How to Write Facebook Ad Copy that Converts
As a digital marketing pro (or novice) you likely know Facebook advertising can be a powerful tool for reaching potential customers and growing your or your client's business. But to get the most out of your Facebook ads, you need to create ad copy that captures people's attention and encourages them to take action. Writing effective Facebook ad copy can be challenging, but with a little bit of knowledge and effort, you can create ads that drive results. Here are some key tips for writing ad copy that converts on the world's largest social media platform.
Table of contents
- Identify your target audience
- Take a peek at your competitor's ads
- Create a compelling headline
- Keep it short and sweet
- Use persuasive language
- Highlight your value proposition
- Use action verbs
- Use social proof
- Use different formats
- Test and optimize
- Bonus Tip - Landing Page Optimization
Identify your target audience
Before you dive into these tips for writing effective Facebook ad copy, it's also important to consider how target audiences and landing pages impact the performance of your Facebook ads. Your target audience is the group of people you are trying to reach with your ads, and choosing the right target audience is crucial for the success of your ad campaign. Facebook allows you to target your ads based on factors such as age, gender, location, interests, and more. By carefully selecting your target audience, you can ensure that your ads are being shown to people who are most likely to be interested in your business. Aligning your ad creative with your target audience’s needs is key to creating compelling, speak their language.
Take a peek at your competitor's ads
One of the joys of Facebook advertising is the ability to see your competitor's ads. By checking out your competitor's Facebook page, you can see their ads in the Facebook Ad Library. Assuming they have the same target audience as you, you can assume they have optimised their creatives for the same folks you are targeting. Don’t just look at your competitors though, take inspiration from folks in the same industry but in different geographies. Similarly, look to companies that offer a similar product or service, for example, if you have a SAAS product, look to other SAAS companies. Once you've found some great creatives, combine all these inspirational ads into a Facebook swipe file.
Create a compelling headline
A compelling headline for a Facebook ad is crucial for grabbing the attention of potential customers and making them want to click on your ad. The headline should be short, clear, and to the point, using strong, action-oriented language. Avoid cliches and overly salesy language, and instead, focus on highlighting the benefits of your product or service. For example, instead of saying "Buy now and save big," try something like "Transform your home with our top-rated products." Make sure your headline is relevant to the rest of your ad copy and speaks to the specific needs and interests of your target audience.
Keep it short and sweet
Facebook users scroll quickly through their news feeds, so it's important to grab their attention with short, punchy ad copy. Aim for ad copy that is no more than a few sentences long and gets straight to the point. Avoid using unnecessary words or phrases, and focus on communicating your message in the most concise and effective way possible.
Use persuasive language
Your ad copy should be persuasive and compelling, encouraging people to take action. Use words and phrases that evoke emotion and create a sense of urgency, such as "limited time offer" or "act now." Be creative and think outside the box when it comes to crafting your ad copy, and try to create a sense of excitement and anticipation in your audience.
Highlight your value proposition
Your ad copy should clearly communicate the value that your product or service offers to potential customers. What makes your business unique? How will customers benefit from what you have to offer? How does your product address their pain points? Be sure to include this information in your ad copy. This will help potential customers understand why they should choose your business over the competition, and it will give them a compelling reason to take action on your ad.
Use action verbs
Action verbs, such as "buy," "register," or "sign up," can help encourage people to take action on your ad. Use action verbs in your ad copy to make it clear what you want people to do, and make it easy for them to take that action. For example, if you want people to sign up for your email newsletter, use the action verb "sign up" in your ad copy, and make sure the call-to-action button on your ad says "Sign Up" as well.
Use social proof
Some of the best-performing Facebook ads leverage great social proof. A target audience that has never purchased your product or service, might be eager to purchase but not fully convinced. Your ad copy and creative can include reviews and testimonials from your existing customers, encouraging prospects to make a purchase.
Use different formats
Facebook and Instagram have a wide and ever-changing variety of ad formats, from carousel ads, and video ads to image ads. Each has its own strengths, and incorporating each format into your campaigns ensures your creatives get in front of your target audience, in the right place, at the right time. For example, a carousel ad is great at showcasing multiple products that might interest your audience or can be used to show off all your social proof and reviews.
Test and optimize
The only way to know for sure what works and what doesn't when it comes to Facebook ad copy is to test and optimize. Try different ad copy variations and see which ones perform best, tweak everything, from headlines and images to link descriptions and calls to actions. Use your collected data to refine your ad copy and improve your results. You can also use Facebook's A/B testing feature to easily compare the performance of different ad copy versions and see which one performs best.
Bonus Tip - Landing Page Optimization
All the ad optimisation in the world is useless without a well-designed conversion-optimized landing page. A well-designed landing page can help convert ad clicks into customers, but a poorly designed landing page can have the opposite effect. Your landing page should be relevant to the ad copy and the target audience, and it should include a clear and consistent call to action.
This may sound like a lot of things to consider, but it’s all very manageable if you follow the steps. Empathise with your target audience, create simple and compelling ad copywriting and visuals that align with your audience's needs. And test, experiment, and figure out what works best for your customers. You’re well on the way to creating great facebook ads that drive conversions and revenue. Get started!