In this video,
you're going to learn how to create amazing Facebook ad headlines that will
dramatically improve the performance of your ads.
So you can get link click through rates like these.
Now the headline is the second most important part of the entire ad.
So it's pretty important.
It sits right behind the image or video in terms of overall
importance. So somebody who's going to stop and look at your creative,
meaning your image or your video. And then right after that,
they're going to look at your headline and if your headline isn't good,
then they're probably going to just keep scrolling through the newsfeed without
a second thought. So in this video,
what we're going to look at is what makes a great headline.
Then I'm going to show you some simple templates you can use to quickly and
easily write better Facebook ad headlines.
Then I'll share my favorite places to find really good Facebook ad
headline examples.
So there are a few places that I go to that really helped me find ideas and
inspiration for my headlines. Uh, most people aren't talking about these,
so I'm going to show you where they are,
so you can just go and grab really good ideas from them and not copy,
but get inspiration. And finally, at the end of the video,
we're going to talk about a few other best practices to help further improve the
performance of your Facebook ad headlines.
Then we'll look at some other things like compliance and things like that,
to make sure that you don't get into trouble with Facebook because Hey,
it happens.
It's part of life for everybody where you get ads rejected and even ad accounts
shut down and things. And we don't want that to happen to you.
So I'll talk about how you can avoid that with your headlines.
The first things first, just so we're clear.
The Facebook ad headline is what appears directly below the image or video
in the Facebook newsfeed, either on desktop or on mobile.
So it's that text that appears right below the creative. Now on Instagram,
you don't have a headline. There's no way to put a headline.
There is just the main text,
but what I will tell you about Instagram is they only let you see the first
couple of lines of the ad copy.
So really the first sentence in your Instagram copy kind of functions the
same as your headline on Facebook ads. All right.
So what makes a great headline? First of all,
it grabs attention and it immediately tells the reader what the ad is all
about. So somebody should be able to look at the headline.
It should grab their attention right away.
And then immediately after reading the headline,
they should at least have a good idea of what the ad is all about.
And the key here is that you want to grab relevant attention. Okay?
Meaning you want to grab the attention of your target audience and not just any
random person on Facebook. And it also needs to generate curiosity. Now,
remember, I'm going to show you examples of all of this very soon.
So if you're thinking, how do I do that? Well,
stick with me because that's coming up in just a few seconds.
The fourth thing is your headline needs to be aligned with your creative.
So one of the most common reasons I see headlines not working well is because
somebody will use a particular image or video.
And then they'll write a headline that doesn't with what's in that image or
video. For example, I could use a crazy image like this one in my ad,
and that's going to grab a lot of people's attention as the scrolling through
the feed. Why? Because it's just so unusual.
And of course it's going to grab attention.
But then if I use that image and I had a headline that said something like 10
Facebook ad example pulls into delivering a 400% return on ad spend right now,
you can see how there's a bit of a disconnect there, right?
And what's going to happen is people will stop. They'll look at the image,
they'll read the headline. And we're like, I don't care about Facebook ads.
I was just scrolling through their newsfeed and stopped at this image.
And so they're just going to move on and not bother reading the rest of your ad
because it's grabbing the attention of the wrong people. And then, and finally,
I mean,
in the overall objective of the headline is just to get people interested.
Is it enough to read the rest of your ad copy at the end of the day,
that's all the headline has to do the image or video,
meaning the creative is there to grab their attention and stop them.
Then they read your headline and it builds more attention and gets them
interested enough to go. I want to learn more.
I'm going to read the full ad copy. That's it.
So now let's look at some templates and some great examples of Facebook ad
headlines so that you can use them for yourself.
The first template is simply desire without pain.
Now let's look at a, how do I say this?
Let's say not so good example from Adobe here.
So you can see their headline really isn't much. It's just Adobe stock,
not very creative, but if we applied that formula that I just mentioned,
which is desire without pain,
we might come up with some headlines like this attention,
grabbing stock photography at one low monthly price, no royalties unlimited use.
So you can see that the desire there is attention,
grabbing stock photography and the pain or the things that people usually
complain about with stock photography is expensive pricing,
or there's limited on how they can use the photography.
So basically we're applying that template and saying,
here's the desire without the pain. And that's how we structured.
Let's look at another example.
We could say the world's best stock photography unlimited monthly downloads at
one low fixed price. So again, we're just applying the desire,
which is the world's best stock photography.
And then we're mentioning some things that are a pain for people who normally
buy stock photography.
The next template is do something like, and then put a world-class example.
So you could say, learn to serve like Sam Groth.
So learn to serve this meaning tennis serve in this case is what they're going
to learn or get. And then like, and then we're putting in, um,
the world-class athlete here because we're talking about tennis and Sam Groth.
I just did a quick Google search and found out who is the best server in men's
tennis at the moment, same girl's name came up. And so I put him,
right? So, um, what we're doing there is we're taking a world class example,
putting it in.
And the reason this is effective is one it's covering what they're going to get.
They're going to learn to serve and to,
by putting Sam growths name naming there,
we grabbed the attention only of the target audience that we're going after in
this case, tennis players.
Because if I said Sam Groth to somebody who didn't care about tennis,
then they're probably going to read that headline and be like,
I have no idea who this dude is.
I'm going to keep scrolling because Sam grass, man, is he a YouTuber?
I don't know. All right.
So you're grabbing the attention of just the people who care about what you've
got to offer with this headline formula formula.
Number three is achieved goal. Even if you,
and then a common objection. So let's look at an example of this. You could say,
learn to speak fluent Spanish.
That is the goal or what they want to achieve.
And then even if you don't currently speak a single word.
So let's just do that whole headline again, learn to speak fluent Spanish.
Even if you don't currently speak a single word. So it's the end goal.
Meaning learn to speak fluent Spanish. Even if you,
we just put that in the middle and then what they normally have as an objection.
So then probably say, Hey, you know what? I can't even speak a word of Spanish.
There's no way I'm going to learn how to speak fluently. That's their objection.
So we put that in the headline, the headline, number four,
we actually use a negative fact. And then we say,
but here's how the best to still succeeding at. And then whatever the thing is.
So the example is Facebook ad costs doubled last year.
Here's how the best are still thriving.
So let's put that all together in the context of our template.
Now our negative fact is Facebook ads doubled last year.
And then we simply put at the end, here's how the best to still thriving.
What this does is it puts a fact in front of them.
That is probably going to grab their attention because if somebody is struggling
with their Facebook ads,
they probably noticed that their costs have been going up and up and up.
So that fact is going to draw their attention.
And then we simply add curiosity by saying,
here's how the best are still thriving. So they're going to think, Hey,
there's some secrets.
There's something I don't know here that the best advertisers do,
because obviously they're still doing well. So I'm going to read more,
check out the copy and see what this person is talking about.
So here's number five. I actually, wasn't going to include five,
but I was doing some research for this video earlier on.
And this ad popped up in my news feed. And I thought,
I've got to throw this one in.
So this headline is 13 examples of coaches winning the
marketing board.
And I thought this one was great because people love case studies.
They love examples.
And so this is how you can use a case study or an example as a headline or how
to take a case study or an example and craft a headline for that.
So what they've done here is they've gone X examples. So in this case,
13 examples of, and then you choose your target audience. So in this case,
it's coaches and then achieving whatever the goal is.
So winning the marketing war in this case.
So you could apply this headline template to any kind of example.
Let's take it for one that I might 10 examples of Facebook ads that are
currently delivering a 400% return on ad spend.
So I used that example earlier and I'll use it again right there,
because that fits perfectly with this fifth template. All right?
So those templates are great,
but sometimes you'll just get stuck and sometimes you just need something to
spark that idea or get some inspiration.
And there are three places that I go to for this,
and they are really working well for me at the moment.
The first one is probably where you are right now. YouTube,
YouTube creators are amazing at creating good headlines.
So I'll go to YouTube and I'll type in whatever it is that I am creating a ad
for. And I'll search for videos on that same topic.
And I'll look at the video headlines because YouTube creators are always
coming up with headlines that are going to get the most clicks to their videos.
They're their livelihood literally depends on it. Okay.
So I'll look at those and I'll get ideas and inspiration from the headlines that
creators are using for their YouTube videos around the topic that I'm building
ads for.
And that's probably my favorite way of all of these methods that I'm going to
show you when it comes to finding ideas and inspiration.
The second one is news media headlines. Have you ever been in the supermarket?
My wife used to do this all the time. It drove me crazy,
but you at the checkout and they've got the magazine rack and she would always
pick it up and flip through and read a magazine.
If you look at the headlines on the front of those tabloid magazines, I mean,
they are literally some of the best in the world at writing click baity
headlines that just grab attention of people passing by the newsstand.
And so thinking about that, I take it.
I look at online publications and the way they're writing their headlines.
So you can simply go to big online publications in your space,
like the online magazines that are in your niche.
Look at the headlines they're using for the similar topics to what you're
running ads for,
or just go to news.google.com and search for news articles around your
topic.
I did this for some recent ads and found some really good ideas and inspiration
adapted them. I didn't copy. I'm not saying copy,
but I adapted them for what I was creating headlines for.
And those headlines have been some of the best performing ones that I've written
in a long time.
And the third way that I like to do it is simply going to Google and Googling
search terms and looking for blog titles,
because blog titles are a little bit like a YouTube thumbnail titles,
meaning that those blog authors are trying to get as many clicks as possible.
So they come up with some really creative headlines for their blog titles,
and you can get some ideas and inspiration from those as well. So,
as I mentioned at the start of the video,
I've got some bonuses here in terms of the best practices and some good things
you can do to further improve your headline performance.
The first thing is to watch the length of your headline,
have a look when you're typing the headlines into the ad manager,
have a look at the preview and see, and make sure that on mobile in particular,
that your headline is not getting cut off.
There is a limit on how long your headlines can be before they simply get cut
off, but don't just rely on the preview in the ad manager,
because sometimes it's actually an accurate,
and it will show your getting cut off.
When in fact they won't get cut off in real life.
So you can actually click the button up there to send a preview to your mobile
device, click that button,
send the preview to your phone and then open the app on your phone.
And you'll see a little notification that says your Facebook ad is ready to
preview. Have a look at that and make sure on that preview on your phone,
that the headline isn't getting cut off. Okay.
You do not want a headline that gets cut off and doesn't make sense because you
didn't check how long it was. Second thing is,
it's really easy to get caught out with compliance issues on Facebook,
meaning your ads get either rejected or your account gets shut down because you
don't follow policy.
So a couple of tips with your headlines that will come in really handy is one,
never use a dollar amount and a date range or a time period in your
headline.
So I wouldn't put anything like how we made $10,000 in
one month using this special sales funnel or whatever you don't want
to have those dollar amounts and time periods.
We used to do things like case study examples,
like how we sold $50,000 worth of courses in two weeks using
Facebook ads, they sometimes can still work, but be very careful.
I would avoid them if you can. Um,
even though it's saying how we did it versus how you can do it,
Facebook still don't like it.
And the automated systems tend to pick it up anyway.
Often you'll get overturned on review,
but I like to be careful and just avoid it altogether.
Also try to avoid words like secret and hacks. Now,
what I've been noticing lately is when you use words like secret or hacks,
you gets picked up as a low quality ad.
And the reason for that is because Facebook considers anything that withholds
information as being low quality in terms of the ads and what they do is they
limit your reach. Or in other words,
they make your ads more expensive if it's deemed low quality.
So avoid those words to make sure that you don't accidentally get flagged as low
quality and end up paying more than you need to figure out and finally test a
lot. Okay? Literally you should be testing five,
10 different headlines whenever you're running ads so that you can find the best
one. If you're not testing,
if you're just picking one headline and running with it and that's it,
then you will never get the best headline.
The chances of you coming up with the very best headline you possibly can.
And the highest performing headline out of all of the millions of options you
could come up with on the first go is basically zero.
So make sure you're testing that will help you continually improve the
performance of your headlines and the performance of the click-through rates of
your ads. All right, you enjoyed this video.
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