Copywriting quality can make or break your Facebook ad. Sure, using amazing images and compelling videos can pique the interest of your customers—but it’s usually the copy that seals the deal.
Catching people’s attention is great, but for an ad to truly succeed, it must be able to persuade viewers to take your desired action. You have to write copy that gets people to enquire, register, install, or buy your product. And we all know that this is no easy feat.
Always keep in mind that potential clients don’t exactly go to Facebook with the intention of seeing as many advertisements as humanly possible. They go to the platform to share and connect with people they care about. Ads—especially irrelevant or annoying ones—are probably the last thing on their minds. And Facebook knows this, which is why it has brought the Ad Relevance metric into existence.
To put it bluntly, ads are interruptions to people’s browsing experience—so you better make sure that yours is worth their while.
How to create great copy for Facebook Ads
If the results you’re getting from Facebook ads just aren’t doing it for you, then you might want to revisit and improve your copywriting strategy.
Here we’ve outlined five of the most effective copywriting techniques for you to consider. Adopt the tips that are relevant to your campaign and you should see your numbers improve in no time!
Tip #1 Apply the Call Out Method
After an image or a video catches a customer’s attention, the next step is for them to decide whether the ad is for them or not. Using the call out method does exactly that: it lets the audience know who the ad is specifically for.
Take a look at this example from Udemy’s Facebook page:
The copy starts with “Do you want to become a digital marketer?”
If you didn’t already know, Udemy offers online courses about all sorts of topics. In the specific example above, the ad promotes their digital marketing course and it is targeted towards—surprise, surprise—aspiring digital marketers.
When they see the ad, they’ll know instantly that it is directed towards them. Therefore, they’ll be compelled to pay more attention.
To be successful, a Facebook ad must be able to convince its target audience of its relevance to their lives. Applying the call out technique is a straightforward way to accomplish that.
Tip #2 Avoid the “See More” button
We get it, you’re paying for these ads—making it tempting to cram in as much information as possible. If you already have a Facebook marketing plan, then you probably really believe in your product and are really excited to tell everyone about it.
But before you get carried away with narrating your brand’s story on that ad, hold your horses. When it comes to creating effective copy, there’s a merit to keeping it short.
While it’s true that there are certain businesses and advertisements that require long-form copy, you can use this tip as a general rule of thumb. As mentioned beforehand, most people on Facebook don’t read through promotional materials. Instead, they merely skim over them.
If your text is so lengthy that the call to action gets buried beneath the “see more” fold, that click of a button becomes an additional step to accomplish before your prospects can take your desired action. This is the exact opposite of what you’re aiming for. You want to make sure that it’s as easy as possible for people to see your call to action and react to it.
Remember, always go straight to the point and include only the most vital pieces of information.
Tip #3 Ask the right questions
One of the best ways to establish a connection with your audience is to show them that you fully understand their needs.
Get them to agree with your copy by asking the right questions. Some examples include:
- Are you facing this issue?
- Is this a problem for you?
- Are you frustrated because…?
- Would you like to solve this problem?
If you’re able to pose questions that resonate well with your prospects, it becomes easier for you to convince them to pay attention and take the next step.
Tip #4 Use simple and conversational language
You’re not usually trying to impress decorated scientists and Nobel Prize winners with your copy (unless that’s exactly what your business is all about, of course). Using flowery and complex language can make your brand seem inaccessible to most consumers, so it’s best to use words that’re simple and easy to understand.
Besides, Facebook is a social network after all. Formal ad copy will tend to look unsuitable. And to put it simply, it rarely ever works as well as using a conversational tone.
Talk to your target customers like how you would talk to a good friend. At the end of the day, building a genuine connection with your prospects is what you’re really after, anyway.
Keep it fun and don’t be afraid to use emojis when applicable. It gives more life to your ad, and people are bound to notice.
Tip #5 Wait it out
Facebook has an in-house feature that analyses your ad’s performance. This feature, called Learning Phase, takes effect when your ad is new.
We advise that you wait for the learning phase to end before making any edits. The results shown within the first few days of an ad going live are usually unimpressive since Facebook is still in the process of determining who responds best to your copy.
If you edit your ad, the learning phase will restart and the cycle will begin anew. Resist the urge to implement significant changes to your copy just because you’ve seen discouraging feedback on the first day. Give the process some time and wait for around four days before drawing any conclusions.
Have you tried any of the techniques mentioned above? Which tips do you think would make the biggest difference to your campaign?
Search Insights houses a pool of highly-talented copywriters who have the capacity to maximise your ads’ potential on Facebook. If kickass ad copy is what you’re after, you should get in touch with us through here ASAP!