If you haven't already, please review the Ad Creatives module. It will go more in depth into how to create great ads.
Instead of shouting at people to buy your product, consider framing your ad as a narrative. Stories are a lot more memorable than listing or describing product features because they tap into emotion.
For a better narrative, structure your ad like a three-act play—the three-part structure takes viewers on a journey to understanding your product.
There are many approaches to how to actually do this, but these are our two favorite frameworks:
Besides using a three-part structure, your videos also need to provide value right away to engage viewers, especially skippable ads. Otherwise, your ad will be skipped—or worse, it’ll annoy potential customers. They might even avoid buying from your company because your ads have left a terrible impression.
One final tip for creating good ads: Create videos for YouTube.
We’ve seen many companies repurpose their Facebook video ads on YouTube—and see poor results. Avoid this. People browse social media and YouTube with different expectations, so instead of recycling other platforms’ ads, make ones specifically for YouTube.
Let’s take a look at a few different video ads to see what works and what doesn’t.
First, here’s an ad from Grammarly that follows the pain-dream-fix format.
The video tells the story of Tyler, an employee struggling to communicate with his boss (the pain). But building a better work relationship (the dream) is possible using Grammarly (the fix), which is shown throughout the ad. By the end of the video, Tyler has realized his dream and viewers understand what Grammarly can do for them.
What makes this ad work?
Now check out this ad from Pillow Cube—it uses the problem-agitate-solve framework.
After identifying traditional pillows as the problem, Pillow Cube expands on how they fail people who sleep on their side. The video agitates viewers by pointing out that traditional pillows cause people to bend their necks and twist their spines out of alignment. Then Pillow Cube introduces its pillows, explaining how their cube shape offers better support.
A few takeaways from this video: