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How to Master Facebook Ad Copy to Generate Sales

Facebook advertising is one of the most powerful tools available in terms of increasing your business’s exposure and targeting new audiences. With 2.23 billion users, and 1.09 billion of those logging on daily, it’s no wonder that Facebook is favoured by 62% of all marketers.

To stand out from the competition and take advantage of the enormous client potential on Facebook, you need great ad copy. This means, your copywriting skills need to be on point.
These simple tips will show you how to master the art of copywriting to create fantastic ad
copy and generate sales.

What makes good Copywriting?

Copywriting is copy designed to sell. It’s what you read when you’re faced with an advert on Facebook, Instagram, or a billboard.

A fair few people find themselves confused as to the difference between content writing and copywriting. A useful way to distinguish between the two is to think of content writing as a form designed to inform or entertain, whereas copywriting is designed to inspire action.

‘Is copywriting really that important?’ we hear you ask. ‘Aren’t my visuals more significant in my Facebook ads?’ This is a more than reasonable question, but the fact is, your copy is absolutely vital to really persuading the user to click. A good image can set the foundation for a strong ad, but the text is what really captures your audience.

When done right, good ad copy can mean the difference between an impression and a conversion.

Your Facebook ad copy can be used to persuade, direct, even inspire, so you need to ensure you invest time and effort into getting it right.

Marketers know that there’s a lot of factors involved in creating a successful Facebook ad. You’ll spend your time tirelessly analysing data and perfecting your targeting, but your audience won’t know any of that.

All they’ll see is the finished product, which, when it comes down to it, is what will determine whether our ad campaign is successful or not. So, today we’re going to cover the importance of good Facebook ad copy and some of the key practices involved in crafting it.

What are the elements of an Ad Copy?

#1 Headline

The first stage to inspiring your audience to click is by grabbing their attention with your headline. This is the first thing that your users see, and they’ll use it to decide if they want to read any more – this was true in the age of print, and it’s still true in the age of social media.

What you need to understand is that people constantly scroll through Facebook, and you’ve got less than 0.6 seconds to make them stop and consider your ad.

Think of your headline as the gatekeeper of your content; it’s either going to bring people into the fold or send them away.

For this reason, you have to carefully consider how you are going to stop a user from scrolling mindlessly past your ad and onto more cat pictures. But how do you do this?

It’s often useful to ask direct questions of the user. Being directly addressed by a headline is something that will at least make the user stop and think for a brief second, and that could be enough to capture their attention.

In terms of being direct, always remember that the word ‘you’ is the most powerful in advertising. When you get the opportunity, use it. People want to know how you are going to bring benefits to them; what can you offer to them specifically?

Encourage a sense of urgency. Play on the ‘fear of missing out’. This is a genuine and somewhat primal feeling all human beings experience, so suggest users who scroll past your ad are going to be missing out on your great offer. However, if you’re going to commit to ‘one time’ or ‘today only’ offers, then stick to your guns.

If a user sees your ‘one day only’ ad three days in a row, it’s really going to lose its impact and increase your CPA. After all, you’re paying three times to target one person. This is known as overlapping.

Numbers are another useful element to include in your headlines. They stand out in your copy, and provide you with the opportunity to hook a user’s attention by employing irresistible offers. For example, a strong image accompanied by the headline ‘50% off x if you buy today’ plays on three of our above suggestions for a headline.

It uses a number that offers a serious discount any hot-blooded consumer will be tempted by, is aimed directly at the user, and ensures they know that if they don’t buy today, their chance is gone.

You don’t even need to be specific with what your product is here. Remember, your headline is there to stop a user passing your ad. If it can achieve this, then you have the opportunity to provide yet more tempting detail.

#2 Ad Copy

In this section of your ad, you need to consider whether you want to exceed the 90-character limit Facebook places on your ad copy. If you decide to do so, the user needs to click on the ‘Read More’ button.

If you decide to opt for writing more than 90 characters, you need to really work on tempting the user to click ‘read more’. It’s almost as if the first part of your copy is another headline; ask the user questions, consider the pain points your product addresses. If you can identify with the reader and if they can relate to the pain points you are bringing up, they are likely to want to read more.

If you opt to make your copy under 90 characters, then you need to be precise and succinct with your copy. It has to be benefits driven. This is your only chance to get across what your product will actually do for the user. Tell them directly how it will affect their everyday lives. Users aren’t going to click on an ad that doesn’t display any real incentive for clicking.

Expand on any offers you might have made in your headline, you have your customers attention at this point, so you really need to drive home why they should buy your product.

Maybe it’s because of the superior quality of your product, maybe it’s the way it’s made, maybe users won’t find it cheaper anywhere else. Whatever your qualities, be sure to include them in this section.

This can all seem a bit vague, and writing Facebook ad copy can seem like an impossible task if you’re not a writer. But remember that you don’t have to be Shakespeare to get people interested in your great product.

In fact, in an ideal world, a 7-year-old should be able to read your copy easily. Keep it simple, display your qualities and reasons for choosing your business efficiently. Use short sentences. Don’t make your copy over-flowery and difficult to read.

The overall aim is to let the user know exactly why they should click on your ad in the most efficient way possible, so don’t put them off by making them work to understand any complex language.

#3 Link Description

Finally, let’s talk about the Link Description. The Link Description gives you around thirty characters, just below the headline, to explain a little bit more about where your audience is headed, and what they can expect when they get there.

If your headline is there to stop the user scrolling, and your copy is there to get across the tangible benefits your product can provide and why the user should choose you over another business, the link description can act as a final push towards taking an action.

You can get a little creative here, we want to tempt the user by suggesting what might be awaiting them on the page once they click. Consider what might pique your audience’s curiosity. Perhaps they might want to know what others say about your business, so you could include a link description that says ‘See what our customers say…’

This might work because you’re suggesting that reviews are positive, so you’re providing another reason to click. Not only that, but you are also tempting any user that wants to know a little more information about your product onto your page.

You could hint at further deals, ‘Discover more great offers…’ can help encourage a user who is half-taken by your ad click onto your site even if the specific product you are displaying on Facebook doesn’t capture their imagination.

Adding a Clear Call-to-Action (CTA)

Roughly 56% of all ads on Facebook use a CTA, so 44% are really missing a trick. Adding a call-to-action is an absolutely vital part of any Facebook ad.

If you stop a user scrolling with your headline, effectively address them and explain the benefits of your product in your ad copy, tempt them further with your link description, if they are not given an action to take, or shown what to do next, you’re not going to get the click.

A CTA is the signpost for your user. It shows them the next step to take, and it moves them swiftly from Facebook onto your site, creating a seamless user experience.

CTAs like ‘Click to Subscribe’ and ‘Shop Now’ are clear and let the user know exactly what they are doing when they click your link; they know they are subscribing to a service or about to start shopping online. Whatever your goal, remember to ensure your CTAs are concise and relevant to avoid losing your viewers’ interest.

Ensure your CTA stands out on your ad, and that the user can clearly see where to click to proceed with the customer journey.

Keep Your Audience in Mind

The main benefit that Facebook has when it comes to advertising is its unnerving ability as a platform to pinpoint the ideal user and serve them with highly targeted ads.

To your average person, it can be a little unsettling that Facebook can know everything from what your hobbies are to when you are falling out of love with your partner, but as a marketer, you need to be viewing this as a golden opportunity.

Facebook has an average of 1,500 data points per person, which makes it’s targeting abilities staggeringly accurate. When writing your ad copy, provided you’ve targeted your ads, you need to carefully consider who you are writing for.

These are just some of the data points you can specify for Facebook targeting. As you can see, you can be unbelievably specific when selecting the type of people you want to see your ads, and therefore read your ad copy.

It might seem like an obvious point, but always write with this audience in mind. If your target audience is 70+, don’t use the language of an 18-year-old. If you have targeted users with a specific interest in say, Formula 1, then employ technical terms that they can relate with.

Jargon, when used properly, can help to inspire a sense of exclusivity in your target audience. This ad is meant for them. Find out what your customers want. They understand what you are talking about, even if others don’t. But those ‘others’ won’t see your ads. You are only writing to those who know what you’re talking about, take advantage of this fact.

At the same time, don’t employ so much jargon as to make your copy virtually unreadable, but the odd technical term can really inspire a sense in the user that this ad really is for them.

Your audience should always be reflected in your writing. Use the specificity of audience targeting to your advantage. This way your ads can have a voice and are more likely to resonate with your audience than a generic all-for-one ad would. Effective copywriting will make your audience feel valued and yield better results than simply writing something and hoping someone likes it.

Final Thoughts

Facebook is an advertising platform with unbelievable potential.

It’s ability to reach such a large number of highly-targeted users makes it the perfect platform to increase the exposure of your business and its products, but you can’t simply assume that you can release a slapdash ad and get clicks.

Facebook users aren’t on the platform to buy. They are using it to connect with friends, catch up with what others are up to, for entertainment. So to distract a user from these activities, compelling them to click on your ad and hopefully make a purchase is tough.

You need to make sure your Facebook ad copy is tight, effective, and above all, tells the user why they should click on your ad. If you can do this, you will open up a whole new market, with huge amounts of potential.

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