In this tutorial, Hernan Vazquez explains how to boost the click‑through rate (CTR) of Facebook ads by using effective callouts—the first one or two lines of ad copy that directly address the target audience. He outlines why CTR matters, then shares his three favorite callout formulas: (1) “Attention XYZ” to name the marketplace, (2) “If you’re X, read this” to personalize the hook, and (3) “How to X without Y” to promise a solution while avoiding a pain point. For each formula he provides concrete examples for niches like realtors, chiropractors, and lawyers, and stresses that the callout must be followed by helpful body copy that delivers on the promise, especially in longer‑form ads. He advises placing the callout at the very start of the ad to capture attention and increase CTR. Throughout, he promotes his Facebook Ads guidebook (adsguide2020.com), citing his experience managing $9 million+ in ad spend, and invites viewers to test the tactics and share results.
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What's up everybody? Hernan Vasquez here. Today what I want to tell you guys about is Facebook callouts and how do you use Facebook callouts to actually get people to click on your ads. So that is something that I want to share with you guys today. Let's talk about Facebook callouts. When it comes to Facebook ads, there's a couple of key important parts that you need to put together in order for people to actually click on your ads, okay? Why you wanna get people clicking on your ads? First and foremost, because that increases something called CTR, which is your click-through rate. The more people click on your ad versus how many times Facebook has to show that ad. So what we have here is a couple of elements that you want to nail down if you want your Facebook ads to be really effective. The one element that we're gonna be focusing on this video today is the callout, the first line or two of text. Well, what we're doing is signaling our marketplace that the message of this ad is specifically for them. All right, so I want to share with you 3 callouts that work really, really, really, really, really well for me. And again, if you want more of this, just go to adsguide2020.com. So the first callout is one of my favorite, is attention XYZ. So this is something that I use pretty much on all of my ads. Attention marketplace, or attention potential customer. Attention realtors, attention chiropractors, attention Facebook ad managers. Whatever your marketplace is, you want to call them out right away. Attention XYZ is a really good way to call out your marketplace. So if you were selling to— let's say that you're selling to realtors, you can say attention realtors that need more clients, or attention realtors that need more buying leads. Who you're talking to is your XYZ right here. Super simple, nothing to it. Number 2, this is also one of my favorites. If you're X, read this. If you're a chiropractor that needs more patients, read this. If you're Facebook Ads manager that just got their Facebook ad account shut down, read this. Okay, so if you're X, read this. This is a great callout and I use it a lot as well. And number 3, it's the usual how to X without Y. The thing with these specific callouts is that you need to be helpful in your ads. You need to actually tell people how to X without Y. Now let's say that you're targeting chiropractors. How to get more chiropractor patients without spending a fortune on marketing, or how to scale your advertising without getting your ad account shut down. All of that, those are great callouts, but you need to actually tell them and you need to be helpful on your body copy. So these 2, attention XYZ, and if you're X read this, then you can be a little bit more pitchy, if you would, on the rest of the body copy or your video ad if you're running video ads or whatever. This third one, it works really well, but you actually need to tell people what you're supposed to tell them, right? Because people, they stop scrolling and they hit on the read more button, and now they're expecting an answer. Oh, how do I do this? Well, I read on. And if they don't find the answer, then they might feel cheated or whatever, right? So this third callout is really powerful if you're writing those long-form type of ads. So this, this callout is really, really helpful as well. Okay, so there you have it, my 3 favorite callouts. Again, attention chiropractors that need more patients, attention lawyers that need more calls, if you're a lawyer that needs more cases, read this. I really like this because then you're commanding them to read, so you're positioning yourself as the authority there. And then number 3, how to X without Y. These 3 callouts, if you use them at the beginning of your ad, meaning the first line of copy, it will increase your CTR a lot. Okay, so test it out. Let me know how it goes. Again, if you want more tips and tricks like this, go to adsguide2020.com and get my Facebook Ads guidebook. I condensed several years of experience and I did the math. It was $9 million and change last year that I was personally responsible for them. So, you know, out of spending all of that money, you learn a couple things. So I put them on adsguide2020.com. All right? And please feel free to share it with somebody that needs to see this. Please feel free to drop your comments, questions below. Thank you for hanging out with me. I'll see you guys on the next video. Bye-bye.
