Secrets behind Facebook ad's high click-through material

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Whether it is to do cross-border e-commerce or out-of-sea app promotion, for advertising, the importance of material is indisputable, a group of excellent material can indexly improve the click and conversion of ads.

Before a lot of small partners also asked the captain to share the advertising material skills, the market to talk about the material of a lot of articles, so I as much as possible refined and use human words, that nonsense not much to say, direct on dry goods.
Next the captain will splitScenes, footage, ideasThese three parts come together to tear down the secret behind the high-click footage and dissect the process of its generation.


1 Scene Build

1.1 What is creative?

1.2 Footage generation process

1.3 Why can other people's foot-clicking rate be high?What are the problems to be solved by the process of making materials?

1.4 What information needs to be provided to designers

1.5 Scenes:Refine the scene with the 5W3H tool

2 SOP for material

2.1 Make quality material in just 4 steps

2.2 Material Creative Templates

2.3 Footy self-test list

2.4 Footy self-test points

2.5 Combination of footage

2.6 On-line testing and feedback adjustments

3 How do I get inspiration and ideas quickly?

1 Scene construction

1.1 What is creative?
The creative material we refer to includes copywriting, pictures, and videos. The selection ideas of the material and the creative choice of the material are made by our subjective analysis and delivery experience.
If you don't have enough experience, you can use the footage tool to predict the performance of similar footage, and the footage library can see feedback from footage delivery.
Image integration sites such as Big Spy, Social Peta, and Appgrow can see directly how the footage is performed in ads on platforms such as Facebook and Google. An introduction to the footage tool can be referenced in previous articles of the Out-of-Sea Notes"Don't burn money and use tools to strip competitors of your advertising material"
APP and video platforms such as Youtube or TikTok can also see views and likes, so all we have to do is summarize the experience of these libraries into our own experience.
1.2 Footage generation process
Material, as the most important link affecting advertising, let's take a look at the flow of material generation in the following image, this part is very understanding, you look at the following image is good: 
Subjective Analysis of Buy/Use Scenarios: Combined with the user portraits and selling point selling points we analyzed, the buy/use scenarios summarized are our personal subjective analysis, listing these scenarios.
  1. Reference library of similar products put the scene, from which to find the personal subjective not to consider the scene. Through these two steps of screening, we can get a more comprehensive footage scene.
  2. Once we get the scene dimension, the next level is how each scene is expressed, and the same reference library, to find all the ways of representation, we can list a very clear creative map of the material.
  3. Based on the map and feedback from each footage (such as conversion rate, likes, comments) to select a batch of material to be tested, the amount of footage depends on the budget, but at least 10 different types of material.
  4. Material test priority: In addition to the score, but also to consider the type of footage in the current market, after all, the audience will be aesthetic fatigue, the same feedback effect of the material, has been put a large amount of material type priority must be after the small amount of material type has been delivered.
  5. The material scoring and priority scoring ideas do not very accurately predict which material will certainly run out, but we can have a high probability to ensure that the material can be produced within the material of our choice.

1.3 Why can other people's foot-clicking rate be high?What are the problems to be solved by the process of making materials?
Simply put, choose the right scene, say the right thing, use the right diagram, or video. 
We all understand that, but how exactly?
Let's explain the underlying logic of the high-click material below and see how they do it:

1.4 What information needs to be provided to designers
General advertising staff need to put the material needs to the designer for processing, and many designers have talked before, I asked them a question, the optimizer needs to provide information to better output material.
The final conclusion can be summed up in four points: scene, sample, copy, selling point.
1.5 Scenes:Refine the scene with the 5W3H tool
Assuming that we have a certain understanding of user portraits and products, how should we expand the scene?
Here the captain gives you a good tool: a tool called 5W3H, which is divided into two parts, using it to generate a scenario that reflects the problem (contradiction points/conflicts).

2 SOP for material

2.1 Make quality material in just 4 steps
A lot of people say, the truth I understand, but to do the material, and do not know where to start.
In fact, whether it is text, pictures or video, the principle is the same, pictures and videos are just the text with a more vivid way to show
So, the captain gives you a formula - the material generation 4-step method: 
2.11 Eye-sucking
Especially the title, but also to draw on.The biggest role of the title is to get people to point in, and the more people come, the more likely they are to sell.According to statistics good title reading volume, often can do the general title of more than 1.3 times, assuming that the conversion rate is unchanged, which means that you can get more than 30% of the proceeds! 
2.12 Stimulating desire
Your task is to fully raise the user's desire to buy, let him itch, want to stop.
The user reads/clicks on a material and the first question he looks at is: This offer, do I want it?
If he doesn't want to, he'll leave right away, no matter how good the product is, no matter how good it is.
2.13 Building Trust
Let customers believe that the product is really good.
Many people feel that "advertising is very good, buy back to find it very bad!" " The cover is a handsome guy, open the app is all silk?"
Everyone has experienced shopping disappointments, and your readers are no exception. When he is itchy by you, still will be alert: you speak so well, really can do it?
If you can't dispel this doubt, he'll still turn off the page and walk away. It's no use saying you're good, you have to prove it with irrefutable facts, make him feel "this quality is ok" or "looks trustworthy"!
2.14 Guided Action
Your task is to let the user do not hesitate to act now! Many people think that adding a CTA button is enough, in fact, far from enough!
A lot of times your copy, picture or video clearly moved him, he also believes in the product, good quality, how late to place an order or download the app?
Because he felt that there is no need to act now, such as this month's credit card overspend, next month double eleven to buy, bank deposits are very few, now download the app wasted traffic home even wifi and so on ... In short, he always has a reason! It's his hard-earned hard-earned money, and he's bound to be extra cautious when he pays. Sometimes he is also in self-struggle, want to buy to use it, and feel not necessary, so he committed procrastination - forget, or two days later!
So, in fact, two days means never buying again. It's not his sentiment, it's human nature.
So you have to make him realize that you're going to act now: this time it's very valuable or the app is very useful. 
2.2 Material Creative Templates
Here to provide a material creative template for everyone to learn from.
Here to give the copy is to let everyone better understand, but the form of expression is best copy and video / picture, because the effect of video footage is very good, so you have to communicate with the designer according to the content, with the form of the picture or video.
For example, to push a Facebook training course:

2.3 Footy self-test list
The first 4 steps in the chart below are just a way to get, plus the next 4 steps, to get your material from 60 to 90.(Thanks to the sea notes small makemymyb to help me organize this form)

2.4 Footy self-test points
How is it a qualified information flow ad?
It's at least less like an ad, more like a circle of friends, like a story, or a conversation between a friend and you.
Because you want to stimulate the needs of the user, you write the content rather than the hard and broad, such as the following left ads.
Because Facebook displays ads based on ad quality scores, the more likely your ads are, the higher your quality score, the more likely you are to be shown. Conversely, the more repugnant the user is, the more ads they will click on, and the more ads they have, the lower the quality score of the ad, and the less chance they will naturally be shown.
2.5 Combination of footage
Now we advertise there are generally two combination strains. Whether it's a copy, a picture, or a copy, a cover story, a video, your material should have the 4 steps mentioned above, but the focus of different combinations, copy, pictures, and videos is not the same. Here are some suggestions for everyone:
2.6 On-line testing and feedback adjustments
If you have a lot of material and want different combinations of effects (such as copy ABC and video ABC arrangement), you can use Facebook's dynamic footage tool (other platforms also have programd creative features such as Google and TikTok) to select multiple ad components (e.g. images, Videos, titles, descriptions, and call-to-action, automatically generate different creative ideas based on your audience, and find the best combination of ad ideas.
The delivery system then optimizes for creative elements that have achieved significant results in each presentation. Dynamic feed ads try to deliver the most productive creative portfolios to your audience.
However, dynamic footage is not a complete substitute for split comparison testing (AB testing). The captain believes that if you want to do it perfectly, he still needs to adjust with a complete AB test to optimize the material.
 Finally, after a period of time on the material online, the direction of the material should be broadened.Because the material has a life cycle, especially the game products, perhaps this group of users have been the same type of material washed once or twice.
So your footage will not be very good, or a footage run longer, Facebook and other channels may reduce the weight of the material at regular intervals, so you want to keep up to update your footback library, horizontal expansion of more material direction.

3 How do I get inspiration and ideas quickly?

 The first two parts of the captain has introduced to everyone the template of material generation and formula, but for novices, the original release ads and even video is too difficult, so I would like to provide novices with some skills, not black technology, but at least can improve efficiency, so that you can get the fastest and most stable material.
We mentioned at the beginning that we couldbigspy、Social Peta、Appgrowing、bigspySuch material integration sites or channels such as Facebook Pages can see directly how the footage performs in Facebook ads, and the APP and video platforms can see the number of views and likes, so all we have to do is summarize the experience of these libraries into our own experience.
Here are a few quick ways to quickly collect material when it comes to sifting through creative tools/libraries:

  • Material tools such as Bigspy, Social Peta: A variety of sites where advertisers have delivered material in a variety of channels, including most domestic and international channels.
  • Facebook, Twitter, Instagram and other channels have similar product pages: For example, Facebook's library can find likes and comments from peers for ads and changeads, which means we can see the creatives and feedback results of competing items. This function is very good, but also by country, for novices is simply the simplest rough!

  • Competition peer official app/website: Product app/website content is the most ground-based material, such as the current hot TikTok, whose user characteristics are consistent with the characteristics of its potential users, then the short video within TikTok naturally conforms to the audience image.
  • Video platform: for example, Youtube, domestic and foreign video platforms can find a wealth of similar products video material, but pay attention to a point, non-advertiser brand or product material can only be used as a reference, otherwise it will cause infringement.

Often when there are too many ideas about creative material, we can draw on the direction of the head player's creatives, such as:
Education: New Oriental
E-commerce look: Ali, Amazon
Mobile phone to see: Apple, Samsung
These giantads are through countless advertising fees verification, their graphic videos are created by a professional team, the general problem is not big, at least can let you take less detours, will not go too far. Note that:
  • Hot material graphics, whether there are discrepancies with our products, if there are discrepancies, to adjust and correct in a timely manner;
  • Do not copy the whole, the major media platforms have original protection mechanism, to adjust, otherwise easy to be complained about offline;
  • Innovate based on user needs and pain points.
Once we get the scene dimension, the next level is how each scene is expressed, and the same reference library, to find all the ways of representation, we can list a very clear creative map of the material. For example, we want to launch a live-streaming app, to get three material directions, according to each material direction to refine the specific content of the source material. (Thanks to the little editor of the out-of-sea notes to help me work hard to sort out the brain diagram)
Sort the map with feedback from each footage (e.g. conversion rate, likes, comments) and select a batch of footage to be tested, depending on the budget, but at least 10 different types of footage.

Well, the whole basic flow and skills of doing the material is shared, if you have any questions can always leave a message in the comments area.

Stay tuned for the next installment, "Ad Performance Diagnostics and Optimization" and "Data Analysis."
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Author: Captain

Sea Notes Columnist

Since 2007, we have been engaged in overseas promotion al-


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Sea notes is the first vertical sea promotion and operation of learning and exchange platform, focusing on the sea-going people to share the first-line head of the sea dry goods, industry information, channel resources, etc., to help sea-going people improve all-round overseas promotion and operation effect!