As of 2017, these are the type of ads we have seen that work well! Now keep in mind, that we all have different types of audiences but I wanted to share with you over the 200+ fit pro ad accounts that we manage what types of ads that we see working well for the average middle age audience...
First: The Image
This is the most important part. Believe it or not. The image is the 80% of the ad that determines the success. Reason is because it is the first thing people see. If they take notice of the image, then they read the text. And if they like the text, then they click the ad.
In that exact order!
1. Images are a very important factor to consider.
Questions for you: Does the image resonate well with the audience?
2. Is the image a "designated goal" that the audience wants to accomplish? Or is it an image that is relevant to the audience. I have had clients ask me why don't we use images of people who "Look Just Like" their audiences. And we have tried, only to come to the conclusion that in most cases the CTR is low, and cost per clicks are higher, which results in No Leads.
Reason why people resonate well to sexy, model looking woman on an ad is because it gives them the idea. Some of them may not want to look like that woman. Some of them may take a while to even look close to that woman.However, it represents an idea and that idea is that "WE GIVE RESULTS." This is Rule #1. Can we get them results? And How Fast!?
So what I am saying is not to think that one image won't work, or one will. All I am saying is it is always best to test different images to see which would really work well with your unique audience. You will often be surprised!
Stock Images vs. Real Images
They both work! I have seen accounts where stock images work better. And I have seen accounts where real organic images from their clients work better.
Key Tip On Using Real Images of Your Clients!
Show an image of your client smiling, happy, and having fun! And target Friends of Fans. You will see that:
1. Your Fan based audience may have clients.
2. The Friends of your Fans may be their friends and they will see an image of one of their friends having fun at your facility or location.
Therefore it will resonate well with that person and they may be interested in your services due to the fact that their friend if there!
If done right, Facebook is the FRIEND REFERRAL AMPLIFIER!
Second: Your Headline
The second most important part of the ad is the headline.
Type of Headlines To Consider:
Also it is good to include the most important part of what they are going to get. The end result. If you use application forms, the headline should be what the majority of that audience stated what they wanted to achieve!
Third: Ad Copy (Text & Description)
The ad text is located above the ad.
The ad copy text is going to determine what type of person you get who clicks the ad. Keep in mind it will only determine a certain percentage of that person. Because most people will not read your copy they will just see the headline and image and click the ad. The text is easily overlooked!
So it is important to keep your ad text relatively exactly the same as what you are stating on the landing page. Don't worry about repeating yourself, as some people would not have read it anyway!
And even if they did read it, they would know that we are talking about the same exact thing so therefore it means they will likely stay on the page because we repeated our copy.
Your Ad Copy will help you filter out the people who you are Not Trying to Target!
I would likely recommend you getting a software like Funnel Scripts. It will allow you to create some awesome copy from already pre-made templates. Just fill in the blanks and then copy and paste!
I got a few copywriting scripts I would love to give you below. Just copy and paste it into your ad copy and test it out. Keep in mind that some of these scripts may not get approved by Facebook. It is best to use them on the landing pages. Download this PDF with the copy here!
When writing your copy, the most important things to consider is:
An Experiment GONE RIGHT!
One of our clients targets Busy Professionals, and we wanted to test some new copy to see what would resonate with his particular audience. So we asked people if they are too busy. And when people saw that ad they said, yes that is me!
So then they started to read about a 28 day challenge that just offers them a 30 minute session. That was perfect! It went really well!
The Offer was the reason why people wanted to sign up for this program. 30 mins a day was the ideal offer that told them that they don't need to spend hours in the gym, just spare 30 mins is all I am asking!
I want you to test this out! And see what difference you get from the different images and headlines I have given you!