My Simple 4-Step Framework For Writing High-Converting Meta Ads

My Simple 4-Step Framework For Writing High-Converting Meta Ads


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When I first started running Facebook ads, I hated drafting ad copy.

It was as if the pressure sucked every creative idea out of my brain, paralyzing me.

I knew that every word I typed would either increase or decrease my costs.

Staring at a blank page was what I hated the most.

Many years later, when I started coaching people to run their own ads and training new ad managers for my ad agency, I realized it wasn’t just me. Most people struggle with this.

Well, I discovered having a framework to write ad copy is the key to writing high converting ad copy.

Over the years, I’ve tried and tested many different ad frameworks, but the one I keep coming back to time and time again is A.I.D.A.

So, if you’re running meta ads (or want to in the future), here is your A.I.D.A. cheatsheet to churn out high-converting ad copy quickly, efficiently, and with the stress.

Let’s get into it:

A – Attention

Your first objective is to grab your audience’s attention.

People scrolling through Facebook and Instagram are 100% wrapped up in their own worlds. You need to snap them out of their trance. You do this by highlighting a major pain point or desire, asking an interesting question, or making a bold statement.

I spend 75% of my time crafting my opening hook.

I – Interest

Now that you have their attention, you have to win their interest.

The best way to do this is by saying something interesting – share a story, fact, study, or trend. Introduce a counterintuitive insight or share a solution to the #1 problem they face. You want them to think, “Huh, I never thought about that”

Capturing someone’s attention buys you a few seconds, trigger their interest, and they’ll read the rest of your ad.

D – Desire

Now that you have them focused, it’s time to show them what their life could be like.

Help them imagine what they will see, hear, do, and feel now that they have solved their #1 pain point. What will their life look like?

Don’t leave it to their imagination. You need to spell it out in detail.

A – Action

Finally, tell them exactly what you want them to do and when. 

Here are my 3 CTA rules:

Rule #1 – Making them transformation-based. “Say goodbye to {pain point} today”, “Get {primary desire} today”.

Rule #2 – Include urgency. Give them a reason to act today.

Rule #3 – Include a link to your landing page in your CTA.

The second I started using the A.I.D.A, my ad copy improved, and I started enjoying the ad drafting process.

If you want a copy of the A.I.D.A. ad copy drafting template we use with all our clients, drop me a comment below, and I will send it to you.