10 Tips for Writing Fantastic Facebook Ad Copy15 min read

So you know that Facebook ads can make you money and you’ve learnt what’s important when creating an effective ad. One of those requirements and pieces of advice that keeps cropping up is to ensure your ad is of a high standard.

It is more than reasonable for you to turn around and question what makes good ad?

How can I capture an audience in an environment that clamours for people’s attention?

And once I’ve got their attention, how can I turn casual viewers of my ad into prospective customers?

We are here to help you out on this front, with 10 simple but really effective tips that will make your ad stand out in a cluttered social media world.

1. Define your personas

The first, very key step you need to take, before you even start on the writing process is to define your target audience. How can you begin writing an ad designed to hook users when you don’t know which users to hook? There are 2.2 billion people on Facebook, and no matter how great your business is, I can guarantee a lot of them won’t be interested.

So begin considering what your dream customer would be like. You will likely have different customers for different products. As a simple example, you would imagine that your personas for men and women’s running shoes would differ in, well, gender obviously.

With each product, consider what kind of person would really want what you’re selling. How old would they be? What would be their profession? Would they be male, female, middle, upper or working class? What are their interests, hobbies, their relationships?

Your role is to create real personalities who you can refer back to during your marketing development, making the process user-focused and relevant to those that want your service.

Know what your personas like and give them exactly that.

Your personas represent a segment of your target market, you aim an ad at your persona, put in front of users who match your persona’s description, and see your ad go only to the most ideal of customers.

Tailor your ads to target each persona. If you have one product relevant to two market segments, you’ll produce two ads, one for each representative persona.

You’ll know what will get them to click.

If you can appeal to an emotion or personality trait you know to be common amongst your audience, pique their interest. The more personable an ad, the more your audience can relate to it, the better. Confront issues they may be burdened with, offer the solution.

You need to really get to know your personas.

Once you do, you’ll understand their trigger points, which will let you know what tempts them, what puts them off, and what makes them buy. It will allow you to make your ads relevant and personable, which will result in far better results.

2. Write Different Ads for Different Audiences

You’ve defined your personas, you have persona x for product x, persona y for product y and so on.

Now you need to simply make sure your ads are written for those personas. Your Facebook ad isn’t some kind of dark age billboard you stick up by the side of a road and hope that a couple of suitable people see it, it’s a laser-guided marketing missile that will land right in front of only the customers with the most potential.

Make the most of this fact! If you are a music retailer and have a stock of techno records, write an add specific to those records and aim it at people who have expressed an interest in techno. If you are a clothes retailer with a swimwear range, write an ad for swimwear and target it at those that have expressed an interest in swimming.

A real variety of ads for specific products can make a real difference when it comes to targeting niche segments of your market. Show the people what they want and ensure every ad touches that consumerist nerve.

Your ad is essentially a piece of visual content. You need to make sure your images in the ad are consistent with the words surrounding it. If you’re a small business the chances are you don’t have a huge library of images to hand.

If possible, you want to exhibit the very product you are selling in the most positive way you can.

If you can include your product, and make have a consistent, recognisable style to your imagery and use of colour, light and composition, you can find you’ll grow your brand into something instantly recognisable. This is invaluable when it comes to remarketing to users who already have positive experiences of interacting with your business in the past.

If they instantly recognise your brand, they will stop and find out more.

But how to do this?

The idea is that you want to use imagery which people will remember.

Not only this, but people need to see it and know exactly what it is that you’re advertising – at a glance.

Once you’ve decided on the image, you can do things to make it pop.

You can apply filters and borders, adjust colour settings, add or accentuate features, amongst many other things to really give your images the edge.

Really picture your photo in a Facebook feed, would it make you stop scrolling?

Unless you’re already a highly skilled photographer, this will be very much a learning process, but there are tools such as GIMP, Photo Pos Pro and PhotoScape at your disposal that, when used properly, can achieve professional, high quality results.

4. Use Simple Language

You’ll find users will switch off pretty quickly if you confront them with language that wouldn’t look out of place in Paradise Lost. Avoid complex, flowery sentence structures and leave the thesaurus at home.

You need to grab attention quickly.

Social media users generally have a short attention span, if they don’t grasp something immediately, they may move swiftly on. You need to make sure your message is clear, precise, and succinct.

When writing your ad copy, you need to communicate three simple things as explicitly as possible:

  • YOUR OFFER
  • IT’S BENEFITS
  • THE NEXT STEP TO GET IT

If you can communicate this to a 10-year-old, you’re doing it right. People need information immediately if you delay it getting to them, you increase the risk of them moving on.

Ask questions, they’re proven to help engagement with an ad, it can make a person stop and think.

5. What Are You Offering?

When your ad appears in front of a user, they need to know what it is you are offering them that is of value.

If you can communicate what you’re offering in an efficient, simple manner, your ad is doing well.

Whatever your service is that you’re offering, tell people and show what they could have.

It could be tempting to cram in as much information as possible, after all your Facebook ads aren’t free, and value for money would seem to come from just including more words, right?

Wrong.

The text you have needs to encourage the user to learn more. If you can sum up the value you’re offering in a few snappy sentences you’ll have the audience ready to find out how they can take action.

You need to refer to your persona. What problems might they face? Tell them how you can solve it. What positive impact can you have on their life? Tell them how you can provide it. What is unique about your service or product that they’re missing out on? Tell them what they’re missing.

Try and think outside the box here.

Do your competitors stick to a particular style? How could you do something similar but even better, to set you apart from them?

Vitally though, tell the user what they could have with your service. Don’t over-exaggerate, users are immune to phrases like ‘World’s Best…’ and ‘The Greatest Ever…’, it will only switch them off.

If the value you offer is tempting enough, the user will want to know what to do next. This is where your CTA (Call-to-Action) comes in…

Competitions work. Offering the chance to win a free holiday, an experience, a product, can really engage people and is proven to boost clickthrough rate massively. Sure, you may have to give away the odd free product, but it is so worth it if you are directing huge numbers of users to your site.

6. Clear Call-to-Action

When it comes to your CTA, you are mentally nudging the user on the next step towards a sale. A CTA will consist of a clickable link directing the user on their journey to the sale. It might be: ‘learn more’, if you are trying to generate leads, ‘shop now’ if you have enticed users with an eye-catching product and want them to go on to make a purchase.

Your CTA needs to guide the user to where they want to go next. When they click, take them somewhere relevant.

Have one CTA per ad. Having more than that will confuse the user, you need to make the decision on where they go next for them. The clearer the next step, the better.

Make sure the call to action is prominent on your ads. This is something a person should never need to search for. Colours and borders can be used to good effect to make sure it’s clearly visible.

7. Express yourself with colour

Make the most of colour psychology. Colour can genuinely have an impact on emotions, perceptions and reactions.

Now, this is valuable in advertising as it allows you to create a feeling associated with your product or elicit a specific action, just through the use of colour.

It’s a common approach as it can amplify the tone of the ad that the creator is trying to convey.

It’s also important to be aware what’s happening around your ad. When you select your image, you may be working on it in a software with a black or white background. This rarely gives you a realistic view of what it would look like when surrounded by all the competing colour on a page.

Make sure your colours don’t blend in too well with Facebook’s colour scheme as it will disappear from focus. Use colours that will accentuate your ad in the environment in which it will be displayed.

The colours of CTA buttons, borders and links have significant influence on click-through-rate (CTR).

It’s worth doing your homework on colours when designing your ad. CTA’s often stand out, tend to be different in colour as a way to really get it noticed.

It could be a good idea to use the colours of your brand frequently, as users may begin to associate them with your brand if they see them enough, increasing the odds of your ad standing out.

8. Placement is important

You need to know where to place your ads so that your design can be optimised accordingly. The various placements are important because they are effective for different functions.

  • The Desktop Newsfeed placement works well for sales and leads
  • Desktop Right Column placement is suitable for customers who already know your brand and is ideal for retargeting
  • The Mobile Newsfeed placement works for mobile app installs and general engagement

Remember that the majority of users use Facebook on their mobile devices. Don’t worry too much about investing in desktop ads, mobile will give you the best results.

There’s no need to limit yourself to the Facebook newsfeed either. Marketing on Facebook messenger is becoming increasingly popular due to the personal, direct approach it encourages.

9. Get the most out of testimonials

Testimonials can allay any users’ doubts or concerns, and turn them into a trusting customer.

A testimonial is an endorsement. Why not use it as sponsored content so more prospective customers get to see what people think?

Even though everyone knows you’ll only publish the most glowing recommendations, it’s still highly effective. These are people who actually bought or used your product or service, so there is instantly value in their statements. We like to review a product before we buy, and testimonials pretty much serve this purpose, except they also come from a relatable source, another consumer.

Aside from this, word-of-mouth has always been a powerful and trusted marketing tool, and this is what the testimonial is.

Having someone share the wonderful experience they’ve had with dealing with your company generates a lot of trust.

This is especially impactful if a prospect is on the verge of committing to a purchase but just needs that little extra nudge to buy.

10. Split test to see what works best

You will never know the true effectiveness of an ad until you’ve tried it out there in the wild west of Facebook.

You need to test different variations of the same ad to see which one works best, and Facebook’s split testing feature lets you do just that.

Split testing allows you to measure the success of different versions of an ad to see what works best and to improve your ad campaigns in future.

For example, you could try two different images on the same ad? Or the same headline but in different fonts and colours? You could alter the copy on each ad perhaps? Facebooks split testing feature divides your audience into groups and serves each with a version of your ad.

No two groups will see multiple versions which ensures you will have an accurate knowledge of which ads work better.

As well as creating varieties of the same ad and testing them on one segment of your target market, you can also try the same adverts on different segments of your audience.

You could try showing the same advert to one group, thinking it was the right ad for the right persona, only to find that in fact your ad is more effective on a different group altogether, after also testing it on them.

The results are easy to access in your Ads Manager, and your ads are assessed according to the campaign objective you had set. Objectives could be traffic, lead generation, conversions, video views, engagement, reach, app installs or catalogue sales.

At the end of the test, you will also receive a notification and an email with the results. This allows you to assess which format performed best and take this into account when designing your future ad campaigns.

Of course, a really easy way to see whether your ad is performing well is through its CTR. A low CTR is clearly indicative that people aren’t being engaged by your ads or encouraged by your CTA. You can compare the CTR of your ads in comparison to the average CTR of ads per industry here:

Just our little gift to you.

So, why not take these few steps on board to help you transform somewhat average and mediocre Facebook ads into dazzling displays people will want to click.

Keep in mind that your campaign objective is the primary focus, so always take this into consideration when crafting your ads.

Facebook is a formidable marketing platform that can give you extraordinary access to your target audience.

Your target audience are bound to be on Facebook! So, get yourself out there and enjoy the process of creativity whilst you’re at it too!

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