Tag Archives: ads

10 Ways to Write More Effective Ads

Remember, if your prospect is 3000 miles away, it’s not easy for him to ask you a question. You must anticipate and answer all of his questions and overcome all objections in your copy if you are to be successful. And make sure you do not throw everything you can think of under the sun in there.

You only need to include as much information as you need to make the sale…and not one word more. If it takes a 10-page sales letter, so be it. If it takes a 16-page magalogue, fine. But if the 10-page sales letter tests better than the 16-page magalogue, then go with the winner.

Does that mean every prospect must read every word of your copy? before he will order your product? Of course not. Some will read every word and then go back and reread it again. Some will read the headline and lead, then skim much of the body

and land on the close. Some will scan the entire body, then go back and read it. All those prospects may end up purchasing the offer, but they also all may have different styles of reading and skimming. Which brings us to the next tip… Write to Be Scanned – Your layout is especially important in a sales letter, because you want your letter to look inviting, refreshing to the eyes. In short, you want your

prospect to stop what he’s doing and read your letter. If he sees a letter with tiny margins, no indentations, no breaks in the text, no white space, and no subheads…if he sees a page of nothing but densely-packed words, do you think he‘ll be tempted to read it? Not likely.

Great copies are made, not born. It is derived from proven test results designed to do one thing and do it well: sell. Effective advertising does not always use “grammatically correct” English. It uses short sentences, fragments. Like this. It convinces you to buy and buy now. Period. It talks about benefits, not features. It sells on emotion and reinforces the decision to buy with logic. It paints a compelling picture and irresistible offer that forces your prospect to act and act now!

And if it does not, then you drop that ad like a hot potato and go with one that does. Effective persuasion is like your top salesperson–the one who continues to break all your sales records year after year–on the job 24 x 7, multiplied by thousands or millions! Just imagine if that salesperson, the one with proven results, could be multiplied as much as you wanted. Now that would be effective (and cost-efficient) marketing! And that is the kind of proven marketing you need to employ.

Facebook downranks News Feed links to crappy sites smothered in ads

Facebook will bury links to low-quality websites and refuse to carry ads pointing to them in a News Feed algorithm change announced today. Facebook defines a “low-quality site” as one “containing little substantive content, and that is covered in disruptive, shocking or malicious ads.” This includes hosting pop-up and interstitial ads, adult ads or eye-catching but disgusting ads for products that fight fat or foot fungus.

The change could help Facebook fight fake news, as fakers are often financially motivated and blanket their false information articles in ads.

High-quality sites may see a slight boost in referral traffic, while crummy sites will see a decline as the update rolls out gradually over the coming months. Facebook tells me that the change will see it refuse an immaterial number of ad impressions that earned it negligible amounts of money, so it shouldn’t have a significant impact on Facebook’s revenue.

Facebook product manager for News Feed Greg Marra tells me Facebook made the decision based on surveys of users about what disturbed their News Feed experience. One pain point they commonly cited was links that push them to “misleading, sensational, spammy, or otherwise low-quality experiences . . .[including] sexual content, shocking content, and other things that are going to be really disruptive.”

Today’s change is important because if users don’t trust the content on the other side of the links and ads they see in News Feed, they’ll click them less. That could reduce Facebook’s advertising revenue and the power it derives from controlling referral traffic. Getting sent to a low-quality, shocking site from News Feed could also frustrate users and cause them to end their Facebook browsing session, depriving the social network of further ad views, engagement and content sharing.


Facebook previously tried to reduce the prevalence of links to low-quality sites with a2014 News Feed update that suppressed sites that people came back to News Feed immediately after viewing.

To implement the update, Marra tells me Facebook “reviewed hundreds of thousands of webpages, identifying which ones have low-quality content.” It used this data to train an AI system to constantly scan new links shared in News Feed, looking for ones that match the low-quality site training data set. It then demotes these sites and blocks them from buying Facebook ads.

The parameters Facebook used to classify sites as low-quality include:

  • A disproportionate volume of ads relative to content. This includes advertisements, and not legal obligations such as cookie policies or logins to private content, such as paywalls.

  • Featuring sexually suggestive or shocking content. See relevant policies for Sensational Content and Adult Content.

  • Pages that contain malicious or deceptive ads which include Prohibited Content as defined in our policies.

  • Use of pop-up ads or interstitial ads, which disrupt the user experience.

One of the most prominent hosts of these types of ads is Forbes, which shows an annoying full-screen interstitial ad before you can read its articles. When specifically asked if Forbes would come under the gun, Marra diplomatically admitted “Interstitial popover ads are one of things people are telling us are disruptive.

If Facebook can keep people confident that the links they click lead to quality content, it could continue to be the homepage of the internet.


Facebook downranks News Feed links to crappy sites smothered in ads

Facebook lets content owners claim ad earnings of pirated videos

Facebook finally has a better solution to freebooting — the common practice of stealing video and uploading it to one’s Facebook Page to reap the engagement and audience growth. Today’s update to the Facebook Rights Manager tool that launched last year includes the new option to “claim ad earnings” on other people’s uploads of a video you own. This way if an infringing video includes a new mid-roll ad break Facebook is testing, the revenue will be sent to the content’s owner instead of the uploader who stole it.

And now instead of manually reviewing all pirated content instances, rights owners can set automated rules for whether infringing uploads should instantly be blocked, allowed but the viewing metrics shown to the owner, allowed with the owner claiming the ad earnings or sent to manual review.

The “claim ad earnings” option puts Facebook Rights Manager closer to feature parity with the industry standard, YouTube’s Content ID. When Facebook launched Rights Manager last year, TechCrunch noted this feature was the one big thing it was lacking.


Previously, the only course of action for rights holders was to allow or block and take down infringing videos. Both removed the opportunity for content owners and pirates to share in the benefits of compelling content — the owner getting the money and the pirate getting the engagement.


Rights Manager works by having content owners upload original versions of videos to be indexed. It can then detect when the same video or a portion of it is uploaded by someone else.

For now, the amount of revenue original rights holders will be able to collect may be small because the mid-roll ad breaks aren’t fully rolled out yet and are only available to a closed set of beta testers. They let content owners choose when to insert a 15 to 20-second ad into their video at least 20 seconds in and at least two minutes apart. Facebook shares 55 percent of the revenue from these ad breaks with the uploader, unless those ad earnings are claimed by someone else through Rights Manager.

This newfound financial protection and incentive could lure more premium video content owners to Facebook and its massive audience of 1.8 billion users.


Facebook lets content owners claim ad earnings of pirated videos

YouTube to end 30-second adverts you can’t skip

Many of you know the frustrating feeling of having to sit through an advert when you’re trying to watch a video on YouTube – especially if it’s a popular clip.

Well, YouTube has announced that from 2018 it will be getting rid of 30-second adverts you can’t skip.

A Google spokesperson told us: “We’ve decided to stop supporting 30-second unskippable ads as of 2018 and focus instead on formats that work well for both users and advertisers.”

Adverts are a big part of how YouTube and video owners make money. The more views the adverts get, the more money the advertisers pay.

Some of the time, YouTube gives you the option to skip the ad after five seconds, but this is not always the case.

At the moment, you might have to watch a full 30-second ad before being able to access the video you want.

So what does the announcement mean? Well, YouTube won’t be getting rid of adverts, but it should hopefully mean that you won’t be forced to wait as long to watch the video you want.