Facebook Ad Fundamentals Presented at Pubcon Las Vegas

P O W E R
@ A S H L E Y M A D H A T T E R
1
stop
creating
sucky
facebook
ads

2
fundamentals of good facebook ads
A D C O P Y
ads copy that persuade,
inform, and educate users.
I M A G E RY
images that stop users  
in their tracks.
V I D E O S
videos that show human
elements, relatability.

ad
copy

P O W E R
4
know your
demographic

5
know more than
age, location, and
income bracket
You can’t create good ad copy if you don’t know who
you’re writing to.
Does your demographic like long walks on the beach
or hate the way sand feels in-between their toes?

P O W E R
6
write the way
your
demographic
talks

7
write ads like your
demographic talks
No one wants to hear the business voice. It
disconnects you x 1,000.
 
Be conversational with your ad, not a suit and tie.
S L A N G
Do they know what FOMO means?  
Do they abbreviate everything?
I C O N S
Who do they look up to?  
Who do they follow and admire?
V O I C E
Does your demographic have a bossy tone?
Are they sassy or sarcastic?
N O N B U S I N E S S L I N G O
Your demographic doesn’t talk like a suit.
Talk to them the same way they talk to
each other.

P O W E R
8
write to everyone
in your
demographic

9
talk to each of your sub-demographics
You’re demographic isn’t just one person. It is generally made up of many individuals all with their own qualities.
That means your demographic can be divided into mini sub-demographics.
Create advertisements that speak to each sub-demographic.

10
advertiser: pre-college
help
Demo:
#1: Parents of high school students/graduates
#2: High school students
#3: High school graduates
Ad #1: Targeting the parents

P O W E R
11
state the  
location

12
location,
location,
location.
state the location in the ad copy
• Use local region terminology
make multiple ads targeted to each city

P O W E R
13

P O W E R
14
make your ad
copy relevant

15
Holidays are a great excuse for a new
promotion, and exciting ad copy.
h o l i d a y s
Include pumpkin spice and everything nice!
Break up the lull of boring ads and make
them exciting with seasonality.
s e a s o n s
What’s going on in the world? Anything
relevant you can incorporate in your ad?
t r e n d i n g n e w s
relevancy

P O W E R
16
include the price
in the ad copy

17
R E A D M O R E
if not, you’re expensive
and out of reach
Be clear on what the price or the offer is upfront,  
so you can create a warmer lead  
when they engage with the advertisement.

P O W E R
18
use emotions  
to reach people
with your ad

19
A Kissmetrics analysis of 1,400 successful ad campaign case studies  
found that campaigns with purely emotional content  
performed about twice as well (31% vs. 16%)  
as those with only rational content.
H A P P Y
Brighten a users day with a feel good
hoping they will engage or act.
S A D
Encourage users to feel sadness  
to empower them to act or pity.
A N G RY
Something that should upset users,
perhaps to initiate action.

P O W E R
20
#FOMO is real

21
A study of millennials  
found that 69% experience
FOMO 
when they are not able  
to attend an event. #urgency

images

P O W E R
23
avoid using  
the color blue

24
blue is facebook’s color,
not yours
If your advertisement has blue tones it will blend in
with Facebook’s newsfeed.
 
This is the exact opposite of what you want to happen.

P O W E R
25
use facebook’s
stock imagery

26
It’s FREE 
and it’s from Facebook.
#doublewin

videos

P O W E R
28
make videos,
please

P O W E R
29
organic reach
13
facebook
likes videos
users  
like videos
%

P O W E R
30
add captions  
to videos,
please

31
85% of facebook videos are played without sound 
- Digiday
U P W O R K
R E V
D E S I G N
There are many variations of
passages of Lorem.

P O W E R
32
state the
message at the
beginning

33
74% of total ad recall is achieved within 10 seconds of a facebook campaign

34
W R I T E L I K E
A H U M A N
AV O I D
U S I N G B L U E
A D D
C A P T I O N S
TO V I D E O S
three main
takeaways
If nothing else, make sure you follow  
these three rules when creating  
new Facebook advertising campaigns.

P O W E R
35
01
B I T LY
bitly.com/______
02
L I N K E D I N
Linkedin.com/in/ashleyward90
S E M R U S H
www.SEMrush.com
T W E E T M E
@AshleyMadhatter
Super cool new social
media tool added:  
Social Media Poster

36
putting emotion to the test

Facebook Ad Fundamentals Presented at Pubcon Las Vegas

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Facebook Ad Fundamentals Presented at Pubcon Las Vegas