out there, but hopefully, you’re writing
down these different angles, and again, you’re
constantly asking yourself, “How can I utilize the
ones that resonate with me, “reject what is useless?” Come with their own
original angles so that now, you have ads that’s 100%
original but at the same time modeling what is is that’s proven. says, “If
you want viral growth, “you need this tool,” okay, so this is where results don’t lie. A lot of my ads constantly
showcase results of what it is that it does. So, for example, SumoMe
is about getting results when it comes to being viral. So, over here, seeing a growth
chart will make you curious to find out what it’s about and
click through their website. Think about, the question
I want you to ask yourself is, “What is the result you generate, “and how can you show that result?” The key takeaway here is
that you can use symbols or graphs, add a pinch of social proof, and to come from the angle of what am I helping my audience with? How can I help them? Either it’s about making
more money, having more time, being more effective, more
confident, more productive, happier, healthier, whatever it might be, think about how can I show
my audience that result? Whether it’s on a graph,
whether it’s pie charts, whether it’s testimonials
’cause results don’t lie. (clicking keyboard)
17hats, over here, it says, “Ever wish running your business “was just a little bit
less time-consuming? “Discover how 17hats
can make that happen.” It makes it personal, and notice it says, “17hats include client management, “online prospects, contracts, invoicing, “and the best automation
tools for your business.” Now, one of the things
that I love doing is I like to make it personal and dive
deep into the pain points of my audiences. So, for example, this ad,
this ad targets people who are business owners, so if
you’re not a business owner, chances are you’ll never see this ad. That, and it really drills down
into the pain points, okay. The ad also utilizes a hero
shot of someone that’s happy. Now, this is something, by
the way, I do not agree with. I do not agree with
utilizing stock photos. If you have seen my ads, I
don’t like using the word never, but I will say like 99% of my
ads are never stock photos. The only time we have
stock photos, very rarely, is really just to split
test, but most of the time, I believe in utilizing,
so what is a stock photo? A stock photo is like
this one, where it’s like a professionally done
photo, where, you know, it’s somebody writing
some mathematical equation on some glass mirror or wall,
right, or like that person in a suit, standing on
top of the mountain, or like pushing a boulder,
like, those are stock photos. Right, so, the reason why I
don’t believe in stock photos is because when people are
on Facebook and when they are scrolling on Facebook,
if they see a stock photo, most people know that a stock
photos is equates to an ad, right, and most people
are shut off and shut down the moment that they feel that it’s an ad. Notice that I like using
images that is more personal in nature, and that’s the
thing that I do not agree with this ad over here, okay,
but what I do agree with is that you wanna make it
personal through your messaging by speaking to your audience,
so the key takeaway here is you can start off with a question. You’ll notice that I do
that a lot in my ads, and I cut right through the problem, and that hero shots, which
is basically shots of you. Okay, you’ll notice that a lot
of my ads has got me in it. Now, the reason why they
could have used the image of this lady over here
could be because they feel that that could be their ideal client or their customer avatar,
but hero shots of you doing your thing would be usually best, and that’s what usually
what I do in my ads. So, again, avoid overused stock photos. I never use stock photos
other than split testing. That’s why 99% or more of my
ads are never stock photos. Okay, Safari, let’s take a look at Safari. Some of the ads that they have ran, it says here, “Start your free trial today “to get unlimited access
to over 30,000 books.” So, action words, utilizing verbs. Okay, now, if you take a
look at this ad over here, you will see that this
ad has got six verbs. It’s got start, gain, read, save, get, achieve. A verb is just doing word, right. Now, people in today’s world
wanna be able to get stuff. Okay, so, think about
adding more action words into your copywriting, into
your copy because that’s how you can get people to take
action and have them increase the odds of them clicking
on your buttons, okay. So, action verbs in your
ad copy make them remember your logo and have them
understand that if you, or rather, come from
the angle of adding more of these action words in your
copy because the more likely you can get them to take action
in these micro-commitments, the more likely they
would be when it comes to clicking on that Learn
More or Buy Now button. Make it about them. You’ll see that in the future slides, in the future examples,
it’s always about them because that’s one of
the most powerful things when it comes to copywriting. Try the World. (clicking keyboard) This
was an interesting ad, which is basically a box. It’s a recurring subscription,
where people can kinda test different flavors and foods
from around the world, and basically, what this ad
is, it’s an unboxing video to show people what’s in the box. And one of the things that
we can learn from this ad is to get people to
experience your offer, okay. So, if you’re like me, and you
sell a lot of info products, one of the ads that you
might have seen from me, where it’s just a time-lapse,
or if it’s a physical product, you could do a time-lapse of
you either unboxing that thing or flipping through the
pages of the book, okay. So, some of the ads that
I’ve had is that modeling this angle over here is
that there are no words, and all the ad does is
it’s a printed book, where I am flipping the pages of the book, and it’s a time-lapse, and
the entire video, no words, is just flipping of the
pages to show people an experience of the offer and what it is that they would be getting, okay. So, over here, you will
see that the product looks attractive, it’s desirable. In order to get people
into the subscription, they’re showing people the
experience of the offer. So, the question I want
you to ask self over here is if you were to utilize
this angle is could you do a time-lapse of what it is that you do? Okay, so if you can make it tangible where they can kinda, like,
hold it in their hands, or sometimes it could be if you’re selling something
digital, it could be you just quickly scrolling
through the members’ area to show people what it is
that they would be getting. That would be a great
retargeting ad for people that has visited your page
but have not bought it yet. Next example: Soylent. This ad over here says,
“Number one question we get.” This is a very common
thing that marketers use, which is, “The number
one question we got,” or, “A question people always ask me.” So, one of the things that you wanna do is to answer their objections
by turning it into a question. And you could say, “A question
that we get all the time is,” “A question that I get all the time is,” “The number one question that we got is.” This example is, “What
does it taste like?” So, they position it as, “The
number one question we got “about Soylent is,” so
this is another angle that you could be utilizing. Question we always get, common question, people always ask me, all
right, so this example is, “What does it taste like?” Your key takeaway is take
the doubts, the objections that your audiences have,
and turn it into a question. “A question that we always get is.” “But it seems too expensive.” “But it consumes too much time.” “But I’m too old to do this.” “But I’m too young to do this.” “But I don’t have the capital.” And then turn that into a video
or an article or a writeup that addresses that question,
which is really what you’re really doing over here is you’re
answering their objections. Okay, and the way you do it
is as though you’re talking to a friend, and play
with their curiosity. So, you want people know part
of the story, but you want to leave them with some sort
of mystery to investigate. Asana, okay, which is
a tool and a software to manage productivity,
workflow, doing things together. It says here, “You probably
already have a messaging “and file-sharing solution at
work, but does your company “have a system that tells
everyone exactly who’s doing what “and by when?” This is where they’re showcasing
Product Equals Benefit. What is the benefit over here? It is basically knowing what
everyone is doing and by when. “In four words, the ad boldly
states that the product “will provide a great outcome.” Okay, so it’s get product
name, get results. Key takeaway here is use
a slogan, keep it short, where there’s improvement
to the current situation. Okay, so again, think about,
like, what does your thing do? Is it burning belly fat? Is it being more productive? Is it more confident? Associate result with your product name. MailChimp, and you’ll notice
that they utilize this image over here, and basically what it is is where you show people,
and you don’t tell. Show, don’t tell, now,
what does this mean? Based on this example, you’re showing how your product works. In this one image,
you’ll notice that this, again, this image pops. It’s utilizing high contrast,
right, so people scroll. It’s also kinda like,
unconventional, because it’s, like, the image of this,
well, male chimp, right, and what it does over
here, it’s that it creates a visual interest, it’s
utilizing negative space, and what it does is it is
showing people the result you generate and demonstrating what it is that MailChimp does. Whenever I am thinking about
utilizing this principle over here, I’m always thinking
how can I in minimum words, without doing a long explainer
video, how can I show people the result without telling
them, okay, show, don’t tell? This one image actually
shows that what MailChimp is able to do is that you
can personalize your email to this male that is
18-24 years old that lives in Atlanta at 12:20 p.m. So, from this one super-simple thing, rather than telling them,
“What we can do is we can “personalize your emails
to your ideal clients “no matter where they live
at whatever time of day,” what they’re really doing
is they’re just showing them through this one visual image. Marketo, “You can build
awareness, drive revenue, “and engage existing customers
on social media, but how?” What they are doing over
here is they’re giving away a social media guide, and this
is where it’s a very typical lead funnel ad, right,
driving an ad to a thing that you give away for free. The thing that I’m going to
iterate over here, though, is that most of the time
when people run ads, they’re running ads to some
free training or a free e-book or to some free video,
but in today’s world, people don’t want that. People are more inclined to
give you their name and email if they feel that they’re
going to be better off giving you their name and email
without doing anything, why? Because most people do not want to learn. Learning is a very painful process. Notice that this is a guide
to social media marketing, and if I were to do this, the thing that I do not
agree with, and again, I’m taking a look at all
these different examples. I’m sharing with you what you can learn by rejecting what I believe is not great. Now, over here, “A Guide
to Social Media Marketing.” Now, 2016’s a little bit
outdated this example over here, but ultimately, this
example would be way better, and it would convert much
better, if it was from the angle of “Last year, we created, and we put out “756 different Instagram posts. “After all of that, we
discovered the top 25 “different headlines that convert best. “Download the top 25 best
headlines of the year “so that you can model,
swipe, and copy and paste “in your social media marketing
campaigns immediately.” Now, notice the difference here. This angle, which is “The Definitive Guide “to Social Media Marketing,” is very DIY, which will still have decent results, but if you want much better
results, a much better way is to come from the angle
of, “How can I get, give them “something that implies
that it’s done with you “or done for you?” So, rather than saying,
“Enter your name and email “to download this free guide
on how to get six-pack abs,” a much better way would
be, “My personal grocery “shopping list that I use to
get six-pack abs because abs “is made in the kitchen
and not at the gym,” right? So, people will feel that
there’s nothing to learn, and just by giving you
their name and email, they would be better off even
if they didn’t utilize it or read it straightaway. If you are running ads to get more leads, this is something to think about, to collect emails with lead
ads, okay, but only difference is that you want to be able
to give something that’s done with you or done for you
rather than DIY, which has got the lowest perceived value of them all. The tip here is that the Rule
of 7 states that the people need to hear something
at least seven times before they buy something. Now, the reason why you
might want to get leads first and somebody’s name and
email is because if you are in a business that requires
a long sales process, then when you get
somebody’s name and email, that is how through your follow-ups, through your email sequence,
you’ll be able to get them to convert as you develop
that relationship with them. SurveyMonkey, we are going
through a long list here. Guys, this is worth it. Okay, again, the best way
to be great at Facebook ads is not by reading books
on it, but rather modeling the people that has done
it, okay, and that is why my personal book on Facebook
ads is not based on theory but just by, it’s literally just about modeling Facebook ads that work. And over here, you’ll be
able to see the good, bad, and ugly from all of the
big brands out there, okay. SurveyMonkey, “Take surveys. “Win a Playstation gift card,”
okay, it’s standard giveaway. One of the things you might have noticed is that I have done giveaways
on this YouTube channel for people that comment,
random $100 prizes. In fact, let me know in the comments below so far what is the biggest, or rather, the angle that you like the most when it comes to writing Facebook ads. Let me know in the comment
below, but you’ll notice that I have given iPhones
in the past, trainings. In fact, I’ve got another
giveaway coming up, but one of the things
that we do on Facebook, Instagram, and even on
this YouTube channel is we’re constantly giving giveaways, and that is something
that you can do as well in order to get people to engage or give you their name and email or to opt in, okay, so
the key takeaway here is offer a great price. You don’t have to set
the bar too high, okay, and actually display what the price is. Next one is Blue Apron, Before and After. Now, I wanna be careful over here because Facebook hates Before and After. I’m not talking about weight
loss before and afters. I’m talking about, like,
the before and after, before they unbox, then after they unbox. If you are selling something
that is physical in nature, and you create either this
carousel ad or an image where it has got your before,
when it’s still in the box, and after, after they unbox it. There’s another great
way, if you’re selling physical products or e-commerce, so Blue Apron over here has put some real effort into the images. They make it look delicious-looking. You know, fresh fruit is
a crucial selling point. Key takeaways here is that
what they’re doing over here is they’re showing the before and after. They’re making their first order free. Some tips over here is
getting people to accept your free offer is really a great way to get people into recurring. If you watch and see
my recurring products, my recurring products, nearly all of them, it begins with just free. Seven-day, 14-day trial,
try it out for free. If you like it, great,
you’ll get this recurring, or if you don’t, feel free cancel. It’s a great way to get
people into the front door. (clicking keyboard) 99designs,
get a customized logo for you and a working site for
$499, money back guaranteed. This is a typical Risk Reversal. Now, risk reversal is
great for a retargeting ad, meaning it’s great for people
who have been to your site but have not bought it
yet, but risk reversal ads are great for people
that’s been to your site but have not bought it yet, and the reason why they’re
sitting on the fence and they haven’t bought it
is because they still feel that there’s some time risk, money risk, or any other risk
involved, and a great way is just to have risk reversal. So, money back guarantee is,
demonstrates the highest level of confidence for any type of offers, and it is a great way to retarget people that have not bought yet. So, the tip here is when
you make it hassle-free, simple pricing, and you reverse that risk so that there’s no longer
that money or time risk, that becomes a no-brainer. Dollar Shave Club, this
ad over here focuses on tribe and community, okay. What does it say? It says, “Our genius members figured out “a smarter way to shave. “They get Dollar Shave
Club razors delivered “just for a few dollars,
no commitment, no fees. “Try the club.” One of the things that
Dollar Shave Club did is that they created this community that makes you feel
like you want to belong. And the takeaway here is that
if you are building this, as some marketers call
it, cult-cure, right. If you’re building this culture,
this community, this tribe. One of the things that
you can do is you can turn your service into a story. You make them wanna belong
because when you can groom and build up this following,
this tribe, this community, you can relay that messaging
into your ads as well. Google, who knew? Google runs ads. If you take a look at Google’s
ads, the reason why this ad is featured over here
is because it showcases The Most Powerful Word in Copywriting, which is the word you, your. People always want to think,
“How does this benefit me? “How does this help me?” If you can constantly include
the words you or your, that is how people will relate
to how does this help me, how does this benefit me? People will only give you the time of day if they feel that what
you’re about to tell them or the video that they are watching is going to directly benefit them. So, try to include the words you or your because it just converts
better, and it’s just known that you rather than the word
I converts a whole lot better. Okay, so, a trick here,
when it comes to copywriting and creating your ads, is to
turn all of your Is into yous. Okay, so rather than saying,
“I managed to do this,” turn it into, “Here’s
how you can do this.” There’s far too many people
write from the angle of I rather than the word you. Worst words you could offer
a riddle, ask a question. Make the choice simple, okay. Adobe Stock, okay, so Adobe,
when it sells stock images, the question is how do you
sell stock images when I said, you know, you should not
have stock images, right? (hissing) This is where Adobe over here, you can take a look at image
that’s a beautiful image. It just comes back down to the basics, which is utilize an image
which can be a scroll stopper. Okay, I know this is
super-basic, and the reason why this is here is because
back to the basics, if you are selling stock
images, like what Adobe is doing, the only thing that they can do is make that image stop the scroll. Key takeaway here is that
you don’t ignore the details. This is super short and sweet, five words: “Stock like only Adobe can.” Okay, GetResponse. GetReponse, it says here,
“Are you a GetResponse fan? “Don’t hesitate to take
us for a test drive. “Grab a 30-day test account for free. “If not now, when?” One of the things you wanna
do is to include messaging that shows people that they
want to take action right now. Okay, you take a look at this image. It’s pretty standard, just
a plain blue, but again, high contrast, okay, pops out in the feed, clear comments that need,
leave no room, right, so rather than Learn More or Submit, it’s just, like, Sign Up,
but the key takeaway here is that you’re, you’re getting them to take action right now. You’ll notice that the call to action here is that they’re getting people to sign up. Now, a little caveat over here is that signups and the call to action in Sign Up is great only for retargeting. If this is an ad running
to a cold audience, you do not want to use
Sign Up because Sign Up is like the right hook; it’s
going straight for the kill. In most cases, I like to use Learn More, but I will use Sign Up when
I wanna close the sale, which is great for retargeting. Infolinks, “Rags to Riches
Journey with Infolinks,” okay. This is an example of what not to do. It says here, “I made
an extra $500 this month “from my site with Infolinks.” I’m actually really
surprised that Facebook would even approve this, this ad. This is an example of what not to do. You run this ad, this,
like, in today’s landscape, if you’re lucky, it might get
past, you know, the review, but I’m pretty sure it will not. It will get red-flagged by Facebook. So, testimonials, which is what this is, is great for retargeting. It’s not for targeting,
but again, for people that’s visited your site but did not buy. And this example over here is
powerful only if it’s real, only if, I prefer videos
rather than images because anyone can just
doctor an image here today, but the key takeaway here is that you want to convince your testimonials
only if you are utilizing it as a retargeting ad. Another thing I wanna ad is
that you want to use real images rather than stock photos. Like, this, to me, looks
like a stock photo. Okay, it does not look
like an actual real person. I would prefer a person where, you know, doing his day-to-day everyday thing, or even better, if it’s some
sort of video testimonial. Okay, use that only for
retargeting, but not for targeting. This could be from employees, if this is an actual
software for employees, okay, or if it’s industry expert celebrities or third parties from customers, okay. Let’s take a look at next one, Buffer. Buffer over here use GIFS. You’ll notice that a lot of my ads has got all these different emojis,
and the reason why I use a ton of emojis in my ads is only because it looks personal, okay. Key takeaway here is
you could, you will want to use GIFS, which is basically
the animated video in here, which, you know, I can
click on, but basically, this is just a GIF, which
is an animated thing. Use emojis, and when
you do that, that is how your image would be able to stand out. Right, so GIF is kinda like
a short, animated video, and when you have emojis
and you have GIFs, it, it makes it different from all of the other images out there. Right, so this is the example. You take a look at it. It’s kinda like animated, and it’s kind of moving a little bit. Okay, let me just play that
again. (clicking keyboard) So, it’s kinda moving,
right, it’s animated, and that is something
that you can be doing (clicking keyboard) if you
want to get more engagements. Okay, by the way, one of the
things that I wanna thank and give credit to is
KlientBoost and Ad Espresso. They’ve got many different examples that I showcased over
here that is from them, all different ads. I have used their services,
and they are pretty good, and that being said, I would love to know what your biggest takeaways are. Again, to kinda summarize
everything and wrap up of all of different examples,
whether it was from, just think about, like,
carousel ads, thinking about how can I include the feature
so that you can benefit, to think about what, how can
you make it a scroll stopper? Take all these different hooks and messaging from all
these big companies. Take what is applicable
to you, your messaging, your personality, your industry,
reject what is useless, make it original, and start
utilizing it straightaway. As always, let me know what
your biggest takeaway is, what you love most from
this specific video, and make sure you
subscribe to this channel for future videos like this. I’ll be creating more training. Let me know, in fact, what future training
you would love to see. Until then, I hope you implement, and I will see you in future videos.


  • Reply Tony Delgado February 3, 2020 at 12:16 pm

    Great presentation! That’s Peter

  • Reply Affiliate Conversion February 3, 2020 at 12:19 pm

    Thank you once again, For this wonderful training, Peng Joon. In your last Facebook video, I learned a lot, specially, Dream 100 targeting as well as Targeting the followers of expert, author, thought leader, this learning completely changed my affiliate marketing business. thank you, have a great day.

  • Reply Financial Health Mentor February 3, 2020 at 12:35 pm

    Your videos are so valuable. As I look to scale my online business your videos are a great help. Thanks so much!

  • Reply 良心地产佬Realtor Kent February 3, 2020 at 1:28 pm

    Thanks Peng Joon. Love your sharing 👍

  • Reply Noel Augustine February 3, 2020 at 2:28 pm

    mixture of both, cant imagine what image you originally wanted to use

  • Reply Noel Augustine February 3, 2020 at 2:34 pm

    ive decided to go further to the tigers side with my ad!

    Im making an epic CGI ad for astronemesis instead of just game play! Also hired an electric guitarist to make me some music!

    any suggestions? Because this is my first time and i dont have a lot of money to spend on ads!

  • Reply Income Boomers February 3, 2020 at 2:59 pm

    The angle I like the most is the colour contrast thing. I think sometimes I don't pay attention to those. I just focus on copy etc

  • Reply Ysil Grace February 3, 2020 at 3:26 pm

    I agree when you said that you don't learn ads by reading books because you have to test and find out what works for you. And focusing on the benefits rather than the features is important because people buy the results that your product/service can give them. My favorite angle would be having a framework because it gives thems an overview of the steps they need to take in order to succeed. Totally worth the watch, thanks Peng Joon 😊

  • Reply Joey February 3, 2020 at 6:22 pm

    Retargetting is king 👑

  • Reply fatih coban February 4, 2020 at 4:20 am

    Could you please make a video about trello. How you are using trello for your time management and team management? Thanks for everything 👍

  • Reply Diamond Thief February 4, 2020 at 10:09 pm

    Biggest takeaway for me is to really modeling success

    Pattering your ads of successful brands that have tested and done the work for you

  • Reply Susrut Mishra February 5, 2020 at 10:15 am

    Great examples. I think I am already using one of these strategies without knowing them. Will try some other which I think are a good fit for my kind of business. Thanks a bunch.

  • Reply Your Digital Mindset February 5, 2020 at 11:55 am

    Exactly…Use What's Working..Thanks Peng! 😉👍

  • Reply Michael Akerele February 7, 2020 at 1:07 am

    My best is :Feature, so that you can benefit.

  • Reply Peng Joon February 7, 2020 at 5:04 am

    What’s your biggest takeaway from this video? What will you do differently when you create your next Facebook ad? Let me know in the comments below.

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