Dos & Don'ts Of Facebook Ad Headlines

0:00hi guys it's ben heath from lead guru and in this video i'm going to talk about some do's and don'ts when it comes to writing facebook ad headlines now the headline of your facebook ad is obviously a very important component you know it's going to either convince your prospects to take the action you want to take it's going to grab their attention get them to check out your ad further or it's not and i see some pretty poor facebook ad headlines to be perfectly honest i've seen a lot of them in there in the black friday sales that have just gone past and um and yes that's what we're talking

0:28about i'm gonna give you some things you should do things you shouldn't do and give you some examples of headlines that work really well as well so it should be uh should be useful before i get into that i want to very quickly ask you to smash that like button click that thumbs up button and of course subscribe to my youtube channel if you are new and haven't done so already that would really help me out okay so we're in an example facebook ad account here we've got an example uh i've created an example campaign i've got an ad lined up i've also just quickly before

0:54started recording popped in an image um just so we can see the preview on the right-hand side of where the headline sort of shows up and all that sort of stuff i needed to add some media in there and don't worry about all this um stuff that's just one of the images i used um for for a live training i did that i did recently so i just popped it in there for an example but don't worry about that okay so the headline now you can see here that we've got it says headline i mean facebook say that it's optional which i find kind of funny i mean technically it's

1:20true you can run out of that headline i would strongly recommend that you don't it's a very important part of your facebook ad you certainly want to be writing a headline in and you can see that on this preview on the right hand side now this is a facebook newsfeed preview you can see this is where the headline comes in so where it's got a headline that's where that's displayed so it's featured very prominently okay it's not the first thing people see the first thing is going to be up in the primary text you know above the uh above the image up there um but that's not sort of as noticeable

1:54not as focused on as the headline because obviously you've got the newsfeed link description depending on how long your headline is the display url and you've got the uh the call to action button there the part sort of beneath the creative beneath the image or the video whatever it is is um is obviously very noticeable now i should say that obviously the headline won't appear like this in all placement options you know if we jump over to some other placement options along here and you can have a little play around with these um you may or may not see the headline um some place some placements just

2:20you're simply not going to see it and others going to look slightly different but in general it's well worth including a headline okay so strongly recommend that you add one in is the first thing i would i would talk about now the first thing i would say is you want to be descriptive and this is probably one of the biggest don'ts i've seen people not be descriptive so i've seen a lot of ads i said you see a lot of them over the black friday sales that just sort of just sort of ended as i'm recording this video and they'll say things like um you know 20

2:54off uh you know black friday sale okay i say something like that that's fine if you're only advertising to warm audiences so only retargeting people that know your business know what you provide and um there's gonna be some brand recognition there you know when your company name pops up perhaps the imagery speaks to them if you're advertising to cold audiences 20 off black friday settlers or an awful headline because it's like 20 off black friday sale for what you have to be descriptive you have to talk about um whatever it is that you're actually advertising here you think it's obvious because your whole world are the products and

3:40services that you sell and you think about them all the time and you think that people are going to get it from the image i can assure you not everyone will and it it's not it's it's it's very easy to be restrictive another example i've seen of a don't is things like um things like this book your free consultation today what free consultation book your free consultation for what you need to include though so it's a big big deal is to put something in there so if we're saying book your free consultation today it could be book your free um i don't know exactly i've used before i'll use it

4:22again book your free interior design consultation today now i know exactly what that's oh it's a free consultation for an interior design company so i can find out what i should have about material book your free you know um kitchen work keeps popping up very annoying book your free kitchen worktop consultation today again i i know exactly what that's for yeah i am i'm in the market for a kitchen worktop i'll book one of those book your free tax planning session today book your free um one hour legal consultation but you need the legal in there so you need to explain be descriptive whatever you're offering

5:04i'm going back to the previous example where it's like 20 off you'd want to say 20 off luxury um leather gloves today right if you're running a black friday sale you want the luxury leather gloves in there you want people to instantly know because i say this all the time but people clearly forget it because or haven't heard it because i see ads like this all the time people are scrolling through the feed very quickly they're not paying attention to your ads you might have a split second to grab someone so you need to provide the information that you need to provide in that headline so don't just say 20

5:39off black friday sale you need 20 off luxury leather gloves if that's what you're selling if you're selling luxury leather gloves you need that in there okay so that's the first point it's be descriptive and i see a big issue you've got some notes here and the second one is to keep it simple so don't try and be cute or clever or over complicate things try and do something that people have to sort of work out you know the sort of thing i'm talking about where someone might have like almost like a bit of an inside joke or bit of like industry terminology used as a bit of an inside joke

6:10um they can hit those sorts of headlines but it's very rare only something i would recommend doing if you're sort of fairly advanced and experienced facebook advertiser otherwise you want to keep it very simple like the examples we just gave 20 off luxury leather gloves today right someone who's in the market for a nice pair of leather gloves that might resonate with them okay um so i think that's really important to not don't make your prospects think make it easy make it obvious again it's not because you think your prospects are very intelligent it's because they're looking at your ads whilst they're watching tv whilst they're

6:49talking to someone whilst they're doing all sorts of other things so it needs to be very easy and simple for them to take the action you want to take so no cute or clever headlines keep it simple be descriptive say exactly what it is that you're talking about pop that in the headline and those consistently deliver the best results okay um next thing you want to do is is is highlight the offer right so instead of saying something like we sell luxury leather gloves you know it sounds like a bit of a silly headline to me but you see things like this or if we go back to the service base

7:27example um you know you could have something like um award-winning accountancy practice yeah neither of those are very good to me you know award winner county practice but what are you actually offering here you're sort of saying what it is you do what it is that you you you provide but you're not what's the offer so instead of we sell luxury leather gloves it should be 20 off luxury leather gloves today the offer is that yes we sell these luxury level gloves but you can get 20 off that's what the offer is with the with the accounting practice instead of award-winning county practice i mean that's good to know you could

8:06definitely include that up in a primary text but i don't want to be the one thing you could have something like you know what depending on what your offer is an account as an accountant it could be perhaps an audit of someone's personal finances or perhaps a a particular deal on submitting their tax returns you know you could have something like 50 no idea what's going on there 50 off personal tax returns um this month capitalize that that's the offer does that make sense so don't just talk about what it is that you do how you know what it is that you've achieved that's all kind of

8:49you focus as a business think about what your prospects really care about they want to know what they're getting so what's that offer that you're you're using put that in the headline okay and then another thing is it's quite a simple one again i've done this i've used examples here is to sell with the certain adjectives that we use again and again and again that really do just elevate that headline just a little bit but it's worth doing so think words like premium i've got a list here luxury bespoke quality um handmade um or maybe you could have something like uk made or us made and people like

9:29these sorts of if you're advertising in those markets for example um new never seen before innovative people like the idea no matter what price point you're pitched at the idea that they're going to buy something that's good quality and though those sorts of ways things like premiums so you can see in the previous example i talked about 20 off luxury leather gloves we could just have 20 off leather gloves that's a bit boring it's very easy just to put it up a little bit i mean in fact you could combine them provided it can fit you know so you could do with 20 off um it could be handmade

10:04luxury leather gloves that gonna fit probably will yeah comfortably okay the handmade luxury leather gloves just it just elevates the whole and it makes the value proposition of whatever it is that you're selling that much greater it's well worth including things in there so yeah things like premium luxury high quality handmade things that you know your audience cares about now that's just sort of a fairly generic list there's going to be more specific adjectives you can use in various industries and you've got you'll probably be aware of what those are given um given what you sell i mean for some um industries there's gonna be things like

10:39clinically proven it's gonna be things like safe um it's gonna be words like or you know you know you can think about the sort of industries where that's going to be important right clinically proven safe anything sort of food nutrition medical um side of things it might be words like adjectives like comfortable if you're selling like a mattress it's quite important and so there are all sorts of industry specific words i want to give you some generic ones but just think about getting some of those in there you know how can i just make whatever it is that i'm offering sound a little bit nicer 20 off leather gloves yeah 20

11:13of handmade luxury leather gloves it's just that much more appealing so try and uh try and get that in there okay another thing i want to mention is do not write headlines that are cut off okay so if we had 20 off handmade luxury leather gloves um that come with um luxury leather hats now obviously you can't see most of that stuff at the end i mean you wouldn't write like that anyway i just wanted to write something long enough and you can see on the example here it gets cut off be aware simple mistake to make but just be aware that if you want what you're putting in this

11:59headline to mean something to your prospects they have to be able to see it so it needs to be visible before that cut off there facebook gives you a reasonable amount of space as you can see i mean we've got all the way 20 off handmade luxury leather gloves that come you know we haven't fit the the with luxury leather hats um on the end but that's the sort of thing that you just want to be to be aware of um so i think that headlines are something people can get wrong but there's no real magic source to it it's fairly easy to get this right so

12:33i'm just going to quickly run through my list of things that i mentioned so first is be descriptive right what is it that you're actually offering keep it simple don't be cute don't be clever don't try and complicate things don't try and use any sort of industry jokes it doesn't often work highlight the offer don't just talk about we're so good you should work with us what are they what are they specifically getting from this ad a free consultation discount etc etc um use make sure you include adjectives you can include some fairly generic ones premium luxury handmade also some industry-specific ones depending on what it is that you're

13:08advertising and then of course make sure that your headline is not cut off because it's too low and your prospects aren't actually seeing the information the details that you want them to see and we've given a you know a few different examples a few different industries there so hopefully that's been useful great before you go a couple of things i want to quickly mention the first is our facebook advertising services so my company lead guru is a facebook advertising agency we create manage and optimize facebook ad campaigns for our clients to be honest all the content that i create that you guys watch comes from the work that

13:37we do for for clients and and that's where we obviously learn and and sort of in the facebook advertising trenches as it were all day every day and but if you're running your own facebook ad campaigns we can almost certainly help you get better results than what you're currently getting if you're interested in finding out more you can go ahead and book a free call with with one of my team members using the link beneath this video and which will be in the video description go ahead and book a free 30-minute call very informal we can find out about your business you can find out about service

14:05we can see if we'd be a good fit and we do have a minimum budget requirement of 3k per month so if you don't meet that requirement please don't book a session um otherwise it would be cancelled and we're not able to work with companies that don't have that sort of budget um but if you do meet that criteria then we'd love to speak with you and uh and yeah hopefully we will get a chance to uh to work together other thing i want to mention is my facebook ads mastermind group so facebook group um that i own that has almost 60 000 members in it one of the biggest

14:33communities of facebook advertisers in the world and um yeah it's an amazing place full of people just like you that are helping each other out asking questions getting them answered and that are um yeah just trying to raise everyone else's game because put our heads together that's why it's called a mastermind group we can all have each other improve i do free live trainings in there most weeks can see every week but most weeks and um and yeah if that sounds like something you want to be part of again completely free link is in the video description below thanks a lot guys please remember to smash that like

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