Using the lessons of this Swipe File, you will be able to apply these Facebook Advertising Best Practices in your business and watch your Facebook Advertising ROI Skyrocket! http://unfunnel.com/best-facebook-ads

1. www.Collective.com.au
Facebook Ads
Swipe File

2. Your FB Ads Swipe File
Your time is valuable, so we’ve designed
this swipe file to be quick points to consume
rather than some big thing you have to read.
Please use these ads as inspiration only,
don’t copy someone else's ad 100% as that
is not cool or ethical.
Ad formats change all the time - some of
these ads have older ad formats, but we’ve
included them anyway as there are good
design elements in them that are will still
work great today
Your Next Steps: Consume this Swipe File
and take note of design elements and sales
copy that you can then use to split test new
more effective ads for your business.

3. Great Attention
We live in a time where there are literally millions of things competing
for our attention. The following Facebook ads all have elements that
are designed to grab visual attention so that the user will then go on
to read the sales copy and take the desired course of action

4. The use of animation in this ad is excellent for
capturing attention either on the right hand side
or in the newsfeed. From our tests animation
out performs stock images for click through rate
and lower cost per click
The guys at Ear Hero Sports here are using
compelling imagery with the bike and the
storm to capture attention. The visual design
element with the arrow draws your eyes to the
product image and then back to their wording
This is one of our ads that did very well because of
its use of animation with the $ signs that caught
users eyes. This ad spread quickly virally. The
shortened URL link is effective for increasing the
clicks to the landing page based on the curiosity
factor

5. The Digital Marketer team have done a great job
with this ad. It has 3 components that capture
attention - Ryan Deiss’ image, the post-it note on his
head (well worth a test) and the diagram in the
background for building curiosity
This was an ad we did for a client in the property
space that captured more attention than anything else
tested by far. The blackboard with the house shape
communicates ‘property’ and the use of the ladies
eyes points the visitor to the sales copy on the ad
In this ad Sam Ovens has a clever use of colour. He
is using his photo for brand building, but rather than
just having the photo as the background of the ad he
has placed it on a red background to draw attention
and allow for the white sales copy on the image

6. Awesome Call To Action
It’s one thing to get attention for your ad, but really it’s
pointless if the user doesn’t go on to do what you really
wanted them to do (to click). The following ads all have
excellent ‘Calls to Action’

7. This ad of ours does very well. We use eye
catching imagery of a woman in a bikini fishing and
then tie this in to the product image with the fish on
it. The offer mentions that I’ve driven 1.8m leads as
social proof and then we are very direct with our
call to action button of ‘Download’
Lewis Howes very cleverly uses arrows in his ad images
to draw attention to the call to acton of his ads. He
promises you will receive a ‘7 step webinar selling
seqence model’. His call to action button is very direct
with ‘Sign Up’. Promising a free bonus on signup is
great and maybe it works with the curiosity factor but I
believe it could be more effective with stating what the
bonus is provided its very appealing to the target market

8. Dominos remarketing here is very
effective. It’s a specific offer that is
popular to their target market. It’s shown
directly after you leave their site and has
a coupon code on it to drive sales
This is a very clever use of the image area by
cropping the image vertically less high and
putting a headline in the bottom of the image.
This is very powerful because it effectively gives
the ad 2 headlines. The call to action is then very
direct on what to do to get the result mentioned in
the headline above
This ad of ours did very well. It has the ‘Download’
button to increase conversion; the picture of the
lead magnet; personal branding with my picture on
stage; calling out the exact target market of
‘marketers’ on the image; and also the name of the
fan page is a benefit ridden statement for the
target market

9. Great Sales Copy
Often its the image that captures the attention, but with
many Facebook Ads its the headline. The sales copy of the
ad is also crucial for compelling the user to take our desired
call to action. The following ads have excellent sales copy

10. Frank Kern is promising results in
advance here with the ‘successful
customer getting campaign that worked
like crazy’. He’s not just asking you to
click, he is providing 3 compelling
reasons why you should click to go back
to his site
Keith Kranc & Perry Marshall have
excellent sales copy here. The use of
the word ‘Gold Rush’ is excellent as no
one wants to miss out on a Gold Rush.
The use of curiosity is strong with the
‘Wanna find how and why?’. The use of
‘FB Stupidity Tax’ is excellent as no one
wants to be considered stupid or be
paying a tax/fee that they don’t need to

11. Ari Galper is calling out to his perfect
target audience here so that they can
identify themselves with ‘For Business
Owners & Consultants in Sydney’. His
offer is compelling with ‘Free Tickets’ and
the benefit ridden sales copy is excellent
with ‘Discover the ultimate sales formula
for creating an endless stream of clients’
This is an ad we did for a Collective
member that went on to do approx
$200k of business for a $3,500 ad
spend. We used a government grant as
a tripwire offer. The sales copy is simple
but compelling with its offer of ’95% Off’
and ‘Horse Industry Qualification from
just $50’. We also created scarcity with
the’Offer Ends 30th June’

12. Reach Own Audience
Marketing to your own list and audience via re-marketing or custom audiences
can be the most cost effective adversing on Facebook. You also have the
opportunity for a more personal conversation in your sales copy based on the
fact that there has been a prior interaction leading up to this one. The following
ads have excellent messaging for communicating with your own audience

13. This is a very effective Ad that we did with a
Collective member recently. The ad wasn’t
working as well as we would like to cold
traffic, but as soon as we switched the
targeting to be the custom audience of the
clients own prospects the event filled up in as
little as a day or two - it was then the right
message for the right person at the right time
NH Strategic Marketing advise ‘Thanks
for visiting NH Strategic Marketing’ to
set the context of the prior interaction
with their brand. The ad then goes on to
offer the free marketing consultation
which must be the primary course of
action of their site that wasn’t taken
when the user was on the site

14. This is my most effective remarketing lead
generation Ad that I have ever done on
Facebook. It is a very clever use of the
product image combined with the muscles
image in the background and the headline
ties in with the visual messaging. There is
also a social proof element with the
statement of ‘join thousands of others’
This is not something you see every
day, but it’s very clever. Here Ezra
Firestone is thanking site visitors for
visiting his site and asking them to ‘like’
his page so that they can stay in touch

15. Drive eCommerce Sales
Getting eCommerce sales is easy from Google because
they are actively searching for your product or service, but
with Social it can be a lot harder to get an ROI. See some
clever ads in this section that drive sales online

16. This strategy of driving traffic to a landing page
for them to opt-in for a coupon code is very
smart. It acquires a prospect onto the database
and hopefully also acquires the customer at cost.
Even if the prospect does not opt-in you can
remarket to them again if you have remarketing
pixels on your landing page. The idea behind this
coupon code will be to drive quick sales and
reviews for the Amazon product
Multi-product carousel ads are great for
showing multiple products within one ad. This
is useful when you want to show off multiple
products or display different variations of your
product. We find an effective way to use these
is with remarketing for a category and show
your best sellers for that category on the ad

17. The Harvey Norman team here use
compelling sales copy and catchy imagery
to draw attention and urgency for their
current sale that is about to end
Image quality counts - look at Bombfell
here with the way they present their
products. They are future pacing their
prospective clients with how nice the
product is going to look and the quality and
presentation of the packaging that they will
receive

18. Amazing Video Views
One of the biggest changes in Facebook Ads in recent times is the new Video
View Ad format. These video views are dirt cheap at around 3c a view and also
automatically add people to an audience (meaning that you can do remarketing
to anyone who watches your video for just a few seconds). This format of Ad is
perfect for cold traffic.

19. Perry Marshall uses the video view ads here well to drive
tripwire product sales of his book. The call to action is very
direct with ‘Get it Here’ . The imagery of Perry is effective at
gaining attention for people who know him, and the product
image of the book is smart for conversions as the page it
links to also has that image on it for consistency and the
site visitor knows what they are getting in advance.
As soon as this Ad format came out we took existing
videos we had and put them on blog posts and started
advertising to our exact perfect target audience. In this
example we have the short link where they can click
through to the blog post, but it does not matter if they don’t
click through as we are pixelling them if they watch at least
3 seconds of the video. From there the video viewer is
added to the remarketing list and see ads for all our offers.
This is the main ad format we now do for cold traffic. You
can see the ad costs of just 3c a video view. This has
remained constant now even once scaling the traffic up.

20. Betty Rocker uses 3rd party social proof with videos of
her customer base sharing their testimonial stories. It’s
targeting previous visitors of the sales page and is
using a testimonial video as the ad. The main quote
from the video is on the text of the ad so that the
content is quickly consumed without even having to
watch the video
This video view ad is one that Keith Kranc did
for a client of his by re-purposing a TV Ad that
they had as a Facebook video view ad. The
imagery of the motor bike and rider is excellent
for getting the attention of the exact target
audience. The call to action of the coupon is
very compelling and a great deal that spread
virally using this medium

21. Facebook Offers
Everyone loves a great deal. Just like daily deals sites Facebook
allows you to create deals for your target market in the form of an
‘Offer’. The standard format is a reduction in price. The ads often
spread naturally because of the viral nature of Facebook’s
ecosystem

22. This is a very compelling offer from Ryan
Deiss and the Digital Marketer team.
The offer does well partially because of
Frank Kern’s celebrity in the market
place but also because the offer is very
compelling with a Free book (and all that
is required to be paid is the shipping)
Hungry Jacks are using this offer to bring
Facebook users into store with a ‘2 for 1’
deal. They are trying to bring more than
one customer into the store based on the
fact that they know their maths and
statistically these consumers are likely to
purchase multiple complimentary items
when in the store

23. Excellent Building Trust
Facebook Ads can be a strong medium for ‘moving the free line’ with high value
complimentary content and also constant personal and brand positioning for top
of consciousness awareness. This all helps with building trust so that the
consumers know you, like you, trust you and then want to do business with you

24. Your Next Steps
Implement with speed and precision by creating new Facebook ads based off of
design elements and sales copy that you liked. Use this to Split test new more
effective ads for your business. Visit http://collective.com.au for more Facebook
Advertising information and training.
If you have a good business doing between $500k and $100m /yr and you want to
take it to the next level of growth then sing out and I’ll spend 1/2 hr with you at a
strategic level to identify opportunities for more traffic, leads & Sales. See more at
-> http://collective.com.au/fastrack-your-success/
Run your Winners Long,
Cut Your Losers Short
& Have Fun on the Journey
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1
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Greg Cassar
Digital Marketing Profit Strategist www.Collective.com.au