As noted in the first sentence of the top ad, these are ads retargeting people who visited Frank's website or one of his landing pages. In the first ad, he uses...View More a clever technique of stating he will give you three reasons to click and then only gives you the first reason before you must click to see more. The reader is primed to read all three reasons & then decide, but instead must click through to find the other two reasons. In the following two ads, he uses different copy, focusing on how the information he's offering is "new" and has made him $6 million. Notice how the $6 million is spelled out. He adds a .00 at the end so it looks extra big, like six hundred million ($6,000,000.00). There are two particular things that are similar in all three of the ads. The copy at the bottom is the same. Notice how he uses action-based language ("Check Here To..."). Lastly, in each of the ads, Frank includes a picture of himself, smiling.