Facebook has tons of users, but when you send out an ad into the void it doesn’t necessarily mean that there will be lots of conversions. The first key to Facebook’s advertising is targeting, Facebook has one of the best ad targeting in comparison to other sites. Here is How to Write Your Own Ad Copy for Facebook ads.
Targeting allows you to be specific about what audience your ad will reach. Here are some ways you can target your ads to your appropriate audience on Facebook :
Location – Target by City, State, and/or Country
Gender – Target by male or female
Custom Audiences – Target existing leads or customers
Interests – Target by fashion, fitness, literature, entrepreneurship, and so on
Connections – Target people that already like your page, or have friends that do
Behaviors – Target by behavior, like someone that visited your page recently.
There are two types of ads on Facebook…
Sponsored Posts Ads
These ads appear directly in users’ newsfeed, so they’ll see the ad as they’re scrolling.
Right-Hand Column Ad
These ads appear in the right column of users’ feed on Facebook. These ads are smaller, but they can’t be scrolled past like Sponsored Posts Ads. This type of ad is often used for retargeting purposes.
Motivate your target audience to buy with these 7 ad copy strategies :
- Facebook targeting
- Different ads for each audience
- Copy and visual need to relate
- Keep ad copy short and valuable
- Lead with numbers
- Test ad copy
Writing your own ad copy strategies…
Strategy One : Make use of Facebook targeting so that you can narrow your audience and write to that particular audience
When it comes to online selling, it may be tempting to write copy as if you’re at a conference- but, if you want to have effective results you need to write in a personal manner that speaks to your particular audience. Your audience is the one you need to persuade and woo, you need to focus all your attention on them as if you were an in-person salesperson.
Your copy has to speak to your potential customers, so you’ll probably have different personas. On Facebook, you’ll be targeting your audience narrowly. For example, on Facebook you can target U.S based women over 30 that are interested in fitness and wellness. Then when you write your own ad copy you can write it in a way that it speaks to this very specific audience.
Strategy Two : When you target different types of audiences, write different Facebook ads for each audience
This strategy goes hand-in-hand with targeting. Customers turn to a specific product of yours for different reasons, so why try use one ad to cover different target audiences? That’s Facebook’s strength, it’s ability to target… so don’t treat your ads like billboards. For example, ladies accessories won’t appeal to men, likewise men’s shoes won’t appeal to women.
So, if you attempt to target both of these very different audiences for two completely different and unrelated products, you will have limited results.
Strategy Three : Make sure that your ad copy goes hand-in-hand with your visual
Many businesses, small ones and large, have limited visuals- especially if they’re in the B2B space. When it comes to running ads, an image has to get attached… but… does your image go together with the copy well? Or does your image and copy not line up well, causing a jarring experience for your target audience? These are all important questions that you need to answer for yourself, because if it is the case, your ad will be wasted as users will unlikely click on it.
Take Starbucks into consideration, they had a “World’s Largest #StarbucksDate” campaign. They created a great visual by stitching together three images. Their copy mentions “french press caffe Verona & a chocolate brownie,” which was then visualized in their visual- resulting in a Facebook ad that’s effective. Create images for your Facebook ads using image tools like PicMonkey, Pablo by Buffer, Bannersnack, and Canva.
Strategy Four : Make use of one call-to-action
The best Facebook ads with the best results have one clear goal (call-to-action). This could be increasing brand awareness, selling a product, or getting a lead. No matter the goal, your ad needs to have a clear goal, because without one, Facebook users will see your ad but they won’t know what to do or where to click.
Speaking of call-to-actions, there’s actually an option to add “call now” on your ad.
Strategy Five : Keep your ad short and lead it with value
It can be tempting to cram as much as possible since you’re paying for the ad, however, when it comes to ad copy- you need to keep it short, sweet and to the point. So focus to lead it with value rather than overdo it. You should focus on the following areas when writing your copy : How will your product help people? What do people get out of using your product ?
Strategy Six : Lead with the numbers
If you’re advertising a physical product, the first thing people would want to know is the price. So lead your ad with the numbers rather than hiding them, nobody likes searching for something as simple as the piece. If you’re running a sale, people would also want to know the % discount they would be getting.
Strategy Seven : Test your copy
The only way you’ll improve your ad copy and ad in general is by running tests. It’s easy to run multiple ads at the same time and spending a small amount of money in order to see which ad works better. At the end of the day, experience will help ensure your ad copy works. Try running two ads with the same visual, but different ad copy and see which one gets the most likes, comments, shares, and conversions.
The best ads on Facebook ultimately have the best ad copy, thus leading to sales. As a seller and marketer, you need to ensure that you’re putting the right ingredients (words) together to make the best recipe (copy). Strong copywriting is the make or break of a good ad. Now you can write your own ad copy for Facebook ads.