Five Tips for Writing Facebook Ad Copy that Converts

November 8th, 2022
3 mins read

As a business, you have done your part with organic content and now you are ready to plunge into digital advertising and reach new or existing customers on Facebook. Great! Or you have been running ads on Facebook but have found it difficult to convert.

Whatever may be the scenario, there are a few tips and best practices that are important when looking at creating Facebooks ads and we are here to help.

Let’s get started.

Before ad copy, let’s talk visuals

Yes, this article will focus predominantly on the importance of writing good copy for your Facebook ads. However, what’s equally important or sometimes even more important as your copy is your ability to have good visuals, be it imagery or videos. What’s more, more people scroll on mobile compared to those that scroll on desktop. This presents a challenge for you as a digital marketer to ensure that the imagery or videos you choose are appealing enough to stop that endless scroll. Copy is important here, but bear in mind that the copy is only read once the scrolling stops.

Most Facebook ad trends at present favour images that boast of natural and authentic photographs as opposed to over-saturated, over-curated or edited photographs. It’s not as though curated photoshoots or stock images won’t be useful, but what’s important to focus on for these Facebook ads are to keep them as raw and authentic as possible. Think of the nature of your business offering and try to showcase this as much as possible.

But don’t take our word for it. Keep testing to find what works, and what doesn’t and make informed decisions based on your findings.

Streamline your ad copy and offering

Let’s look at this in two ways.

The first is the call to action and your sales offering. What are you trying to achieve through your Facebook ad copy? What are you prompting the user to do? Fuse this with the image selection above and then that’s a winning combination waiting for you!

The second, and perhaps this can also be challenging when thinking of it as an additional layer to the offering, how aligned is your Facebook ad copy to what’s reflected on the landing page or website? For some, it would be natural to pull copy directly from the landing page or website. While this is a good way to go about it, also bear in mind the intention behind the Facebook ad. While streamlining is important, keep in mind the intent of the ad as well.

But similar to the visuals, do some homework and research and test, test and test. Mix and match the copy with the different visuals so you have an understanding of what performs best for your brand.

Good headlines are a game changer

Just as much as visuals are important, a good headline is just as valuable. Think of these headlines even as pick-up lines if you may! Use language and a tone of voice that best reflects the audience of your brand. For this, it’s also important to have a sound understanding of what your brand persona is or what it aspires to be. The latter will determine the use of certain punctuation or emojis as well.

Another good idea for headlines is to incorporate impactful customer testimonials and reviews. When looking for these or requesting your existing customers to send you any, try to bear in mind the pain point your business is trying to solve and align these testimonials or reviews as a solution to the problem they might be solving.

Long or short copy?

Bringing it down once again to the power of testing, experiment using different lengths for your Facebook copy. Keep in mind the audience you want to reach as well as the different results you will achieve. Testing once again is everything. If you think both lengths are just as impactful, then look at running two different campaigns targetting different audiences for better reach, engagement and/or conversion.

Decent language on the internet, please

This is probably a no-brainer but ensure to be mindful of the language that’s used on your Facebook copy. This is not just slang or filth on the Facebook ad copy. This also extends to being mindful of the cultural, social, and other sensitivities discussed today. Remember that the last thing you would want your Facebook ad copy to do is to get you “cancelled” on the Internet. So even if your business does deal with, for example, weight management, then make it a point to be especially mindful of your use of language on your copy.

There you have it! Five tips to support you in your journey towards advertising on Facebook and reaching new and existing customers or running more effective Facebook ad campaigns that will help you convert better.

Do you think we’ve missed out on anything? Let us know and good luck!

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