Ultimate Guide to Facebook Advertising: How to Access 1 Billion Potential Customers in 10 Minutes (Ultimate Series) by Perry Marshall & Keith Krance & Thomas Meloche

Author:Perry Marshall & Keith Krance & Thomas Meloche [Marshall, Perry]
Language: eng
Format: azw3
ISBN: 9781613083703
Publisher: Entrepreneur Press
Published: 2017-11-13T16:00:00+00:00

FIGURE 19.13–Mix It Up

In this case, long copy works because the next step is a fairly big ask for cold traffic, so we felt that we needed a little bit more persuasion. We do use short copy with many of our video ads, so it’s good to mix it up and test all four types if your budget permits.

If you have a really solid video that convincingly sells your audience to take the next step, then you may find that a tremendous amount of ad copy just isn’t needed. In that case, you could use shorter copy since the video does “all the selling for you.”

However, if you’re using an image ad to sell a core product offering or an appointment for a consult call, then you’ll want to test longer ad copy. In most cases, using short copy with an image ad may not do the job to convince them to take the next step.

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