# The Art of Making Winning Meta Ads

Channel: Antonio Ventre
Video: https://www.youtube.com/watch?v=z0DVHG9UVQE
Duration: 27 min
Language: English
Words: 5302
Transcript page: https://viewrankai.com/tools/youtube-transcript/z0DVHG9UVQE

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[0:00] There is a specific methodology that we use in our agency to make these winning ads that spend over 100k while maintaining amazing return aspect for our e-commerce clients. In this video, I want to show exactly what is this methodology and what is the exact difference from an ad that can spend and hold 100k plus while maintaining amazing performance on Meta and an ad that doesn't get any spend or can spend 2-3k and then die. To be specific, I will guide you through exactly what our winning ads actually is and why a lot of people get this wrong, the pillars of basically the must-have of a winning ad,

[0:36] the psychology behind our 100k plus winning ads, the structure of a winning video ads and the visual hierarchy that you need to respect if you want to also make winning static ads. So, without further ado, let's jump straight into it. So guys, again, as I showed before, these are some of the results that we were able to generate for our e-commerce clients in our agency. As you can see some ad spend 80k with a 5.77 return on ad spend, other spend almost 200k while maintaining a 1.86 return on ad spend, other one spend [snorts] 120k with a 2.33 return on ad spend. And guys, as you can see, there are different level

[1:14] of creatives and the end goal, which is what all the e-commerce brands should aim for, is having those creatives that can spend a lot of money, so hold 100k plus in spend while keeping amazing performance. First thing's first, what is a winning ad? This is very important. A winning ad is not just an ad that can give you a 3-4-5x return on ad spend, but it's an ad that can hold a high spend while keeping a low frequency, while keeping a very good return on ad spend, ideally within your target or just above your target or even just below your target, but at the same time

[1:47] help you to scale the account. Why? Because a winning ad, and if you look at the funnel, a winning ad is not an ad that is just going here in this audience stage and generating you a return on the ad spend on amazing CPA for instance that has like a 4X. Your goal is just to go here and make sure that you can make ads that actually take people from a very unaware stage and bring them to a product aware stage until they actually convert. So, this entire journey is exactly what your ads needs to do. And you want to make sure that you make these ads that are actually

[2:21] giving you incremental reach, which is what you need in your account in order to scale. Then at the end of the day, it's fine if these ads are not going to give you the same return on the ad spend of these creatives in here. So, they do not they do not absolutely have to give you a 4X return on the ad spend. They can just give you a 1.8X return and still do great if the other ads into the actual user awareness stages are doing an amazing job to actually keep the ad account level and business level profits actually up. Cuz at the end of the day,

[2:50] for you to be profitable, what you need to do, you need to have incremental reach. You need to have new customers. You need to acquire these new customers in the most profitable way. So, at the end of the day, if you have one uh let's say even 1 million a month in revenue, you technically have 800 in total cost, so you can actually keep 200K net in profit for the business. This is what you actually want. This is how you need to treat Meta. Now, after this is all clarified, let's dive into the actual

[3:19] pillar. So, the pillar of a winning ad. And the first one is that this ad must be engaging. Why? Because Meta rewards all the ads that can generate a lot of engagement because if the user experience is not good on the platform, then Meta is not going to spend enough money. Or most likely it's going to spend more money towards those creatives that can have a better engagement even if the ROAS is like much lower compared to your target. The second one is having a good copy. So, copywriting is very important and very relevant today in whatever you make when when it's about like creative strategy and creative,

[3:53] whether you write a copy for a static ads or if you run the copy for an entire video script, the copy must be good. And there are some elements that we need to make sure that we hit when we write the copy. And I will show you also in this video what are the different elements, the different copy elements that your script must have when it comes to video ads or static ads. And they need to be based on a proven angle or persona from research. This is what a winning must have. Because if the angle they are targeting is too small, doesn't matter how much you try to increase the

[4:26] spend, but the performance will not be good in terms of like scalability, of course. So, maybe it can hold 10K in ad spend, but then the performance will actually start decreasing. What you want to do, you want to find this very broad angle will actually allow you to keep 100K plus in revenue while of course maintaining very good return on the ad spend. Now, as I mentioned just now, this is like an example. So, a broad angle and persona can be something like neck pain for people who sit all days at a desk or like neck pain for people who sleep in the wrong position. And

[4:58] something too niche can be like neck pain for gamers who play 6 plus hours on a curved ultra-wide monitor. So, this is technically good for you to do some more research on the scaling and to dive into new niches so to scale the brand overall when you want to try to increase the spend at the ad account level and the business level. But if you want to make this creative that can hold a lot of money in ad spend, you need to make sure that you can have these broad angles that are broad enough to reach big audience. And then, of course, you need to focus on unaware or

[5:26] problem-aware audience and they need to be able to bring people from this unaware or problem-aware stage to the most aware and product-aware stage until they actually buy. That's why these ads are very difficult to produce. They're very difficult to make because there are all these pillars that actually must be respected in order to create these winning ads. Now, when it comes to psychology and this part here is actually going to be very important, there are a couple of things that we need to consider where we make these

[5:54] kind of problem aware or unaware ads. First thing is the fear. So, this is one of the most important psychological trigger in my opinion because the fear of something bad to happen is something that allows you to push a lot the unaware ads. So, you can basically be like, "If you sit at the desk all day, uh make sure to check this because you can have an issue with your back or with your neck or whatever. So, this is usually targeting people that are not aware of the fact that they have something that could happen in the future if they keep doing what they're doing. So, what we need to do is we need

[6:34] to make them aware of the fact that there is something that they're doing which is technically wrong and they need to fix. And our products, for instance, can actually help. Um another thing is desire of something good to happen. And uh usually, when we target a desire, we're just going to target something that people actually want because they already know they have the desire, right? For instance, the desire to be more attractive, okay? They already have that desire. But what we need to do is just make the desire more real for them to achieve because a lot of people, they might have a desire and they might be

[7:09] like, "Okay, but this desire that I have is not achievable for me." Or I tried a lot of different things, but it never actually made it work. So, we need to write the copy and make an ad that is actually going to target the specific elements of these people because, for instance, someone can be already aware of the fact that they have a problem, so we're targeting more problem aware. So, their desire is to actually stop having this back pain every time they go to sleep or every time they sit for two, three, four hours. And so, what they can do is that they're already aware of the

[7:37] problem, they also might be already aware of the solution. And what we need to do is we need to make sure that the desire of not having specific pain anymore must be real and tangible. So, with the actual copy that creates is that we make, we need to make this as much obtainable as possible. So, they need to see our solution as a solution that is most likely going to work with them. Now, what I usually want to do in all these ads, which is a very strong psychological trigger as well, is that you want to lead with proof. And let me give an example. So, for instance, if

[8:06] you make an ad and we want to target the fear of having back pain if you sit too long at the desk. So, you go and use this fear as a hook in your ad, people might ask them, "Okay, but who says that if I sit too long if I sit for too long, I will have some back pain?" So, they will start asking themselves like, "Can I believe this?" So, you need to make this believable. So, you need to add proof to make this statement, so

[8:33] this fear valid and actually believable. One more thing to mention in terms of psychological pre-trigger is the unique mechanism. Why? Because you need also to explain exactly what makes your solution unique and different from all the other solutions that people already tried or that are already inside the market. And what makes our solution the best, not just the best, but the best fit for the target audience. So, in this case what you usually do, you want to point out uh, all the solutions that are already in the market and explain why, with proper proof and a proper explanation, why these solutions usually don't work and make the other person feel

[9:15] understood of the fact that if the solution that they tried didn't work, it's normal because these solutions are made for these people. But since he's in another group of people because he has these specific elements, then our solution is more of a fit for them because our solution is specifically made for you that you have this specific problem. So, when you try to explain your unique mechanism with this kind of angle, you actually make it more believable and more tangible. So, people trust the mechanism more, and so this is when the unique mechanism actually gets

[9:51] very, very powerful in your ad creative. Then next, proof from KOL. So, this is used from different brands. Of Of course, it depends on your budget, but what you want to do, you want to make sure you get some doctor endorsements, or like some celebrity endorsements that makes people trust the solution that you offer. Because sometimes, you can try your best with the copy and everything, but then if there is no authority behind the brand, especially when it's something like health-related, you might have some difficulties on converting this audience. One more element, which is also very important, is the reliability, which is basically past experience of someone that had the same

[10:25] issue, tried the same solution that did not work, and finally found what works with them. And this needs to be relatable exactly to the person to the ICP, to the target audience that you're targeting with your ad. Because, you know, like it might be uh there might be different situations. When you target an angle, there are like different reasons why people might have a specific issue. And so, there might be situations where people try different solutions. And so, what you need to do with your research is understand what usually the ICP already tried, and what are the specific experiences and the specific situation that your ICP is in,

[11:02] and make sure that you present to them a solution, or like a story, you lead with a story of a customer that already solved the problem that they have. They had the exact same problem, they tried the exact same solution that didn't work for this audience that you're targeting, but actually your product fixed their solution because it was made specifically for them. And this is where we actually boost as much as possible the reliability in our ads. And then finally, we have the guarantee, which is something like that we use in order to have some some sort of risk reversal and to kind of solve the objection that

[11:35] people have. What people might have after reading or watching on your VSL or like the creative, they might still think something like, "I still don't trust the fact that this will work for me." So, if you have something like try it for 30 days or 90 days guaranteed results, use this every day for 90 days. If you see no benefits, we'll fully refund you. So, if you have this kind of guarantee, you actually risk you actually reverse the risk and you stop putting the risk of buying to the customer and you take the risk on your own brand. And so, you let people try the product because you know the product

[12:08] that you have is most likely going to work. Okay, you can get some refund, you can get like 1% refund if things really go bad, but at the end of the day, if you're selling a good product, you must have a guarantee because this is what moves the risk from the customer to you because you're so sure of the fact that the solution you're offering is good and you want to take the risk and so people

[12:29] will trust you more, simple like that. And they're most likely to buy from that specific ad or offer. Now, let's dive more into the actual details. What actually makes a winning video ad and what is usually the video the winning video ad structure. The first thing you want to hook with a fear. Why? Because remember that we are targeting our top of funnel audience. If you do this, then this will happen and then you continue with the rest of the copy. Explain why the fear is real. So, usually you want to use some kind of research or some studies uh for an unaware ads. Then you

[13:04] want to stack as much proof as possible. So, when you explain why the fear is real, you want to make sure that you use some like for instance academic research that shows and explain exactly that what you're saying so that the fear is actually real. It's not something that you're inventing just like for marketing purposes, okay? Then, why everything that uh is on the market or that your target audience tried, doesn't actually

[13:28] work. Why our product works instead, so what's unique and how this product solve the gap in the market, which is basically our unique mechanism. The proof that this works for other people, real proof, Trustpilot testimonial reviews. And this is very interesting because a lot of people get this wrong and that that's basically because like they try to lead with a proof that is actually not a strong proof. So it's just like a random proof like a review some just some customer testimonials. but the proof needs to be as much real as possible, as much believable as possible and as much relatable as possible to the audience

[14:05] that you're targeting, okay? And then you want to end with an offer and the CTA. The offer of course you want to make sure that you have your guarantee in there. Uh so you make sure that you have this risk reversal in the copy. Now, uh let me give you an example. This is an ad from Nutrition Geeks and then as you can see here, this ad specifically have been running for 137 days. Okay? And this is number four in the ad rank out of 639 ads. So this is most likely the ad that is getting like the highest spend inside

[14:37] the account or or one of them at least. Um and uh I have this um ad here, this video here, so we can go through it together and analyze it and then I will uh show you exactly line by line inside the transcript uh what makes this a good ad. I'm telling you, don't buy these apple cider vinegar capsules. They said it would help eliminate bloating and stop cravings, okay? But they did not warn me how fast it would work. I've been taking these for only 2 weeks and just look at my belly, flat all day. Plus, I've stopped raiding the snack cupboard every hour. The stuff they put in here that

[15:12] you can't get in the liquid version or the gummies works like magic. Plus, you don't need to drink that awful liquid that makes you gag or take gummies coated in sugar. Just take three with your meals. That's it. You can keep doing your juice cleanses and cutting out entire food groups. I'm going to keep taking these. Oh, and they're under £10 with free shipping. I put the link below. Grab a pack now before they're

[15:33] sold out again. Cool. So, I basically pulled the transcript, which is all this part in here, and I want to now go into this together with you so we can analyze everything. So, as you can see at the beginning here, look. I'm telling you, don't buy these apple cider vinegar capsules. They said it would help eliminate bloating and stop

[15:52] cravings, okay? So, basically what we're doing here, we are leading So, the ad creative here is leading with a negative hook because you're telling people do not buy this. And this is very different from what a brand would do, right? So, this is really a pattern interrupt because it's something different that people can see in the feed. It's something like different from a classic ad that is telling you from a brand don't buy my product, right? So, it's kind of weird and it's actually attracting the right audience. Why? Because we are talking about eliminating bloating and stop cravings, which are the problem that our product actually solve. And And then

[16:29] there is an actual reveal of the outcome. So, this is like a negative hook, and then what we're doing in here, we're just like in this video as you can see, now is completely revealing the real outcome and be like So, let me show you. But they did not warn me how fast it would work. I've been taking these for a Okay. And so, in this hook over here, we're attracting people to stop. And then here, we're telling them like no one warned me of the fact that they work very fast. So, we're not just hooking people in with something like specifically made for them. So, we're

[17:04] right we're attracting the right audience, but we're also revealing the outcome in a way that is basically what people want, which is basically get results fast. Now, let's go ahead and let's see how the ad goes. So, as you can see here, the next part is I've been taking this for only 2 weeks time frame and just

[17:25] look at my belly, flat all day. Only 2 weeks and just look at my belly, flat all day. So, as you can see in the copy, there are different visual that makes also the ad actually works cuz you can see here there is this element, this red circle that is going to highlight the actual belly and also a before a visible before and after. And what we're doing here, we're basically in the video showing the results and show exactly the before and after using this product. Now, at this point people might have a lot of different like situation which is basically the relatability that I talk about. So,

[18:03] people that have this issue, most likely they do they have the same bad habits. Like for instance, like going and eating snack in the middle of the day every hour or basically tried other products that didn't work for them which then lead to the unique mechanism and let's look at this together. I've stopped raiding the snack cupboard. Every animal the stuff they put in here that you can't get in the liquid version

[18:30] or the gummies works like magic. We are calling out a common bad habits that our target audience has so we increase the relatability and we're also leading with a unique mechanism in here because we're saying this is different from the liquid version and also different from the gummies. And so, then it goes into explaining why the solution is better

[18:56] and the fact that it takes zero effort. So, the solution is better because we're basically saying that you don't need to drink that awful liquid that makes you gag or take gummies coated in sugar. So, it's highlighting the negative effects of the other competitor and the solution in the market explaining why this solution is actually better. And it's also saying that like it's it's just like just because it's a pill, don't make it a big of a deal because you can just take three with your meal and that's it. Very very simple. So it's making the entire um like the experience of using the product very

[19:32] easy and simple to consume. So let me just play the video as well. Plus, you don't need to drink that awful liquid that makes you gag or take gummies coated in sugar. Just take three with your meals. That's it. You can keep doing your juice cleanses And then what he's doing here is bringing back the viewer to the current situation that they are in just to highlight their current situation be like you can stay in the current situation and still suffer of all these things or you can buy the product and find a solution, start eating whatever you want and still don't be bloated. So the exact copy is something like you can

[20:08] keep doing your juice cleanses and cutting out the entire food groups. I'm going to take this instead. Let me play it. and cutting out entire food So as you can see, we're showing the actual food that people like to eat because at the end of the day people like to eat a lot and different type of

[20:23] foods and junk foods as well, right? Like pizza and so on. So people don't want to stop eating pizza or like stop eating burgers or these kind of things. Of course they want to have a diet but they don't want to have a super strict diet. That's why this product is like works perfectly for them. And they can still get a very good outcome so a very good desired outcome while keep doing what they like to do which is a very powerful hook. And we're also by the way using some of these for one of our client in the supplement space cuz we work a lot of supplement brands in our

[20:56] agency and I can guarantee you the fact that this kind of angling here when you present a product is literally like scaling like crazy. It goes very very well. Thanks. I'm going to keep taking these. Oh, and they're under £10 with free shipping. I put the link below. Grab a pack now before they're sold out again. And so, at the end, basically finish with an offer. Oh, and by the way,

[21:19] they're under £10 with free shipping. So, this is basically the offer. The price itself is a risk reversal kind of thing cuz it's very very cheap. And so, people can just like try it and get a free shipping as well. So, they were very very strong cold offer in this case. Um so, that's why this ads works amazing most likely for cold audiences and for top of funnel audience. And that's why they're spending a lot of money into it. Now, let's go into the actual winning ad and let's try to understand what makes a winning ad. So, in this example here specifically, I'm not talking about native ads or this kind of

[21:57] ads that can do very good top of funnel job. And I highly recommend you to go watch my other video where I talk about native ads and unaware ads uh specifically because um I also explained to you details how to make this native ads and and unaware ads specifically for the static ads. Um in this video, I want to talk about more like the visual hierarchy of this winning ads that are not native ads necessarily or any other type of these ads here. So, let me

[22:22] actually give you the breakdown of this. The first thing that you want is to have a clean message and clean visual composition. You don't want to stack a lot of different elements inside the creative because it's just going to create an information overload for people watching the ad and they will just scroll through. You want to make the visual part matching the message. And this is very important. A lot of people just put a random product, a headline, and there is no correlation between the visual they use and the copy that they're using in the creative. Add [snorts] one or two simple social proof elements, not too many, of course, because you

[22:54] don't want to stack overstack the image with a lot of different stuff. Don't add too much text or a lot of stacked benefits. So, you don't want to be like "Improve this, improve this, improve this, improve this." You just want to focus on one specific angle and you want to keep a very clean headline, sub-headline, maybe some elements, but don't make the image crowded with a lot of different benefits and USPs and a lot of different things. Focus on one clear message, benefit, or angle. Don't list all the benefits. Don't add a CTA in the image. The ad will carry already the CTA, which is shop now when you launch

[23:27] an ad. I'll show you an example. This ad here is number three in the rank. So, it's basically just better than this video in here. So, most likely it's doing very well, has a lot of reach, and as you can see here, they clipped the ads the ad in here very clean. So, no more puffy tummy, which is simply just the outcome that people want. Three benefits of using the product that are related, super related to the actual angle and the dream outcome that is contained inside our headline, and then a simple trust element. And this is like another example for Grooms, but this is like

[23:59] more within the middle of the funnel audience because here they're leading with an offer, and also here they're leading with an offer. So, I would say that this, while this one might be a little bit more top bottom of the funnel, this can be a winning in the middle of the funnel, but then we also have need to have more winner that are top of funnel because as we mentioned, this is what actually scale. So, an example is this ad here. So, this ad here is number 13, the ad with the highest reach for Grooms, but then you probably know, and within 59 days this ad already was ranked as a 13 out of

[24:31] 1,142 ads inside the page. So, as you can see, this is a good good ad, and look at here, the product is very very small, and their message is very unaware. So, as you can see, "Guys, your muscles need more than protein." So, and so we're basically calling out people and say, "Hey guys, you are not aware of the fact that your muscle need more than protein in order to get bigger, right? So, vitamin D3, zinc, and selenium support normal muscle function. They basically have like the actual benefits of their product is going to help you to get this, and then there is an offer. This

[25:08] ad here might not be super great, but as you can see here, they're not leading with the offer inside the copy as well. And and then most likely they're also making a copy, which is very oriented to the actual visual in here. So, something very important to mention is that this might not be as good as the classic native ads or unaware static ads that we want, but keep in mind that these ads are doing most likely a very good job top of funnel, or like at least keeping a very low frequency on a very big angle, because if you think about it, how many people try how many guys try to

[25:39] build more muscle? A lot of people, a lot of people go to the gym. So, the audience of people that want to in like increase their muscle mass is actually very high. And the fact that people believe that they need more protein in order to have bigger muscle is also a very common fact, right? And so, most likely this ad is targeting a very common like situation or a common belief that all the people think that we are targeting specifically with this ad, and we're telling them, "Look, this is not just what you need. You also need this

[26:11] specifically." And and yeah, this is basically how they're able to make this ad that can really do well top of funnel and converting audience while focusing on a broader angle. So, yeah, guys, that is basically it for this video. If you need help to scale your e-commerce brands, again, I invite you to click the link in the description of this video so you can fill the form to understand if we can actually help to scale your brand. If you have any questions, feel free to leave a comment, leave a like to this video, subscribe to our channel, and

[26:38] I'll see you in the next video.

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