Organic reach on Facebook somehow is challenging to achieve. However, Facebook ads are still a great way to drive traffic and generate conversions. If you’ve been active in the marketing and advertising world like all leading businesses have over the past decade, you also start to see a different pattern in the advertising world in general.
Television ads are being muted. Sometimes people even zap to a different channel or walk out of the living room, and online ads are skipped. And the people who want to consider reading, watching, or listening to your ads online feel that your ad fetches their attention. Hence, your ad needs to be compelling and engaging enough.
Well, this is turning into a real challenge for marketers like yourself. Before we unveil here the secret to making Facebook ads copy appealing and workable, explore some of the features of this most relaxed marketing strategy and have a look at the outstanding benefits of Facebook ads:
How effective is Facebook Advertising?
Before making the Facebook ads copy, the first question that might come to mind is, should I run ads on this platform anymore? After all, you can see the growing competition on this platform amongst businesses, so you might think it is no longer worth it.
All brands try to target the same audience as you are, and the customers or viewers are fed up with the same boring messages repeatedly.
After knowing the effectiveness of Facebook ads, though it is not the sole option, you’d go crazy!
- Just as the organic reach is on its way down, it doesn’t mean it is gone! With suitable ads, get assured of better visibility for your content.
- Facebook (and its other associates) are the most extensive social network there, which means that all your customers are there.
- Running highly appealing and great ads with the precise Facebook Call-To-Action (CTA) buttons will benefit you in achieving the specific goals of your business.
- The targeting opportunities are more precise than anywhere else found online.
- You can even get a chance to target (old) customers, website visitors, and specific demographics and interests.
- With their retargeting ads, you can fetch back people that otherwise would have lost touch with your business.
- It is excellent to increase your touchpoints with your audience, generate more awareness, and attribute everything to future conversions for tracking.
Now you can see that the benefits are endless, which you can use to literally double, triple, or quadruple your business growth with Facebook. You can set a daily or lifetime budget or increase and decrease your budget at any time. This means you are in control of your destiny.
This is all about the benefits of featuring Facebook ads.
But how can you capture the attention of the right audience at the right time so that they want to stop scrolling (or whatever they are doing) and take notice of your ad?
The answer comes in three parts:
• Writing excellent copy that will induce them to stop what they are doing and read, listen or watch your ad
• Search out where the correct audience for your business is so you can target them
• Do the analytics to learn what is functioning and what isn’t so you can continuously keep on improving.
Only the expert Facebook ads copy makers can help you get the best result as you expect them to convert. To dive into ways to optimize specific sections of your Facebook ad copy, consider these tips for your ad as a whole.
1. Know Your Audience
You should do two things before creating Facebook ads – Do a competitive analysis and understand your audience. The leading businesses agree and recommend considering how you built the audience while targeting when determining what to include in specific ads.
Consider the following conditions:
Is it built from a lookalike audience? If so, start a survey to those people just to find out what they care about. Is it a retargeting campaign based on a section of your site or a specific page/topic? If so, consider what other retargeting information can you put into your copy.
2. Consider How Your Published Ad Displays
The headline of your Facebook ad is not necessarily the first copy that it displays. Hence we recommend considering the location of the copy on published ads to determine where to put certain pieces of information.
In particular Facebook ad types, the headline appears below the image (or video), so it is recommended to use your marketing copy in the ad’s body section and include your call-to-action in the headline.
For prompting users to act or book now based on the location of the headline, it is the perfect place to showcase special rates or discounts in headline.
3. Define Goals For Each Component Of Your Ad
You should be breaking down a Facebook ad into its components—text, headline, description, image, CTA—and then defining the purpose of all these components.
- The text in your ad copy should address pain points of customers and offer valuable and effective solutions.
- The headline should get—and hold—their attention.
- The description should provide details and builds trust.
Facebook CTA options are limited, but it is advised to try to choose the one that most closely matches the action I want the person to take.
4. Choose the Most Important Component
Finally, we recommend considering your ad as a whole. Writing copy for Facebook ads is similar to writing copy for pre-internet print ads. As per our expertise, the copy and the creative need to work together. Only one can do a majority of the work.
Have a punchy piece of creativity like a high-energy video? Keep your copy short and to the point so that the video works.
If you don’t have a great piece of creativity, focus on writing a solid headline and then backing it up with a secondary copy.
The headline is the most critical copy element for a Facebook ad. It’s the thing that catches attention and makes all the difference whether prospects click—or don’t click—on your ad.
We recommend to use simple and powerful language that creates an emotional response in your reader. Focus on a single idea or thought and make it bold.
5. Use Evocative Words
We would also suggest including evocative words and stories in your ads, which wakes people up and pulls them away from reality. It’s essential to impact on the feelings—not on the brain.
According to a survey, the word ‘exclusive’ has to be in your copy. Among thousands of ads running daily, those that include the word ‘exclusive’ perform significantly better.
6. Include Numbers
It is always recommended to use numbers, percentages, or any data/numerical facts you have if you want to catch audience’s attention.
For a clear vision, think of it like how you would format your resume. To capture attention, showcase impressive numbers to intrigue your audience.
7. Use Brackets
We always advice to use brackets in your copy. Although it sounds simple to use brackets in your sentences, it has proved a better way to draw attention, particularly in the ad copy. Many often use terms like “[last chance],” which creates a sense of urgency and helps drive more clicks.
8. Ask a Question
Questions are always more effective than statements are in any ad.
Design Rush’s Angelina Harper agrees with the demands and says, “I usually write a question that will make my audience think about their needs, and my product is the answer.
Starting with a question is a great way to go with the Facebook ads. Anyone in the ad can ask a crucial question and answer it over the following few lines.
9. Call Out Your Audience
Calling out audience in the headline works the best.
To understand it with an example:
-If you are a realtor, your ad would start like, “Looking to sell your home for more than what it’s worth?” People interested in selling their property will definitely think, ‘Yes, of course!’ Now, you have the attention of keen and qualified prospects. Better yet, you have them already saying yes to me.”
The other example is more local.
Let us say you are a restaurant owner in Bangalore, India. I would start my ad out with, “Attention, Bangalore!”
This would grab the attention of everyone who lives in that area.
These two strategies will usually generate the most customers for your clients.
Once you have picked the right ad type and crafted the perfect headline, it’s time to focus on the rest of your ad’s copy. The respondents with us offer several different suggestions for writing compelling Facebook ad body copy.
10. Spend Most of Your Time on the first two lines
We recommend spending most of your writing time crafting the first two lines of text.
Think of the text as important as it’s the headline of your ad. It’s the one thing customers are going to see. If you can draw them in and convince them to click the ‘See More’ button, you’ll increase your dwell time, which has a powerful effect on relevancy scores.
If you spend one hour writing an ad, spend at least 30 minutes crafting the perfect lead. It will be the one that’s going draw people into your post and compel them to spend time with it.
11. Use the Language Your Customers Use
When it comes to writing ads for Facebook, nothing beats voice-of-customer data. Start this by listening to sales calls, reading online reviews, exploring older messages, and social media comment threads, and reviewing contact form requests so you can better understand customer pain points and speak their language.
Using voice-of-customer data promises every headline and body copy reflects the exact terms, tone, and emotion behind the actual questions and concerns consumers or prospects have.
12. Keep it Casual
One technique everyone should use is writing the way we speak commonly. Using more common language, further using all-caps or bolding words—makes it far easier for the reader to understand the message quickly.
Many renowned names have seen engagement with their posts more than triple after applying this simple concept.
13. Use Appropriate Emojis
If you want your ad to be read by your customers, you should use a conversational tone. Visualize that you’re telling a good friend about a new product or service when writing your copy—and don’t forget to use applicable emojis.
When you have done writing your copy, read it out loud and pay attention to places where you have to stop and take a breath. This is where you could actually perform well with shorter words and sentences.
14. Focus on Specific Pain Points and Benefits
Hit your customers’ pain points directly, and speak about the cost-savings benefits of your products whenever suitable.
For instance, an auto body shop could have an ad that says, ‘A roadside failure can cost upwards of [$$$] before repairs. At [company], pay just [$$$] for any repairs, oil change, tune-up, and inspection and keep your future maintenance costs at the minimum!
15. Add Some Social Proof
You’ve got to show social proof of some type while mentioning positive reviews, including quotes from reviews, or mentioning specific users who have put your ad over the top.
If you’ve done your targeting right, you already have an audience interested in your product/service, and your positive product reviews will make them click.
16. Always Prefer Storytelling!
Always a go-to for ad copywriting is sustained to tell a story. You can use ‘storytelling’ as a way to get our potential clients on the same page and make the story convincing to them.
Start with telling the first part of the story while trying to figure out how to get them to have their own ‘relaxing’ moment towards the end. Then, introduce the CTA on how to help them.
Generally, these are soft-sell type ads trying to get prospects from options like opt-in to a webinar, download free content, etc.
17. Be Clear About The Cost
People always want to know upfront how much it will cost them since the price is one of the prime factors in the decision-making process.
Instead of declaring vague, lead with those numbers and show your readers exactly what you’re offering. They will trust you more, and the price might entice their attention even.
It might not be the first thing that comes to mind when you think of an incredible Facebook ad copy, but it’s one of the best things you can do. Ads of this type are pleasing to the customer, making it easier for them to make a decision right away.
18. Keep It Short
There is so much content that Facebook users need to filter through every minute. Therefore, ads require implementing short, brisk, and unique copy to captivate potential consumers without wasting time.
The good-to-go technique is to frontload the main message and keep the copy as compact as possible. It sounds simple, but you’d be astounded how many brands also write multi-sentence captions and ad copy that doesn’t give consumers any direction.
So, which tip do you like the most? Do you think your ad to be long or short? Don’t worry; no one can answer that question for you. It depends on various factors; like your audience, product, skills as a copywriter, the time of day at which your audience sees your ad, etc.
Consider these Facebook ads copy writing tips for inspiration, then test them to find those that work best for your business. Facebook ads writing is convincing only if every factor is being focussed precisely with analysis on essential factors.