Sell Like Crazy

Ad Type: If they can, you can too

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Ad Type: Irresistible intrigue

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Ad Type: Prediction-based

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Ad Type: Fear mongering

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Ad Type: Breaking news

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Ad Type: Myth buster

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Ad Type: Freebie / Discount

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Ad Type: Testimonial

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*Please note: these are not real ads and are just being used for illustrative
purposes.

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More Click-Worthy Ad Examples (Google Ads)

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*Please note: these are not all real ads and are just being used for
illustrative purposes.
Now, one thing I want to highlight is that writing the perfect headline for
your ad is a process. Don’t try and nail the killer headline for your pay per
click or Google Ads campaign the first time around. In my experience, it
takes a minimum of 20 attempts to get the best headline. Some of the best
headlines are like the Franken-headlines, where you see that one ad is
working really well, and then another ad is performing somewhat well, and
you mishmash all the elements and keep tweaking it and running different
variations to find the killer ad that just crushes it in your space.
You need to think about what your target audience really wants. And I
know you might be thinking, ‘Well, Sabri’s copy is a bit outrageous’, but
the thing is, average copy just wastes money. You need to be provocative.

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You need to shock people. You need to say the opposite of what your
competition is saying. If you want to cut through the noise, and enter into a
market and own that category, then you need to do something different to
get attention.
My Google Ads Checklist
These are the nine key questions you should be asking yourself when it
comes to Google Ads or PPC campaigns:
Am I getting more money back than I’m putting in?
Do my keywords match search terms my market is using?
Are my conversions increasing every month?
Is my cost per conversion decreasing?
Are my visitor’s needs aligned with what I’m offering?
Does my copy demand attention and sell the click?
Is my PPC strategy geared for sales?
Is my tracking in place so I can determine which keywords are
generating sales?
Is my focus on EPC (earnings per click) and sales volumes?
Look at the amount of sales your ads are generating and check you’re
earning the most amount of money per click that you can.
Let’s drill down into this one so it’s super clear. If you’re spending $1,000
on Google Ads per month, and you’re paying $2 per click, and from those
ads you’re selling $3,000 worth of consultancy services, you’re earning
three dollars for every one dollar you put into that campaign. In fact, it may
be a lot higher because $3,000 per month might be a retainer, and the
average client may be with you for a 6- or 12-month contract. So you might

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find the average client is ultimately worth $24,000, and you’re spending
$1,000 (or less) to acquire a client who provides $24,000 in revenues over
the lifetime value of that client. Looking at it this way, you’re putting one
dollar into your advertising, and your earnings per click are essentially $12.
Meaning that, when you’re running Google Ads, if you can get clicks for
anything less than $12, you’re making money straight out the gate.
That brings me to sales volume. One thing I see rampant online is
consultants raving about getting an incredible return on their ad spend. A
return on investment is obviously the most important metric to look at.
However, there’s no point in spending $100 per month and getting a
12,000% return on investment because it’s such a small scale. So while you
want to look at earnings per click, you also need to look at sales volume.
Naturally, as you start to spend more, your ROI may go down a little bit.
That’s one of the casualties of scaling up a campaign. But keep looking at
that top line revenue and what those earnings per click look like, and focus
on growing the revenue for your business, because that’s the life blood.
That’s the oxygen. There’s no point spending $100 on Google Ads a month
and making $1,200. Rather you should spend $1,000 and make $6,000
back. While the ROI will be lower, your overall sales and bottom line profit
will be much higher.
Now let’s take a look at a platform that’s getting bigger and more important
every year, and how we can engage their users on a level that matches what
they’re already interested in. We’re going to cast our net for cold prospects,
and the only way to catch them is to speak their language and offer
something they can’t resist.
How To Write Facebook Ads That
Force Buyers To Read Every Word

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Of Your Ads
Up until a few years ago, Google had the monopoly on traffic. However,
there’s been a dark knight rising, and that is Facebook. As this book goes to
print, there are over 2.2 billion monthly active Facebook users world-wide.
What’s particularly interesting is that 1.74 billion of those monthly active
Facebook users are coming from mobile. This means that 94% of
Facebook’s monthly active audience are accessing the app through their
mobile device. We know that whoever has the eyeballs is the one leading
the industry. And Facebook certainly has the lion’s share of eyeballs. It’s
not hard to see that when you look around, people are glued to this thing.
Right?
There’s pretty much no-one you can’t reach through Facebook these days.
Everybody is on this thing and it’s only going to get worse – or better for us
as marketers and business owners! While you want to make sure you don’t
personally fall prey to this kind of vicious time-sucking vampire, it’s an
incredibly powerful platform for marketers. There’s such rich data and
laser-targeted criteria for reaching your hardest to reach, best prospects and
dream buyers, and you can access them in a matter of seconds.
We’ve looked at the three types of prospects you can attract into your
business. Google is fantastic for reaching those in hunt mode, but that’s
really a small subset of the market. Remember, it’s those prospects in the
awareness stage and the cold prospects who are the largest opportunity for
scale in your market. And with Facebook, you can laser in on those who are
good candidates for your services even though they may not even know it
yet.
So let’s look at how people are engaging on this platform. What’s the
content they’re really hungry for? What is it they’re clicking on the most?
Where do their interests lie and what are the most shared pieces in this

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space?
BuzzSumo is a powerful online research tool that shows us the kind of
content that gets shared the most. On Facebook in 2017, BuzzSumo shows
us that breaking news articles and exclusives made up the largest and most
popular category in terms of shares and engagement.
This is what I want to get you thinking about as business owner or marketer
when positioning your services on this platform. Because that’s a hook and
an angle you can really go for.
True, these categories are competing with hip-hop video clips and animal
videos, which get shared a lot too. But these aren’t going to be things you
can leverage to get attention. It’s content that reports some sort of findings,
news, or research that does incredibly well on Facebook and can be applied

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to all businesses.
So instead of trying to swim against the raging river that is people’s
attention, remember the advice of Eugene Schwartz, one of the greatest
advertising minds to ever live. He said, ‘This is the copywriter’s task, not to
create mass desire, but to channel and direct it’. In this instance, we’re
talking about channelling people’s desire to engage with content that looks