Every. single. word. is. important. Choose them wisely.
Week after week Google and Facebook release new updates to optimize ads better. There was retargeting from videos, then messenger ads, chatbots, Instagram story ads, now Facebook story ads.
With each new release, theres a wake of advertisers believing this new feature could be the answer to their crappy campaign.
None of these are the answer to the one thing that matters when it comes to creating profitable ads...
Your message.
The message (and the offer within that message) is what will make your ad convert.
Below are the results of an email sequence I wrote for a client. It's a small test and perfectly illustrates how important your message really is. This client had a 2% conversion rate on their old email campaign.
Now.. Look at it go!