Ezra's Proven Ad Framework (PPCOB)

Course content (26 lessons)

Creating an 8-figure business in 4 years required an effective repeatable framework to create Facebook Ads. Ezra refers to this framework as PPCOB:

Person
Product
Color
Overlay
Border

By following this framework, and investing 10-15% of revenue back into his business it became a recipe for exponential growth.

Below you’ll see a few examples that include the foundation of PPCOB and a more detailed breakdown of what to include in the ad.

Example #1: Tips to Create Compelling Advertising:

Emojis + Customer Testimonial
Ownership Benefit Statement
Link CTA
Mobile Square Canvas
Visible Text Overlay Product/Face
Benefit Headline

Example #2: 7 Tips to Create Compelling Advertising:

Create colorful borders around the images
Have the model on a colored backdrop
Have faces in the image
Text overlay that pops
Question as the headline
Showcase the product

0:00
[MUSIC PLAYING] We're about to set up an ad campaign. We're about to get ads running to your store . Before we do though, we want to focus on creative. So I want to give you my proven framework to setup winning image ads. I have a framework that I've been use. I have developed it over the last six years. And I have been using it pretty much the last three years straight. I'm going to show you some ads in a little bit that are like really old but still use this framework.
0:27
My framework is in my image ads, I always have a person or a product. In my case, it's usually a person wearing my product. I have a background color so that my product or the model pops off the screen. There's a contrast and you'll see a lot of other brands are using this contrast strategy as well because it really stands out on Facebook and Instagram from all the noise.
0:51
I always have text overlay on my image because that way, I get an additional headline, I get additional sales copy by layering some text over my image. And I include a different color border. So if I have a contrasted color, a product, a text overlay, I always have a border around that image that calls more attention to my advertisement.
1:14
As you're scrolling through, not only do you see my product and some colors and text overlay, but there's a nice border around the image. I want to actually break down for you one of my ads so you can see the text that I'm using above the ad, the image and what's going on in the image, and the call to action section below, so that you can structure one very similarly. Because it's not just about the image, it's also about how you lead into that image, what text you have above your ad.
1:41
So in this case, what you can see is that we have emoji bullet points. We start with emojis which are showing the star rating, showing that this product is popular. We've found that leading with emojis in our ads really captures people's attention in the tech section of the ad. Next, we have a social proof statement, a customer testimonial saying, hey, other people like this thing. Because you think you're cool as a business owner, but do other people like your products?
2:06
You want to demonstrate that, you want to show that off in your ad tech. So we use customer testimonials very heavily throughout our advertisements. The next portion of text is what's known as an ownership benefit statement. It's a statement being made that is demonstrating or talking about the benefit of owning the product. And we've found that that combination of customer testimonial and ownership benefits statement works extremely well when reminding people about products that they've checked out in the past.
2:35
Next, underneath that, in the text section we have a blue underlined text link call to action. We've found that by adding a text link call to action to the text section, you give people an opportunity to click somewhere other than the image. Some consumers may not know that they need to click on that image and they may miss the call to action in the call to action section at the bottom of the ad.
2:57
So we allow a clickable link above in the text section to give them the opportunity to click over to the product somewhere other than the image. Then we have our image, which is using our proven framework, our winning framework that has our background color, it's got our person, it's got our text overlay, it's got that square Canvas. And then below that, we have our headline and call to action. This ad is performing extremely well for us.
3:21
So those are my ads for my store. But what I noticed in my research was that other big Shopify stores seem to have figured this out as well. Pure Vida Bracelets, one of the biggest stores out there, take a look at their product retargeting ads. You'll notice, they're using the square Canvas. They've got text overlay. They're using emojis in their text above their images. They've got customer testimonials.
3:46
They're using link calls to action just like we are. One of the things you want to remember with ads is don't overcomplicate it. Do the basics. Image ads, text overlay, square Canvas, use social proof. It's going to get you most of the result. We want that 80-20. We want to implement what's going to actually drive results. So don't worry about making it super fancy. You don't need a high end graphic designer, you could take a nice picture of your product on an iPhone and Shopify it.
4:15
We even have a course on product photography that's in this Academy that you can go through that will show you how to take a nice product pictures. But the key here is don't feel overwhelmed by it. Simple is effective. So leverage this framework, create some image-- create some images, get some copy ready and meet me in the next video. We're actually going to set up our ad campaign. [MUSIC PLAYING]

Ezra's Proven Ad Framework (PPCOB)

Course content (26 lessons)

Overview

01 |Facebook Marketing Set-Up

02 |Product Page Retargeting

03 |Collections & Homepage Retargeting

04 |Shopping Cart Retargeting with Dynamic Product Ads (DPA)

05 |Loyalty Campaigns

06 |Reviewing Performance

Example #1: Tips to Create Compelling Advertising:

Example #2: 7 Tips to Create Compelling Advertising: