July 29, 2022 Jayashree Kalita
Digital Marketing, Performance Marketing
What is a Facebook Ad Copy?
A Facebook ad generally consists of a video or image creative with some text. The most important and crucial part of these ads is the text which actually holds the potential to drive conversions. Facebook ad copies can be broken down into three distinctive parts:
The primary text –
The text displayed in the body part, that is either a single line or split into different paragraphs. You can find the optimal length or format of your primary text by observing the activity of your audience. Emojis can also be made a part of primary texts like a “cherry on the top”.
The headline –
The bold text that appears below the creative is the headline, whose purpose is to drive conversions by combining effective copy with a compelling CTA. A short, simple and catchy headline is sure to grab the attention of your audience.
The link description –
The link description appears below the headline, providing the advertiser an opportunity to convince the target audience as to why they should make a purchase. It is like a sneak peek at the value they’ll get once they click on the CTA. This pricing depends on the product or service you are offering.
The platform has assigned character limits for your Facebook Ads, strictly as stated below:
25 characters for a headline.
30 characters for a link description.
125 characters for ad copy (primary text).
Examples of Facebook Ads
The beauty of Facebook ad copies simply implies how much creative freedom the platform offers. No matter what the size of your business is, your creativity will always help you create something that adds to your growth. For this, you need not be a creative genius, you’d only need some dose of inspiration. Check these Facebook ad examples to have a first-hand experience of how Facebook ads work.
What makes a Facebook Ad Strategy Successful?
Setting realistic goals is very important if you want to make your Facebook ad strategy work. Many businesses get ahead of themselves, expecting leads or conversions the moment they begin a social media campaign. If you look at successful Facebook ads, they have one thing in common – they are the outcome of time and experimentation.
There are four stages of Facebook marketing which can be adequately summarized into a digital marketing strategy called “R.I.C.E.”
You succeed in a Facebook Ad campaign with several months of trial and testing, through which you know what type of content your audience responds to. Your ad campaigns primarily work on building your reach among new audiences. Once you have gained your desired audience you enter the interaction phase, where you persuade your audience to take action and learn more. You’ll channelize your audience to your website, you must make sure that it holds content which your audience would want to explore. Once you see that your ads are constantly drawing people’s attention, and you have audiences who spend time on your website, it’s time to convert. This is when you start writing Facebook ad copy that converts and sells. From the reach and value you have earned for your Facebook content you gain social credibility that appeals to people urging them to make a purchase decision. When you see your ads leading to conversions, you enter the final phase – engage, where you start using your ads to create brand loyalty, meanwhile continuing to offer value to customers and encouraging them to repurchase.
How to Write a Facebook Ad Copy that Converts?
SIX best practices to write Facebook ad copies that convert:
Target your audience – Before you start writing copies, you need to know exactly who your target audience is composed of. Have a look at your audience demographics from your website’s tracking. Ask yourself questions like :
What do they like and what are their interests?
Where are they based geographically?
What is their age group?
What does their online behavior look like?
Intimately knowing your target audience makes it easier to write copies that’ll specifically cater to their interests.
The hook – Using a good hook in your ad copy will capture the attention of your audience and keep them reading. Read the following ways of keeping your audience hooked :
Using numbers: Using numbers like a percentage, figure, or statistic immediately gives credibility and makes your message look more factual and scientific.
Arouse curiosity: Using phrases like “What if I told you?” or anything like that will pique interest early and naturally draw your readers’ attention.
Incite fear: Using fear to grab your audiences’ attention can prove to be a powerful tool. For example the fear of falling behind or the fear of missing out can convince your audience into doing something.
Using a clear CTA – People will likely follow your lead if they are easily shown “what to do”. A CTA or Call To Action is clear and easy to understand and makes the reader excited even before he has clicked the CTA button. This too should be simple and concise and not lengthy, winding and wordy, with a maximum of three words.
Test multiple ad copy variations – Testing variable options of your ad copies will help you monitor how each version of your ad copy performs. This will also help you understand what can be done to improve your performance, and also find out what works and what doesn’t.
Avoid words and phrases that might cause Facebook to reject your ad – With Meta/ Facebook you are not allowed to advertise weapons, ammunition, explosives, unsafe supplements, cryptocurrencies, or anything that is considered illegal on Facebook. Besides, there may be many other reasons as to why your ads are rejected even if they are legal. A simple way to avoid ads rejection is to keep up to Facebook’s community standards and ad guidelines.
Use proven copywriting techniques and formulae – Copywriting formulae and techniques have for long proved to bring great success. Incorporating them in writing your ad copies can be very helpful. Following are the techniques/formulae which you can use in your copywriting:
FOMO : Fear-Of-Missing-Out is something that causes a person to take immediate action. A FOMO induced in your ad copy will immediately make it exclusive and give it a time-sensitive urgency.
Social Proof : With the approval of your customers, if you’re able to secure real-life feedback you’ve surely cracked the formula. People are very interested in knowing what the thoughts of other people are. Using testimonials having positive opinions as a part of your copywriting will be a social proof to your product or service. Especially, if these testimonials come from celebrities or anyone with a social status or authority, your new audience will automatically be interested in what you are offering.
AIDA : The abbreviation for Attention, Interest, Desire and Action, is one of the oldest copywriting techniques. It first calls for the reader’s attention, then persuades with writing that triggers interest, then focuses on building desire within the reader, finally leading to the CTA for their final action.
Before-After Bridge : People tend to pull towards eliminating one’s problems instead of dealing with them for lifelong. This technique is used to build an emotional connection with your audience. By using the before and after of a problematic situation you are compelling your reader to think of a future possibility where they are free of their current pain.
Open Loop : This technique includes story telling when you keep the story open ended, making your audience desperate to seek out more information