I love Facebook ads. Many e-commerce ad campaigns, like Sweaty Betty London, will test different call-to-actions based on the offer. Short Facebook ad copy is extra important today, where attention spans are notoriously lower for people on social media. The only thing I might leave open is my landing page for inspiration. New life changes. State what you know about them! (Just you wait, Pinterest advertising. When it comes to writing Facebook ad copy, your image and text should tell a story and relate to each other. Open up a Google Doc, a Word doc, Pages, TextEdit, or your word processor of choice. If they’re scrolling through their news feed, you may only have a few seconds to get your point across, so it’s important to keep your ad campaign as short and sweet as possible. And they’re about to become your own guidelines for writing your own ads that get quality clicks. That’s an important place to begin. Start by familiarizing yourself with the website’s ad specs, then better understand your own brand. The more tailored your ad is for the right person, the more likely they’re going to act on your offer. No fluff, just a clear call-to-action to get their hands on your free content that will allow them to [insert the solution you provide]. For each rule I’ll also give you an example so you can see some of these techniques in action. Think about how you can guide your audience through the steps they need to take to make a purchase. The basics of Facebook ad copy The first step in improving your Facebook ad copy is understanding where it belongs. © 2021, ManyChat, Inc. You can’t just throw an image and some decent copy together and call it a day anymore. Connected Apparel, for example, was able to create ads specifically for a lookalike audience based on their top 25% website visitors. Write with emotion and … It’s just . Relate copy and ad creative to tell a story, Make different ads for different audiences. As you can see above, Shopify really went in on the whole “meta” theme for their Facebook ad. That’s why we created the the Ad Copy Cheat Sheet. This example uses words like “genius” and “delightful”, creating positive feelings around the product. (Sorry! How to Create a Facebook Business Page: A Step-by-Step Guide, Facebook Ad Sizes and Specifications Cheat Sheet (2021). Narrowing down these specifics — knowing who the segment was and what dresses and jumpsuits they liked — allowed the online retailer to create copy that resonated with potential customers. The landscape of Facebook is way overdeveloped. You have a beautiful image and CTA, but your campaign doesn’t seem to convince and convert. Make different ads for different audiences. So, please mind the Facebook ad copy’s length. Privacy Policy. Michael is a SaaS Marketer and SEO living in Guadalajara, Mexico. A terrific technique is to compose Facebook Ad Copy around studies that you might currently be competing spun clients. Facebook Ad copy should be short, sweet, and—most importantly—relevant to the specific audience you’re targeting and ad you’re running. Facebook says as much on their Ad Copy Cheat Sheet: Without the ad copy, your ad will be much more confusing. Your product or service solves a problem, right? Melodramatic much?? People who are struggling with Facebook ads probably aren’t losing sleep over it (I hope!) If you want to keep your ad copy short and sweet, you can run click-to-Messenger ads attached to a bot flow that helps you share the information a customer needs to encourage a purchase. If that catches their attention, they’ll read your ad copy. Creative Credits. The first three strategies focus on demonstrating how you understand a target audience. Including a timeframe in your Facebook ad copy immediately triggers anticipatory regret, which in turn can lead into a conversion. Get your audience to stop scrolling on their feed. It’s your opportunity to engage your audience and drive them to take action. Ad Copy: This appears above your creative on your Facebook ad. In this article, I will go over several tips for writing social media ad copy that converts. They ran a separate Facebook video ad with a “Shop Now” call-to-action button to encourage potential shoppers who were ready to buy to go ahead and make the purchase. And thanks to my lovely clients who depend on me and my skills to get results, I’ve gotten very good at something I hate doing. Users won’t know what to do with it. One of the best practices in writing an ad copy is to focus on the audience. Make sure your ad tells me what I’m going to get if I click, what problem you’re going to solve, or how I’m going to end up feeling as a result of what you’re offering. not my thing. I seriously geek out over targeting. The right Facebook ad copy can have a dramatic affect on the performance of your ads! . Something that pops in this ad is that certain words are written in ALL CAPS. Check out some of the feedback I gave people below and see if you can apply it to your own copy! Whether you’re new to ad copywriting or an experienced copywriter, these tips and ad examples above can help improve your social media campaigns, create brand awareness on social, and fill your funnel with warm leads. So it only makes sense to have the same tone across all your customer touchpoints from Facebook ad copy to bot persona and even product descriptions. Write everything that comes into your head. Facebook and Instagram ads are complicated AF – but I’ve created a simple 5 Ads Strategy anyone can implement to reach thousands of new students interested in a course just like yours. (Note: all of my examples aren’t necessarily from Facebook ads….but they could be because they really are that good). Storytelling is a powerful tool for connecting with potential customers who have no idea who you are, giving you the opportunity to get your message across without being intrusive. In this case, Parachute sheets contain no harmful chemicals or synthetic softeners, and more. If you’re in the life coaching, health and nutrition, personal finance, or tons of other industries, writing emotional copy is going to be pretty simple. Ad Type: Image Ad Objective: Drive sales. then you’re going to keep scrolling right on past my ad. Facebook advertisers often focus on the visual creative—the video or the image—but the ad copy is equally important. The ad isn’t specifically aimed at targeting new or loyal customers. ), So that means that like it or not, writing ad copy is a big part of my job. But you’ll also want to make sure your copy is recognizable and in line with your brand. And part of that puzzle is the ability to write effective Facebook ad copy. You won’t use every single one of them in each piece of copy you write – you’ll see that it’s pretty hard to combine #4 and #5 (but not impossible). That’s when the decision will be made on whether they click your ad or not. A simple, single image with a link, small amount of copy and a headline, they’re easy to set up and work with every type of ad objective except for video views. Limited time offers can provide an incentive to the lucky customers who get them. Use the language your audience speaks and feels comfortable with. Headline : A short piece of text that appears in bold below your ad creative (and beside your call to action) What do they already know about the product? © 2021, Claire Pelletreau. Maybe it has to do with HOW FREAKIN’ HARD IT CAN BE. The contents of this blog were independently prepared and are for informational purposes only. Facebook ad copy matters! 1) J. With all of Facebook’s rules and regulations, writing ad copy for the medium seems like a daunting task. The more tailored your ad is for the right person, the more likely... 3. So if people in my audience are “suffering” even the tiniest bit, then your peeps have GOT to be in some kind of minor emotional pain. When writing for different audiences, take into account their level of knowledge about the product or service you are trying to sell. Then use different copy and ad creative for each segment to create more relevant ads. To start, Facebook ad copy is the written copy found in Facebook advertisements. It's not about copy and design working together. At first glance, I was surprised to see that the ad with lengthier copy below had out-performed the short-and-sweet version with a “Free Guide” call to action. Don’t try to be clever – just be clear.. Facebook is noisy, yo! Whether you have a free trial or an ebook download, your landing page should match your Facebook ad. If you want to use classic tools like paper and pen, go wild. I even enjoy a little Photoshop action while creating images. The restaurant includes the phrase “limited time” to encourage people who receive the ad to take advantage of it. Understand and Reflect Your Customer’s Struggle… Specifically. Below you’ll find my top five rules for writing truly effective Facebook ad copy. Here are seven tips to crafting the best Facebook ad copy and ad examples you can use to inspire your next social media campaign. One of the best Facebook ad copy best practices is to use simple language that a third-grade student would understand to present your point clearly – what problem you are addressing with your product or service, and why it is the best solution for that problem. At the AD SET level of your Facebook ad, under DETAILED TARGETING, type in “engaged” then select the “recently engaged” relationship status option. The ad copy does a good job of highlighting the benefits of app installation: rewards, skip the line, and order ahead. A few months ago, whispers about a test that would change the way brands advertise on Facebook started spreading. Crew. Add your own twist to them, and use them in different combinations to find the best results. #6: Include the URL in the Ad Copy. Increase page views with beautiful design and well-written copy. Facebook and Instagram ads are complicated AF – but I’ve created a simple, Facebook Ad Copy: 5 Steps to More Conversions. They only got rid of the rule last year. The reminder of a new season requiring a new wardrobe gently pushes people to take action and hit the “Shop Now” button. need I say more? In fact, it would be like pulling teeth to get FB marketers today to imagine even testing an ad that didn't lead with a big ol' image. How to write Facebook ad copy that gets the RIGHT people to click: Get it inside Absolute FB Ads + Support Group. Don’t be afraid to include copy that may seem over-the-top obvious like “Click here to sign up” or “Grab your free guide here:.” Lots of people need step-by-step instructions – give ‘em what they need! These are the oldest type of ad in the book. And the better they can envision it, the more likely they’ll believe it’s for them and buy it. Tweak the text and visuals to match who you are, then share across Facebook to let the world know. Frame Your Message with Something Timely. No more, no less. If you’re spending money on a Facebook ad, you want to make sure it does its job. In Facebook ads, the rule of thumb is for marketers to focus on the image. Focus on getting me to click, and I can get to know you and your brand later on. Just like your Facebook ad copy needs to be relevant to your target audience. . Now that you’ve got some great Facebook ad examples to model, you might want to dig deeper into how the different Facebook ad formats work. This is something I’ve seen time and time again — with my ads management clients, ads coaching clients, and my students. Images are important in Facebook Ads, but copywriting is also essential. This ad from Digital Marketer not only speaks to the marketing managers’ personal experience with building a great department by asking an important question (Act 1), but also explains how they’ll get you from problem to solution (Act 2) and the benefits you’ll experience after (Act 3). What makes this ad work? A little effort, though, goes a long way. Image without link: (Image) Ratio – 1.91:1 to 4:5 Both ad creative and text working together can help an audience feel better about clicking through on your offer. What are you more likely to click on: A snappy, witty message with a video of the product or service attached to the ad, or a long wall of text explaining three different concepts with an image at the bottom? One way to achieve a consistent brand tone is to use Facebook Messenger ads to not only create a conversation after someone clicks your ad, but also creates a more fun and inviting experience for consumers, which can help with conversion rates. Once on the AD level and you are creating your ads text and headline, SPEAK DIRECTLY TO THEM! If you’re like me and your attention span has been shot to hell by pretty much everything on the ol’ Internet, close everything else: tabs, windows, applications. Most of us aren’t in the business of ending human suffering. If you worked hard on your branding, the name of your program or service, a pithy... 3. – but they are losing money. Launching a Facebook ad campaign is fairly easy. Good copywriting functions as a … 1. Because there’s nothing worse than spending your money on the wrong people, you know what I’m saying? Don’t stop until that timer goes off! Facebook Ad Copy: 5 Steps to More Conversions 1. Imagine seeing a new Facebook ad in your news feed for the first time, knowing little to nothing about the brand, the quality of their  products, or even the price. You can test the effectiveness of ads by simple A/B testing, also known as split testing. If I can do it, you can do it. The ad continues to highlight specific features that their potential customers care about when buying bed sheets. With the emphasis on using as little copy as possible to entice readers, ad copy has to target specific types of users. How do you overcome this gap and build confidence with a new audience? Yes, I know. In one Facebook campaign, the online retailer ran one introductory sales offer with the CTA “Learn More” for shoppers who want to know what the business could offer them. Facebook is for new things. According to the rumors, the social network was considering doing away with the “20% text rule”. That’s because there’s a science behind it. The two play off of each other. Lately, Facebook turned out some new requirements for custom audience data( June, 2018) however typically it will not influence those firms utilizing their very own information accumulated by e-mail, sales groups, or companions. Create a Facebook Ad that delivers with this Facebook Ad Copy video template. Who It’s Targeting: This particular ad targets J. Crew’s male demographic. I love spending my days putting together campaigns in the Power Editor. In the world of Facebook ads, content isn’t king. This isn’t a medium where you can let the image speak for itself and expect results. If your ad has really strong visuals but the copy is mediocre, you’re missing out on a huge portion of your market that’s more likely to read your ad. Keep these top tips in mind and customize to your brand to make a video with a message in minutes. Privacy Policy. Miller’s Roast Beef, a family-owned sandwich shop based in Rhode Island, offers this conversation flow after sending a Sponsored Message to maintain a consistent tone, but a big part of its value is that the message is recognizable and connects with the potential customer. eep your message focused on one concept, and aim to use minimal copy. I’m coming for you! Michael Keenan Consistent messaging can help you win your audience’s trust and  make them feel a little more comfortable redeeming an offer or buying from you. There are four key areas where you can insert text. Just remember: we’re leaving people OUT of the party.). Test different CTAs with each audience when putting together your ad campaign to get closer to the conversion rates and sales you’re looking for. Branding + Website design by Public Persona Studio. Yet something about the ad caught your attention. Just like choosing images for your ads, writing ad copy is both art and science. Sadly there are no Facebook ads without some text. When writing Facebook ad copy, it helps to create different ads for different audiences. Why It Works: The ad copy is short and conversational in tone. Site Terms. And the results are awesome—just look at the engagement at the bottom of the screenshot. Though some may not like all caps text, it really does capture attention. Launching a Facebook ad campaign that ROIs, however, is another story. Avoid all mention of your brand.. The rule showed the amount of text allowed on ad images. . Ask yourself the following questions before you begin crafting your campaign: This can be a lot of stuff to pack into one ad. Pain + agitate + solve New announcements. So that means that people are “suffering” in some way, and you’re there to end the suffering. Word Choice: When writing your Facebook ad copy, use strong words with the personality that you want to be associated with your brand. Let’s get straight to the punchline: if you’re running ads on Facebook, you want results. Asking questions is a smart move in the face of Facebook’s algorithm which emphasizes engagement.Just peeking the number of shares this post scored relative to likes and comments, discussion-based ads promos are a proven way to get people talking. As people scroll, the first thing that’ll catch their eye is your ad image/video. Know their pain points and interests and use that information to tell your story and show them how you can provide solutions, because the best way to catch and hold your audience’s attention is to know who they are, put yourself in their shoes, and let them know how your product applies to them. And th… If you’re not sure about making a purchase, what’s one thing that might encourage you to jump on a deal? (Thanks guys!). It’s actually pretty simple: I have a system for the actual creation of the copy, and five rules for writing great ad copy that I stick to every single time. Storytelling is a powerful tool for connecting with potential customers... 2. Distinct messaging helps a new audience become familiar and at ease with your brand. The image is what draws the eye, but the ad copy is what seals the deal for the click. Save it, print it, … Stick to one format and choose one that is relevant to your offer. TrinaTurk’s Facebook ad copy highlights an effective short message for a broad audience of luxury shoppers, which decreases the chances of overloading their audience and encouraging high click-through rates. When I saw this ad I originally thought it was an article and clicked on it. If your ad copy isn’t good enough, they won’t click the ad. But when you run your own Facebook ads, they don’t seem to encourage people to take action. Consumers come with  short attention spans. It also needs to be relevant to your post-click landing page. EXAMPLE: “Congrats on getting engaged!” Stay up to date with the latest marketing, sales, and service tips and news. (The same is true for your landing page, by the way. (Note: all of my examples aren’t necessarily from Facebook ads….but they could be because they really are that good). That’s exactly what I was hoping you’d do. Individual results may vary.