The 4 levers of an ad

Lever #1. Image and Video

Image

Objective: 

Make people stop to see the ad

Take into account the following recommendations for your images:

  1. People ?see? (because they probably ignore them) ads all the time, how do we stop them?
  2. Use phrases that can be read without having to open the image
  3. Large letters
  4. Different fonts and/or colors
  5. Keywords
  6. They should be allusive to the most common problem in your audience
  7. Sell ??more
  8. Get customers
  9. Don't try to sell, make them stop.
  10. Use creatives that reflect the benefits of your service (on you or your customers)

Video

Objective: 

  1. Make people stop and sell them the click or product

Take into account the following recommendations for your videos:

  1. Videos have two purposes
  2. Make the prospects stop to watch it
  3. Sell ??the click/service (yes here)
  4. Videos should be 1 minute or less
  5. The most important part of the video should be between the first 3-10 seconds
  6. Add attention-grabbing thumbnails to your videos
  7. Add subtitles
  8. Talk about the benefit and the problems you solve (reach a middle ground between one thing and the other, talking only about the good things can scare your leads).

Lever #2. Headline

Objective:

  1. Define your audience and generate curiosity

Take into account the following recommendations for your headlines:

  1. The purpose should not be to sell
  2. It must meet two very important points
  3. Capture the attention of your ideal client
  4. It must generate curiosity
  5. They must be short and easy to read

The formula

  1. How to get/achieve [Result]
  2. How to get [Result] without [problem]
  3. How to get [Results] in [specific time]

Lever #3. Copy images and videos

Image Copy

First you must understand that the objective of image copy is to:

  1. SELL THE CLICK

It is its only function. You should not try to sell your product/ service in this, that comes later. First you sell the click, you make the person visit your website. Once there is where you will have the opportunity to sell your service.

The above does not mean that you cannot talk about your service, but try to focus on the problem it solves.

For your copy to be successful, take into account the following:

  1. The most effective copy is the one that begins with an enlightening question (as we like to call them) or some questioning.
  2. Are you a B2B company and can't reach your ideal audience? Do you have a great product, but you can't differentiate yourself?
  3. Do you need more B2B clients and you need them soon?
  4. Turning it into a short story can be really powerful (but it's not necessary)
  5. . Put the URL of the site you want them to visit in several places: In the middle, at the end.
  6. Use emoji. There is nothing wrong with them, they do not give a bad image as some think (as long as they are used in moderation), nor do they take away the seriousness of your business or person.

Copy Videos

Remember that your goal in this case is to: 

  1. Encourage people to watch the video and facilitate the CTA

If your copy is going to be accompanied by a video, we recommend the following:

  1. The video should be direct and talk about solutions and benefits of your service
  2. The copy must be short and direct
  3. It can contain or start with questions, but they must be related to the content of the video

Lever #4. Comments section

Objective: 

  1. Build authority and generate trust / Humanize the brand

To take advantage of this little or not valued section, we recommend:

  1. Its purpose is to close a sale, but with a click, not with your service.
  2. With free online events, many often ask if they have any cost because what they are looking for is something free. By answering yes it is not (free), surely you have already earned their registration (if that is what they are looking for).
  3. Respond to all comments
  4. Don't just say thank you.
  5. Incite conversation.
  6. Feel free to remove negative comments.

Testing

One thing we always recommend is testing. For this specific case, try:

  1. Long
  2. copy Short
  3. copy Copy talking about the problem you solve
  4. Copy talking only about the benefits
  5. More striking headlines
  6. Add emojis, your results or your success
  7. stories Define who the copy is addressed to

Successful ads

Thead you will see below is a campaign for a webinar with very good results:

  1. The cost per result was an average of 2?.
  2. We use an interest audience and our own database.
  3. We got a total of 80 registrations over the course of 5 days.