Why These Common Facebook Ad Copywriting ‘Tactics’ Actually Hurt Optimization and How We’re Communicating Differently in Our Ads to Sustain 2X-5X ROI
When most advertisers think about how to ‘engage’ their prospect’s attention they often default to things like:
- Gimmicky ‘attention-getters’ and ‘pattern-interrupts’
- Talking directly to their prospect like a ‘1-on-1’ conversation
- Asking invasive, direct ‘self-identification’ questions
- Using traditional power words’ that are proving to have already lost their power
In this video we explain:
- Why these tactics actually attract lots of ‘negative feedback’ from users
- How negative feedback lowers an ad’s ‘Engagement’, ‘Quality’ and ‘Conversions’ scores, which are 3 key metrics Facebook uses to determine the quality of ‘impressions’ an ad ‘wins’ in the auction (Yep, that means it’s not just our ‘bids’ the algorithm cares about)
- How Facebook ‘penalizes’ low-scoring ads by restricting them to lower quality impressions and increasing CPMs (cost per 1000 impressions)
- And how instead being indirect and natural in the way we engage our prospects attention increases Engagement, Quality and Conversion Scores, which Facebook rewards with lower costs across the board.
If you haven’t yet seen our training where we cover our entire process for crafting predictably 2X-5X high-converting, fully scalable Facebook ads that work with the algorithm instead of against it then make sure to register for our next session here.