Episode 105: The Facebook Ad Map: How to Know Which Facebook Ad Type to Use

which facebook ad type to use

Have you ever struggled with which Facebook Ad Type to use? Well, you’re not alone.

Join the experts as they give you a Facebook ad map any marketer or business can use, whether you’re stumped by your first ad or your one hundredth. They’ll go over which Facebook ad type works with the seven most common offers and why, so you can have a starting point and eliminate confusion going forward.


  • The determining factor that will help you decide which Facebook ad type you want to put in front of your audience (« It’s like using the “Easy Button” for your ads).
  • What going to a party can teach you about your Facebook ads.
  • The mistake marketers make with their Facebook ad copy and what to keep in mind to correct it (« Hint: This may be why you’re seeing early results with your Facebook ads, but they don’t last).


The Facebook Ad Map
Episode 67: The Proven 3-Step Formula to Transform Your Business with Video Ads [Part 1]
Episode 68: 3 Elements of High-Converting Video Ads [Part 2]
Episode 105 Transcript (swipe the PDF version here):

Keith Krance: Hello, and welcome to Perpetual Traffic, Episode Number 105. Have you ever sat down, looked at your computer and you’re in a situation where you’re getting ready to create a new Facebook ad campaign? Might be your first campaign, might be your 100th or 1,000th, but you get there and you’re stuck. You’re like, “Okay, I hear about short copy ads and long copy ads, and I hear about video ads and image ads, and lead ads and messenger ads and all this stuff, and I don’t know what the heck ad type I should choose.” If that’s you, if you’ve ever been in that situation I think you’re going to like this episode today. We’re going to take you through the Facebook Ad Map and walk you through how we decide on which type of ad, how long of ad copy or text that you should put in the post area, and really give you a map that you can follow and have a great starting point.
  Today it’s Ralph and myself. Molly and the DM team are down under, Australia, on a road show doing some cool talks, presentations. Ralph, it’s you and me today. How you doing?
Ralph Burns: It’s just us kids.
Keith Krance: We’re going to get in some trouble today.
Ralph Burns: Yeah, we are. In today’s episode, we’re going to be talking about when to use which type of ad and where, and when, and why, and what the rationale is behind each type of ad. We’re going to have a download for you guys by this episode here that actually helps you map it out called The Facebook Ad Map, which does a really good job of showing you exactly what type of ad is used in what occasion. We’re going to lay that out for you in real simple fashion here today so there’s no confusion whatsoever going forward as to what ad type works with what type of offer.
Keith Krance: We’ve created a download for you so if you go to dominatewebmedia.com/admap you can download this little chart. We’ll have a link as well in the Show Notes, dominatewebmedia.com/admap.
  This was created using the 80/20 principle, okay? We’re always trying to figure out what’s the 20% that we can do that will create 80% of the results. We went through and listed out the top seven most common type of offers or destinations. Maybe it’s a blog or an article that you’re driving traffic to. Maybe it’s a coupon offer for a local business. Maybe it’s a Lead Magnet, checklist, swipe file, cheat sheet, etc. Then maybe you’re running just warm traffic or maybe you’re actually targeting cold audiences as well directly to your core product.
  The way that we have listed these out, we’ve seven of them, and they’re ranked in reverse order of level of buying commitment, level of action required, what somebody has to give you in order to get what you’re offering.
Ralph Burns: Yeah, the level of buying commitment is a relative term. Think about buying as buying into whatever it is that you’re offering. That’s the depth of the ask, so to get somebody to watch a video or to click to read a blog article is a pretty small ask. It’s click this thing and then you go and you read the thing on your site, all the way up to a higher level of commitment, or the highest level of commitment, is to purchase your core product. Maybe your core product is several thousand dollars. Maybe it’s several hundred dollars, so the depth of your ask really is the determining factor as to what type of ad you want to put in front of that audience, and I think we’re going to clearly articulate that today.
  There’s always going to be exceptions to this, always, always, always, but I think for the vast majority of folks who are listening to this show here is that you want the 80/20. You want the easy button. You’re like, “Tell me what to do when I’m doing this.” Well, I think you’re going to get it in this episode so why do we get right into it.
Keith Krance: All right, so let’s hit number one. Number one is view ungated content. This is basically a blog post or an article. Your goal is to get them to read that, or maybe it’s a video that’s on your website, and they don’t have to give you anything in exchange. They don’t have to opt in, give you their email. They don’t have to buy anything so that’s why we call it kind of ungated. It’s not protected.
  We’ve got short copy link post ad, long copy link post ad, and video ad. You might be thinking, “Wait a second. There’s way more ad types than that. What’s going on here and what the heck’s a link post ad?” Well, first of all a link post ad is sort of a slang term, page post, a link ad is maybe the official definition in Facebook, but this is the most common ad that you see. It’s when you see an image. It’s just an ad. It’s not a video ad. It’s an ad where the image is a clickable link.
Ralph Burns: Yeah, I mean when you post something on your page you can basically have your image clickable to a URL or not. If you make the image in your post 1200 x 628 pixels, then that image will then be clickable. That’s why we call it a link post ad because it links back to an off-site website URL, but you can also post as an image ad. There is a difference between the two, link posts and image ads. We’re not recommended image ads on any of these here, although we do use them in some cases, but an image ad might be a different shape. It might be 600 x 600 as an image that you just upload, and what happens in those types of ad is that when you click on that image it opens up to a secondary screen on your desktop, and then after that you’ve got to click either the button that’s in the post or a call to action button.
  I think just for the sake of argument here a link post ad is the most common image ad that you see and the one that Facebook recommends when you’re doing website conversion objective campaigns.
Keith Krance: We’re not going to go into what objective you should be using in your campaigns. In most cases we are using the website conversions objective. There’s going to be times where you’re going to be use page post engagement and you’re going to boost a post and all those things. The strategy though that we’re talking about today stays the same whether you test a different objective or not. If you’re using video views and you want to test against website conversions, you’re still going to use the same strategies as far as long copy, short copy, video ad that we’re giving you in this kind of map, this formula today.
  Once again, you can go to dominatewebmedia.com/admap and we have a check mark, which is the one that we recommend. The check mark in this case is in column one, which is short copy link post ad.
Ralph Burns: Yeah, so a short copy link post ad, just for people who may or may not be aware of this, is on the desktop news feed. If you write too much ad copy, and it cuts off at a certain point, basically at about the eighth or ninth line of ad copy, if you were to write continuously for eight or nine lines, just about the eighth or ninth lines then all of a sudden Facebook cuts it off and puts in a see more, which is basically it gives and ellipses and then says see more. Ellipses is the … thingy that they show continuation on.
  Anything that’s above eight or nine lines is what we would consider short copy ad just because it stays within the actual news feed, and on mobile as well as desktop it’s about the same length. It depends on what type of phone the person is actually viewing it on, whether or not it’s a larger phone or whether it’s an Android, or whether it’s an iPhone. In the case of one of my buddies his flip phone probably wouldn’t really work in this case, but let’s not call any names. Warren Dimmick.
Keith Krance: I see Warren.
Ralph Burns: Yeah.
Keith Krance: Called out on The Perpetual Traffic Podcast.
Ralph Burns: A short copy ad is basically anything that you don’t have to click to see more of the ad copy. You’ll see exactly where it is when you’re actually creating an ad inside Power Editor or Ads Manager. It’s about that seventh, eighth, ninth line sort of depending on how you’re viewing things. Anyway, so that is what we call a short copy ad. You don’t have to click to see more of the post-copy but you can write everything. Your compelling ad copy is right there completely 100% viewable.
  Then we’ve got a long copy link post ad. This is basically anything that goes past that see more point, or in the mobile news feed sometimes it’s just more. It’s an ellipses, the “…” then more. In order for people to read your ad copy past that more point, they have to click more and then it opens up in their phone or on their desktop and they can see the rest of what it is that you wrote in that post-copy section. The post-copy section is just that first chunk of copy above the image, or above the video, or whatever it happens to be depending on what type of ad that your writing. Long copy, we find it really, really useful in some cases, which we’ll go through here. We also have a variant of that called long ask copy, which is two, 3,000 words, which we use in certain circumstances but I think for the purposes of this show here just anything that goes past the see more button is long copy.
  Then the last one is simply a video ad. This has nothing to do really with the copy length per se, but it’s a different type of ad that we found is really, really effective when the depth of your ask is greater than maybe just viewing content or viewing a video. Maybe it’s to purchase your core offer or your core product, or maybe it’s a low-priced offer, or maybe it’s a webinar or that kind of thing. We’ll get into when to really use video ads and when to not use video ads, and when they’re not really as appropriate. But video ads, if you have any questions on video ads make sure you go back to Episodes 67 and 68, goes through the three-step video ad formula, which Keith and I go through in two episodes, which is sort of a cornerstone and landmark episode for anyone who listens to this podcast, just because those types of ads are just so darn effective, especially to cold traffic.
Keith Krance: Number two is a local business offer. Let’s say you’re offering a Buy One Get One Free to come into your restaurant, or a free appetizer, or any type of coupon. Maybe it’s seven days free at your gym. Typically, with this type of offer, when you do a local offer like this, it’s usually an irresistible offer. It’s kind of an impulse and people will share that and you don’t need to sell it too hard, right, because it’s a great offer.
Ralph Burns: Yeah. I think when it comes to ungated content, I mean you don’t want them to be reading your post on Facebook. You want them to get off Facebook and intrigue them enough to click and go to that ungated content, just like with the video ad. A video ad, you want people to watch the video. You don’t have to write a whole lot in your post-copy space in order to get somebody or prompt them to the next step. That’s really what you’re trying to do.
  When all is said and done in ad copy writing your first line, your headline in many cases, and in this case, we call the post-copy sort of your first line because the headline is considered the space that’s underneath either the video or the image, or the link post. That first line of copy, the goal of that is to get people to read the second line, and the goal of the second line is to get them to read the third line, and the goal of the third line, and so on and so on and so forth, so ultimately to a conversion, which is the final yes in that whole sequence. To get someone to consume your content, you really just want them to click to the next step, which short copy does that really effectively.
  We tend to use questions a lot. The importance of a really, really good question to hook people in that first line of post-copy, and I would highly recommend that if you’re using short copy, even for ungated content or for a local business coupon, really think about your avatar. What’s their biggest pain point? What’s keeping them up at night? What do they want the absolute most? What’s their deepest desire that your product or service or your next step is going to fulfill on? Ask a question about that.
  Make sure that you stay within the Facebook policy guidelines and so forth. You’ve got to be careful there but it’s really important. Short copy posts are really, really effective, especially if you hit them right between the eyes with that big pain point or that big desire.
Keith Krance: When you’re using curiosity-based hooks, this is something that I think that a lot of people that are traditional hardcore direct response marketers out there our misguided on, and why sometimes they get good early results but they don’t last. Your goal with line one is to get them to read line two or to get them to take the next action you want, but you also always have to keep in your mind what impact, what psychological impact are you making on that person? Are you making them feel like their hands are dirty if they’re going to click through when they leave or are you making them feel good by reading your content? There’s always a long-term effect with your Facebook ads because remember, a lot of times people do not have intent so they might need to see your ad multiple times.
  All right, let’s move on to three. Three is very similar as two. Its download a Lead Magnet, just like a simple Lead Magnet, right, a checklist, a swipe file, cheat sheets, and this is same thing, short copy link post ad. If your offer is really, really good, it’s an irresistible offer, then you don’t need a lot of copy because the offer says it all.
  Number four is a quiz or a survey funnel assessment. This is another one where you’re really leading with kind of curiosity, and almost three or four could be reversed depending on the situation. The quiz survey funnel is very engaging and you don’t need a lot of copy in that case. It kind of depends on what your ask is after the survey. Sometimes you might find that people are finishing your survey but they’re not continuing on. In that case you might have to have more in your ad copy or do a video to really build up that desire to not only just fill out the quiz based on curiosity, but to fill out the quiz because they want to get the results and learn more. You can actually do that in your ad copy if you’re strategic.
Ralph Burns: I think this is something that people tend to forget sometimes just because they want to get a quick-
Keith Krance: Cheap click.
Ralph Burns: Cheap clicks, cheap leads, which is great and I mean I think we’ve even had customers that have been focused on this, so, “Just get me dollar leads and then I’ll get them to convert after the fact in our email sequence.” In some cases, it just doesn’t work that way. You really do need to almost pre-sell them in the news feed and maybe pay more per lead because they now see that person, or there’s continuation of the story from a video in the news feed for a quiz or a survey funnel that is then continued on after they complete the quiz, and then that’s where the pitch happens. Like, “Hey, you know, here is the answer to your quiz. You fall into this category and here are five solutions for that, and oh by the way, if you don’t want those five solutions that you can get at your local grocery store we just so happen to have this thing for you here, which we’re going to offer to you today free plus all you pay is shipping.”
  In that case yeah, I mean if you put a video ad at the beginning of that and then you put a video at the end on your Thank You Page, you have this uniformity from one to the next. You might pay more per lead but you end up converting better and creating lifelong customers. To your point Keith, everything that they view, that’s a reflection on you as a business. It’s important to keep that consistent not only from a conversion standpoint, but also from a brand standpoint.
Keith Krance: Absolutely. It’s like go back to the party, right? Facebook’s the online version of a party. How many times have you been to a party or any social gathering and somebody introduced you to somebody, and you met that person and you just had that instead kind of like, ah, didn’t know what it was but you had a bad feeling about that person. You didn’t trust them, right? First impressions make a massive difference, right? There’s nothing different about your Facebook ads. Sometimes just getting a cheap lead isn’t the best thing in the long run because you want to make that good first impression. Roy H Williams-
Ralph Burns: Your mentor, your first love.
Keith Krance: Yes. Roy H Williams, everything always leads back to him, he talks about the impression and the impact that your ads are making to those people, those users, those viewers, that don’t click and don’t watch your video, or don’t really consume the content but they just subtly do and subconsciously see it. That’s a big deal. Always be thinking about that. We’re giving you some subtle little ninja tips here as we go along.
Ralph Burns: Yes. I mean the quiz survey funnel one is one that you can use short copy. You can use longer copy. You can also use a video ad. We’ve used all three and we tend to sort of defer maybe a little bit more to the right-hand side of the ad map, just because we know in a survey funnel there’s typically a product or some kind of asked at the end of it, and that could be said for every one of these too. If you’ve got a Lead Magnet that is a downloadable cheat sheet or a workbook, or whatever it happens to be, but then on the thank you page after they opt-in, you’re inviting them to a webinar or to an online training or maybe you’re offering them some kind of low-priced product with a video on that page.
  You might want to consider a video ad in the news feed. We’ve got that one blacked out as short copy, but we’ve got a grayed out as video ad and long copy too, so if you 80/20 this, definitely err towards the side of the darker check marks in the Facebook ad map, but all of these can be changed and altered. Just the quickest path to success is the ones that we’re telling you here.
Keith Krance: Number five. Number five is attend a webinar, a Zoom meeting, a Facebook Live, a seminar, whatever it is, and think about the people. If you’re targeting an audience a lot of people out there, especially when you get into the people that are more successful, they start to value their time more than their money. If you’re asking somebody to go and register, and then block off an hour to two hours of their day the next day or later that day or whenever, then that’s no different and sometimes that’s actually a bigger ask, depending on the person, then asking them to pull out their wallet. This is why we have the middle, at least long copy or video ad checked.
Ralph Burns: This is what I think Ryan Deiss would consider, although they’re not really calling this the same way anymore, this would be like a Tripwire Offer, like a low-priced product, maybe something that’s under $20 or so, $7, $17, whatever it happens to be, that would be equivalent to the ask for getting somebody on a webinar. Now depending on your market, like in our market $7 for me to spend an hour on a webinar, that’s not a whole lot of money. I value my time more so it depends on your niche. Really think about your niche. If you’re going after executives that are making hundreds of thousands of dollars a year, you’re going to have to really convince these people on a solid video ad, chances are, like way over on the right. The depth of the asked is greater for somebody like that because an hour of their time is worth a whole lot more than maybe somebody who isn’t making that much money, or maybe is out of work, or may be looking for some kind of stay-at-home way to make some kind of income, or whatever your niche happens to be.
  Think about that too. The depth of your ask in your ad is directly related to your avatar, your ideal customer. Think about that before you start putting this together, but typically for us, for attending a webinar, to get somebody to opt in for a webinar, we typically will go with longer copy stuff that goes past the see more. Sometimes we do long ask copy where we just write an entire like almost blog post in the news feed, or we do really short ad copy with a video ad and make sure that the focus of our ad copy is to consume that video, because we know if they consume it then chances are very good that they’re going to click and then register for the next step.
Keith Krance: Right. A lot of times what we’ll do is we’ll take that, maybe an article, maybe somebody already wrote a blog, and we’ll say, “Hey, let’s take that article that you wrote. It really does a great job of making people aware of the problem and transitioning to why you build your solution and how that solution helps them.” A lot of times what we’ll do is we’ll put that whole thing pretty much into the ad copy itself and then guess what? That might also be the same basic outline as a video ad, so you’ve kind of already done the hard work for you, and remember, it’s not always about getting the webinar registration. It’s about getting their registration and getting them to show up, and want to pay attention, and want to open your emails. That’s what you want. That’s what you really want.
Ralph Burns: Yeah, and those the longer copy posts, which is like in this case longer copy link post ad, I think we kind of stumbled on this. I forget how it all kind of came about but I know from my perspective it’s very hard sometimes to get customers to do a video ad exactly the way that we want them. What we’ll do is we’ll take a piece of their content and either use that as a rough script for a video or just take the blog post, all that content might be 1,000 words, and then we’ll rework it and kind of rearrange it inside the post-copy and produce that as a part of the way to convince those people to attend a webinar, or even on number six, which is claim their free plus shipping offer. We use that all the time.
  For something that’s that long, we do refer to that as long ask copy just because it … I don’t even know if Facebook has a limitation of how many characters you can put in post-copy because we keep writing-
Keith Krance: I don’t think they do.
Ralph Burns: I don’t think they do.
Keith Krance: But you have to realize though there is a point, and I don’t know what it-
Ralph Burns: I don’t know where it is. Yeah.
Keith Krance: There’s a point where when you click the see more it’ll pop open into a new tab if it’s too long. Sometimes I like to try to get it long enough where it doesn’t do that because it throws off the user experience. That actually would be a killer test, huh?
Ralph Burns: It would be.
Keith Krance: Basically, what you do is you would just try to get it so it’s the same exact ad copy, but you’re just like one or two words different, so one clicks into the new tab and then one doesn’t, and then you just have the split test. Boom. There you go. Somebody out there do it. Somebody on the agency team, let’s test it and see what happens.
Ralph Burns: We’ll have to throw that into the Vlad Ad Lab.
Keith Krance: Yeah baby. Let’s go on to number six, which is a claim a free plus shipping offer. There’s a few different varieties of this. This is basically an impulse buy, a Tripwire, right? This is something, typically would be less than $20, and maybe you’re positioning it as it’s free plus they pay for shipping and handling. Maybe it’s a supplement. Maybe it’s a free trial but then they still pay for the shipping. Maybe it’s a free trial but then they pay after seven days or 30 days. I would consider, even though they’re not putting out their wallet to pay anything up front, they’re still giving you their credit card, okay? I would put that in this same arena here free book plus shipping, so it’s the same as number five really. We always recommend starting with long copy or a video ad.
  If you’re somebody that is looking to generate appointments, software demos, book a strategy call, something like that, that’s going to be right here around like five, six, or seven. You know what I mean? A lot of times I would say if you’re trying to book a strategy call, just build an evergreen webinar, and make that your offer at the end of your webinar. Don’t try to get them to do that right from Facebook, right?
Ralph Burns: Agreed.
Keith Krance: Or maybe you’re trying to get them to opt in to watch a video and then at the end of that you’re actually asking them to book an appointment. Most cases we don’t recommend doing that right from Facebook unless it’s a warm audience, or unless you just have something that’s very, very, it’s a huge pain point you know for people. You might be able to go right from Facebook to an appointment but that’s going to be in the same area here. It’s going to be long copy or video ad for sure. There’s no way I would try to do short copy right to a page to book an appointment.
Ralph Burns: No.
Keith Krance: But can you do that? Of course, you can. If you’ve got a really good video, you’ve got a really good sales page on the landing page, you know what I mean? If you’ve got a great high converting page, then sometimes you’ve just got to get started, and so that’s why this is not the ultimate you have to do it this way. This is a guide for you, all right, to give you a map to start with.
Ralph Burns: Yeah, for sure. On number six, to claim a free plus shipping offer, I mean that’s you’re taking out your wallet. There’s a high degree of ask, so to speak. I would submit that getting on the phone for a consult call, I’m doing my little air quotes, meaning get on the call with a salesperson, is probably a higher degree of ask than registering for a webinar where you may or may not attend. I mean typically show up rates are somewhat abysmal in the online world and are going down quite a bit, but I mean if you’re getting 30% of your sign-ups to show up for your webinar and actually last throughout the entire thing for anywhere from an hour to an hour and a half, or maybe less, 45 minutes, you’re doing pretty good.
  Something like this, I think you really do need to put a really strong video ad using the three-step video ad formula in place to get something like this. The alternative to this also is that for a free plus shipping offer, if it’s just a cool novelty item, it’s just something cool, you just want them to just get this thing and it’s something that haven’t seen before. We have a customer right now that sells physical products with a one cent offer and the products are just freaking cool, like who wouldn’t want them? It’s a total impulse buy.
  We use a video ad there. We don’t use the three-step video ad formula, which is typically longer videos, maybe four to six to 8, maybe even up to 15 minutes in length. These are short ones. They’re under 60 seconds. They just show how cool the thing is and how it’s being used, and future-paces the person into saying, “Hey, you’d be awfully cool if you had this thing, so just get it right now for a penny.” A video ad works really well for that and that’s really the only type of ad that we use for that.
  Think about the depth of your ask once again. I mean that’s a penny offer. You don’t need a 19-minute video to show them this thing they’re going to get for a penny. Just show them of 30, 60 second video or maybe something that’s maybe a long copy post that just explains how cool the thing is and they should just go buy it right now.
Keith Krance: All right, let’s hit number seven. Number seven is purchase your product. This might be a $99 product. Maybe it’s a recurring subscription for $67 a month software or supplement that they send you every single month. Maybe it’s a $500 product or $1,000 product. This is kind of your core main offer or maybe it’s your front-end offer. Maybe it’s a $47 product, which is the first offer that they get after they opt in, if you’re maybe a health and wellness space.
  This goes across the board, but typically if you’re trying to get them to purchase a product we recommend video ads on the right side, and typically a longer, like a content rich video ad like Ralph was just kind of talking about there. Can you use a longer copy? Absolutely. That one is gray. As far as if you’re wondering should I target cold audiences or warm audiences, that totally depends on your product. We have some clients that we are targeting huge, huge broad cold audiences directly, driving traffic from cold traffic to $60 a month product and they are converting, but they are very well-done video ads that are high-value that people share the heck out of. If it’s a $500 product then I wouldn’t recommend doing that probably to cold audiences at all.
Ralph Burns: Going back to our original premise here, I mean the level of buying commitment, the depth of the ask, if you’ve got something that’s over … I would submit a regular product is something over the $20 to $40 range like that. All of a sudden, it’s no longer sort of an impulse buy anymore. We have a number of customers that sell directly on Facebook using that three-step video ad formula. Get their attention, then give them super high-value content, and then transition to your pitch at the end, which is the logical next step. It might be showing them demonstrating something, informing, entertaining, educating in that sort of middle section, once again going back to Episodes 67 and 68, but then you transition to the next logical step.
  Those are the best types of video ads, especially if you’re talking about products that are over that $50 or $40 range. You really do need to sell it, and when I say sell it, meaning you need to give value up front. You need to show people you can help them by actually helping them and then saying, “Hey, your next logical step is to get this thing, which I’ve engineered here, which is going to help you do all these benefits.” It’s a pretty straightforward formula, very hard to perfect, I will say that. It’s not like just throw it up there and be done with it because every market is different. This is the stuff that we probably work on the most inside the agency is really crafting these types of things to convince people but educating them at the same time, but still, it’s a very effective formula, especially if you want to go straight from cold traffic to purchasing your full price product.
Keith Krance: Yeah. I mean we’ve had a lot of consulting days or consulting time with either coaching clients or a lot of agency clients where we’ve spent hours and hours with them, and some of these people are video experts in the industry, that we’ve worked with to massage that strategy to work with Facebook. Don’t panic if you do this and it doesn’t work right away. I’d say join our Navigator Coaching Program if you really want to get it to work.
  One thing I want to add to this is if you’re somebody that does Facebook Lives, if you’re starting to do more Facebook Lives instead of webinars, just use it. Implement it. You know what I mean? If you do a Facebook Live and it’s a great one, run that as an ad, you know? Maybe you’re doing that instead of a webinar for a while to some people. Obviously, you have other issues. You can’t add them to your autoresponder. There’s ways you can do that too, sort of. You can send them reminder emails but the point is, is maybe you do a 15 minute one and it’s an amazing one. It’s got lots of engagement and you’ve scripted it out pretty well where it’s the same basic formula as maybe a six-minute video ad would’ve been. You can try running that right to your product.
  The thing about Facebook Lives, I’m not going to give you a formula on that. I’m just going to tell you to do them because they work, and run ads evergreen to those that you do well. The more you do, the better you get, and we’re going to be doing more and more over here as well.
  Other than that, let’s quickly run through them, real quick recap. One through seven is view content basically, so read a blog or an article and the check marks is in number one, short copy link post ad. Number two, claim a local business, kind of coupon or offer, and it’s going to be short copy link ad. Number three, download super simple lead maggot. Check list, swipe file etc. short copy, and number four, quiz survey funnel. We really have all three checked because it can depend on your situation. Number five is a webinar and that’s going to be a long copy or a video ad. Number six is a free plus shipping offer. That’s going to be a long copy link post ad or a video ad. Number seven is purchase your product and that’s going to be a video ad, and that’s it.
Ralph Burns: Yeah.
Keith Krance: Once again-
Ralph Burns: It’s just that simple.
Keith Krance: Boom baby. Once again, head to digitalmarketer.com/podcast for the resources mentioned in this episode. This is Episode 105 and if you want to download this ad map along with some examples you can go to dominatewebmedia.com/admap.
  That’s it for today. We’ll see you next week. Can’t wait to talk to you again soon. Bye-bye.
Ralph Burns: See you.

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