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How to Create a Killer Financial Facebook Ad Campaign, 101 – Part 2


Five Steps to the Perfect Facebook Ad

This article is a continuation from “How to Create a Killer Financial Facebook Ad Campaign” series found in the October/November Annuity Outlook Magazine. Last time, I covered the basics of targeting prospects on Facebook. Today, we’ll look at how to create an ad that will convert for you.

Now that you have a handle on targeting and budget, what should your advertisement look like?

A recent Rocket Fuel study showed that the following triggers helped to INCREASE conversions.

  1. Don’t mention pricing. Insurance ads that don’t mention price have slightly higher conversion rates (10 percent higher) than those that do.
  2. Add a face to the ad. This could be yourself or a stock photo. When used in the right way, a human face made conversions rise by 200 percent.
  3. Choose images that show the desired results. In our own tests, we found that the highest conversion rates came from showing how our product or service could help the customer achieve. So, if you’re targeting investment and retirement products, you might want to show a couple in their late 50s or 60s embracing and smiling. This tends to be more convincing than, say, a shot of an older couple poring over documents or looking at a laptop.
  4. Test Red vs. Blue. This same Rocket Fuel study showed that ads with red or blue backgrounds had a 20 percent higher conversion rate than those using any other color. They also had higher click-through rates.
  5. Use a “call to action” button. Buttons that say “Apply Now” have the highest conversion rates of all.
  6. are prolific online marketers. They spend millions in online ads so they’re a good case study in what’s working now.

    Let’s take a look at some of their ads and how they use the five steps.

    Note: These ads are from their array of digital display catalogs and may or may not be used on Facebook at the time of this writing. Despite that, even as part of the Google display network, they provide valuable insights into how to design your ad.

    Jeremiah-image1 Case Study – Rates

    What This Ad Does Well:

    • A compelling headline. It tells you this information is relevant (2016). It hints at credibility with the word “BEST” in quotation marks. Makes you think someone has actually said it. After all, who wants to learn about anything but the BEST annuity?
    • A sub-headline with a number in it. Studies have shown that using numerals instead of spelling out words (i.e. “7%”) switches the brain into processing data mode, which helps to build credibility in the ad and message. Your brain goes from “What’s this annoying ad doing here?” to “What’s in this for me that I need to learn?” This makes us more open to buying and taking action.
    • A bold call to action that is low risk. The call to action is to “Get Quotes.” It works well because it tells you exactly what it is, and it takes the usual burden of weighty financial discussions down to an easy quote process.

    This is a great ad to model for your first campaign.

    Remember, I said ‘Model’, not outright steal. You don’t want their attorneys coming after you.

    Where Should the Clicks Go?

    When building your Facebook campaign, it’s important to give special consideration to WHERE you’re going to send your traffic. This might surprise you, but the worst place you can send prospects—the place with the LOWEST conversion level—is the home page of your website.

    This is because, in your ad, you’ve promised a specific benefit or action (i.e. get a quote, download this report, watch a video, etc.).

    To keep your cost-per-lead low and your ads as effective as possible, direct your traffic to a landing page where the only action they can take is the next step in the process.

    We’ll discuss landing pages in another article. For now, just be aware that you should be sending traffic directly to a page where they can download a report or take the next step in the funnel.

    I like the simplicity and straightforwardness of the landing page that investments uses. You can bet they spend thousands testing it so it’s most likely a very high converting page. Even the use of the small ‘As Seen On’ logos to build trust is tested.



    In this two-part article series, we looked at the basics of Facebook marketing. You learned how targeted you can be and exactly what kind of ad to run—ads that use the five highest-converting elements.

    Finally, we discussed the best place to send your traffic if you want to keep your-cost-per-lead low and your conversions high.

    What market could you be targeting on Facebook to start testing? What valuable incentive could you offer that would make your target audience want to click on your ad and take action?

    The Takeaway
    • Set up a free Facebook account to start placing ads.
    • Choose the areas where you would like to place your ads.
    • Define your target audience.
    • Design an ad based on the best practices above.
    • Launch your campaign and test it for a week to see how it performs.

    About Jeremiah Desmarais (De-ma-ray)
    Labeled “one of the greatest marketing minds in the insurance industry” by insurance executives, Desmarais teaches insurance and financial advisors to generate more leads and commissions using digital marketing strategies in less than 37 days. A TED speaker to a standing ovation and ranked among the Top 40 Direct Marketers Under 40, he’s been cited on Worth, CNN, Fox and has helped over 100,000 agents generate two million leads. He’s keynoted national events and high level mastermind retreats, as well as authored several important white papers. Download his free digital marketing jump start course for advisors at

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