How To Write Effective Ad Copy For Facebook?
However, considering that the average person spends at least 1.72 hours each day on social media, it’s an advertising outlet worth pursuing.
That’s why we’ve put together these tips on Facebook ad copywriting and included best practices so you understand how to make a good Facebook ad that’s effective and produces the ROI you’re looking for.
Getting Started: How To Write Effective Facebook Ad Copy
If you’re wondering how to write effective Facebook ad copy, it all starts by putting a framework into place. Successful Facebook ads usually employ the following practices.
1. Start With Audience Targeting
Know who you’re trying to talk to and don’t guess based on your gut. Instead, look at your audience demographics from your website’s tracking. Consider who your sales team is talking to. Research the data your business has to find out more about your audience. Ask yourself:
- What demographic is visiting my website currently?
- Does my desired demographic use Facebook?
- What is their job title?
- Which hobbies or topics interest them?
- Where is their geographic location?
After you’ve found the data to answer these questions, you can use Facebook ads manager to build a target audience for your ad campaign. But it’s important to do this step first so that you can make sure you write ad copy tailored to your actual audience.
2. Write Short & Simple Content
Some advertisements can break this rule, but at the beginning of your advertising campaign, you should write content to fit the character limits so your text isn’t cut off and users can see it all at once. Facebook ad character limits are:
- 25 characters for a headline
- 30 characters for a link description
- 125 characters for ad copy (primary text)
This is where good writing comes into play. Follow the K.I.S.S. (Keep It Simple, Smartie) principle. Write simply and use language your audience understands. Don’t use big words or try to impress them with industry jargon.
Think about what pain points trigger your audience emotionally, lead with that, and present your brand as the solution. The headline is a great place to hook them, the link description shows the solution, and the main ad copy is where you do your persuading.
3. Always Choose A Call To Action (CTA) To Match Your Strategy
You probably already have a CTA in mind as you’re writing, but it’s worth devoting a section talking about this. Since you’re just beginning Facebook advertising, you’re still in the reach or interest phase, so one of your better CTA options is to encourage people to “Learn More.” As you move further along in your social media strategy, then you can begin experimenting with other CTAs.
4. Make Sure Your Copy Matches Your Visual
If your ad campaign doesn’t look cohesive, it’s a huge turn-off for Facebook users. Social platforms are heavily visual and people have come to expect clear, high-quality images. If your photo is distorted, blurry, or too posed, you won’t see good engagement from your ad campaign. Thankfully you don’t have to be a design expert to figure out how to optimize the visual part of your ad.
Facebook provides straightforward visual guidelines about what looks optimal in an ad. Plus if you’re pulling stock images from a provider like Shutterstock or Adobe, you can feel confident they’ll be good quality for social.
Need Some Inspiration? As you begin to draft a campaign, here’s a compilation of some great Facebook ad copy examples to get you started. There’s also a great breakdown for each one detailing what they did right in the ad copy and the visuals used. And while we recommend starting with image-based ads when you’re new, eventually you’ll want to look into exploring other types of Facebook ads (video, carousel, etc.) to see what resonates with your audience.
5. Write Different Facebook Ads for Different People
This goes along with the idea of targeting. Your customers turn to you for a variety of reasons, so why would you use one blanket ad? Facebook’s strength is its ability to target, so don’t treat your ad like a billboard.
For example, imagine you’re a clothing retailer. You sell men’s and women’s apparel, as well as shoes, accessories, activewear, underwear, and even bath and body products. Many customers will be interested in some of what you have to offer, but many will be most interested in one area. Simply put, women will be interested in what you have for women.
I love this video ad from Old Navy promoting its activewear. The ad is targeted to those who’ve listed fitness as an interest. In this way, Old Navy reaches the right audience with its ad.
6. Use Simple Language that’s Easy to Understand
Copywriting is not high literature. Maybe you were a poet in college, but flowery language will muddle your message. It’s time to cut the verbosity.
Your number one priority should be writing a Facebook ad that’s easy to understand—for anyone, even a 5th grader. When someone sees your ad, they should immediately know:
- What you’re offering
- How it benefits them
- What to do next
That’s why I love this sponsored post from SoFi, which helps people refinance their student loans. The copy in this Facebook ad is refreshingly simple: Pay off loans faster. SoFi explains what it offers (refinancing of loans), the benefits (paying off loans faster), and what to do next (apply now).
Conclusion
While many of the tips we have discussed today are great for improving our Facebook ad copy and can be transferred to other platforms, too, mastering the art of copywriting is a fine skill that takes talent, perseverance, and resilience.
What might work for some might not work for others.
Our surefire tips to write Facebook ad copy that converts are like the good ingredients of a good recipe, but to make that great, it takes a good chef and hard work.
Advice
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