Ever wondered what the key is to creating simple, compliant, and high-converting Facebook ads?

Getting traffic with ad copy is easy. But improving your conversion rates is not. If you’re looking for the best platform to reach your target audience, consider Facebook.

With an estimated 2.6 billion active monthly users, according to Oberlo, Facebook is the behemoth of social media.

Facebook give you the ability to advertise to an audience that shows interest in your offer. You can bring leads to your site via irresistible ads and then convert those leads into sales.

The problem is that there are certain types of ads Facebook will not accept on their platform. Because of this, you need a solid understanding of  Facebook to ensure your ads get approved.

Imagine yourself ready to launch your first online clothing store.

You’ve put together a team to make this launch a huge success. You’ve spent hundreds of hours crafting a great website and filming advertisements. 

Within one day of your advertisements going live on Facebook, you receive some bad news: your ad manager account is down.

You have no idea where you went wrong. You even read every single page of the Facebook terms to ensure your ad doesn’t get taken down, but it still did. This is why many brands refer to a Facebook ads formula to get the job done.

Don’t let a weak understanding of Facebook’s advertising guidelines discourage you. Instead, start by asking yourself why your ads are not getting approved in the first place.

Why Are Your Ads Not Getting Approved?

Facebook ads formula : Why aren't my ads being approved?

We’ve all had it happen to us at least once – the dreaded notification that your Facebook ad was taken down. This is usually followed by a vague comment about following Facebook’s ad rules.

There are many factors to look out for when your Facebook ads are not delivering. A recent study by AdEspresso concluded that flagged Facebook ads portrayed these characteristics:

  • Low quality
  • Not relevant to your audience
  • Withholding information
  • Inappropriate words or images
  • False or misleading claims
  • Dead links in the post
  • Illegal services or activities

These are a few examples of things you should avoid when creating a Facebook ad. There’s a fine line between what you can publish on the platform and what is not allowed.

At the end of the day, it’s important to have someone who is familiar with Facebook’s ad guidelines on your team. The more creative your ads get, the more successful they will be. Furthermore, you’ll spend less time trying to correct rejected ads.

It’s important to remember that your audience is not on Facebook to go shopping. They likely opened the app to stay in touch with their friends and family. If you want to earn their click, it’s crucial your work stays ahead of the competition.

If you’re ready to outsmart Facebook, we have prepared some invaluable strategies for you to use. In this article, we will cover a 10-step Facebook ads formula you can apply to your brand today.

1.  Establish Your Customer Profile 

Customer Profile

Before developing a Facebook ads strategy, create a detailed customer profile. You need to know exactly who you will be marketing to. Not only will this step help you with targeting – it will allow you to create more compelling copy.

Start by creating a list of different audience niches that best fit your product or service. From there, identify any relevant pain points they may be facing.

Never miss out on the opportunity to stress your audience’s pain points. - Dan Lok Click To Tweet

Imagine that you own an online drop shipping business, selling home gym equipment. What are some pain points that are relevant to your audience?

When you think about it, you may only see one clear problem: your customers need to work out outside of the gym. But when you do some more research on the product, you will uncover many more pain points you were not aware of.

For example, there are many people who use home gym equipment to save time and have a more productive day. Additionally, some people have a home gym because they see it as a long-term investment.

Whatever it may be, identifying your audience’s pain points early is crucial for your success. This is the first step of the Facebook ads formula –  as well as the most important one.

Without this step, you will end up publishing ads that do not have anything to do with your audience. Not only will this result in poor ad performance – it will likely take your ad down. 

If you’re serious about Facebook advertising, take the time now to identify your customer profile. This will set you up for long-term success on the platform.

2. Perfect Your Ad Copy

Facebook ads formula : Perfect your ad copy

In the world of Facebook ads, content isn’t always king. To prove it, Shortstack tested a 20% rule that required no more than 20% of ad copy to appear on ads. With the emphasis on using less copy, ad copy must target specific types of users.

The right mix of strategies in your ad copy makes your product or service seem outstanding. Here are five key points to be aware of:

Think About Your Funnel Focus

There are three stages to the marketing funnel: top, middle and bottom. Your ad copy will change depending on where your audience currently is.

Check Your Relevance Score

Facebook offers a simple relevance score tool that analyzes your copy in real-time to see if it’s right for your ad. With this, you can A/B test your copy and optimize it to fit your target audience.

Focus on Clicks, not Your Brand

To grab your reader’s attention, your copy has to explain the value your product or service offers. Don’t spend time telling them how great you are.

Embrace Urgency and Scarcity

Nothing gets someone to take action like the thought of missing out on something good. You can create urgency by offering a limited time offer that provides a lot of value for a discounted price.

Leave Room for Curiosity

Humans are curious creatures. When something sparks our interest, we want to know more about it. Your ad copy can harness curiosity by adding a unique element to it.

Writing compelling Facebook ad copy is a craft. It requires research, revisions, editing, and a touch of finesse. Using this Facebook ads formula in your ad copy will drive your conversions through the roof.

3. Include an Eye-Catching Visual

Include an eye catching visual : Facebook ads formula

A great Facebook ad contains three core components: a defined audience, a compelling ad copy, and an eye-catching visual.

Visuals are what grabs your audience’s attention. If you want to reach as many peoples as possible, you need to be able to communicate your message.

Facebook often favors visual over written content because visuals are more engaging. Plus, visuals are much easier to remember and spread faster. 

Create your own visual style… let it be unique for yourself and yet identifiable for others.” – Orson Welles

So you might be thinking, what visuals should I be using in my Facebook ads?

That answer will differ based on your target audience. Your ad has to look like it belongs to someone’s news feed. If your audience usually sees updates from their friends and family, do you think they want to see ads?

Of course not. That’s why it’s crucial your ad doesn’t alienate them before they have the chance to see what you are offering.

Instead of displaying your product by itself, consider showing real people using it. Their emotions and facial expressions will help the viewer connect with your product.

For example, if you are selling sunglasses, there are a variety of different images you could use. You could have an image of the glasses alone or an image of a model wearing the glasses. You could even take this one step further by using an action shot.

These ideas are excellent and will work well with Facebook’s algorithm. To select which one is right for your brand, refer to your clients’  profiles to know who you are trying to target. When you give the right audience an image they can connect with, the ad will do all the work for you.

4. Stress the Benefits of Your Product

Group meeting

Stressing the features and benefits is a technique used by every good salesperson. This is because it is downright effective.

Ad copy depends on the proper use of features and benefits. The problem is, marketers struggle to differentiate between a feature and a benefit.

Features refer to what makes your product unique and allow it to  stand out from its competition. Benefits describe how those features are beneficial to the customer.

The golden question is, should you leverage features, benefits, or both?

 It turns out that the benefits behind your product actually intrigue your audience. Why? The answer is simple: they want to know how it can help them solve a problem they are facing.

Always stress the benefit of the benefit - Dan Lok. Click To Tweet

Imagine you are selling handmade sunglasses. Here are two sample pieces of ad copy.

Ex. 1: Handmade in Canada, these sunglasses are finished with the finest birch wood. Click here to learn more.

Ex. 2: Canadian handmade sunglasses designed to block up to 99% of UV rays. Click here to learn more.

While both of these points are important, which one do you think will get your customer to click on your ad? When you stress the benefits behind the product, your customers will want to learn more about it. From there, they can learn more about the features once they head to your product page.

This simple difference in your Facebook ads formula will get you ahead in your industry. 

5. Leverage Stories

Facebook ads formula : Storytelling

Have you noticed that more companies are using storytelling to generate revenue? Brand storytelling aligns your company’s purpose with your customers’ emotions. 

So what exactly is brand storytelling? Most people think of it as the simple act of writing or telling a story. For the most part, that’s correct. But there’s a huge component of storytelling that companies tend to miss.

When writing a story, companies often forget to relate it back to the reader – in your case, the customer. Would your customers want to buy something if they didn’t connect with it in the first place?

Always build a connection with your customers. - Dan Lok Click To Tweet

When you tell a great story to your customers, they won’t even know they are being sold something. Why? Because emotions – not logic – trigger action. Stories have the ability to draw customers in without them even being aware of it.

Think about the last item you bought online. Ask yourself: what was the connection you have with the story the company told you?

You may include storytelling into your Facebook ads by addressing challenges or obstacles. Who doesn’t love a good story about finding success or happiness after several failures?

If you wanted to take this another step further, think about how you could add accountability to your ads. Consider taking your customer testimonials and turning them into stories.

A real name and image in an ad can skyrocket its validity and strengthen the trust on the Facebook market.

In this competitive space, you need to take the initiative and stay ahead. By applying storytelling to your Facebook ads formula, you’ll be able to earn loyal, long-term customers.

6. Use Short and Concise Headlines

Short concise headlines

Headlines may not be the most prominent component of your campaign. Still, they are crucial if you want to strengthen your conversions.

We focus on headlines for blog posts, YouTube videos, online webinars, and emails. But for some reason, marketers often ignore or underutilize headlines on Facebook ads.

The sky’s the limit when it comes to how you want to write your Facebook ad headlines. But there are five high-performing methods you will see over and over again on the platform.

Reinforce Your Branding Message

Use your headline to reinforce the emotions your audience should feel. This can be subtle, but it should always tie back to the goal of your ad.

Emphasize a Sale or Deal

Many use sales, discounts, or offers to entice the audience to buy their product or service. 

Highlight Your Unique Selling Proposition

This is powerful because it helps you to differentiate yourself from your competition. Ask yourself: is your product affordable, handcrafted, or high-end?

Use it As a CTA

A well-formatted Facebook ad can have a headline right next to the CTA, or Call to Action, button. This creates a larger, seamless, and more powerful CTA.

Explain Your Product Even More

Some brands use their ad headline to summarize what their product or service does. Sometimes, they use clever phrases or words.

You should aim to keep your Facebook ad headlines short, sweet, and direct. According to Hubspot, the best headlines on Facebook range between 20-25 characters. That’s not a lot of space to get your message out.

Don’t forget to apply these characteristics to your Facebook ads formula. This will help strengthen your campaign and improve your results.

7. Differentiate Between Warm and Cold Leads

Facebook ads formula : Discussion

Most brands use Facebook ads to turn warm leads into paying customers. The problem is that these same ads also reach out to cold leads which tend to hurt the campaign’s return on investment.

If you are new to the market, it’s likely that you don’t have a lot of warm leads to target. Hence, you cannot offer straightforward sales or deals and expect people to buy from you. Why? The answer is simple. There is a huge unfilled gap between cold leads and warm leads.

If you are having this problem, we have a solution for you. You can turn cold into warm leads by combining your Facebook ads with content marketing.

Instead of jumping into a sales pitch right away, start off by offering valuable content for free.

Imagine you are a copywriter selling your services. You could offer a free SEO checklist to your customers in return for their email address. Over time, cold leads will start to perceive you as an expert in the field of SEO and become customers.

After a prospect has read over your work and downloaded your free checklist, you can move forward in the funnel and target them with more sales-oriented Facebook ads.

This strategy is often overlooked by many marketers, but it’s crucial for your success. In a world saturated with false claims and scams, you need to create a brand for yourself and build trust. Offering free content is a simple way to do so.

Applying this to your Facebook ads formula will help you find long-term customers. It will also improve your conversion rates over time. The most successful brands aren’t the ones with the most sales but with the most loyal customers.

8. Always Split Test

Always Split Test

Split testing (also referred to as A/B testing) is a method of comparing two different Facebook ads. The goal of this test is to maximize your metrics such as clicks, engagements, and conversions. 

This marketing tool identifies changes to headlines, ad copy, and CTAs. Furthermore, it can improve a measurable goal in other parts of the Facebook ad. For example, testing changes to the placement of the call to action button.

Split testing allows you to create a more personalized experience for your audience. This experience improves over time, through reviews and changes.

Within Facebook ads, almost every element can change for a split test. Here are some examples:

  • Visual Elements: Pictures, videos, and colors
  • Text: Headlines, ad copy, and descriptions
  • Layout: Size of buttons, placement, and format
  • Visitor flow: How well do the user’s eyes flow through the ad?

If you cannot decide, consider using a split test to see which one performs best on the market.

At the end of the day, it doesn’t matter what ad copy, visuals, or CTA you like best. Your target audience are the people purchasing from you. Hence, you should listen to their feedback.

Split testing is a simple yet crucial step to your success on Facebook. If you’re ever unsure of what ad components fit your work best, consider applying this marketing tool to your Facebook ads formula.

9. Never Forget About Mobile View

Facebook ads formula : Mobile view

These days, mobile marketing is a must for any business. Mobile searches bypassed desktop searches in importance a long time ago. Plus, mobile is now a key channel for both research and purchasing.

But according to Taboola, mobile conversion rates tend to suffer in comparison to desktop rates. Why do you think this is?

Imagine waking up and reaching for your phone. You scroll through your Facebook feed to look for updates from your friends and family. While scrolling, you come across an electronic mosquito trap.

The problem is, there are so many issues with the ad. The copy is too long, the image is out of proportion, and the call to action button is huge.

These problems arise when Facebook ads are not tailored to all forms of mobile platforms. 

To start, you need to remember that mobile ads are only going to show three lines of ad copy before cutting off with a “Continue reading” tag. This means that you need to keep your copy three lines or less or get your main message out as fast as possible.

You also need to make sure you get your image size right. The aspect ratio will look different on each device. If it doesn’t fit well, keep on editing the photo until it does.

This is important because you only get one opportunity to leave a great first impression. 

Take the time to apply this strategy and optimize your ads for both mobile and desktop views. If you’re unsure if you’re moving in the right direction, use the preview option to see if you like the way your ad looks. This way, you will most likely set yourself up for success.

10. Analyze and Retarget 

Analyze and re-target

The Facebook ads manager is one of the most powerful tools you have at your disposal. It tells you who has purchased from you, when, and which ad they did it through.

This is crucial early on because you might not know what your customer profile looks like. If you are selling a beach ball, you might think that everyone could be your customer. This is rarely the case.

Facebook does a great job categorizing the purchasing habits of each buyer. Within each category, you can drill down into subcategories and get more specific. 

Imagine you are selling beachballs. You already know that you should be targeting audience members who are beach-goers. But what about subcategories such as fitness, healthy living, or summer?

Using this feedback, you can focus your objectives and identify your target audience. The options here are limitless: it’s your job to analyze and explore.

Nobody counts the number of ads you run; they just remember the impression you make.” – Bill Bernbach

By applying this to your Facebook ads formula, you will also slow down the process of ad fatigue.

Ad fatigue is an issue that affects even the most successful Facebook ad campaigns. It occurs when your campaign frequency gets too high. This causes your audience to view the same ad over and over again and become less responsive.

By optimizing your ad to your most responsive audience, you will slow this process down.

As you can tell, creating Facebook ads is a lot of work. From researching to writing and making revisions, it is a very time-consuming process. This is why Dan Lok created Instant Scripts. It is the only tool you need to write simple, compliant, high-converting ads. 

Instant Scripts

Instant Scripts

Great sales copy marks the difference between an ad read once and an ad shared hundreds of times. But creating great sales copy is hard as we’ve seen in this 10-step Facebook ads formula.

As a business owner, you likely don’t have the time to spend hours writing and revising your Facebook ads every day. This is why you need Instant Scripts.

Backed by Dan Lok’s billion dollar swipe file, Instant Scripts is the only software you will ever need to write compliant Facebook ads. All you need to do is select the type of copy you want, fill in a few blanks, and the software will spit out winning sales copy. It’s that easy.

And the best part is, Instant Scripts gives you resources beyond the scope of Facebook. Instant Scripts has all the resources you need to refine your website, landing page, or emails. 

If you’re ready to create simple, compliant high-converting Facebook ads click here to order Instant Scripts today.