How To Write Facebook Ad Copy That Converts

 

• Know who your audience are: It’s important to be aware of exactly who you’re marketing towards. You should already have a good idea of this, so take a look at who you’re already targeting and go for a similar audience with your ads. You can even get more specific if you wanted by considering the type of interests they have, income, relationship status – anything that helps you to understand the mindset of your audience member. 

 

• Brand Voice: You should have an adopted brand voice that carries you through all of your business social communications. Is it corporate? Humorous? Relatable? Friendly? Your brand voice is what represents your business and gives you a cohesive online presence through your digital marketing efforts. 

 

• Graphics: Decide what graphics you want to use. Is it a carousel ad, single image or video format? Having this in mind will help to aid what you include in your text. 

 

• Be aware of what placements, formats and objectives that are available to you and select the correct ones for your business. 

 

Now we have these points considered, let’s look closer into writing your Ad copy. 

One of the key things you must do when writing your copy is speak directly to members of your audience. Put yourself in their shoes and consider what issues they may be having, and what product or service they need to solve this problem. For example, if you’re an ethical clothing brand, your ideal customer may be looking to buy good-quality items that aren’t considered ‘fast fashion’, and may be wanting to be eco-friendlier and more sustainable with their purchases. You know your product solves this, so use this to your advantage in your copy by directly pointing this out. You can ask at the top of your copy a question related to their problem which can act as an instant hook, or, even better, speak as your audience. You can look at any reviews you may have to see common themes and problems mentioned that your product has solved, but if you don’t have this available to you then you can come up with your own problem. Sticking with our example, you could begin your ad with a statement such as “I want to be sustainable with my clothing choices, but I keep coming across fast-fashion instead” or “I’m concerned about the impact my fashion choices are having on the environment”. Whoever it is you’re targeting, really get to know what it is that they’re looking for and include it in your messaging. You can use these pain point quotes in your graphics too for an instant impact. 

In today’s fast paced social media world people will keep scrolling until they see something that captures their attention – Samba Recovery reports that the average internet user has an attention span of 8.25 seconds, so not only are you battling with grabbing their attention you’re tasked with retaining it too. Therefore, get your point across – there isn’t a lot of room to pad out what you’re trying to say, so make sure you’re concise, and that the information you provide can be consumed quickly. Your graphics can also aid with grabbing attention – if this stops someone in their tracks, your copy should be would keeps them engaged and wanting to click through to find out more or purchase what you’re selling. 

Don’t sell, sell, sell – add value instead. People aren’t on Facebook to buy – you need to warm people up to purchasing. After all they’re often passively scrolling through content, and the last thing they’re looking for is someone demanding sales. This why you need to have value in your copy – show that you understand your audience, their wants and needs, and most importantly, speak their language. If they relate to what you have to say in your copy and feel like your business could be the answer to their problems, they’re much more likely to click your link and take action than if you went straight in with an immediate sales pitch. Finding the right balance between sales and value is the key, and when approaching your copy think about answering two important questions: Why would someone want to use my product? & How will it help my audience? 

Facebook has some great targeting options available for you to use within it’s own platform, but you can also help to push the algorithm even more by directly mentioning your target audience in your copy. Looking for football fans? Fashion lovers? Animal lovers? Frequent travellers? Call them out in your copy. Using Facebooks in-built targeting system within ad manager, not only are you giving yourself the best chance of reaching the audience you want to be engaging with your business, but you’re also ensuring they’re hooked in from the get go as they recognise themselves instantly in your ad copy. 

Whilst ad copy isn’t the only thing you need to focus on if you’re running Facebook ads, it is a key component to forming the rest of your set up by complimenting multiple aspects of your campaign. If you’ve been struggling with writing copy that converts, then hopefully these tips will help you create copy that wins you business.