High-Converting Video Ads – Optimization Strategy for Success

High-Converting Video Ads – Optimization Strategy for Success


Want high-converting video ads? The key to success is attention-grabbing Creative.

Most advertisers struggle to consistently produce a high return on ad spend.

Video Ads will transform your results.

Here are 6 simple steps to producing high-converting video ads.

If you want to grow your online course or membership business with Facebook ads, video is your best way forward. Video ads can boost conversions by up to 80%? But if they aren’t produced properly, they’ll suck. In this post, I’ll show you how to do it.

Video ad optimization tip 1

Start with a problem

We are hardwired to pay attention to things that will help us survive or thrive. We ignore everything else. Start off with a big pain point your audience needs to solve. Knowing your audience is key to picking problems that will grab their attention.

Video ad optimization tip 2

Write a compelling script 

Here’s a video structure that works: Hook > Problem > Solution(Offer) > CTA. Remember, people don’t care about you or your solution. They only care about how you can improve their lives. Make your script entirely about them.

Video ad optimization tip 3

Keep it short and sweet

As a knowledge-based business, your video ads will bring people to a lead magnet or mini-front-end offer. For these funnels, keep your video ads to under 30 seconds. Get your message across quickly and effectively.

Video ad optimization tip 4

Use a pattern interrupt

Start your video with an interesting on-screen movement or video effect. Do something in the first second that visually grabs people’s attention. This will buy you 3-5 seconds to say something interesting that convinces them to keep watching the rest of the video.

Video ad optimization tip 5

Add captions

Most users watch videos on Facebook with the sound off. Captions will ensure your message gets across, even in silent mode.

Video ad optimization tip 6

Use a strong call-to-action (CTA) 

Your CTA should be specific, clear, and compelling. Encourage users to take the desired action, whether it’s signing up for a free trial or making a purchase.

Whether you are just starting out or you want to scale your online course and membership business, Facebook video ads need to be part of your creative strategy. The first 5 seconds of your video are the most important. Focus on this first.


Launch Newsletter Issue #00060

This is L.A.U.N.C.H., the online business growth newsletter that’s as irresistible as a ‘Free Plus Shipping’ deal.


Here’s what we have for you today:


If this was shared with you, register here to receive your weekly edition of the L.A.U.N.C.H. Newsletter, so you can discover the secrets to profitable Facebook ad campaigns and online launches.

And, if you L.A.U.N.C.H. is awesome, why not spread the love. Share it with your online business owner friends.

For daily strategies showing you how to run profitable Facebook ad and launch campaigns connect with Mícheál:

L – Latest News

Bummer, Threads is down for the count!

Mark Zuckerberg’s new social media platform, Threads, has lost over half of its users in just days! Read on to find out why this Twitter rival is struggling to retain its audience, and what hilarious excuses Zuckerberg gave for the plummet.

>>> Read more

OpenAI is playing the trademark game like a pro!

Unravel the mystery behind OpenAI’s filing for ‘GPT-5’ – Is it the future of AI or just a sneaky way to protect their cool name?

>>> Read more

Meta ad revenues skyrocket 12% leaving Microsoft and Alphabet in the dust!

With Meta’s double-digit growth, layoffs, and shuffling the deck, they’re proving that less staff and more engagement mean more money! Time to dig into the earnings reports and see how these tech giants are stacking up!

>>> Read more

A – A.I. For Growth

Latest A.I. Tools

Tired of snoozefest news apps that treat you like a passive reader?

Take charge of your news with witty AI summaries, bid farewell to clickbait, and now, enjoy news delivered with the smooth stylings of Snoop Dogg and the zen vibes of Gwyneth Paltrow! It’s like getting your news with a side of swag and a dash of enlightenment, all in one hilarious package.

>>> Read more

Unleash your inner Sherlock Holmes with AI-powered marketing automation on steroids.

Hyper-precision targeting and four layers of bounce detection mean you’ll reach the perfect prospects, not the rejects. Now, go crush it with charm and revenue!

>>> Read more

The kick-ass AI video creation platform that transforms your words into epic videos

Unleash your creative genius and turn your words into blockbuster videos with AI magic, making James Cameron jealous of your language versatility in 120 freaking languages!.

>> Read more


U – Uplevel Ads

One of the biggest names in the game is winding up for a big launch.


From the 17th to 31 August, Jeff Walker will deliver his hotly anticipated PLF Launch.


More on that below, but a key topic Jeff will address during his launch is A.I.


And, more specifically, how to leverage A.I. for bigger, easier, and more profitable launches.


So from the end of July, Jeff has been running lead generation ads for his A.I. Launch Playbook.


This is a genius move. Driving registration for a launch too far in advance is pointless.


However, filling your list with people who are interested in a topic that you are going to focus on during your launch is a win-win.


Jeff gets low-cost, high-quality leads that are aligned with his launch and time to build trust.


The leads get immediate gratification for a top-of-mind problem and will be brought even deeper during the launch.


Let’s dive into the ads:


The allure of A.I. is dominating the headspace of online entrepreneurs all over the world.


When there is a wave in your industry, you best ride it.


The opening hook of the ad works because there is so much awareness and hype around A.I.


“Get my BEST AI prompts, shortcuts, & strategies…


… to launch & scale your business here:”


I like getting a link to the opt-in page early in the ad. 


I have found that ads with medium-length copy outperform short-form ads.


However, there are lots of people who won’t read longer form copy.


Putting your link high in the ad gives you the best of both worlds. 


You get an early CTA but provide additional information to convince people who need that little bit more.

One of the keys to writing engaging copy is making your sentences short.


When I can’t make a sentence less than 1 line, I love using “…” to break the sentence into two parts.


This approach is overused in this ad. The continuous use makes the copy hard to read.


Swipe File:

N – Now Launching


The headline is far from the strongest proposition.


“Get the A.I. Edge… In Just One Click”


I don’t know what the A.I. edge is, and while one click tells me it is easy, it’s not either my:

  1. My primary fear/pain/challenge
  2. My #1 goal/dream/ambition


The fact that the topic is A.I. will more than make up for this, and the rest of the copy is sweet.

The subhead is where the magic kicks in. 


I’d love to see a test using the first line as the headline and changing the second line to – Get your proven….


Jeff delivers the A.I. Launch Playbook on the thank you page.


This is an interesting deviation from standard practice. 


If I was reading between the lines, they value the consumption of the lead magnet over inbox placement.


This may be because they plan to retarget opt-ins with ads to register for the upcoming masterclass, but they want to make sure people have consumed the lead magnet in advance.


Swipe File:

C – Conversion

Frustrated with your Facebook ad conversion rates


Want to profitably attract leads and make sales… 


…so you can grow your online business?


Here’s your shortcut to success! 


FACT: Emotional triggers are the secret to successful Facebook ads.

If you’re not using emotional triggers in your Facebook ads, you’re leaving money on the table! Keep reading to find out why emotional triggers work and how you can use them.


Step 1: Identify your target audience’s deepest desires, fears, and pain points.

Step 2: Create a compelling offer that addresses their emotional triggers.

Step 3: Use social proof to show that your product/service is the solution they need.


By using these three simple steps, you’ll create ads that resonate with your audience and trigger the right emotions to drive conversions


Emotional trigger #1: Fear of Missing Out (FOMO) 

Use scarcity, urgency, and exclusivity to create a sense of urgency and drive conversions. 


Emotional trigger #2: Social Proof 

Use testimonials, case studies, and user-generated content to show that your product/service is the solution they need. 


Emotional trigger #3: Instant Gratification 

Offer a quick and easy solution to your target audience’s pain points. 

Use a clear call-to-action (CTA) to make it easy for them to take action. 

Now you know the 3 Game-Changing Emotional Triggers to Boost Your Conversions Instantly! Use these emotional triggers to create Facebook ads that resonate with your audience, trigger the right emotions, and drive conversions! 


Don’t wait! Start using these emotional triggers in your Facebook ads today, and watch your conversions skyrocket!

H – Hot Take


Keep going….



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Supercharge Your Facebook Ads for Course and Membership Sales

Supercharge Your Facebook Ads for Course and Membership Sales

Supercharge Your Facebook Ads for Course and Membership Sales

Supercharge Your Facebook Ads for Course and Membership Sales

🔥Struggling with Facebook Ads? 🤔 High costs draining your budget? 💸 Cost per lead and acquisition through the roof? Well, it’s time to talk CPM! 🦸‍♂️ Discover why it’s crucial, what it tells you, and how to reduce it to make more sales for your online course or membership.

CPM = Cost Per 1,000 Impressions. It’s the 💰 you pay for 1,000 people to SEE your ad. Lower CPM = more bang for your buck! 🎯 CPM reveals a LOT about your ad’s performance, like your copy, creative, & audience. 🎨 Keep reading to learn how to optimize for a lower CPM! 🛠️

High CPMs often indicate problems with your ad’s copy, visuals, or audience targeting. 🔍 To improve your ad’s performance and reduce CPM, you need to dig deeper, experiment, and pivot until you find the right mix. 🧪 Keep reading for practical tips! 💡

💡 TIPS to reduce CPM:

  1. a) Test, test, test! 🧪 Copy, visuals, headlines: all need tweaking & refining.
  2. b) Scale up your audience. 🎯 Broad targeting = lower CPM.
    c) Analyze your competition using the Ad Library. 🕵️‍♀️ Learn from their copy & creative

Applying these tips can lead to a significant drop in your CPM and a surge in conversions. 🌊 It’s all about finding the right balance and delivering a message that resonates with your target audience. 🎯 Keep refining your strategy, and watch your results improve! 📈

RECAP: CPM optimization is a game-changer. 🔑 It tells you about the quality of your copy, creative, and audience. To reduce CPM & boost sales, test your ads, and make your copy relevant to your audience.  Apply these tips, and watch your ad performance skyrocket! 🚀 


Split Test Your Facebook Ads to Sell More Courses Online

Split Test Your Facebook Ads to Sell More Courses Online

Are you running Facebook ads but not seeing the results you want? If your answer is yes, then you need to start split-testing your ads. Split testing, also known as A/B testing, is a method of experimentation where you create two different versions of an ad and show each version to a different group of people. The goal is to see which ad performs better so that you can improve your results. Try different targeting options, images, copy, and offers until you find an ad that performs well. Then run with it! And don’t forget to continue testing on a regular basis so you can keep your finger on the pulse of what’s working well right now.

Why You Should Split Test Your Ads

Split testing is important because it allows you to test different elements of your ad and see what works best. For example, you might want to test different images, headlines, or calls to action. By split testing, you can find out what works best for your audience and your business. Additionally, split testing can help you save money on your ad spend by ensuring that your ads are as effective as possible. 

By looking at the results of each version, you can determine which one performs better. This process can be repeated again and again until you have a performing ad that you’re happy with. Not only does A/B testing help ensure that your ads are effective, but it also allows you to constantly improve them over time. As your business evolves and changes, so too will your Perfect-Fit Client. By A/B testing on a regular basis, you can stay ahead of the curve and make sure that your ads are always relevant and engaging.

What to Test in Your Facebook Ads

As an online course creator or membership site owners, it’s important to continually test and optimize your Facebook ads. The reason for this is simple: the more you test, the more you’ll learn about what works and what doesn’t work with your audience. And when you know what works, you can scale up your ad spend and get more people signing up for your courses.

Ad Copy

There are a few different things that you can test with your ads to see what works best. The first is the ad copy. This is the text that appears in your ad, and it’s what will persuade people to click through to your course. 

Your ad copy is the actual text of your ad, and it’s important to make sure that it’s high quality and free of any grammar or spelling errors. You’ll also want to make sure that it’s clear and concise; getting your point across without being too wordy. When crafting your ad copy, keep in mind that people will be reading it on both desktop and mobile devices, so try not edit down too much for mobile—you don’t want your message to get lost! Try testing different versions of your ad copy to see which ones perform best. 

You’ll want to test different headlines, descriptions, and call-to-actions to see what gets people to take action.


Your headline is one of the first things people will see when they come across your Facebook ad, so it’s important to make sure it’s attention-grabbing and relevant. Try testing different headlines to see which ones resonate best with your audience. For example, if you’re selling a course on social media marketing, you could test a headline that says “Get More Instagram Followers” against a headline that says “Master Social Media Marketing.”

The reason you want to split test your headline is to find out which one will perform better with your audience. The headline is important because it’s what will determine whether or not people click on your ad in the first place. A good headline will be relevant to what you’re selling and make people want to learn more. A bad headline, on the other hand, will be either irrelevant or uninteresting, and people will simply scroll past it.

Split testing is pretty simple: you create two (or more) versions of your ad with different headlines and then track which one performs better. To do this, you’ll need to use Facebook’s ads manager. Once you’ve created your first version of the ad, click on the ” duplicate” button so that you have a second version to work with. From there, all you need to do is change the headline and then publish both versions of the ad. 

Once your ads are running, keep an eye on the metrics in Facebook’s ads manager to see which one is performing better. After a few days, you should have a good idea of which headline works best for your audience. Then, you can go ahead and delete the less effective ad and keep running the one that performed better. 

Call-to-Action Button

The call-to-action (CTA) button on your Facebook ad should be clear and concise; telling people exactly what you want them to do. Common CTA buttons include “Learn More,” “Sign Up Now,” and “Buy Now.” But which one should you use for your ad? Try testing out different CTAs to see which one gets the most clicks.

The CTA is one of the most important elements of your ad; it’s what tells people what you want them to do. A good CTA is clear and concise, and leaves no room for confusion. A bad CTA, on the other hand, is vague or obtuse and doesn’t give people a clear path to taking the desired action. That’s why it’s so important to choose the right CTA for your ad. 

So, what’s the best CTA button for your ad? There’s no easy answer here; it depends on your product, your audience, and a whole host of other factors. However, there are a few general tips that can help you choose the best CTA button for your ad. 

First, make sure that your CTA button is relevant to the offer in your ad. If you’re selling a course on how to start a business, then a CTA button that says “Sign Up Now” or “Learn More” is more appropriate than a button that says “Buy Now.” 

Second, test out different CTAs to see which one performs best. Different products will perform differently with different CTAs, so it’s important to experiment until you find the right fit. 


It’s no secret that people are visual learners. In fact, studies have shown that people are more likely to remember information if it is presented to them in an image as opposed to text. That’s why it’s so important to use high-quality images in your online courses. If your images are poor quality, it will reflect poorly on your course and could lead to potential Perfect-Fit clients passing over your course in favor of one that looks more professional. 

In addition to using high-quality images, you also want to make sure that the images you’re using are relevant to the content of your course. For example, if you’re teaching a course on social media marketing, you wouldn’t want to use an image of a cat (no matter how cute it may be). Instead, you would want to use an image that is relevant to the topic at hand such as an image of a person using social media or a screenshot of a social media platform. 

Another reason why you should A/B test images is because different images will resonate with different people. What works for one person might not work for another. By A/B testing images, you can determine which ones are most effective with your target audience. 


Finally, you can also test the targeting of your ads. This includes things like who sees your ad (e.g., age, gender, interests), when they see it (e.g., time of day, day of week), and where they see it (e.g., News Feed, right column). Testing different targeting options will help you narrow in on the sweet spot for your particular course.

If you’re not getting the results that you want, then it might be time to target a different audience. Experiment with targeting people of different ages, genders, locations, interests, etc., and see if that makes a difference in your results. You might be surprised at who ends up being interested in your courses! 

Testing is essential for any online course creator who wants to be successful with Facebook ads. By testing different elements of your ads, you’ll be able to figure out what works best for your audience and then scale up your spending accordingly. 

How to A/B Test Your Facebook Ads

A/B testing your Facebook ads is easier than you might think. The first step is to create two (or more) versions of your ad. Make sure to change only one element at a time so that you can easily identify which change led to which result. For example, if you’re testing different images, use the same copy for both versions of the ad. Once your ads are created, it’s time to start running them! 

Facebook will automatically rotate your ads so that they’re shown an equal number of times. After letting them run for a few days (or longer), it’s time to analyze the results. Look at things like clicks, conversion rate, cost per conversion, and any other metric that’s important to your business. Keep in mind that cheaper isn’t always better; sometimes a higher cost per conversion can actually be worth it if it leads to more sales overall. 

The only way to know for sure what works best for YOUR business is to test different ads against each other. Try different targeting options, images, copy, and offers until you find an ad that performs well. Then run with it! And don’t forget to continue testing on a regular basis so you can keep your finger on the pulse of what’s working well right now.As an online marketer, it’s important to always be testing different aspects of your marketing mix to see what works best for your business. That could be anything from the time of day you send your emails to the subject line you use. Testing allows you to try different things and see what gets the best results for your business. And when you find something that works, you can then scale up your efforts and really start seeing some amazing results! So make sure you’re always testing, so you can continue to grow your business at a rapid pace.