Ad creative is extremely important. In fact it’s a bonafide buy-one-get-one-free in terms of benefit...

Here's why:

If you get more people to your site, and all your other metrics remain the same - that’s more sales.

So, if you double your ad CTR from 0.5% to 1% - thats double the number of sales!

Bonus Some of those extra customers? They'll come back and purchase again, will leave you positive reviews, tell their friends and so on...

That's not all

The network you’re advertising on will see that you’re getting good engagement on your adverts.

Why does this matter?

They'll reward you with cheaper ad costs, as their users are indicating that your advert is relevant and providing valuable content.

So not only does doubling your CTR result in double the customers… All of those clicks on your ads now cost less as well!

Let’s break this down into numbers:

For both scenarios, our advert has delivered 50,000 impressions.

  • Advert A achieves a Click Through Rate (CTR) of 0.5%
  • Advert B achieves a Click Through Rate (CTR) of 1%

Assuming the visitors from each advert perform the same, and assuming that 3 out of every 100 visitors end up purchasing at an average order value (AOV) of $100, Advert B achieves double the revenue ($1500) that Advert A brings in ($750).  

Ok, so that’s pretty cool - twice the sales, nice… but remember, the advertising network is watching and it knows that Advert B is more engaging to it’s users!

In this scenario, the ad network decides to reward you with 30% cheaper impressions - after all, it wants its customers to see more engaging posts - so it’s a fair swap.

Let’s factor your advertising costs into the same scenario:

Advert A costs $7 to reach 1000 people (CPM) and delivers 250 visitors, resulting in $750 revenue.

Advert B (with a 30% discount) now costs $4.90 to reach 1000 people and delivers 500 visitors, resulting in $1500 revenue.

Results

  • Advert A: Revenue ($750) - Cost ($350) = Profit $400
  • Advert B: Revenue ($1500) - Cost ($245) = Profit $1255

That’s a 313% increase in profit - or an extra $855 in your pocket in this case - just by improving your advert performance.

So how do we create winning adverts?

I thought you’d never ask!

It’s all about testing.

Short Answer: Test - QUICKLY!

Long Answer: Set up automation to make testing an absolute breeze.

How to create winning adverts with automation

Our goal is to find the best performing audience + advert combination.

Step 1 - Create a new campaign

We'll go with a new CBO campaign.  We want to run this test for 2-5 days, so set the budget at $15/day - this is the optimal budget for letting your ads get to about 1000 impressions each (more on that later).

Choose the appropriate objective - in our case we want visitors to our blog so we’re choosing “Traffic".

N.B. I’ve included a unique tag in my campaign name (TEST607) - this is important for later on.

Step 2 - Create 3 Ad Sets

It’s up to you what audiences you want to use, but they should be relevant to your campaign.

If you’re testing in a brand new niche or on a brand new business - You could separate your adset audiences out like this:

Ad Set 1: Events Interest Based Audience

Here we’re talking physical real-world events. Events that people in the niche you’re targeting attend (or aspire to attend).

Niche Event Examples:

  • Golf: “PGA European Tour”, “World Golf Championships”, “US Open”
  • Dogs: “International Agility Festival”, “Crufts", “Dogs Unleashed"
  • Gardening: “Royal Botanic Gardens”, “BBC Gardeners World Live”, “National Gardening Week"

AdSet 2: Brand Interest Based Audience

Here we’re talking brands or products that people in your niche actually go out and buy. Magazine names work well here too!

Niche Brand Examples:

  • Golf:  “Ping”, “Taylor Made”, “Titleist”
  • Dogs: "Purina", "Pedigree", "ZestyPaws"
  • Gardening: "Centurion" , "Gardeners World" , "Town and Country"

Ad Set 3: Celebrity/Influencer Based Audience

Here we're referring to influential people in the niche you’re targeting. Ideally you want people who only those in your niche would know, where the rest of the world may not. Authors of popular books and Websites work well here too!

Niche Celebrity/Influencer Examples:

  • Golf: "Rory Mcllroy", "Justin Rose", "Jordan Spieth", "Golf.com"
  • Dogs: "Francis Butler", "Steve Austin", "Cesar Millan", "Iheartdogs.com"
  • Gardening: "Alan Titchmarsh", "Monty Don", "GardenandHappy.com"

Honestly - you (should) know your audience better than anyone else - so choose audiences that make sense for your business.

Here’s a quick video on how to target your niche:

Feel free to click that subscribe button if you found it valuable!

Here are some quick ideas for custom audiences you can create

Tip - These can also be turned into Lookalike Audiences:

  • Page Engagers Break these down over different time periods, e.g. page engagers over the last 30 days
  • Video Viewers Break these down by % watched and over different time periods
  • Website Visitors Break these down over different time periods
  • Email Lists If your list is in the high thousands, break it down into smaller lists, e.g. perhaps by amount spent or open rate
  • (Standard) Pixel Event Lists View Content, Initiate Checkout, Add To Cart, Purchase (can also break down by time period), those who have purchased multiple products (e.g. triggered your purchase event 2 or more times)
  • (Custom) Pixel Event Lists - ATC/Purchases of Specific Product, Purchases of over $50/$100/$250, ATC/Purchasers of products in specific category

N.B. This isn’t an exhaustive list - but should at least get your brain ticking.

As soon as you’ve got > 1000 matched people in your custom audiences you can create Lookalike Audiences from them!

Tip: Save yourself time by using our TrustAds 20% Lookalike Generator to mass create your lookalikes up to 20% - at speed!

Step 3 - Create your Adverts

Yay!

Now, how many ads you create for each Ad Set comes down to your budget for this test.

Here’s how to choose the number of ads to create in each adset - (we’ll assume a CPM of $7 for this calculation).

  • 2 Ads in each Adset x 3 Ad Sets = 6 Ads
    We want each ad to run for 1000 impressions, so 6 Ads x $7 for 1000 impressions = $42 for our test
  • 3 Ads in each Adset x 3 AdSets = 9 Ads
    We want each ad to run for 1000 impressions, so 9 Ads x $7 for 1000 impressions = $63 for our test
  • 4 Ads in each Adset x 3 AdSets = 12 Ads
    We want each ad to run for 1000 impressions, so 12 Ads x $7 for 1000 impressions = $84 for the test
  • 6 Ads in each Adset x 3 AdSets = 18 Ads
    We want each ad to run for 1000 impressions, so 18 Ads x $7 for 1000 impressions = $126 for the test

We’ve already covered how tiny ad performance improvements will massively increase your profits - much more than any of these test budgets.

But it comes down to what you can afford for the test, the more you can afford, the better your results - but find the best number for you.

Remember, you’re basically 'buying data' when you run this test - but you'll more than likely achieve some sales (either directly or through retargeting) - so you may be able to justify a slightly higher test budget.

So, let’s jump into what kind of adverts to create for each of the scenarios:

2 Ad Scenario

Each advert has the exact same copy (the text part accompanying the image or video).

Create:

  • 1 Video Ad**  and
  • 1 Clickable 1000 x1000px Image Link Ad*  

3 Ad Scenario

Each advert has the exact same copy.

Create:

  • 1 Video Ad**  and
  • 1 Clickable 1000 x 1000px Image Link Ad*  
  • 1 Image Post with long form copy, following the perfect advert example (video below) with the destination URL in the main advert text as well as in the comments.

4 Ad Scenario

We will split test 2x ad copy for this test, so:

Create:

  • 2 Video Ads**  - Same video in each, different ad copy
  • 2 Clickable 1000 x 1000px Image Link Ads* - Same image in each, different ad copy

6 Ad Scenario  

We will split test 2x ad copy for this test, so:

Create:  

  • 2 Video Ads **  - Same video in each, different ad copy.
  • 2 Clickable 1000 x 1000px Image Link Ads*  - Same image in each, different ad copy.
  • 2 Image Posts with long form copy, following the perfect advert example (video below) and the destination URL in the main advert text as well as in the comments. - Same image in each, different ad copy.

Tips for Compelling Video Ads  

  • Try to keep it under 1 minute long
  • In my experience the dimensions of 1000 x 1000px, i.e. square videos, work best.
  • Include your brand logo in the first 3-5 seconds of video as well as the last 3-5 seconds.
  • Remember, 80% of your video views will be on mute - so your video should convey the message even without sound (captions help with this!) and sound should further enhance the video.  

Here’s an example advert we run for TrustAds:  (Unmute for full effect!)

Tips for writing ad copy that converts

Check out my video on creating the perfect advert here:  

Feel free to click that subscribe button if you found it valuable!

Awesome.

Now we’ve got our adverts ready - it’s time for the BEST part...

Let's do some magic with automation!

Automated Magic - Step 1:

First, let’s head to the Create a Rule page on TrustAds.

  1. Select Facebook as the advertising platform to run this test on (Psst: You can also run automated rules on Snapchat - only with TrustAds!)
  2. Select which advertising account you’re using from the drop down
  3. Select “Ad” as the Ad Level you want the rules to apply to
  4. Specify “Lifetime” as the date range that you want to run your rules for.

Automated Magic - Step 2:

Now there’s just 2 simple settings you’ll want to use -

  1. Remember the unique tag you used in your Campaign name? (I mentioned it in Step 1 of the ad creation process above) Enter that exact tag here next to “Campaign name Contains” - In our example we’re using “TEST607” as our tag.
  2. Since we want to pause each ad when it hits 1000 impressions, that's what we’ll set in the second line - “Impressions is greater than or equal to 1000"
  3. Finally, we want the ad to be paused when it hits the 1000 impression mark - so we’ll choose “Pause Advertising” as our action.

Frequency - We’ll keep as the default “As often as possible” - which means your ads will be checked as frequently as every 15 minutes.

Automated Magic - Step 3:

This is pretty straight forward - give your awesome new rule a name! I recommend including the unique tag you used in Step 2 (in this case: TEST607) in your rule name so you can find it quickly.

Amazing! That’s it!

Now each of your ads will run for 1000 impressions - then be paused when they’ve hit that magic number.

Want me to do it for you?

You're in luck! You can use this one-click link to create this exact rule in your TrustAds Account: https://trustads.io/shared/bp8lnYpR


N.B. You'll need a TrustAds account first - but the good news is you can start your Free Trial right here: https://TrustAds.io)

So what now?

Depending on what daily budget you set for your campaign - and how many ads you’re testing - you should have some really solid data after 3-8 days of testing.

By the end of the testing period you should conclusively see what combination of Audience + Copy + Creative works best for your objective!

What metrics should you pay attention to?

Keep an eye on the “Unique Click Through Rate” metric, as well as the “Cost Per [Action]” metrics (eg. Cost Per View Content)  

Naturally, by impressing Facebook with your awesome, engaging advert - you’ll gradually be rewarded with lower ad costs too - so when you take your winning combination and launch it as a proper campaign, you’ll be getting the cheapest rates!

Remember
Just a small improvement to your Click Through Rate (CTR) % can amount to thousands of dollars of extra revenue!

Make sure to build these easy, automated testing experiments into your advert launching process - then watch all of these wins add up massively!

Add automation to your Facebook, Instagram, Messenger and Snapchat adverts - for FREE today!

That’s right! You can try TrustAds out today for FREE

We’re so confident you’ll LOVE our software - we’ll let you try it out for 7 days - with no limitations, at no cost.

If you LOVE it - as our customers do - then you can take advantage of our fixed fee pricing. We'll never take a cut of your ad spend.

Upgrade, downgrade or cancel at any time - right from your dashboard - it couldn’t be easier!

Start your free 7 day trial here:

>>>>> https://TrustAds.io  <<<<<

Then add the automated magic testing rule with one click here:

https://trustads.io/shared/bp8lnYpR  

We look forward to seeing you on the inside, stay tuned for more detailed mega-posts on Facebook advertising!

Interested in learning more from Martyn?

Check out his new 300 page book (Recommended By Kevin Harrington)

Here >>  https://www.1percentsecret.com - the book is free, international shipping is just £6. Bargain.