Sell Like Crazy

The Intro Text
This is the very first thing the scroller will see. This is why you go straight
in with the news angle or call out your audience at the very top, whether it’s

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‘Attention business owners’, or ‘Attention mothers over the age of 25’, or
whatever it might be.
Test different lengths of copy in here. We do very long form copy, and then
we do short-form copy. In most instances longer-form copy will do the best
job but it’s good to test everything.
The Ad Image
The ad image is a really important element and it’s where I see most people
getting it wrong. They’re using glossy images with buttons to try to get
attention. But the thing is, Facebook is a native advertising platform,
meaning that advertising should look like normal content being shared.
People tune out things that look like adverts. Your ad images shouldn’t look
like an ad.
In our Pilates example, there’s a shot of people on Pilates machinery, yet
there’s nothing that shows it’s an ad straight from the get-go.
You should remember that Facebook doesn’t like ad images with text. In
fact, until recently, Facebook advertisers were allowed to cover their ad
images with no more than 20% text. This rule has since been relaxed, but
Facebook is right: Ad images with no text – which look more like news or
general-interest images – get a much better response than images containing
text.
The Link Headline
The next thing, which is arguably one of the most important elements after
the image, is the link headline. This is essentially the headline of the ad.
Model the structure of your headline on AARP Magazine, or the National
Enquirer, or news headlines. Or go to Google News and look at their
headlines and trending news articles. Buzzsumo studied 100 million
Facebook post headlines between 1st March and 10 May 2017. They
analysed the number of words in article headlines and plotted this number
against the average number of Facebook engagements for all headlines in

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their sample. The results are shown on the chart below.
You can see that 12 to 18 words are the optimum number for high-
performing Facebook ad headlines.
Not surprisingly, the number of characters has a similar relationship to
average Facebook engagements as the number of words. Based on research,
80 to 95 characters appears optimal.

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