Facebook video ads are all the rage. But how do we make sure that they translate into
cash flow? A lot of people say that Facebook ads are out of control or they're dying. But
in today's video, we're gonna debunk some of those myths. Hear what's true,
what's false. What you need to know about how to make money with Facebook video ads.
First, we're going to cover two of the most important things that you need to know about
Facebook video ads. Next, we'll get into the most important components of a Facebook video ad
that sells. Then we'll talk about video ad metrics and how they can help you make more money. Okay, two
of the most important things to remember when it comes to Facebook video ads. You aren't just
putting out these random videos of you just talking about your offer. There's actually a
formula that you can follow for your video. Think about any video that you watch. Even if you're
scrolling through Facebook or think of the movies that captivate you on the big screen. What is it
that catches your attention and how can you take that same psychology and capture the attention of
your audience who might be scrolling through Facebook and land on one of your ads? Russell
Brunson talks about this concept called hook, story, offer. So that beginning of your Facebook video ad
is going to hook them in. There's something that really captures their attention. Whether it's a
funny joke or maybe it's an emotional moment or maybe it's a crazy facial expression. It's
got to be something that really hooks them in. Even think about commercials that you see on tv. There's
a lot that you can learn from commercials and translate that into your video ads. Because your
Facebook video ads are pretty much your version of a commercial. Except, you don't have to worry about
paying the huge prime time prices for it to be on these big networks and you get to target your
exact audience, not just anybody who happens to be watching that channel. With Facebook video ads,
you can target exactly the same demographic, age, location, interest of the person, that you really
want to reach. So, you capture their attention with the hook and then you can go into a story and that
can be a story about you. It can be a story about someone that you know. It can be just a third party
random story. Maybe you even tell a story that we all know. You reference something that's happening
in the news. Maybe you reference, I don't know a popular movie and how that can relate back to the
audience that you're speaking to. The big thing with communicating through story is that that's
going to continue to capture your audience's attention and their heart. You want them to be
watching that video and thinking, "I get this or this person totally resonates with me or they're
speaking my language. They totally understand my pain points or what I'm struggling with
or what I'm really looking for. What I desire", and that's going to create that no like trust factor.
So whatever you're selling through that Facebook video ad they're more likely to follow that call
to action and purchase whatever it is that you're selling. So, you've captivated their attention with
the hook. You've captivated their heart with your story and now you can capture the click
with your call to action at the end of that video with a strong offer. So your offer is the call to
action. Maybe it's click the link below for my XYZ and in that you show them the strong benefit that
they're going to get by following through with that. You're going to show them the pain that
you're going to be able to take away from them. The frustration that the sleepless nights that you're
going to remove by them taking action because you've built that no like trust. So, hook, story, offer.
The second most important thing to remember when creating your Facebook video ads is that your
most important thing to overcome is your audience's objections. Before I even create any
kind of ad or any piece of content for that matter. I actually write down a list of what I imagine
that my audience's possible objections are going to be. What would stop them from taking action?
What would make them hesitate? What kind of questions would they be asking or that I
would need to answer overcome before they feel safe or before they feel like they can trust
what it is that I'm offering? So is it something about the product itself? Is it something about
themselves? That they feel like, "Well, am I ready for this or is it something that I need? Because
XYZ or is it something that is outside of myself? Is it money, is it time, is it family?". So think about
those objections the questions that they might ask and think of how you can overcome them before
that question even pops up in their mind and maybe it's by acknowledging it in your story. Now maybe
they're looking at this and a question pops up in their mind, "Will this work for me if I'm a working
mom with a limited budget?", and maybe your story is about you or about one of your clients who is also
a working mom with a limited budget. So see how you're directly addressing a question that you
might think will come up in their mind through your story, through your hook, and addressing it
head-on. Now usually the next question I get is, how long can a Facebook video ad be? and the answer is
it depends. If you also want to use these Facebook video ads as Instagram video ads because Facebook
owns Instagram. I recommend that these videos should be between 15 to 30 seconds. However, there
are also really great quality video ads that are several minutes long. You can actually have
up to 120 minutes, which is very long and if you're gonna keep people's attention you better make sure
that your hook story offer is very strong. But ideally, the most important thing to remember is
it's not so much about the length it's about how long you keep your audience captivated. Another
question I get is, can I use YouTube videos for Facebook ads? My answer to that is just a simple no.
YouTube videos are typically a different format. It would almost be like cutting a sitcom episode and
turning that into a commercial. That's not the right format. It's not how your audience is trying
to be communicated with. It won't translate into sales. I totally get the convenience of repurposing
but you have to remember that the video content that you're creating needs to make sense for
the platform and make sense for how people expect to consume content on those platforms.
Before I get into more on how to create Facebook video ads that sells. I want to hear from you,
when you're watching Facebook video ads what are the ones that have captivated you the most or
have you ever watched a tv commercial that really caught your attention that maybe you can
use that as inspiration for your video ads. Let me know in the comments below. We talked about hook
story offer, we talked about overcoming objections, we talked about having a strong call to action. But
how else can you make a great Facebook video ad? I want to share with you an acronym that I created
that I think of every single time I create content and especially for Facebook video ads. You ready
for it? The acronym is ELSA and I kind of laugh at that because when I was creating it I realized I
could have also made the acronym sale. But for these purposes I think ELSA is kind of funny,
it'll help you remember it. Because don't you think of like the Disney snow queen you know, let it go.
But for these purposes do not let it go. This is one of the most important things that you can have
in your back pocket, in your arsenal of tools. When you're creating any piece of content and
especially your Facebook video ads. ELSA is the acronym that stands for epiphany, lesson,
story, application. So before you create any piece of content, before you create any of your ads. Think
of what is the epiphany that I want my audience to have from this piece of content? What's that
AHA moment that I want to leave them with that? If they walk away with just one thing they know this.
You know the example I gave before of maybe an objection or a question that someone would have is.
"Well, will this work for me if I am...?", insert you know whatever their their demographic is for in
this case I said, a working mother with a limited budget. If that epiphany is this is especially
great for you as a working mom with a limited budget. This will make your life so much easier
by purchasing this product or signing up for this service. If that's the epiphany that we want the
audience to have. We create the rest of the content with that in mind. So you know your epiphany before
you even start creating that content. Now, the L in ELSA is for lesson. What's the lesson you want
to get across to them? What's that value that you can leave them with? That even if they don't sign
up for your product or service or purchase what you're selling right now. They know in the back of
their mind that you've given them value. Something that they can implement in their day-to-day life
and they connect with you as the person that gave that to them. So it positions you as an authority.
So, what's the lesson that you can give them? Now, the next most important thing with that lesson
is where the S in ELSA comes in is story. How do you give that lesson through a story?
The best teachers and the best marketers are the ones that spend more time on the story.
Because that's what makes the audience connect to you emotionally before they're able to connect to
you financially. They have to trust you. They have to feel like they want to be part of
this and if they feel like your story resonates with them. That makes it so much easier and removes
the barrier to purchasing. So, what's the story that you can tell that's going to give them
that lesson? It can be a personal story, it can be a funny story, it can be a heart-wrenching story.
But we want it to connect with the viewer and the A in ELSA is for application. What's the next step
for them? What's the thing that they can take away from this? What can they execute or what's
the strong call to action? What do you leave them with? The thing to remember when you're creating
your hook, story, offer, or using the ELSA framework is you want this to be about your audience not so
much about you. You may tell a personal story about yourself but always use the language that brings
it back to them and ask, how would that make you feel? Wouldn't that be amazing for you to have
that implemented in your life. Wouldn't it be such an AHA moment and always asking those questions. We
call those micro-commitments or micro closes. When you can get them to nod their head and actually
paint the picture, create that visual in their mind of what life would be like if they followed
in your footsteps. I'll give you an example of a Facebook ad I saw recently that I was on the
edge of my seat. It was and surprisingly it was the first time I saw this ad. Most of the time
people will need to see your content or your ad a few times before it really sinks into their mind.
This was the first time that I saw this ad and the storytelling in it was so captivating. She hit on
my pain point, she tugged at my heartstrings. I knew exactly what she was going through. She told her
own personal story and it was something that I had been through exactly. It's like she was in my brain,
it's like she was narrating my own life. Which made me so emotional about the product she was selling
I couldn't get my credit card out fast enough. Wouldn't that be an amazing experience? Wouldn't
it be amazing to know that you could create that same experience for your customer? That they are so
eager that they are on the edge of their seat and can't wait to get their credit card out to pay you.
That's the experience we want our audience to have. So as I mentioned in the ELSA framework epiphany,
what's that epiphany you want your audience to have? What's the emotion you want them to
take away from that? What do you want them to walk away thinking about what it is that you provide?
Alright, before we talk about the most important metrics to keep an eye on for your Facebook ads.
Make sure that you are making money from those ads. I want to remind you to hit that subscribe
button below subscribe to this channel. Because I am teaching more of this content every single week.
Obviously, if we're running Facebook ads it's because we want a return on that investment. So how
do you actually make money using these Facebook ads? Well, when I first started out using Facebook
ads I was kind of just playing around, didn't really know exactly what I was doing. I would run
video view ads and I would run lead generation ads and I would run sales ads and I didn't know
exactly what the strategy was or what I was supposed to be looking at to know
is this working or not. Obviously, the best case scenario is if you can put a dollar in and get
two dollars out or more. We've had times where we put in a dollar in and get ten dollars out and
obviously when you scale that that's where you can make a ton of money. Imagine putting in a thousand
dollars and getting ten thousand dollars in sales. When you know your numbers. When you know what
metrics to watch that's when you can keep scaling. However, it is never set it and forget it. Because
sometimes your numbers might be looking really good. There could be a change in the algorithm.
There could be things that go on in the world. For example cyber Monday or Christmas sales. When a
lot of other retailers are putting a lot more ad spend into their online strategies that can affect
your number. So, it's never a set and forget it strategy. It's always looking and looking
at the right numbers so let's talk about that. When you're in your Facebook ad account you may
see some acronyms that you might not recognize right away what they mean CPA, CPL, ROAS, ROI.
We want to know what these numbers actually mean. So, your CPL is your cost per lead. What it's costing
you to get that lead for them to opt-in? Now this doesn't necessarily mean that they've purchased
anything yet. But it means that they might have opted in for something free they're on your email
list. Where they can continue to be nurtured towards the sale. Your cost per acquisition
is how much you've paid to actually acquire that customer. Now they've actually paid you,
they're a paying customer and you know there's an exchange. You've paid to bring them into your world
and they have now purchased something of yours. We want to make sure that ideally that you've
paid less than what they've paid to purchase your things so that we can call that a profit.
Speaking of profit, that's what an ROAS is return on ad spend. So again, if I put in one dollar and I
get two dollars out, I have a one dollar return on ad spend. Now here's where things get interesting.
Depending on your sales cycle or depending on your value ladder and the continued products and
services that you can promote to your audience. You might be okay with losing money on the front end
to acquire that customer. I'll give you an example, I have a product for $47 that people might purchase
and then at the end of that course, I know that I can convert people at the end of that course
to purchase something more expensive for a thousand dollars. So, to bring someone in at
a $47 level and knowing that I convert even 50 or 80 percent towards a thousand dollar price point.
I'm okay with you know breaking even on the $47 or even paying more if I know that a $47
client is going to become a thousand-dollar client at the end of that course. Does that make sense?
So you also want to be aware of the typical customer journey. What is a lead worth to you the day that
they purchase? What is the lead worth to you 30 days after, 60 days, after 90 days after? If there's
a value ladder that will continue to ascend them into higher-priced products. I have lots of videos
on my channel about how to price your products, how to build out your value ladder, and how to
create what I call this yellow brick road for your clients to be able to ascend a higher ticket. So
make sure that you subscribe to my channel so you can see more of that. All in all, know your numbers.
Don't be afraid to spend the money especially if you know that you can upsell your clients further
along in your value ladder. But always keep an eye on your ad account, always be monitoring those ads.
Otherwise, it can turn into a money pit. If you want to learn more about creating content that
converts into cash flow and even have it set on autopilot that's bringing you leads on autopilot
that you can ascend all the way to high ticket. I have a training on just the subject click the
link below to get access to my next training for free and I'll see you on the next video.