The Anatomy Of A High Converting Facebook Ad

If you’re wondering what it takes to create a high converting Facebook Ad that actually generates leads and builds your email list from COLD traffic, then read on…

I want to share with you the stats of an actual ad we’ve run which generated over 106 email lead conversions at just under $77 in 7 days.

Oh and if you decide that you wanna take it to the next level with this post, I’ve got a short little FREE workbook that goes with it right here.

This Facebook Ads workbook can be applied to different types of business models as the foundations of creating a high converting Facebook ad are the same.

OK are you ready? Let’s dig in.

AimeeVo - FREE High Converting Ad Work book

First, let’s talk stats and proof:

the anatomy of a high converting facebook ad from cold traffic
In the above image,  you can see that I’m spending about $0.71 per sign up to rapidly grow an email list in a niche website. Our cost per click (CPC) was less than 0.18c per click which was great. 

Just a side note on CPC – getting the lowest cost per click is not going to get you email leads or make you money. If getting leads for your business is going to move the needle then you should focus on conversions as the KPI.

You could get 100 clicks at $0.10c per click but if no one is opting into your freebie, then you’ve got a problem. You want Facebook to optimize your ad campaign by showing your ad to the people who would most likely enter in their emails.

The ad below offers a “dating cheat sheet” and responsible for generating 106 email conversions + 2 organic email leads in 7 days. As growing the email list is the main lever in this business, our goal is to build an email list in preparation for an upcoming digital product launch.

This ad was easy to create, I went to canva.com and created an image using a plain black background with my client’s image as an ad.

Even though the ad is simple, it represents a “real person” behind the brand and the ad creative has enough color to catch your attention.

If you were scrolling through your Facebook newsfeed, the ad stands out as it is a contrast to what you normally see on newsfeeds. The bait or offer here is a “Tinder & Bumble” cheat sheet and has a direct call to action on it.

After split-testing different ad variations, the best converting ads are real-life photos/videos of you or your business (often times without text) as it creates a connection.

 

ad creative

The ad creative is… the image, video or visual that you will be using in your FB Ad.

Your image or video should be a visual representation of your ad copy. Your ad copy explains why they should get your lead magnet and your creative should do the SAME.

Therefore your creative must:

  • Convey the offer or hook: if you offer an ebook, you can use an ebook cover as a visual representation.
  • Tells a story: if you’re using a video, you can film your product in use or you performing the treatment or providing a service to a client.
  • Display the product: an image of your product in use or an iPad cover if you have a free guide.
  • Stand out in newsfeed: without being annoying like yellow boxes or big red arrows. If you’re stuck, use contrasting colors that look professional and clean.
  • Brand consistency: if you have a style guide in place, add touches of your brand’s colors and fonts in the image or video.
  • Evoke emotions: certain photos or visual representations evoke emotions you want your audience to feel.

 

Ad Copy

Facebook’s newsfeed is crowded and every post is vying for users attention…. so how do you write ad copy that stands out and gets your ad clicked on?

Here’s the ad copy we used to generate 106 email conversions:

———————————————-

 Living Under Matchless Existence?
Create a Successful Tinder & Bumble dating profile with this Cheat Sheet:
Winning bio and profile examples to swipe
Photo 1 to 4 selection success recipe
Copy and paste winning opening messages
Get Cheat Sheet Here: Linktolandingpage.com 

———————————————-

You’ll notice that the ad copy begins with a strong question based on a pain point that the audience is experiencing.

However be careful not to be too “negative” or aggressive as Facebook can attribute that to a poor user experience and disapprove the ad.

When you write your ad, take some time to think about the challenges, pain points and struggles your audience may be experiencing.

Then find a way to address that pain point or challenge in a positive way. In the free FB Ads workbook, I show you how to come up with this and use it in your ad copy.

In this case, the freebie was a cheat sheet and guide to creating a successful Tinder and Bumble dating profile for men.

The question “Living Under Matchless Existence?” immediately allows the audience to qualify themselves to be eligible for this freebie.

In the second part of the ad copy, it tells them what they can expect to see inside the cheat sheet. You want to be congruent with what you say on your Facebook ad and have that re-iterated on your landing page.

This means your landing page should explain to the visitor what they are going to get when they enter their name and email. The copy on the landing page states that they are going to get a “Free Tinder & Bumble Cheat Sheet” with a swipe file of “bio profile examples”.

Throw in some compelling ad copy (like “copy and paste”, “swipe and deploy”) so that the user can anticipate when they get their freebie.

 

Link Headline & Description

Under the image, you have the headline for the actual link. The headline summarises what the user will get when they click on that link.

FB Ad headline and link description

In the description, you summarise again what the user will get. We probably could have done a better job by adding a simple yet strong call to action like “Get your cheat sheet now.”

By adding a description and another call to action in your ad, you increase the likelihood that people actually take action i.e. click on your ad.

From past experience, most people pay attention to the headline more than the description so focus more on what you will write in the headline.

However don’t leave the text description blank as it looks kinda odd, just a simple text description will do so don’t stress too much over it.

Finally, you want to make sure that you have a call to action button on your ad. The 3 call to actions that works well on “link clicks/traffic” or “conversion ads” are the “download”, “learn more” and “sign up” button.

For free ebooks, checklist and cheatsheets, we personally like to use the download button. For a local business offering a downloadable coupon, I switch between the “sign up” and “learn more” button for higher conversions.

Even though the download button is not the highest converting call to action button, it pre-frames people on what action they are required to take on the next page.

At the end of the day, this ad’s goal was to get email conversions and not just website clicks. So after 50 web conversions, the ad objective was switched from a traffic ad to a web conversion ad.

 

RECAP

The anatomy of a high converting Facebook ad for lead generation and list building includes:

  • A Striking Image that stands out on the newsfeed
  • Compelling ad copy that focuses on your audience’s pain point and offers a solution
  • An irresistible offer, bribe or freebie
  • A solid call to action in the ad copy
  • And a call to action button like “learn more” or “download”.

 

Beyond that, make sure you have your audience targeting dialed in and download your “FREE High Converting Facebook Ad Workbook” which assists you in creating high converting ads that speaks to your target audience.. step by step in just 15 minutes.

When you have all the above elements, you will end up with a high converting Facebook ad that…

  • Generate leads
  • Builds your email list
  • Allows you to generate revenue
  • And become successful in your new product launch
AimeeVo - FREE High Converting Ad Work book