Considering that Facebook is the largest social media website on the planet, it makes sense to learn how to (properly) incorporate the platform into your marketing strategy.
You use Facebook every day, but do you really know how to get the most out of it?
Creating a winning Facebook ad requires a lot of creativity, knowledge of your audience, and a bit of experimentation.
With that in mind, today we’re going to be sharing sixteen tips on how to write effective Facebook ad copy that captivates and converts.
Let’s get started.
Instead of putting the focus on your products or services themselves, make sure that you are drawing attention to WHY someone would want to use them.
For example, if you have just invented a brand new vacuum cleaner for cat litter, you would say something along the lines of “Use the Super Duper Litter Sucker SO THAT you never have to worry about litter between your toes again.”
Focus on the WHY, and people will be more interested! Customers don’t want to have to guess what your product is or what it does. Using SO THAT statements are the best way that you can ensure that all guessing is left out of the equation.
One of the quickest ways to grab your readers’ attention is to start your content with a question. Make sure that any question that will be used within your content can be quickly answered with a yes or no answer.
This keeps things straight and to the point. This will help drive sales because anyone who resonates with the question will want to search for more information. If you are selling a product like wine, for example, asking a question like “Ever bought a wine that you didn’t enjoy?” will pique the interest of someone who can answer this question!
(And, honestly, who doesn’t like a good bottle of wine?)
There is one thing that we can be sure of: most people like to feel as if they belong. After all, the reason why social media is such a big hit in today’s world is that it helps connect people across the planet with just a push of a button.
Use this to your advantage to rack up sales and to bring customers to your website. Understanding how to connect with your audience involves finding common ground.
There are many ways that you can do this, for example, if you are a local bar who caters to college students, make sure that you imply this when you post your ads. Use a sentence like “Hey, GCU students! Come downtown to Pappy’s for a drink on us tonight!”.
Not only are you offering a free item (which is a tactic discussed later on in this article), you are bringing attention to the fact that your bar is not only local but that it also likes to help stressed-out college students find a way to relax!
When you make an ad, you want to provide several opportunities for your readers to visit your website. You can obviously use links if you choose, but there is one other method of attracting attention that can be very beneficial. Using a call to action (or a CTA) button will give the impression of urgency that will convince people that they need to do something right now.
At the risk of stating the obvious, a CTA is a short and precise command like “Act Now” or “Contact Me” that Facebook has readily visible within ads or displayed at the top of business pages. These are extremely valuable tools that should be used whenever possible to draw in customers, and they give readers ample opportunity to click on your ad.
Practice makes perfect, or as close to it as possible. Never be afraid to test things out as you go, because you can always change things up if they don’t seem to be working out the way you want them to. One of the best things you can do to drive up sales is to test out different versions of ads so that you can analyze which methods are more beneficial.
Always have back up plans just in case something does not go as planned. Also, feel free to reach out for advice from others when it comes to finding new ways to display content!
There is no doubt that Facebook is an ingenious platform when it comes to marketing. It comes with a wealth of tools that businesses can use to tweak their ads and analyze their results. Make sure that you are knowledgeable in how to use these and keep up to date with any changes that Facebook may make along the way.
One very useful tool that everyone should use is the Facebook Relevance Score, which can be found within the ad manager for all campaigns that you are running. They also have a mentoring program for businesses that will help guide you through pinpointing how you want to work your content!
Everyone loves to get something for free. Use this to your advantage by offering up something of value in exchange for customer emails or clicks.
For example, if you have written an eBook based on your product or services, let the customers know that they can get it for free if they sign up for your newsletter or email subscription. This is a sure way to get them to click on your ad!
(You may think it would also be helpful to include deals such as a 10 or 20% off coupon when they sign up, but never be too quick to use this tactic. While it may draw in a lot of customers quickly at first, it may decrease the value of your product or service, which may make people upset when they have to pay more in the future. Always remember that happy customers are repeat customers!)
Using simple language will ensure that everyone understands exactly what you are trying to say. Keep in mind that most people are busy, but that they also tend to spend quite a bit of the day scrolling through their Facebook feed.
Most likely, they won’t be willing to pause to read a long, complicated ad filled with words that are only suitable for a college-level English class! Simple and concise is the key to drawing in more customers!
Most humans are curious creatures. Don’t indulge everything about your product or services right off the bat. Although the main point should be obvious, keep a little mystery to your ads so that anyone reading them will be encouraged to click on them. Make them interested so that they will be willing to visit your website or shoot you a message!
We mentioned above that people are curious, but we can also say that they tend to be emotional as well. Speak to this side of them by finding ways to evoke certain feelings. A prime example of an emotionally targeted ad would be any of the diamond ring ads that are normally displayed around the holidays to entice those looking to propose to their significant other.
However, this is admittedly one of the trickiest parts of writing effective ad copy. You want to appeal to their audiences emotions without them realizing that’s what you’re doing. Ask any writer at our content writing agency about the most effective (and risky) part of writing ad copy, and you’ll get the same response – creating an emotional connection without getting caught.
But don’t let this stop you from trying!
11. Make Use of Statistics
Just as everyone wants things short and sweet, they also like to know the facts on certain things. Use numbers within your ads to draw in the interest of the viewers. For example, “27% of people went bowling last year.” I just made that one up, but you get the point!
Most of the time, when we buy things we want to make sure that what we are spending our money on is worth the value. Asking past buyers to leave reviews on your product or service is a must for any sort of business you may be running.
Include a few of these testimonials within your ad content to pique the interest of your audience so they know that they can put trust in making a purchase. (You can also mine reviews with various online resources, but this should be used with caution as they may not seem as genuine as those received from legitimate customers.)
In today’s society, we are constantly being barraged with an onslaught of things to do, see, and buy. A lot of people suffer from FOMO or the Fear of Missing Out, and while this may seem like a negative thing, it can be used to your advantage when it comes to ad content.
Just like with the Call to Actions mentioned above, using the term “Limited Time Only” within your copy can cause a sense of urgency that will convince people to click on your ad.
Step outside the run-of-the-mill advertisement gig and make things exciting. Draw attention with bright colors, unique font, and eye-catching photos geared towards your service or product. Facebook has a lot to look at with the constant scrolling, so you want to make sure your content stands out from the crowd!
(There is also a handy new addition to social advertising that involves in-ad games that people can play within their Facebook app. While this may take a little more know-how than regular old advertising, it may be good to learn the ropes if this style of content fits your business.
Stay organized and to-the-point by using lists within your content. This makes it easy for people to see what you are offering without having to put much thought into it. It also helps grab their attention when they are scrolling through their timelines!
And last but not least,
For your ads to have the biggest impact, you want them to be shown to the right people. This is where targeting comes into play. Facebook has some of the best targeting options of any of the marketing networks, and you can use the platform to your advantage to narrow down your audience with laser-like precision.
You can target people by location, gender, personal interests, mutual connections, and past behaviors. There is even a way to upload your existing customer data so that you can reach out to people who have interacted with your content in the past!
It’s important to remember that when you narrow your audience down like this, it will open up a way for you to speak with them on a personal basis. You can create your content as if you are talking to just one person, rather than a large group of people. Think of your advertisement as a letter, rather than a billboard ad while you are writing.
While all of these tips will help with your Facebook ad campaigns, each person and situation are different, so make sure that you are experimenting with all of these to figure out how to best them to suit your needs.
Probably the most important advice that you need to hear is that, pretty much, the sky’s the limit, but patience is necessary as well. Use your creativity to let your personality shine while you create your ad campaigns, and it will be almost a guarantee that Facebook will help you succeed in bringing in more customers if you are willing to sit and wait for them to roll in.
Taking it a step at a time and analyzing things as you go will ensure that you have as much success as possible with your ads! Here’s to more sales and repeat customers. I hope you find success in all future endeavors!