THREAD: How to make ads that get clicks.
(For Facebook and Instagram)
You'll learn:
• How to write ads for your audience
• Frameworks for messaging
• How to design ads
Copy & creative.
Copy = Text that is carefully crafted for a specific outcome.
Creative = Term for multimedia, such as images and videos.
Together, they determine the click-through rate (CTR) of your ads—a 25% difference in CTR can make or break paid acquisition.
Know your audience before creating ads.
The Ladder of Product Awareness (LPA) illustrates how aware and in-need an audience is for your product.
Focus on writing appealing copy to those higher up on the ladder, since it requires less time and energy to convert these people.
Steps to writing ad copy:
1. Identify the product's benefits and your audience's concerns.
2. Write a pitch addressing each.
3. Make the pitch compelling.
4. Make it concise.
Here's an example of an ad that checks all of the boxes.
You can use one of these copywriting frameworks to write purposeful ads:
1. Articulate the problem, solution, and benefit
2. Highlight your differentiation
3. Ask a pressing question
4. Match value props to audiences
One tweet on each 👇