# The Ultimate Guide to Static Image Ads (copy & scale)

Channel: Fraser Cottrell
Video: https://www.youtube.com/watch?v=1FpqxqbHxVQ
Duration: 18 min
Language: English
Words: 4054
Transcript page: https://viewrankai.com/tools/youtube-transcript/1FpqxqbHxVQ

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[0:00] If you need one video that will help you go away and create converting statics for your brand, make it this one. Because by the end of this video, you will know exactly what goes into making high converting static ads that actually scale. I'm going to show you the exact format of the ads that we are making for our clients, how much they have spent, and how you can make them yourself. This ad, for example, has probably spent more than all of your ads have put together this quarter. And the best part is it cost hardly anything to make. And I've

[0:30] got more of these coming. So strap in. Let's get started. This first ad has spent over six figures on Meta. And let me tell you why. So this was an ad that we made for protein.com. And as you can see, it's fairly simple. Like realistically, all it is is a product image, a review, and a CTA. That's it. And that's what I mean when I say that these ads are incredibly simple because it really doesn't take much to make these. I imagine quite a lot of you already have a ton of product images sat on a Google Drive. If you don't, I've made many videos about how you can

[1:00] generate product images just like this. The important thing with any static that we make is that we have an eyecatching visual. We need something to stop the scroll because that is the only thing that is going to stop the scroll. Unlike a video, we don't have a couple of seconds where we can hook people in. We have a glance. So make sure when you are picking, creating or generating your image for your ads that you try and make

[1:22] them as scroll stopping as possible. This one for example, it's very yellow. If you think about this on a white feed or even like a dark mode feed, this is going to stand out. Particularly, it's going to stand out if you already know protein.com. They are an incredibly popular UK protein brand. And so if you've already shopped with them in the past, maybe you've ran out, then again, this is going to capture your attention because as we have discussed many of times, statics usually sit at the bottom of the funnel, meaning that the people who are consuming them are product aware

[1:52] and problem aware. They know of you. They might have even purchased you in the past. These ads are just all about scooping up those final remaining sales. A great example of this is recently I ran out of the hair product that I usually buy. I completely forgot about it until I got served one of their static ads and then that urged me to go and purchase. But why does this ad in particular work away from just the eye-catching imagery? Well, the first thing is right at the top we have a

[2:18] review. Absolutely love these shakes. The weight is dropping off. The copy is results driven. Most people who are going to be getting protein want to lose some weight. Particularly this because this is a meal replacement product. So, it's not just a protein shake. this is to replace your breakfast or your lunch and so the weight is dropping off is a key indicator for that person who is looking at this ad on their feed to be like oh this product might be right for me. Also just a personal opinion absolutely love these shakes. It might not seem like anything but starting with something that sounds like someone you

[2:51] know something someone has said will do wonders for an ad. Instead of just putting it as a normal headline instead we put it in this like speech bubble comment format. We pair that with an image of a woman which is within the demographic and then we also give it a little love heart to show like it's been liked before. The reason that we did this was we saw a lot of ads being launched in people's accounts that showed social proof taken directly from social platforms. So we went and found a review on their website. We took a little snippet of it and then we framed it like it was a social common. This

[3:21] makes the ad feel more organic even though it's highly designed. And then right at the bottom shot pineapple coconut flavor. The reason we did that is because people might not know that the pineapple coconut flavor exists. The brand told us that this was fast becoming one of their popular flavors. And so that's why we built this ad all around this. We actually tried it with a couple of other SKs and this was the winner. The more data that you can arm yourself with, whether it's what skew sells the best or how your customer sounds. All of this can come together to create a really fantastic static ad. We

[3:50] can look here on Trend Track at the analytics and you can see that this is in the top 1% of ads and it is ranked third out of 435. Is a high performing ad. Let's quickly move on to example two and this one is a little bit different and it's a format that I haven't yet covered on this channel but is fast becoming a incredibly popular format across our clients. We call this ad the native storytelling format and the reason for that will become very clear. So this is the ad right? If we click on the see more, can you suddenly see what's going on here? There's a whole lot of copy. In

[4:22] fact, the actual image isn't really doing anything. This is the actual image ad itself. It is an extreme closeup of some broken eczema skin. This on its own won't really do anything, but then when we pair it with the caption, it all makes sense. It's a whole lot of copy. I'm not going to read it. Like I said, I'll put it on the screen. Feel free to pause it if you want. But essentially what you will notice is that this isn't just hey grab this. It's telling a story which the image then supports. Now the idea behind these ads is number one the image is scroll stropping and shocking

[4:55] enough that it stops people in their tracks. I think that we managed to do that with this image cuz if you have eczema you will automatically recognize that. And then they read the top line which is above the fold which for this ad you can see is a customer shared this with us the other day. And so if you are a potential customer of the black stuff, you might look at this and go, "Oh, well that's what my hands look like. Oh, a customer. M okay, click." And then they read. There's many different ways that you can do this, but essentially, you want to use that first line to pair as

[5:24] almost like a headline with that image. This is completely different to any other static that I have shown on the channel before because it doesn't look like a traditional static. This might be a trend. This might be something that drops off in a couple of months time. I'm not sure. But I do remember drop shippers heavily using this static format way back when. And that's why I call it the native storytelling ad because I'll show you what a native ad looks like in a second. But the storytelling angle is all done inside the caption. I can actually make a video if you want talking about exactly how we

[5:54] write the copy for these because we use a couple of cool methods to do it. So leave a comment if you want to see that. But these ads spend like crazy. In fact, this spurred the brand on to go and launch a ton of these. But the key thing here is spend time on that copy and then go and find yourself an image that supports it. I've actually found the cheat code for this for the image is to go on to Google, search whatever you want, go on the images, find the type of image you want, and then take that and use that as a reference in somewhere

[6:22] like Nano Banana. Change it enough so it is a different image, but still holds the same shocking factor. Now, this next example from Humantra is what I call a native image. This is an ad that looks like something you would natively find on your feed, particularly on the story feed. I'm pretty sure we've covered this style of ad in other videos before, but they still continue to work all the time. And the reason for this is if you're scrolling through your stories, you are going to stop at something where you don't recognize it, but it kind of interests you. It piques your interest enough to stop, you consume the content,

[6:54] and then you realize it's an ad. In fact, I've seen my wife looking at ads just like this before, and then she's gone, "Oh, it's an ad." That's the type of effect you want. For this, we took this image. We literally just grabbed the product out of our store room, went into our kitchen here, and one of our producers just held it in their hand and took a photo. That's it. Super easy. I put this into Figma, added this text, and tried to replicate the best I could the type of styling that you see on Instagram stories. The brand published it. Six figures later, here we are with

[7:20] one of their top performing statics. It had an insane click-through rate of like 3.5% or something. It was an absolute winner for them. and it was made in 15 minutes, 10 minutes maybe. There's a couple of little things here which you might not even realize are working in the ad's favor. The first one is the underlined humantra and the at@ humantra. The reason that I did that was because people will see that and they will try to click on it. You know how Instagram when you click on it, it gives you the profile. They'll try to click on it and of course that will up the

[7:49] click-through rate and send them to the landing page. It's just the little things that allow ads like this to perform incredibly well. You can do so many of these and you can test so many of them incredibly quickly. You can even make maybe a skill in Claude that can give you a prompt to generate the image

[8:06] as well as the caption to go with it. But the important thing here and what I'd suggest that you do, don't just generate this whole thing in AI. Go and take a couple of images of your product POV style and then write a load of copy, combine them all and test them all separately. The last thing you want to do is generate this whole thing including the text with AI and then have to generate the whole thing again. If you want to just change the copy, set up a little Figma framework in there and just fire them out. But again, the image here looks scroll stopping because it

[8:31] looks organic. It looks like something that a user would post on their story. Pair this with whitelisting or a partnership ad and boy, you are on to a winner. This next ad was actually the first static ad that one of our creative strategists ever made and it turned into a top performer in their ad account. Pretty crazy what the right training does for people. And this is a static for a perfume brand called Shay and Blue that we work with. It's again so ludicrously simple. We have the three pieces that go into every single static ad. A headline, an image, a CTA. You want to catch people's eye with the

[9:03] image. You want to give them more information with the headline and you want to tell them what to do with the CTA. I actually can't remember whether this image was generated in AI or whether it was an actual product image that uh the team took. You'll have to forgive me on that one. But either way, it's a very scroll stopping image

[9:18] because we have it's lovely and sharp. It's really vibrant. It's really colorful. It is going to stand out from that feed. It also shows the product front and center. Shane Blue is an incredibly popular fragrance brand here in the UK. And so seeing the brand name and the bottle is instantly going to show a bit of brand recognition and people are going to stop because they're interested. But where this gets really interesting is the headline. Claim it before the group chat does. It's such a brilliant piece of copyrightiting because it speaks to something on a deeper level that the target audience understand. Most of the people who are

[9:51] getting delivered these ads or in a group chat with all their friends where they might be sharing, you know, some clothes they're going to buy or a perfume they're going to buy, whatever, right? And they know that when they do that, there's a possibility that everyone else might buy it. And so working on that idea of like, you know, competitive nature, jealousy, we're using that within the headline. We're saying claim it before the group chat does. You get this first before all your friends. It's a brilliant piece of copyrightiting and so much so that this has spurred on so many offshoots of different types of creative from UGC

[10:19] videos based around the same thing to podcast ads where the whole thing is built around this idea of getting things before your friends do. This is actual proof here that a static ad like this that takes 15 minutes to create can produce so many more winners. The data that your static ads generate is so incredibly valuable. And then finally, we have the CTA at the end. take the

[10:40] lead with our lilacs and gooseb 10 mil. We're not directly saying, "Hey, go buy this on it. It's on offer." No, this is an evergreen piece of material. As long as the brand has lilacs and gooseburies 10 mil in stock, this ad will still perform for them. This for a long time was one of the top performing ads in

[10:55] their account. This is based on data. Why I'm telling you this works. When you test the static, even if that static doesn't work, what about it didn't work? Was it the messaging? Was it the imagery? test all these things to squeeze as much as you can do out of that idea. And then if it does work, okay, what other directions can we take this? Can we make a yapper video out of

[11:16] this? Can we make a podcast out of this? Can we just spur this into more static ads? Don't let just one idea be one idea. It can become so many different formats and it can create you so much more revenue. We've covered a couple of different formats here, right? We've got the native storytelling stuff, which is so easy. You can generate some of those today. We've got the native story image as well. again, so incredibly easy for you to make. We've got two more like traditional static ads, I'd say, as well. But the question still remains, and you might be shouting this at your screen, how do I make these? One of my

[11:48] favorite ways to generate static ads is by mining your reviews. You might have heard this a million times, but let me cover this for you. You can do this using AI, but I really don't want us to become AIrained here. I want us to start doing this stuff purposefully and manually so we can understand the process. So, if you've never done this before, let's do it together. So, you're

[12:05] going to go to your website, right? You're going to go to whatever product you're making an ad. So, for this one, let's go to lilacs and gooseberries like we were talking about before. Okay, we're going to head over to the reviews section. It's normally at the bottom of the page. Let's have a look here. Cool. Here we are. And now we're just going to read some reviews. And the important thing when we're reading these, we're not just, you know, blindly reading them. We're thinking of them with our marketing cap on. Like, what can we do with this? Is this a messaging angle that we can then build out? Is this a

[12:31] direct quote that we can pull and put the top of the static like we saw in the first example? This review here is absolute gold. Totally 10 out of five stars. I put this on after my shower and my husband went crazy already. That could be a hook for a UGC video. He's super sensitive to fragrances and usually hates everything I put on. This was different. He always says how wonderful I smell when I'm wearing lilacs and gooseberries. Please don't make it limited edition. I've been looking for my scent forever. There is so much to pull from that. If you just read that and scroll by, then you might

[13:02] need to readress your career because that is absolute gold. Like I said, we can use that. I put this on after my shower and my husband went crazy. We can use that as a hook for like a yapper video. Totally 10 out of five stars. We can quote that and we can put it at the top of an image of lilacs and gooseberries. That's your headline. He's super sensitive about fragrances and usually hates everything I put on. This was different. He always says, "How

[13:24] wonderful I smell when I'm wearing it." There's another angle. You can make a whole podcast ad there about how someone was unable to wear perfume because their husband always got a headache because the smells were too strong. But then Shay and Blue came along and you know my husband was jumping my bones. He absolutely loved it. Can you see how we've been doing this for like 2 minutes and I've already from one review come up with like three ideas for concepts. This is how easy this can be. And you can supercharge it. If you want, when you understand it with AI, download the reviews, get them as a spreadsheet, put

[13:55] them into your AI and say, "Ningest these, pull out all the information that I think that we can use to inspire ad creative." And it is going to do exactly that for you. It doesn't need to take you, you know, a full day to write a set of statics. It should be easy. And remember those like static story ads

[14:10] that I showed you just a second ago? This is how easy it is to write the copy for them. You see this review here? I've spent almost 2 years hunting down a good long-lasting scent inspired by Yennefer. I'm so happy to have finally found one. I will definitely be purchasing again. This is the perfect blend of fruity, floral, not overwhelming. I highly recommend this for anyone who loves lilac scents. Copy that and paste it onto an image. That is your story static cuz it sounds like the customer because it's written by the customer. And that is one of the most important things I

[14:38] want you to take away from this video. When you're writing the copy, particularly ones that feel more personal, like the native storytelling or the native static, you want to make sure that the copy in there sounds like the person. because if it doesn't, if it sounds like someone that's not them, they aren't going to relate to it. They're just going to scroll by. Now, when it comes to product imagery, listen, I'm in two camps about this. I love taking a really great photo. And if you have the capability to do that, do go and take some product images. Invest in some really good product imagery cuz

[15:03] they will pay dividend because you can use them in so many different ways. But if you don't have the budget, that's fine. AI tools are brilliant for that. So many videos on my channel about how you can make images with Nano Banana. But the simple thing is get a couple of references together. Put them into Claude. Say to Claude, "I've attached my

[15:17] product as well as a ton of references. Generate me some prompts for Nano Banana to recreate these images for my brand." It doesn't need to be as complicated as some people make it out in videos. It's just trial and error. AI imagery is really great, particularly when you want something like very unique that would probably cost quite a lot of money to set up. Like I said, the best tools to do this in my opinion is Nano Banana Pro 2 for your image generation, Claude for writing any of your copy, and then for looking for inspiration for these ads, Trend Track is a great source. And

[15:45] remember, variations are your friend when it comes to statics. You can test different versions of the same one. But remember, with metas, Andromeda changes, it can be a little bit harder. It's a bit more of a dance than it is and straightforward as it used to be. Essentially, what we're doing right now, Fraggle, is we have like one key messaging. So, let's say it's that group chat messaging. Instead of just having that static and switching out the headline, we're building different designed ads, essentially different statics, but based around the same messaging. So, they all be based around the group chat, but they might be, you know, ones like a call out ad, for

[16:16] example. You want to make these assets as different as you can do. So, Meta sees them as different assets because remember, you can squeeze out so much more juice from this messaging that you might not even realize until you do these variations. Now listen, if you happen to be spending over 70,000 a month and you want an agency to do all this for you, I would love to have a conversation with you. We can take care of all of your creative needs here at Fraggle and help you lower your CPA by an average of 30%. We don't just make statics either. We make fantastic UGC videos, product videos, podcasts,

[16:45] anything that your ad account needs. So, if it sounds like something you're interested in, scan the QR code on the screen or you can apply using the link below. We're doing all of this stuff inhouse. We have a 4,000 square ft warehouse here where we make videos and we have a fantastically talented team that you get access to if you apply to work with us. And if you're not spending 70,000 a month yet and you're not quite ready, don't stress cuz I've got my course for you now which has launched the ad creative course. It takes you through all the frameworks that we use at my agency so that at the end you can

[17:12] go and launch some killer ads yourself to help you get to the point where we can take it off your hands. Again, link for that down below in the description. It's just a onetime purchase. No subscription fees. You get it, you have it for life. Anyway, everything is down in the description. Leave a comment with any questions that you have. Thanks very much for joining me for this one and

[17:28] I'll see you again soon. Bye-bye. [music]

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