The following excerpt is from Perry Marshall, Keith Krance and Thomas Meloche’s book Ultimate Guide to Facebook Advertising with guest writer Molly Pittman. Buy it now from Amazon | Barnes & Noble | iBooks | IndieBound
When it comes to the creative aspect of your Facebook ads, it’s important to note that it doesn’t necessarily need to be all about the offer. Make sure your creative reflects the marketing message or hook — the message you’re using to sell or to get someone to take action on — that’s in your copy.
A lot of people mess up on this aspect of the creative by setting up an ad campaign and telling their designer that they need an image of the product or something that just looks good. While using an image of the product may work in some cases, that’s not always what’s needed for a high-converting campaign. You want to start getting into the mindset that the image and video creatives are just the visual elements that should be supporting the rest of your campaign as a whole.
There’s a lot of thought that goes into this process, and there are six important things to think about whenever you’re working on your creatives. All of them don’t have to exist in every creative, but number one definitely does.
1. Your Creative Should Be Reflective of Your Hook
Your hook isn’t your offer. Whatever you’re trying to get your customer to do, whether it’s download a lead magnet or buy a product, that’s the offer. The hook is the way you sell and market your offer. One offer could have 10 hooks if you’re testing 10 different marketing messages to get someone to take action. Your creative should always convey the marketing message or the hook.
If your image isn’t doing that, you’re just using your image to catch eyeballs. Using a puppy or a…
