While there a lot of things that contribute to making a Facebook ad successful, one aspect of social media ads that commonly gets overlooked—in favor of images and video—is the writing.
But, as WordStream points out, if you’re going to spend money on a Facebook ad, you want to make darn good and sure that it does its job. Here’s what the online advertising experts have to say about good copywriting:
“Good ad copywriting can persuade your audience to click through to your website. Good copywriting functions as a guide—it shows people where they need to go. Great advertising copy can persuade, excite, and entertain. It makes connections, cuts out excess information, and makes the choice to proceed seem obvious. It’s an essential part of a successful ad.”
Here are 8 writing tips we found on WordStream to help you create your best Facebook ads ever:
8 Tips for Writing Great Facebook Ads
1. Narrow Your Audience, then Write to It
If you want to be effective in online advertising and selling, you need to learn how to write as if you’re writing to one person alone. This individual—or your target—is the one you need to pursue and persuade, focusing all of your attention on their needs.
While on your website you should write copy that speaks to all potential customers, on Facebook you can narrowly target your audience. For example, you can target your ads to men over 30 that live in the U.S. who are interested in fitness and wellness. Then you can write very targeted ads that speak to that specific audience.
2. Avoid Blanket Ads
Because your customers turn to you for a variety of reasons, you need to avoid using one blanket ad. Why treat your ad like a billboard when you can use Facebook’s ability to target specific demographics?
If you’re a clothing retailer, for example, you might sell men’s and women’s apparel, shoes, accessories, activewear, underwear, and maybe even bath and body items. While there will be many customers interested in some of what you have to offer, others will only be interested in a portion of your products (i.e. women will be interested in products for women).
In the Old Navy video ad seen below, the retailer targets those who’ve listed fitness as an interest, allowing the brand to speak specifically to one segment of its audience.
3. Match Your Facebook Ad Copy with Your Visual
When your image doesn’t align with your copy, it can be a disjointed experience for Facebook users. It causes them to wonder what the heck your ad is actually trying to advertise, making it more unlikely that they’ll click on it. That means your ad is wasted.
Take a look at the ad below in which Starbucks has married several images to create a great visual for its “World’s Largest #StarbucksDate” campaign. The copy’s “french press Caffe Verona & a chocolate brownie,” is visualized in the photos, informing their audience what they can expect when they drop by the coffee house on the date listed. It’s a good example of how an effective Facebook ad matches the copy to the images.
4. Make Sure You Use One Clear Call-to-Action
“The best Facebook ads have a clear goal,” says WordStream.
Whether you’re trying to increase brand awareness, get a lead, or sell a product, your ad should have a clear call-to-action. Without it, Facebook users will have no idea where to click, or what to do. In the Facebook ad below you can see the straightforward “Sign Up” button telling people what to do in order to take advantage of the $5.00 membership deal. Ridiculously simple, yet effective.
5. Keep it Brief & Focus on Value
It may be tempting to cram as much information into your Facebook ad as possible since you’re paying for it. Besides, how else can you explain your product to people?
With Facebook ads, though, it’s important to keep your copy short and sweet and focus on value.
For example, what will people get out of using your product or service? How will it help them? These are the questions that should drive the main message of your copy.
Take a look at the TaskRabbit Facebook ad below. The copy uses three sentences, “Getting everything done is easier than you think,” “Hire a tasker instead,” and “We’ve got chores covered” to drive home the value of their service: hiring someone else to complete personal tasks when you’re busy and overwhelmed.
6. Use Simple, Easy-to-Understand Language
“Copywriting is not high literature,” says WordStream. “Maybe you were a poet in college, but flowery language will muddle your message. It’s time to cut the verbosity.”
When writing a Facebook ad, your number one priority should be making it easy for anyone to understand—even an 8th grader. Someone viewing your ad should immediately know what you’re offering, how it benefits them, and what to do next.
Check out the SoFi Facebook ad below. The copy is simple, while at the same time it explains what the company offers (refinancing of loans), the benefits (paying off loans faster), and what to do next (apply now).
7. Pretend You’re a Facebook User
Because you work on marketing your brand practically every day, it can be tough to look at your ads objectively. That’s why you should take a few moments to browse your own Facebook feed to see which ads have copy that really resonates with you. Are there ones that make you want to click? Which ads do you just scroll past? Now take what you’ve learned, and apply it to your own Facebook ads.
Additionally, it’s a good idea to get the perspective of someone besides yourself. Whether you hire a freelance writer to help you brainstorm or write a sample ad, bounce your ad off a few coworkers, or ask friends and family, it will help you gain a better understanding of how people digest your copy so you can tweak it, if necessary.
8. Test your Ad Copy
One of the best ways to improve your Facebook ad copy is to run tests. With a small amount of money, suggests WordStream, Facebook makes it easy for you to try things out.
Consider running two different ads—using the same image, but different copy—to see which one really resonates with your audience. Take note of which version gets the most likes, comments, and conversions.
The effectiveness of your ad can be the difference between asking a question or making a statement. It’s up to you to test it out to see which one works best for the Facebook audiences you’re trying to reach.
According to statistics from Pew Research Center, 70% of Facebook users in the U.S. log into Facebook on a daily basis.
“All of these users spell out huge potential for marketers,” says WordStream, “and Facebook has emerged as one of the best advertising platforms for both B2B and B2C businesses.”
The best ads on Facebook should result in sales, and it’s up to you to make sure you’re blending the right ingredients together to create an ad that accomplishes that goal. Good writing is one of those crucial ingredients. As WordStream reminds us, strong copywriting is an essential part of any good Facebook ad.
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Also published on Medium.