Facebook has an estimated 1.09 billion active users daily and remains the most popular social media platform. That makes it a very powerful tool for marketers to reach their target audience, but only if they know how to write compelling copy for their Facebook Ads. Read on for a bunch of helpful tips on how to write great ad copy.
Not familiar with Facebook Ads? Don’t worry, we’ve already got a short article on the subject.
1. Write for the right audience
In marketing, we often talk about the “marketing funnel,” (we’ve explained it in-depth here) which is a powerful tool to help you understand who your customers are and how to tailor your marketing efforts to them.
In the top of the funnel, communication is broad and encourages customers to learn more about your solution. In the middle of the funnel, you begin to communicate a bit more specific to certain users, whereas marketing efforts in the bottom of the funnel target users who already know about you and just need that final push.
When you write copy for Facebook Ads, you need to be very mindful of where in the funnel your audience is located. Are you trying to gain awareness and get more leads with your ads? Or are you trying to lift sales right then and there? Make sure your copy reflects who you're writing for and at what stage of the user journey they’re based.
2. Align visuals and copy
Ads need to be visually appealing and work with the copy, not against it, to be really effective. If the copy and image don’t match, the audience will be left confused rather than informed.
3. Keep it short and simple
Marketers often make the same common mistake of trying to cram as much information into one ad as possible. An overload of information only makes your ad more confusing, though. Instead, keep it short and use simple language that’s easy to understand at a glance.
When someone sees your ad, they should immediately be able to understand:
- What you’re offering
- Why they should try it
- What to do from there
4. Lead with value
How does your business solve a potential customer’s problem? If they can’t figure that out from your ad copy right away, they won’t engage with your ad at all. When your ad copy makes the value of your product clear to the customer, they’re much more likely to come back to your page and product.
5. Include one call-to-action
Are you trying to increase brand awareness or sell a product? Your ad should include a clear call-to-action that goes with your goal. A call-to-action that says “Shop now” will nudge your customers to visit your shop and hopefully make a purchase, whereas “Learn more” will get you traffic and maybe sign-ups. You don’t have a lot of time or space to convince the user what to do, so make sure the call-to-action copy is clear and concise and goes along with the rest of the ad copy.
Why Facebook Ads are so effective
Targeting is what makes Facebook Ads so effective. Just consider for a moment the 1.09 billion daily users on Facebook; with no means of reaching them, your ads would be completely powerless. But because Facebook has one of the best ad targeting out there, you can narrow your ads to target existing customers, audiences by location, age, gender, or even specific interests.
Even if you narrow down your targeting, your ads ultimately won’t lead to the most conversions unless you’re also investing some time in the ad copy itself. You should never underestimate the power of good copywriting. Good copywriting not only seeks to nudge the user into taking the desired action, it can also make the user journey enjoyable enough that your customers might want to return in the future.
Ultimately, though, you can’t find out what works for your business until you try testing different images and copy to find a pattern that works for you.
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