What Makes a Winning Ad? Full Breakdown — Transcript

Full transcript

1. 0:00the creation of the ads. So, I typically
2. 0:03recommend people start out on either
3. 0:04Facebook or TikTok ads because there's
4. 0:06kind of a general structure that you can
5. 0:08use for both that works very, very well.
6. 0:10I want to break down the various parts
7. 0:12of an ad for you because when I say ad
8. 0:15and when I say creative, they're
9. 0:16actually not synonymous. And if you
10. 0:18don't understand the various parts of
11. 0:19the ad, then it's going to be pretty
12. 0:20hard for you to ever make a successful
13. 0:22one. So, in order of importance, these
14. 0:24are the various parts of the ad. So, the
15. 0:26first is the actual creative itself.
16. 0:28Now, when I say creative, I mean this
17. 0:30right here, which is actually the image
18. 0:32or the video that is associated with
19. 0:34your ad. If you don't get that right,
20. 0:36then nothing else is going to save it. I
21. 0:38promise you 100,000%. If you get the
22. 0:40creative right, you can mess up
23. 0:42everything else, everything else, and
24. 0:43you'll still destroy it because a
25. 0:45winning ad trumps basically everything.
26. 0:48If it's really that good, it'll trump
27. 0:49basically everything. Number two, in
28. 0:51order of importance, is going to be
29. 0:52what's called the primary text. Now, the
30. 0:54primary text on Facebook and Instagram,
31. 0:56on Facebook, it would actually be
32. 0:58there'd be a little section right up
33. 0:59here and it'd be right above the ad. On
34. 1:01Instagram, it's like right below. This
35. 1:03is the second most important part of the
36. 1:04ad cuz this is what's called like the ad
37. 1:06copy, right? This is what goes along
38. 1:08with the creative, but again, when's the
39. 1:10last time you looked at an ad and you
40. 1:12specifically read every single word of
41. 1:13the primary text? Doesn't happen very
42. 1:15often. You typically just watch the
43. 1:17video, look at the image, and click.
44. 1:19That's also what 99% of your customers
45. 1:21do as well. So, keep that in mind. The
46. 1:22third part of the ad is going to be the
47. 1:24headline, which on Facebook is going to
48. 1:27be down here right at the bottom, this
49. 1:28initial line kind of right there. And
50. 1:31then you right below that you have the
51. 1:32description, which is right below the
52. 1:34headline, right there. And then last but
53. 1:36not least, you have the CTA, right? The
54. 1:38call to action, which is this little
55. 1:39button right there. Most of these, in
56. 1:42fact, these three are basically
57. 1:44worthless. Like, I've actually spent a
58. 1:46lot of time split testing all of these.
59. 1:48Primary text maybe makes up, you know,
60. 1:5010% of your success unless you're
61. 1:52running an image ad, in which case it
62. 1:54would be higher. But if you're running a
63. 1:55video, that really is 90 to 95% of your
64. 1:58success on ads. It's like this variable
65. 2:00alone makes up by far the majority of
66. 2:02your success in e-commerce in general.
67. 2:04If you can make good ads, like you are
68. 2:06going to have an easy easy time scaling
69. 2:08your business. That's why I say run more
70. 2:10ads.