Show Notes:
Creating click-worthy ads is what we all aim for. Ads that attract our ideal clients, brings us qualified traffic to our funnel, and assists in generating sales with our products and offerings.
However, creating an ad that slows the scroll and generates the click can be difficult. This is where the majority of people struggle. If you can’t create an ad that truly resonates your message, attracts your ideal client and stands out from the masses – then it’s doomed.
That’s why at The JW Agency we use our Perfect Ad Formula and I’m diving into the entire formula in this episode.
Do we customize it or go off-script sometimes? Absolutely! However, using this as a guideline for 80%+ of our clientele has produced consistent results.
There is so much competition and I want to give you an edge so you can start creating drool-worthy ads that people are happily clicking on so you can reach your goals faster and cheaper.
Get your pen and paper out and get ready to write down this step-by-step formula!
You can also download the Perfect Ad Formula, 100% free, at www.jessicawalman.com/adkit
Share-worthy Quotes:
“If you were able to convey the value in the ad well enough, they’ll be clicking like hotcakes.”
“Go outside the norm and be a bit different and polarizing.”
“Get people interested and be able to convey your offer in an intriguing and irresistible way.”
Get the Transcript here:
Episode 11 – The Perfect Ad Formula
Hey, I’m Jess Walman, Facebook ad, and digital marketing expert. Welcome to the Ad Agency Secrets Podcast, where I help you take the guesswork out of your ad spend and replace it with profitability. Now is your time, revolutionize your life, and create the impact you desire all while freeing up your precious time.
How? By taking a sneak peek at the exact methods our full-service ad agency uses for our A-list clients while managing over $1 million per month in ad spend. Learn what is and is not working from Facebook ads to copy, to funnels into your overall marketing strategy. Implement these tips and strategies inside your business today and get ready to explode. Grab your coffee and get ready for the Ad Agency Secrets Podcast.
2021 is coming and we’re all starting to plan out our marketing strategy as well as our advertising strategy. And one of the biggest questions I get asked is, “Hey Jessica, what is the perfect ad formula, what’s the perfect ad structure to that?” I can, you know, get my ads out there and get the clicks and get people interested and be able to convey my offer in it, intriguing and irresistible way. And the first thing I want to say is that there is no perfect ad formula. Okay. In meaning, I actually am going to give you a formula. But a lot of times what can work really well is going outside the norm and being a bit different and polarizing. And you can do that with the ad formula.
The ad formula is what we use for probably 80% of our clientele, but either we use it as is, or we shift it and we tweak it. And we make it a little bit different here and a little bit different there to make sure that it stands out, to make sure it’s not just doing the same thing over and over again.
So I want to make sure that when I go over the perfect ad formula, cause I’m going to go over the perfect ad formula. Even though I just said there isn’t a perfect ad formula. This formula will customize. It will be tweaked and refined specifically to your audience, specific to what’s working in your niche right now. Maybe going above and beyond, or being polarizing, throwing rocks at, you know, what people are doing in your industry right now.
So, I want to make sure we’re all on the same page there. But there is a formula that we use, like I said, for about 80% of our ads that we put out, but it can be customized so uniquely, and I’m gonna show you how, so that you guys can go into 2021 with a feeling confident in the ad copy because I know that ad copy can be really difficult to write.
We don’t all have that creative brain to write really brilliant copy. You know, it can take sometimes a lot of brainpower to create a copy for an ad. And then from there, you’re like, “Oh, fingers crossed, wasn’t actually good”. Not to mention. We have to test a bunch of different variations. So as much time as it took you to create that one piece of copy, you need to create a few more to be testing and testing, and seeing what’s actually connecting and working with your audience.
So I’m going to go over the formula. And when I go over this formula, you can tweak and make a bunch of different ads with this formula that you can continue to test in January, February, and so on next year. And even when you find what’s working, it’ll only work so long, right? You’ll have ad fatigue. You’ll need to continuously use this formula to create more copy, create new hooks and angles that you can get back in front of your audience and re-engage with them. So step one of the perfect ad formula is engage, and this is the top of your copy. So when I say step one, I’m going from the top of your copy all the way down to the bottom, okay?
So step one is engaged, this is your showstopper. This is where you have them looking at your copy and just immediately saying “yes” to whatever that is, right? So it could be a question such as, are you ready to make more sales in less time with automation? That’s a question that someone wants a yes.
Or are you struggling to make a full-time income online? Not saying you can necessarily say that specifically on Facebook, but “Yes”. The answer to that is yes. You can use it as more of a statement, right? Instead of a question, you can go more of a statement. So three secrets to booking premium clients with ease.
They’re like, yes, I’m going to give you one that again, you may not be able to say necessarily on Facebook, but you just give you an example, five days to shed 10 pounds of sludge in just minutes. Yes! Right? You could even bring it to a way of like your, you and your clients, and results you’ve gotten.
Right. So I have one where I was saying, my client, Maru generated 40 K with her lunch. Do you want to know how right? The answer to that is? Yes. And that result has a showstopper that makes them sit there and be like, “Wow, yeah, I want that”. Or you can say, you know, I generated six figures selling digital products online. Do you want to know how? Right?
Sarah lost all of the baby weight while eating lots of yummy food, and it’s simpler than you would think. So I want to read down there saying yes, you can also guys do more curiosity-driven. So something like, have you noticed that while the toilet paper, bread, and boxed macaroni and cheese shelves at the grocery are completely bare, the produce section is fully stocked and you’re like, huh? That is interesting. Yeah.
So curiosity provoking ones as well. So this is the engaged, this is important. This is if you want them to click read more on your ad, this top portion of your copy needs to be on point. It needs to have them saying “Yes, yes yes!”. And this is where you can keep shifting your hooks and angles, right?
So if you’re someone who’s looking to lose weight, then the first thing could be like, you know, are you ready to finally hit your fitness goals in 2021? That’s one. It could be, are you finding ready to hit, you know, fit in those skinny Jeans, yes? That’s one, right? That’s the second one. They want to fit in their skinny jeans.
So that is a hook or angle, another hook or angle for them could, that might resonate with them differently. Might be, you know, eating yummy foods while still losing weight. Another one might be, no, you don’t have to count calories and you can lose weight. Right? They’re all different hooks and angles.
They’re a different kind of like little pains, like people think about auto and eat crappy or not crappy, but I don’t want to eat like, you know, non-delicious food. I go, you know, I don’t eat carrots all day long to reach my goals. Other people are like, man, I hate counting calories. You know, those are all the different unique pain points that when you really get to know your ideal client, which is really important before you ever start an ad.
This is going to be huge. This is what you put in the engage section of your copy template. Okay? So the next would be your connection. So the next step in the perfect ad template is connected. This is where you enforce, desires, and pain points. Okay. So you are enforcing them. You’re talking about them a bit deeper so you can understand and feel this is a good emotion.
You want them to feel something here? You want them to feel that emotion, whatever that emotion is. So I have a couple of examples here from some of our ads that we’ve done. So this one was from network marketers. And so to enforce the desire or pain point here, and we said, network marketing gets a bad rep.
And sometimes for good reason, we’ve all had a friend or relative chase us down in the street with the latest order form or catalog. So fun. I didn’t want to be that guy. I didn’t want to be the guy with stinky biz that enforced the, yes, you’re right. I don’t want to be that person. I don’t want to be the one that all my relatives hate seeing because they know I’m coming with them as a new offer, right?
Another example of enforcing the desire pain point is, there’s more competition. Deals are harder. I think this was for the real estate niche, actually. So this is for real estate. There’s more competition. Deals are harder to come by. What used to work, it doesn’t anymore. And one by one, more and more cash investors are pulling out of the market completely.
So what’s a real estate investor to do? Drop a small fortune on marketing queue, empty pocket syndrome. Keep pushing the direct mail. Yeah. Good luck with that. I’ve got a better idea. Right. So they just push that, you know what? Yeah. Like I know it’s not working. You’re telling me that and I get it. And you’re talking about things, I don’t, I can’t do. I can’t sit there and put all this money towards marketing. I’ve done the direct mail, it’s not working. So it’s, it’s enforcing what they already know to be true and have them saying, “yeah, I know. Oh my God. I can feel that. Yep. I’ve been there.” And now they’re saying, “I’ve got a better idea.”
So you’re like, “Whew. I want to know what that is. I’m intrigued. Please tell me more.” All right. So you need to enforce the desires and pinpoints in a way that relates with them, that they can visually see themselves in, and that hasn’t seen yes or no, or feeling that English or feeling that fear or whatever it is, okay?
So that’s step two, that was the connect phase. And now we have credibility is step three in the ad formula credibility or your results or your client’s results. So I had a client and part of what her copy said was she helped moms, autistic children. And so one of the results kind of thing, we always put a lot of our ads was, “You’re not alone, we’re in this together. Hi, I’m so-and-so.” Well, you know, board-certified XYZ and autism mom, I’ve helped thousands of autism professionals and highly motivated parents start making progress with their students and children, because I know it’s possible. I am passionate about empowering OTs and the professionals to make an even bigger impact on the lives of their students, especially those who are not making much progress.
That was one, another one was we know we’re talking about, “Hey, I was able to create a six-figure- business by using the automation tools that I’m about to teach you”, “I was able to lose 50 pounds myself or my students are losing between 10 and 30, and 50 pounds in a three-month period by eating the foods that they want and using the system.”
So being able to showcase the results, whether it’s, you know, you’re certified in something you’ve gotten results for yourself, you’ve gotten results for students. This is the time to really showcase that credibility so that, you know, they really understand and believe what you’re doing. And they know that you’re, you’ve gotten those results before.
So step four, I think is step four is a type of offer. So you just want to let them know and be really clear on what they’re getting. This is something that people actually forget to do, and we don’t be clear on what they’re getting, what this ad is like, what the offer is when you’re going to have a bit of a disconnect when they click from the ad to your page. And they don’t know what to expect, you’re gonna have a lot of people dropping off on that page. So, for instance, if they’re getting a download there, to download like a free guide or download a script or download something, let them know it’s a download. If it’s a challenge or a webinar, like if they’re going to be watching a webinar, let them know, you know, register for the webinar. If it’s alive or it’s automated, let them know that as well, like it on demand to happening this Thursday, be very clear what they’re gonna be going to.
So again, there’s, there’s congruency and there’s no disconnect from when they click the ad to when they go to the next page and they know exactly what to expect. Some of the phrases we’ve used are, “I created a free guide to simplify your business and walk through how to create a six to seven-figure- business strategy today. Or in my free live masterclass, I’m sharing this with you. So we said to live, I’m sharing with you my four-step formula to create five-figure funnels that you can have up in as little as 14 days. Or I created a free guide to show you my three-step method of shifting your mindset. So you can start allowing and creating for free. What I tell them very, very clear as to what they’re getting.
So it’s a guide, it’s a webinar, it’s a live webinar, et cetera. I’m trying to look at some of the examples here. So I think one of mine says my new guide FB conversion kit is designed to help you create converting Facebook ad copy images, headlines, et cetera. So it’s very clear again. So it’s just very being very clear in what kind of offer they’re getting and if it’s free if it’s paid. People have a big notion on, like, if it’s a paid, a small paid offer, should you tell them it’s paid. I’ve done both. I’ve told them it’s, you know, it’s a $37, you know, offer. Or I’ve said, you know, nothing and have them click through. You’ll definitely have more click-throughs if you don’t set a price point, but you’ll also have a lower conversion rate on your page, but you’ll also if you had to put the price point, yes. So you’ll have less clicks, but I also think. If you were able to convey the value in the ad enough. If it’s a low price, $37 offer, they’ll be clicking that like hotcakes, if they are your ideal clients. So you can go both ways with that.
The fifth step in the perfect ad formula is to offer details. So this, again, all of this can be customized guys with the offer details, sometimes we’re more generic and sometimes we are bullet pointing like exactly what’s in there. So I know one of ours was like, you know, you’ll get three bullets, eight essential steps to a profitable online course. Worksheet to customize your own strategy, example strategy funnel. So you can see it in action. That was one. You also say like in my free guide, whether it’s, you know, an ebook, whatever it is, you’ll learn why offering a digital download is vital to your profits online. The four best converting types of digital downloads, proven strategies on how to attract your ideal clients, et cetera. Right?
Those are more bullets. And then we’ve had somewhere the Apple it’s just where it just says, I’ll show you in my free community starter guide, where I’ll walk you through exactly how to set up and run your Facebook groups so that your brain and expertise shine to thousands of active members. So that’s not even a bullet, but it’s a description of what they’re getting.
So the more you can describe what they’re getting again, the more detail you can give him here the better. I’m not always about making the copy super long. So, this formula tends to have it a little bit longer, which is why I said you don’t always have to bullet. Sometimes it’s a one-liner that tells them what they’re getting, but it should be clear because we are about getting the high clicks on the page, on the ad.
We are definitely about getting the higher clicks on the ads, right? Lower cost per click, a lot of clicks. But only if they are qualified clicks. Right? They know what they’re getting, they’re going to the next page. And they’re not super confused. And you know, it was like a, a clickbait switch type thing where they’re like, “Oh, I clicked it, so it’s so cool.” And then all of a sudden you go to the page and you’re like, “Dang, that’s not what I thought it was going to be.” Obviously, it wasn’t clear enough. So the offer details just help them get clear and it helps that congruency between the ad and the landing page that your conversions on the landing page can be higher and you have more sales or just leads.
The next step, I don’t even know. I think it’s number six is the desired urgency. So whether that’s a deadline, a disappearing bonus gift, or even just letting them know it’s a hundred percent free, right. So show up, live to this 100% free training and get a live Q and A at the end. That sounds awesome. That makes you want to do it now, right.
Or bonus as a web class reveals the one secret top earners never tell. So you’re like, Oh my gosh, it’s a little bit of urgency. As in like, I need to go because I need to learn this one, this, this secret, this one secret. That’s only going to be on this training or again, like, you know, we’re closing doors tonight to this program. Again, urgency deadline.
Anytime you can put, any type of urgency on there, even if it’s just, again, this is 100% free. That doesn’t sound urgent, but it is, it’s letting them know it’s free. So it kind of like, “I need to get it now it’s free right now. When is it gonna, is it going to continue to be free?”
“This is employee, I want, it’s not paid. I should grab it right now.” So putting this in there and it can literally just be a super line and sometimes that can be intertwined with your offer details. So, you know, I’ll show you in my 100% free community starter guide where I’ll walk you through.
You see, I kind of combined the 100% free with, I’m starting to explain what the free starter guide is. So you can sometimes combine these into one to make it a shorter copy. If you’re looking to test longer and shorter, copy. The next step is your CTA. So a clear call to action, to opt-in, to save their seat, to buy now, whatever that option is.
So I’m always about the very end, to make it clear what they need to do. Do it like you’re talking to a child, they need clear instructions so that they know exactly what the next step is. So click here to download. Now, there’s a link forever cheat sheet today by clicking here, here’s a link, register your seat by clicking here. Here’s a link. Right? Super clear, to the point, should be the last thing that’s in your copy or one of the very, very last things in your copy. Okay. So that’s the copy itself.
Then we move to the button, the call to action button. So what we like to do, the kind of the ones that we use a lot is their download and that is going to be for any downloadable guides, downloadable scripts, anything that they can just enter their name, email and get some, the email to them as in the download. And he can just grab really quick.
The next one is the learn more. We use that one for any lot, you know, training, whether they’re live or evergreen challenges, video series, anything that they, you know, usually when they click the learn more button, you know, it’s, Hey, here’s the web class. We want you to register for click here to learn more. Because usually, your page is a little bit longer with a little bit more detail, usually not all the time.
Usually, it’s like a webinar versus if you were to give them like a little PDF guide. So if I give him a PDF guide, I usually have my, you know, here’s a sales script, you know, here’s my perfect ad formula download. It’s a very simple opt-in page. So I’m just saying, “Hey, click here to download.”
Now if it’s a webinar you could say, do you have that really downloading a webinar? Right? They’re going to learn more and they’re going to register. So that’s how we use the learn more button. And usually, it’s a little more, they go to the page and learn a little bit more about the thing that they’re going to opt in to, and then they can opt into it.
We also have applied for any application-specific ads that we’re using, or sometimes we leave it blank. Um, and that has worked well as well. Cause it looks a little bit more organic, leaving it blank and having no call to action button on there. So just test and see what works best, having that, having that button, or not having that button to see what works best for you and your audience.
Then we’re going to move to the headline underneath the image. To your headline can vary. We, a lot of times we’ll have the call to action plus the name of the offer. Or we’ll just kind of talk about the number one benefit. So example: step-by-step Facebook community starter guide, right? That’s a title of very clear, that’s the call to action.
It’s like, Hey, like, this is the name of the offer. Very easy step by step Facebook, community starter guide, right? Or more of a hook, which is more of the benefit. Want to book five new clients in 30 days, that’s the benefit. That’s what they’re aiming for. It’s very, very clear. It gets them excited. They want to say yes, just by looking at the headline of the ad or again, being clear on what it is, free web class, and then, you know, want to increase your upline or your down, sorry, your downline. Which is very clear to that audience on what that is, but also told them it’s a free web class or free webinar, free training, whatever you want to call it.
So we usually will. It’s just being very clear and, and yes, we sometimes want to be fun and, and have fun, like a cookie, like, uh, headlines, but at the end of the day, simplicity and being very clear and concise with your headlines is always what wins. Because you don’t want someone taking more than a millisecond to try to understand what you wrote.
Okay. They take that long. If it’s taken more than a second, or a second to understand what you wrote, you probably already lost them. Okay? And then last is your link description. So that’s underneath your headline. So, um, usually this is your call to action. We usually have like a reminder or we have a curiosity statement, or sometimes we leave this blank.
Um, but this is going to go right below, like I said, the image and, uh, let’s see, I’m gonna give you a sample of one that we have here. So start your Facebook group on the right path and let your expertise shine, click download. Or get my insight or tips to monetizing your expertise and growing your income, click, learn more now.
So it’s a reminder on that call to action, “Click, learn more now”, “Click download now.” And then again, it can be a curiosity statement, you know, start your Facebook group on the right path or get my insider tips to monetize your expertise. It’s kind of like, Ooh, I want to know what that is.
So that’s your link description, but sometimes we just leave that blank again. It makes it look a little more organic when you leave it blank and less like an ad, which is why sometimes that really works. So what I’m going to do. As I’m actually going to leave you guys a link in the, actually, if you guys want to download my free guide, this actually has the copy template in there. There’s an entire copy template with an image of an ad that actually shows it as an example so you can see a full example of this and all you guys have to do is go to jessicawallman.com/adkit. So again, that’s Jessica Wallman.com forward slash add kit, A-D- K- I- T. And you can download it for free.
It’ll also have some targeting audiences that we use within our agency. It’ll give you a step-by-step checklist that we use every time we launch a new campaign and a couple of other really good goodies, but it will have the breakdown of the perfect ad formula. So you can start implementing it today. So thanks so much, guys.
I hope you guys start implementing that today and start creating some killer ad copy. And I will see you guys in the next episode. Bye.
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