6:40 minutes in, Ben describes what is called the "mini skirt" rule, which basically means: long enough to cover the important parts but short enough to keep things interesting, think to yourself when writing copy, does this add to the copy? is it neutral? or does it improve the copy? having each line follow the next and flow like a conversation but keeping it short and sweet so that the attention of the potential customer is kept within your control and not freaking them out on how much words they have to dissect in order to understand what you're offering them..
1st point is absolutely right, but a bit tricky on FB, that doesn't like & occasionally even doesn't allow & disapprove ads that imply to the targeting (like targeting users that interested in "Home-Improving", "Renovation", etc.) & start the ad's text with something "Looking to renovate your house?" So we have to be smart with this.
You're so right about testimonial ads - in theory you'd think they'd work best, but nope. Rory Sutherland (Ogilvy UK) covers psychology in advertising a lot. This would be something he'd agree with.
Thank you, Ben. I see a theme of making sure your message is simple and direct as opposed to building curiously like prior copywriting teaches. I wonder if this is due to people wanting quick answers, now, without having to think about it?
Been watching your videos lately and they've been really helpful. I have been hearing people say that Facebook doesn't like words like "you" and "your" is this true?
Hi Ben, can you consider making a video about how you on-board your Facebook advertising clients? I don't know what the safest way to do it is for my business manager. For example - I recently have been working with a client who shared their ad account with my business manager (and gave me admin access), and their payment method failed for their ads. As a result, my business manager is now disabled... is there a way to on-board clients to prevent something like this happening in the future? Thanks in advance! Your videos are amazing!
at 14:54, wouldn't "real leather" and "made in the UK" just be straight features of the shoes? i just wanted to clarify that cause it confused me for a bit there. but besides that, LOTS of good nuggets of knowledge here. thank you ben!
I watch every video you upload. 2 days ago I watched some of your videos talking about Not creating creepy ads... like "somebody is talking with a friend on Messenger about moving house, and then an ad on his newsfeed *Are you moving house?*." - that is actually creepy. Why do you recommend it now?
I don't think those are the same thing. Firstly, in the copy example we aren't retargeting with it - that's a big difference. Creepy retargeting copy is things like: 'You forgot to complete your checkout'
Thanks Ben-your videos are sooo helpful! Question-I noticed that your own ads have huge text taking up most of your image. How is that possible if there's the 20% text-image ratio rule?
Hi Ben. What do you think about turning off ads at certain hours? Fir example if you notice that for a month, you get no sales from midnight to early morning but facebook still spends a pro-rated hourly spend. Will that screw the algo? Or put ad sets back to learning mode?
It can interrupt delivery but if you're seeing that sort of data then go for it. It may well improve performance and if not, you can always change it back :)
Hello and how you doing The Question will be is your team assist about convertion.and how much would that be.About.That.Good.Value.Have a Good one Man.
Hi ben, facebook always has the recommendation of max 125 characters for primary text but akot of the ads here have quite a lot more. What you think is the rule here?
Ben I'm not able to see any data across ad accounts due to attribution changes. Can you plz make a video on how to make changes to find a solution for this?
Hi Sam, there's nothing to be done about that I'm afraid. Facebook are implementing a 48 hour delay in data coming through. You will get the data but it hasn't filtered through yet.
Well the IOS 14 changes start to sink in, FB added "Resource Center" in Ad Manager... A video about the whole thing will be much appreciated :) Some ideas to talk about - What do we need to actively do (if any) ? What all of the "pausing ads" thing and should we care? What does the aggregated events mean (so vague FB..) and how to add those events? Why only events triggered can be aggregated? And how to add events that were not triggered? All of this kinda confusing Thanks you :)
@@BenHeath Yea I know, saw them as you released them :) But now FB added a new section and there are actions you need to do on your ads and ad sets which are not that clear. And obviously some things not working as expected and facebook showing warnings about pausing ads which are not really clear.. A great opportunity for another useful vid :)
Jesus Mate, this is pure Gold!
Happy to help :)
This is unreal, keep up the good content Ben!
6:40 minutes in, Ben describes what is called the "mini skirt" rule, which basically means: long enough to cover the important parts but short enough to keep things interesting, think to yourself when writing copy, does this add to the copy? is it neutral? or does it improve the copy? having each line follow the next and flow like a conversation but keeping it short and sweet so that the attention of the potential customer is kept within your control and not freaking them out on how much words they have to dissect in order to understand what you're offering them..
1st point is absolutely right, but a bit tricky on FB, that doesn't like & occasionally even doesn't allow & disapprove ads that imply to the targeting (like targeting users that interested in "Home-Improving", "Renovation", etc.) & start the ad's text with something "Looking to renovate your house?" So we have to be smart with this.
Oh yes - there is a fine line to tread for sure.
Ben this is really excellent material. I always watch your content, great for my e-commerce store and running FB ads.
Great to hear!
Ensure your copy matches your funnel focus!
This is really helpful ben. The way you have crafted the video from start to closing the ad is just really awesome.✨
Glad you think so!
Thankyou Ben! you explained very well
You're so right about testimonial ads - in theory you'd think they'd work best, but nope. Rory Sutherland (Ogilvy UK) covers psychology in advertising a lot. This would be something he'd agree with.
Sometimes. Probably more than we'd like.
Yeah it's a bit of an ad one but we've tested it a bunch.
Thanks Ben - very insightful tips, very practical.
Happy to help :)
Thank you, Ben. I see a theme of making sure your message is simple and direct as opposed to building curiously like prior copywriting teaches.
I wonder if this is due to people wanting quick answers, now, without having to think about it?
That's an interesting observation Jason - I think you might be right. When competing more for attention, being to the point certainly helps.
I like your content.. i Study a lot and you know what you are saying, you are legit.. Thanks for sharing knowledge with us, keep up the good work!
Thanks, will do!
Love your videos, I watch them every night! What would be the best way to test audiences? Particularly with detailed targeting.
Awesome :)
I'd run separate ad sets alongside each other with the same ads.
Great channel, subscribed and I will keep studying with you to keep getting better. :)
Thanks a lot :)
Been watching your videos lately and they've been really helpful. I have been hearing people say that Facebook doesn't like words like "you" and "your" is this true?
Thanks Abel - yes that is true. They won't necessarily disapprove your ads for using those words in your copy - but they might.
Nice
Oh, and you are a great speaker, very "didactic" (not sure if you use that word in English)
Thank you for the kind words :)
Awesome tips! I’m curious to know can you make more money teaching people copywriting than actually copywriting?? 😬😬
Hi Ben, can you consider making a video about how you on-board your Facebook advertising clients? I don't know what the safest way to do it is for my business manager.
For example - I recently have been working with a client who shared their ad account with my business manager (and gave me admin access), and their payment method failed for their ads. As a result, my business manager is now disabled... is there a way to on-board clients to prevent something like this happening in the future?
Thanks in advance! Your videos are amazing!
Good idea. I'll add it to the to-do list.
I appreciate the kind words :)
Cheers for the video!
You bet!
wow so good
Thank you! Cheers!
Nice one Ben, I was asking only yesterday in your live feed if you were going to add any info on Copy techniques to your courses
Perfect timing - I'll be adding stuff to Facebook Ads Insiders
at 14:54, wouldn't "real leather" and "made in the UK" just be straight features of the shoes? i just wanted to clarify that cause it confused me for a bit there.
but besides that, LOTS of good nuggets of knowledge here. thank you ben!
Well those features have implied benefits :)
I watch every video you upload.
2 days ago I watched some of your videos talking about Not creating creepy ads... like "somebody is talking with a friend on Messenger about moving house, and then an ad on his newsfeed *Are you moving house?*." - that is actually creepy.
Why do you recommend it now?
I don't think those are the same thing. Firstly, in the copy example we aren't retargeting with it - that's a big difference.
Creepy retargeting copy is things like: 'You forgot to complete your checkout'
Thanks!
You bet!
Thanks Ben-your videos are sooo helpful! Question-I noticed that your own ads have huge text taking up most of your image. How is that possible if there's the 20% text-image ratio rule?
Thanks Dustin :)
Facebook have done away with the 20% text rule - a fairly recent change that is helpful for us advertisers.
Since you're putting so little in the ad copy, would you suggest the landing page have a longer copy?
That really depends on what you're offering. Does your product or service need it is the question to ask.
Really appreciate
Glad to hear it.
Hi Ben. What do you think about turning off ads at certain hours? Fir example if you notice that for a month, you get no sales from midnight to early morning but facebook still spends a pro-rated hourly spend. Will that screw the algo? Or put ad sets back to learning mode?
It can interrupt delivery but if you're seeing that sort of data then go for it. It may well improve performance and if not, you can always change it back :)
Hello and how you doing The Question will be is your team assist about convertion.and how much would that be.About.That.Good.Value.Have a Good one Man.
Hi ben, facebook always has the recommendation of max 125 characters for primary text but akot of the ads here have quite a lot more. What you think is the rule here?
What are the other short-form copywriting skills? like "Facebook ad copywriting".
Ben I'm not able to see any data across ad accounts due to attribution changes. Can you plz make a video on how to make changes to find a solution for this?
Hi Sam, there's nothing to be done about that I'm afraid. Facebook are implementing a 48 hour delay in data coming through. You will get the data but it hasn't filtered through yet.
When I register to download the facebook template, it shows me a 404 error page
Bit of a technical issue I'm afraid - should have it resolved shortly.
Where can I download this document for future reference?
Here you go: www.leadguru.co.uk/facebook-ad-template-lp/
How can we find audience in Facebook if it not found by interest and suggestions
You can create your own with lookalikes - we do that all the time.
@@BenHeath how can we create looklike audience without existing audience ?
very helpful, sorry im a year late lol
No worries!
Well the IOS 14 changes start to sink in, FB added "Resource Center" in Ad Manager...
A video about the whole thing will be much appreciated :)
Some ideas to talk about -
What do we need to actively do (if any) ?
What all of the "pausing ads" thing and should we care?
What does the aggregated events mean (so vague FB..) and how to add those events?
Why only events triggered can be aggregated? And how to add events that were not triggered?
All of this kinda confusing
Thanks you :)
Hi Eli, I have a videos on the iOS 14 updates already - you can find them on my channel and I'll more stuff coming out over the next few weeks.
@@BenHeath Yea I know, saw them as you released them :) But now FB added a new section and there are actions you need to do on your ads and ad sets which are not that clear.
And obviously some things not working as expected and facebook showing warnings about pausing ads which are not really clear..
A great opportunity for another useful vid :)
Short and sweet FB ads subject line with question of importance to open the loop
Do not use testimonials as part of Ad, will ruin our credibility