5 Facebook Ad Copy Formats That WORK
Summary
TLDRВ сегодняшнем видео мы рассмотрим текст рекламы Facebook, который превращает просмотры в продажи. Эксперт по рекламе и маркетингу, Чейз Чапел, делится своими секретами успеха в создании рекламных копий для крупных брендов. Он раскрывает принципы написания рекламных текстов, которые способствуют увеличению продаж и результативности рекламных кампаний на Facebook. В видео представлены разнообразные форматы копий, такие как проблемы/решения, использование авторитетов, социальная доказуемость и призыв к действию. Также рассматриваются стратегии для различных сценариев, включая форматы для ретаргетинга и сезонных распродаж. Чапел подчеркивает важность использования разных форматов копий для увеличения вероятности конверсии и роста дохода от рекламных затрат.
Takeaways
- 😀 Основы эффективного текста рекламы в Facebook: важность привлекательного и конверсионного копирайтинга.
- 🔑 Важность использования формата объявлений, который включает в себя призыв к действию, упоминание продукта, скидку, ограничение времени и доказательства качества.
- ⏰ Применение принципа скоррелированности: создание чувства нехватки времени для привлечения внимания и увеличения вероятности покупки.
- 📢 Использование авторитетных источников для доверия: использование упоминаний известных шоу или экспертов для поддержки рекламных утверждений.
- 🌟 Подчеркивание преимуществ продукта: объяснение, как продукт улучшает жизнь пользователя, для увеличения его привлекательности.
- 👥 Использование социальной проверки: отображение количества довольных клиентов для увеличения доверия к бренду.
- 🛒 Разнообразие форматов копирайтинга: использование различных стилей и форматов для привлечения разных аудиторий.
- 🎁 Включение преимуществ и скидок в объявления: объяснение предложений и скидок, чтобы стимулировать покупку.
- 📈 Использование истории и эмоций: рассказ о том, как продукт помогает в реальной жизни для усиления эмоционального воздействия на потенциальных клиентов.
- 📊 Анализ и использование данных: выбор и тестирование различных форматов копирайтинга на основе их эффективности и конверсии.
Q & A
Что такое конверсионный текст рекламы в Facebook и почему он важен?
-Конверсионный текст рекламы в Facebook - это составление текста, который призван увеличить количество кликов, покупок или других желаемых действий со стороны пользователей. Он важен, потому что позволяет рекламодателям увеличить эффективность их рекламных кампаний и увеличить продажи.
Какие ключевые элементы должны содержать конверсионные тексты рекламы, как описано в скрипте?
-Ключевые элементы включают указание проблемы/решения, создание чувства срочности (скарсити), использование авторитетных источников, подтверждение социальной доказательностью и прямое действие (клик, покупка).
Что означает принцип скандартити (scarcity) в контексте конверсионного копирайтинга?
-Принцип скандартити подразумевает, что предложение или акция ограничены по времени или количеству, что стимулирует потенциальных покупателей принять решение быстрее из-за страха пропустить предложение.
Какие примеры авторитетных источников можно использовать в рекламном копировании?
-Авторитетные источники могут включать в себя отзывы экспертов, награды, упоминания в СМИ или подтверждения научно-исследовательских работ.
Чем отличается формат рекламного копирайтинга 'Подписка и экономия', описанный в видео?
-Формат 'Подписка и экономия' фокусируется на предложении скидок или выгод для тех, кто подписывается на регулярную доставку продукции, что способствует увеличению средней стоимости заказа и повторных покупок.
Какие преимущества предлагает использование различных форматов рекламного копирайтинга?
-Использование разных форматов позволяет привлечь больше потенциальных клиентов, увеличивает вероятность конверсии и позволяет рекламодателям адаптировать свой подход к различным аудиториям и ситуациям.
Что такое формат рекламного копирайтинга 'На основе отзывов' и как он работает?
-Формат 'На основе отзывов' использует отзывы реальных пользователей или сценарии, которые изначально звучат как отзывы, для усиления доверия к продукту и стимулирования покупок.
Какие стратегии можно использовать для создания сенсационного предложения в рекламе?
-Сенсационное предложение может включать значительные скидки, ограниченное время действия акции, бесплатные подарки или уникальные предложения, предназначенные для быстрого привлечения внимания и стимулирования продаж.
Что такое формат рекламного копирайтинга 'На основе истории' и как он помогает в рекламе?
-Формат 'На основе истории' использует рассказ о проблеме, решении и преимуществах продукта в виде истории, чтобы создать эмоциональную связь с потенциальными клиентами и увеличить их склонность к покупке.
Какие еще типы форматов рекламного копирайтинга были упомянуты в видео?
-В видео были упомянуты такие типы форматов, как форматы с акциями (например, Black Friday или Cyber Monday), форматы с подпиской и экономией, а также форматы с использованием авторитетных источников и социальной доказательности.
Outlines
📈 'Конверсии рекламы Facebook: основы и примеры'
В этом видео представлены стратегии написания рекламного копирайта для Facebook, который приводит к конверсии. Эксперт по рекламе на Facebook и TikTok, Чейз Чапел, раскрывает ключевые принципы создания рекламных объявлений, которые способствуют продажам. Он предлагает документ, в котором собраны все необходимые знания по этой теме, и дает примеры различных форматов рекламных объявлений. Первый формат включает в себя название продукта, скидку, создание чувства нехватки времени, упоминание авторитетного источника и социальную доказательность. Этот формат рекламного копирайта является универсальным и может быть использован в различных ситуациях с продуктами или услугами.
👖 'Создание рекламы с учетом конкурентов и особенностей продукта'
Второй формат рекламного копирайта фокусируется на сравнении продукта с конкурентами, подчеркивая преимущества и естественность продукта. В этом примере используется проблема/решение, упоминание преимуществ, создание чувства нехватки времени и дополнительная информация о продукте. Также рассматривается формат 'подписка и экономия', который используется для реTARGETING после предыдущих объявлений. Этот формат предлагает эксклюзивные скидки для подписчиков и акцентируется на авторитетных источниках, таких как научные исследования, что повышает доверие к продукту.
🛍️ 'Стратегии продаж и скидок для привлечения клиентов'
Третий формат рекламного копирайта представлен в виде отзыва, который использует социальную доказательность в виде многочисленных положительных отзывов. Этот формат также включает в себя обращение к конкретной аудитории и предлагает пакетные скидки для увеличения средней стоимости заказа. Четвертый формат рекламного копирайта ориентирован на сезонные или специальные продажи, предлагая значительные скидки и ограниченное время действия акции. Этот формат используется для быстрого расходования большого количества товара в короткий промежуток времени, используя высокие скидки и создание чувства срочности.
📖 'Использование историй для усиления привлекательности рекламы'
Пятый формат рекламного копирайта основан на рассказании историй, которые создают эмоциональную связь с потенциальными клиентами. В этом примере используется сценарий повседневной жизни, в котором продукт помогает решить проблему, связанную с отсутствием времени для приготовления пищи. Формат включает в себя создание релевантного контекста, предоставление решения и прямое действие, направленное на вызов интереса к продукту. Этот формат особенно эффективен для поддержания уникального тона и стиля, который отражает личность бренда и его ценности.
Mindmap
Keywords
💡конверсии
💡Facebook ad copy
💡Chase Chapel
💡бренды и создатели
💡принципы продаж
💡срочность
💡социальная доказательность
💡аргументы авторитетов
💡предложение
💡выигрышные форматы
Highlights
Chase Chapel introduces Facebook ad copy strategies for conversion.
Document provided covering principles of effective Facebook ad copy.
First ad format emphasizes product, discount, and scarcity to create urgency.
Mention of 'Dragon's Den' as an authority to back product claims.
Social proof used with 750,000 happy customers to build trust.
Ad copy versatility allows its use in various product or service scenarios.
Problem/solution approach in ad copy to identify and solve consumer needs.
Scarcity principle used to persuade through limited time offers.
Principle of authority leveraged through mentions like 'Dragon's Den'.
Product benefits highlighted to address consumer needs.
Social proof through reviews and testimonials to validate product quality.
Call to action is essential in driving conversions.
Creative examples provided for different ad copy formats.
Variation in ad copy to address different buyer objections.
Retargeting ads using ad copy variations to increase sales.
Comparison ads positioning products against competitors.
Subscription and save style ad copy to promote recurring purchases.
Review style ad format leveraging customer feedback for social proof.
Ad copy targeting specific audiences like spouses for personalized marketing.
Sale-based ad copy for holiday or event-based promotions.
Story-based ad format to create relatable narratives around products.
Importance of using multiple ad copy formats to increase conversion rates.
Encouragement to subscribe for more marketing strategy videos.
Transcripts
in today's video we're going to be
covering Facebook ad copy that converts
and if you don't know who I am my name
is Chase chapel and we work with some of
the largest Brands and creators that you
definitely know and love on their
Facebook and Tik Tok ads and I've gone
ahead and put together a document that
covers everything you need to know
around Facebook ad copy that converts
that way you have all the principles you
need to write ad copy and be able to see
more Sals and results with your Facebook
ads so make sure to download that below
this video and let's get into it so here
we have the first ad format that we're
going to be covering with their ad copy
and there's a lot going on here despite
it looking super simple so the first
thing they say is fuel your body with
the best of nature with up to 40% off so
they're calling out their product and
they're saying we're getting 40% off and
then they mention quick and soon so
there's some scarcity here and then
Super foods are the future and Dragon's
Den is the one who said this which is a
Show online so they're backing this up
by some form of an Authority then we
have support your overall Wellness which
is a benefit of using their product and
then they say they have
750,000 plus happy customers which is
social proof and it's basically letting
anybody who knows sees this ad that hey
we have a lot of people who use our
product and they're very happy about it
so they're starting to break down some
of the buyer objections and once people
watch the video and see exactly you know
what it is that they're selling and that
they're getting 40% off and over 750,000
people have bought it and other people
are talking about it it makes it much
easier for somebody to go ahead and
convert what I love about this ad copy
is it's very versatile you can use this
in just about every unique scenario with
a product or service so let me show you
the breakdown of this first format the
first thing we're going to mention is
the problem/solution with your ad copy
you're going to call out a problem
you're going to give the solution and
then you're going to back it up with a
specific offer so in this case the
problem is that they might not you know
be filling well throughout the day or
not have a lot of energy so the solution
is to fuel your body with the best of
nature which is is also highlighting
that it might be an organic product that
they can take and then we have scarcity
and this is a principle of persuasion
and scarcity means you know this product
isn't going to be available forever
there is a limited time there's going to
be limited stock that's another way of
saying this or the sell is ending soon
and so we know that they're giving 40%
off and it is going to end very soon and
so people are more inclined to buy
because they now know that there's not
going to be a lot of product available
or the offer is going to expire so they
got to get it now the second thing is is
they're backing it up with a principle
of authority which is another form of
persuasion The Authority is Dragon Den
it's an online TV show where people go
and Pitch their product and they're
saying superfoods are the future so now
we have an authoritative figure in the
mix here and then we're mentioning a
benefit of the product which is
supporting your overall Wellness your
well-being could improve your life it is
a benefit of the product so now people
know why they might want to buy it and
then we have social proof which is
backing it up with review reviews
reviews are ways for people to see that
other people have purchased the product
and what their feedback is so social
proof is a really good way to work into
your ad copy to get people to convert
and then we have our final portion of
this which is a call to action which you
want on all of your ad formats which is
going to be you know shop now or get it
today something that actually directs
people to go ahead and make the purchase
and the great thing about this ad copy
format is this can be used in a lot of
different scenarios you could have
multiple benefits or you can mention
multiple press articles or places you've
been featured in whether it's articles
shows or having somebody who's an
authoritative figure in the space talk
about the product and then scarcity
which is Limited stock limited time then
our social proof which is our reviews
and then the benefits of your product
these cover multiple different ways that
people can actually read everything get
all the information they know and feel
comfortable with the buying process and
I'm not going to be covering creative in
this video I've covered that in a
multitude of other videos on my channel
so definitely be sure sure to check
those out because those creatives pair
really nicely with these copy formats
and then we have another variation of
this which is for a product for pants
meet the pants you want to wear on any
occasion so the problem is maybe you
only have one pair of pants that only
works for one specific occasion and
you're constantly having to buy pants
all the time because you're going to
different outings and events might not
be a problem in everybody's life but it
is a problem/solution statement and
they're saying hey here's our pants they
work if you go to work on a date a night
out they're versatile they work in any
occasion and so this is just basically
listing multiple benefits in a shop now
so if you don't have a ton of reviews if
you don't have you know an authoritative
figure you can work in some of these by
supplementing them with the benefits now
does it work better if you have multiple
different angles here of course because
it's different objections that people
might have and it makes it easier for
somebody to convert but if not then you
can list out multiple benefits which can
work just as well and then just to give
a third example on this same format
here's another one where they're
comparing their product against a
competitors and they say stop wasting
money on the competitor's products you
know their heartburn capsule isn't just
a Band-Aid for your symptoms it's 100%
natural so people are gravitating
towards more organic products natural
products so this is a great way to work
into your ad copy problem solution and
it says effective relief that also
reduces acid reflux that's the problem
and they're positioning their product as
not only the actual solution but a
healthier alternative and then we have
our benefits which is Works in less than
an hour that's benefit number one
prevents acid reflux benefit number two
protects the esophagus benefit number
three and number four repairs the
gastrointestinal track and then they
have the scarcity don't wait shop their
brand now and then they have this
statement has not been evaluated by the
Food and Drug Administration they might
have to put that just because this is a
product that is solving issues to do
with the body so they add added this
portion in here and then we have the
creative which is comparing them side by
side and then the headline says fast
acting heartburn relief so they're
stating the problem if you have
heartburn people are more inclined to
buy this because it's a healthier
alternative and they mention all of the
benefits compared to the standard
products that are out there and then we
have our ad copy variation number two
which is save up to 40% when you
subscribe so this is a subscribe and
save style format and then they say
explore our collection of best sellers
and indulge in clean scientifically
backed Health Solutions so this is going
to be a really good retargeting ad
because the people might have already
seen ad previously where they used ad
copy format number one where they
mentioned all the benefits the authority
and all of that and the scarcity aspect
and then add copy number format 2 could
be a retargeting ad that you're
leveraging because now you're mentioning
hey you can explore our collection of
best sellers and be able to get this
product if you subscribe and have it on
a recurring basis which is going to
increase your aovs your lifetime value
and ultimately the return on ad spin
that you receive so let's go ahead and
break down that format we have our offer
then we have the social proof which is
explore our collection of best sellers
and the reason that's social proof is
because it's a bestselling item that
they offer it means that people are
buying this product most compared to
their other products so we already know
that other people are buying it because
it is a best seller and then we have
indulge in clean scientifically backed
Health Solutions this is the authority
scientifically backed so this means that
somebody's done the research and has
backed it by science and giv this
product credibility which is ultimately
your Authority which is going to help
get this add much easier conversions
because people are covering multiple
formats whenever they read this ad copy
and then number three our third format
which is our review style format and you
want to use all of these formats
together whenever you're launching your
ads because you have multiple different
variations they're going to appeal to
different you know groups and categories
of people and some people might read one
variation and find a benefit more
valuable compared to a review style
format where somebody is talking from
their perspective and it's not the brand
talking about the product itself so
here's the review style format and this
is for a clothing brand true classic
they say best fit best fabric it's time
to upgrade your husband's wardrobe so
we're calling out our audience now so
this is actually framed for their spouse
to actually buy this for their husband
and find out why our Basics have gotten
thousands of fstar reviews so this is
backing it up with once again more
social proof then we have our video here
styling my husband in an outfit I would
wear if I was him so we know exactly who
this audience is for and they have the
bundle and save so people buy multiple
te's increases their aovs once again
great ad copy format so here we have the
review which is calling out the review
emojis they're saying best fit best
Fabric and then we have our social proof
which is why our Basics have gotten
thousands of five star reviews and
they're calling out their audience
calling out the audience is a great way
for you to capture people and Facebook
is going to show the ad based off the
copy that you actually put in there so
if you say hey ladies then it's more
than likely the Facebook ad will be
shown to ladies and that's because
Facebook wants to provide a good
experience for people on their platform
so if you're calling out mothers or
fathers or hey this is for your husband
it's going to show to people in those
actual situations because Facebook has a
really InTune algorithm that knows how
to optimize your ads for you so it's a
great way for you to put keywords in
here to be able to improve your overall
targeting capabilities and so that's ad
copy format number three and so we'll
definitely want to have all of these
formats in our ads paired with creatives
and number four is a cell-based ad our
biggest sell just got better and I love
this ad because this is a format that
we've used on Black Friday we've used
these styles on Cyber Monday during the
holidays Valentine's spring cells summer
cells basically any holiday offer
campaign warehouse sell where it's just
you're trying to move a lot of inventory
these are great formats to get rid of a
lot of stock and typically you want to
use an offer that's above 40% in this
case because it's going to drive a lot
of conversions and actually increase
your row as dramatically we've had you
know people do anywhere between 5 and
15x row ads on ad creatives like this
usually in a short time frame like a
3-day period or 7day at the most and
it's just sole purpose is to move a lot
of inventory in a very quick amount of
time so it's really good if you have
clothing where you're trying to get rid
of a specific product line or if you're
phasing out old products or you're
getting a new inventory and you're
trying to remove a lot of the inventory
you have this is the way to do it and we
always use caps in this first line it
would say Black Friday or it would say
Christmas sale and this is where you
position it our biggest cell just got
better and then they have Cyber Monday
sell which is the sell that you're
offering spring sell any type of sell
would go right here up to 50% off this
is a great way for you to offer other
items at 10% 15% 20% and maybe you have
one item at 50% it's a marketing tactic
to get people to see the biggest offer
so it inclines them to click through
onto your site and then they're going to
sweeten the deal by saying plus free
gifts which is going to Peak people's
curiosity because maybe they give you a
free gift but they don't tell you what
it is or maybe you get to choose the
free gift the audience doesn't know so
the click-through rates will go up on
this ad and then it says card out now
while stock lasts so let's go ahead and
break down this format we have our sell
announcement Banner which is this first
line of text we have the holiday SL sell
day and this can mention sell last until
3:21 you can mention the exact date so
people know it's on a limit and you
mention the actual sale that it's around
whether it's a warehouse or Cyber Monday
sale then you mention your offer you add
in some scarcity which is while stock
last and then your call to action which
is your shop now and then we have our ad
copy format number five which is a story
based ad and this is where you actually
share a story so we've talked about
founder creatives in the past in a
previous video and one of these formats
is actually showcasing a story so let's
go ahead and go through the story format
your stomach is grumbling it's 300 p.m.
and you haven't had the chance to eat
all day so they're framing the
environment what's going on people might
be experiencing this there are errands
to run laundry to fold and groceries to
be bought there's a lot of relatability
in here for the average person life is
hard there's no time to cook so you open
your freezer praying for a miracle and
that's when you remember past self did
Future Self a favor and subscribe to
Chubby snacks on a monthly delivery
service so now this is a subscribe and
save based ad and then they say the
errands can wait the laundry can be done
later and there's no need for groceries
when your freezer is stocked to the brim
with delicious scrumptious pre-made PB&J
clouds which is their product so this is
a really good way to share a story you
can be creative you can add comedy you
can add relatability it's a great way
for people to resonate with an ad you
can do this with Founders stories and
you can swap out a lot of these keywords
with your own and be able to get people
to resonate with an ad and feel more
comfortable with the purchase process
because you're getting onto their level
and being very personable with them so
we have our story this is where you
actually share a story around your
product you have the relatability aspect
which is life is hard there's no time to
cook and then the solution so you open
your freezer and remember you did
yourself a favor and then your call to
action which is getting their PB&J
clouds so this is a great way to get
people to convert and all of these
formats are really formats you want to
use most people only leverage a few
different creatives and they have the
same ad copy and if that ad copy doesn't
convert then you're already putting
yourself at a disadvantage so you want
different ad copy formats because it's
going to increase the statistical
likeliness of you driving more
conversions and this is proven and
backed by data so definitely make sure
to download these ad copy formats and
replace them with the keywords and your
own product and Leverage The creatives
that we've recommended in the past to be
able to drive up your return on ad spend
and see more sales with your business
and be sure to subscribe if you want to
see more videos like this once again
it's your favorite digital marketer here
Chase Chapel cheers and by all
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