Facebook Ad Checklist

Facebook Ad Checklist
(NOTE: It may not be necessary to use EVERY

item listed below in your ad, but as a general
rule, they are listed in order of importance, and
the more of them you use, the better your ad is
likely to perform)
ϒ Compelling Offer
ϒ Attention Grabbing Images (or video
thumbnail if using video) – scroll down for
examples
ϒ Speak to ONE specific audience and Call
them out in the first line of body copy – scroll
down for examples
ϒ Address their most pressing CURRENT
problem/desire (WIIFM) - scroll down for
examples
www.entreprenurialskills.com 2
o NOTE : focus on one problem/desire (not
many), don’t try to solve future problems, do
this within the first two sentences
ϒ Address their questions, concerns,

skepticisms - scroll down for example
ϒ Compelling Headline (when applicable)
ϒ Clear Call to Action - scroll down for
examples
ϒ Low Commitment First Step with language
tied back to what they want
ϒ Focus on Specifics over Vague Generalities
ϒ Avoid Boring Ad Copy like Facts and Figures
ϒ Check for Compliance
Facebook.com/policies/ads
ϒ Don’t Overinform or Over-Educate in the Ad
(Tease them with the solution and save the
education for AFTER the opt-in)
ϒ Congruency between the Ad and the
Landing Page
ϒ Agitate the Problem (when applicable)
ϒ Paint a clear Picture of Hope (leave the

reader feeling good / More hope about “their
new life” vs. the current problem)
ϒ Stay on Point (if it doesn’t relate to the main

problem you’re addressing in this ad, take it
out)
ϒ Create Curiosity (when applicable)
ϒ Establish Credibility
ϒ Use plenty of line breaks so you avoid big

blocks of intimidating
text
5 Reasons Your Ads Aren’t
Getting Reach/Spend
 The Audience is too Small

 Your Creative Has Issues
 Audience Overlap
 Your Bid Isn’t Competitive Enough in the
Auction
 Tech Glitch with Your Ad Account
Examples and Resources
Image:
 Native Aspirational (native=doesn’t look like

an ad, aspirational=I want that)
 “that’s me” – photo of an old person, state

map with star, “Welcome to disyney” sign,
etc.)
 “I have that problem” (i.e. photo of someone

with frizzy hair)
 Credibility – speaking on stage, standing in

front of white board
Video:
 Demonstrate
 Inform (news, announcement, shocking
prediction, make someone aware of a
problem, etc … whiteboard video
“Where is the best place to get leads
online?”)
 Educate
 Entertain (dollar beard club, clickfunnels
gold digger video, Poo-Pourri)
 Differentiate (almost any Harmon Brothers
Ad, Mac vs. PC)
Calls out the audience:
 Attention ………………….. residents

 For any network marketer who hates
bugging family and friends …
 If you know any class of 2020 graduates,

make sure you share this with them …
 Calling all ……………………

 Born Before 1970? You need to hear this!
 If you know any business owner who’s ever
struggled to generate leads, this story ought
to make your blood boil …
 Are you an introvert who wants to build

your business in 2020 without prospecting,
networking, or constant face-to-face?
Addresses a problem, question,
fear, insecurity or desired outcome:
 How do you succeed in a home business

when you’re brand new with no results and
no credibility?
 Tell a story of how you or one of your

customers struggled with a problem (paint
a clear picture of both the struggle and the
“promised land” while simultaneously
teasing the solution)
 For any network marketer who hates

bugging family and friends
 Did you know that you likely qualify for a

benefit to pay for funeral costs and other
final expenses?
 “How busy professionals can reduce stress

and find time to relax even with a
demanding career”
 Attention ………………. home owners! If you’d
like to save thousands of dollars every year
on your energy bill … And if you’d like to do
it with zero up-front costs so that you can
reduce your utility bill almost immediately
… then Keep reading!
 Are you an introvert who wants to build

your business in 2020 without prospecting,
networking, or constant face-to-face?
Address Objections, Skepticisms,
Questions in the Ad Copy:
(Solar Business ad example from Oct 21, 2019)
You can literally start saving money immediately

and you can switch with ZERO upfront (or
hidden) costs.
I know that may sound too good to be true, but

keep reading and you’ll understand how we can
make such an unbelievable offer.
Our company has done over 130,000 …….

installations across the country and we’re
willing to do installations here in south central
…………………….. for free just so that we can
potentially become your new energy provider
and help you start seeing immediate savings
on your energy bill.
it’s not all that different from a mobile provider
offering you a free smart phone to incentivize
you to switch cellular providers.
The difference, of course is that we’re going to
help you save money on something you’re
already paying for every month … and there are
no upfront costs or hidden fees.
I can help youconvert to solar energy for literally

ZERO out of pocket costs. There’s no building
material costs…
You don’t have to purchase any permits …
We literally cover everything so that you can

start seeing energy savings immediately after
we get your new solar system installed.
Clear Call to Action for a Compelling
Offer
(low commitment first steps usually work best)
 Of course, we’re not expecting you to make a

big decision like this directly from reading a
few paragraphs on Facebook … That’s why
I’m offering a free on-site analysis so that I
can come to your home, analyze your current
situation and usage and help to project
exactly what kind of savings you can expect.
All you have to do to request a free on-site
analysis is text SOLAR to xxxxxxx
 Register to attend a free 60-minute webclass

and discover a simple 3-step system that you
can use to start generating high quality leads
for your business as early as tomorrow.

Facebook Ad Checklist

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Facebook Ad Checklist

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Facebook Ad Checklist

(NOTE: It may not be necessary to use EVERY

ϒ Address their questions, concerns,

ϒ Paint a clear Picture of Hope (leave the

ϒ Stay on Point (if it doesn’t relate to the main

ϒ Create Curiosity (when applicable)

ϒ Use plenty of line breaks so you avoid big

 The Audience is too Small

 Tech Glitch with Your Ad Account

 Native Aspirational (native=doesn’t look like

 “that’s me” – photo of an old person, state

 “I have that problem” (i.e. photo of someone

 Credibility – speaking on stage, standing in

 Attention ………………….. residents

 If you know any class of 2020 graduates,

 Calling all ……………………

 Are you an introvert who wants to build

 How do you succeed in a home business

 Tell a story of how you or one of your

 For any network marketer who hates

 Did you know that you likely qualify for a

 “How busy professionals can reduce stress

 Are you an introvert who wants to build

(Solar Business ad example from Oct 21, 2019)

You can literally start saving money immediately

I know that may sound too good to be true, but

Our company has done over 130,000 …….

I can help youconvert to solar energy for literally

We literally cover everything so that you can

(low commitment first steps usually work best)

 Of course, we’re not expecting you to make a

 Register to attend a free 60-minute webclass

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