The Facebook Marketer’s Checklist For Creating High-Converting Ads

Written by Charles Ngo
Written by Charles Ngo

I learned an expensive lesson a few years ago.
I had a flight overseas and I rushed my packing. I showed up at the airport, and I forgot that I needed a Visa.
They wouldn’t let me board the flight.
It was a nightmare situation. I had to pay $200 to file an emergency Visa and another $150 to catch a standby flight (which took 8 hours).
I vowed never to make that mistake again.
That’s when I realized something needed to change, and I RELUCTANTLY started to use checklists.
Everyone knows that using a checklist is valuable, but we rarely use them. I think a big part of it is EGO.
That’s why I avoided using checklists for the longest time. I felt that using a checklist was saying that I had a horrible memory.
Well, humans DO have horrible memories. Our brains are designed for processing information, not storing them.
Checklists keep you from forgetting critical details. It’s why surgeons use them before slicing people open and pilots use them before taking off.
Can you imagine hearing a pilot say, “We’re going to take off now, and I haven’t checked to see if the engines are working but we’ll probably be good,”? You’d freak out.
It’s why I use checklists when creating Facebook ads, and all parts of my business.
Facebook makes it really easy to create ads, and you can slap one together ad in about five minutes.
But that doesn’t mean it will be any good. The best ads – the ones that get the most clicks and the highest relevance scores – follow a really specific set of rules.
To make life simple for you, I’ve put together an ultimate checklist for creating high-converting Facebook ads.
Oh and here’s a pro-tip, if you start hiring media buyers, checklists are a god-send. They’ll make sure you have some consistency in your ads, and they’ll prevent costly mistakes from happening.
Let’s go…

Campaign Creation

  • Have you chosen the right campaign objective for your ad? Your campaign objective depends on your offer. Are you collecting educational leads? Pushing for app installs? Sending traffic to a landing page? Make sure that you choose the objective that BEST fits the goal of your offer.

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Audience Selection

  • Have you selected an audience and angle that match your offer? Facebook gives you some serious superpowers when it comes to hyper-targeting your ad. If your offer is an app that will appeal to guys who are between 25-35 and who are into fitness, be sure that you select an audience who PRECISELY matches that.
  • Have you used behavioral targeting to narrow your audience? Behavioral targeting lets you get even more targeted with your audience. Let’s say you’re dropshipping soccer jerseys. You can target people who are SUPER interested in the World Cup.Ads Manager Creation 2018 06 04 10 48 41 1
  • Have you implemented flex targeting to narrow your audience? Flex targeting is when you add “And/Or” conditions to your ad. It’s a way of making sure you’re targeting people who are interested AND will take ACTION. Back to dropshipping soccer jerseys. You can target people who are into soccer AND have purchased online recently.Ads Manager Creation 2018 06 18 11 15 10

Note: You should be using flex / behavioral targeting if you don’t have enough pixel data yet. Once you get enough pixel data, it’s actually better to run traffic without ANY targeting. You need to give space for the algorithm to do its work.

  • Have you implemented the Facebook Pixel to track your results? The Facebook Pixel lets you specifically track the results of your ads as well as retarget people who show interest in your offer. I’m a huge advocate of tracking as much data as possible and then optimizing based on the data. Make sure you’ve installed the pixel on your landing page so you can optimize.

Image Selection

  • Is your image visually striking and will it cause people to pause while they scroll? It’s hard to stand out on Facebook. Remember, 95% of people are scrolling on their phones. If you want to get people’s attention, your image should grab people’s attention.A person can’t have a positive interaction with your ad if they don’t stop to read it. You need to use a “Pattern Interrupt” to snap them out of their social media coma. An image which qualifies as a Pattern Interrupt is anything that snaps someone out of their news feed scrolling daze and causes them to pause and look at your ad.This is a pretty good example:
  • Does your image match your offer? If you’re promoting an educational leads offer, don’t use a girl in a bikini. This is important for two reasons. First, Facebook wants to be sure your landing page and your ad match in terms of what is offered. Second, if people are misled by your ad, there’s no way they’re going to opt-in to your offer.
  • Does your image match your audience selection? If your audience is women in the mid-40s, don’t use a picture of twenty-something bros doing keg stands. You get the point. Use images that will resonate with your core audience.
  • Does text make up less than 20% of the ad? Adding text to an image is a great way of getting people’s attention, but there’s a catch: It can’t cover more than 20% of your image. If it does, Facebook will either not approve it or dramatically reduce its reach, meaning it’ll cost a lot more.
  • Is the image 1200 x 628 pixels? This isn’t a hard and fast rule, but this is the recommended size for Facebook ad images. Using other dimensions can cause your image to look weird and stretched.
  • Does the design of your image match the design of your landing page? This is similar to matching your image to your audience. Is your landing page design geared toward fitness enthusiasts? Make sure your ad image is similar.

Ad Copy

  • Does your copy focus on benefits, not features? This is straight-up copywriting 101. A newbie mistake is to talk about the features of your offer. You know, the specs, the colors, the material it’s made of, etc. Nobody really cares about that stuff. What they want to know is how the offer will change their life for the better. How will it solve their problems? How will it make their lives easier? How will it remove all their pain points? Your ad copy should paint a picture for people of how awesome their life will be.
  • Is your headline gripping, and does it make the user want to find out more? When it comes to Facebook ads, your headline is really the first line of your ad copy, NOT the text below the image. People read that text first and only glance at the text below the image if the top copy grabs them.Your headline should create curiosity and make them want to find out more. It should speak directly to their pain points while promising an easy solution or promise some sort of exclusive info that they can’t find anywhere else.Here’s a decent example:BoomerangGmail
    • Does your ad copy match your actual offer? You get the point here. Every part of your ad and offer need to match.

Split Testing

  • Have you created at least three versions of your ad, including image, copy, and landing page? If you want to optimize your campaign, you should ALWAYS A/B test your ads. You won’t know which ones resonate most with your audience if you don’t.Create at least three versions of your ad, and test them against each other. Once you’ve gathered enough data to determine which one is generating the most conversions, you can scale your campaign.
  • Have you let your ad run long enough to determine a winner? I recommend letting ads run for at least a week before making any decisions on which ad is the winner. Facebook automatically optimizes ads as they run based on how people respond to them. Before you pick your winner, make sure you’ve given Facebook enough time to optimize all your ads.
  • Once a winner is determined, have you further optimized your ad? A/B is a rinse-and-repeat kind of thing. Once you’ve got a winner, you can take that ad and test even more changes. Change up the image and the copy and see if you can get better results.

Checklists Make Managing a Team Easier

Training a media buyer is hard.
They’re going to make mistakes. Your job is to give them the training and the tools they need to succeed.
If you give them a checklist, and they follow it, then you’re going to lose less money.
I guarantee you someone’s going to put $50 CPC bid instead of .$50. Or someone will put a $1000 daily budget instead of a $100 daily budget. Or maybe they forget to double check the Tracking link, and all your budget goes to a broken link overnight.
Creating solid checklists for your most important processes will make things easier for you.

Follow The Steps, Make The $$$

When you’ve got a hot offer, it can be really tempting to try to get your ad out there as fast as possible. That’s a mistake. You’ll end up losing money on ads that don’t perform well.
It’d be like a surgeon doing a heart transplant without making sure he has all the tools he needs.
Use my checklist to create the perfect ad. Yes, it takes a little more work…
…but it’s worth it.
P.S. Are you interested in seeing what the top performing ads and landing pages are on Facebook? Check out AdSector. It’s the best Facebook intelligence tool out there.
Here’s a link for $74 off
Featured Image by Janny Stock Photo

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                The posts published by Charles are prepared and analyzed, including the author’s own experience…

The posts published by Charles are prepared and analyzed, including the author’s own experience…

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