Facebook is undoubtedly one of the best destinations for marketers. More than any other platform, it offers marketers the opportunity to meet more customers. No wonder the population of users on this platform keeps increasing every day.
While many have driven their business to the next level on Facebook, many are getting discouraging results. The reason boils down to their Facebook ad copy. Having a product to sell is one thing; the ability to sell it to your customer is another thing.
To help marketers overcome this problem, we will be delivering a simple and straightforward guide. The guide will provide valuable tips on how to write Facebook ad copy that converts.
Here’s why expert marketers use Facebook ad
Of all the other platforms and forms of advert, why should you choose Facebook ads for your business? You won’t be surprised that millions of marketers are asking this same question every day.
Simply put, there are millions of users on Facebook that might be interested in the product you are selling. Hence, your ads, when carefully designed, are taking you a step closer to your customer.
Apart from offering you tons of users, Facebook also allows you to select your target audience. For every product on display, there is a target audience.
With Facebook, you can send your adverts to the hands of those seeking such products. Such is the power of technology used by Facebook to ensure you remain relevant in the market.
Say you sell books; you can specify those you want your advert to reach. If the books are for content creators, you can target content creators and those interested in content creation.
Let’s break it down. Here are the ways you can target your audience on Facebook;
- Location: you can target an audience for a particular location (country, state, city, etc.)
- Interest: target your audience through their interest (football, music, fashion, books, etc.)
- Gender: you can select specific gender (male, female)
- Custom: target those who already liked your page, those who have connections that liked your page, or existing customers.
Irrespective of what you have to offer, you can narrow your ads down to your preferred audience.
Sadly, without following a detailed Facebook ad copy guideline, it will be hard for you to create an ad copy that converts.
Hence, we will switch attention to details on how to write Facebook ad copy that converts now. These tips are practical and yield excellent results.
How to write Facebook ad copy that converts
We will talk about what you need to do before you create your ads. We will then move to how you can write a fitting Facebook ad copy.
Before you write!
Tip 1: Identify your audience
As earlier discussed, you can select your target audience if you want more detailed results from your marketing activities.
For you to target an audience, you need to know your audience. If you sell school items, for example, your target can include children and their parents. Targeting older ones with no kids will yield little to no results.
How will you view a person selling alcohol in a community where alcohol is an abomination? That is how people view your ads when you market to people that will not use your service.
Additionally, identifying your audience will help you in knowing what to include when writing your ads.
You can sell your goods faster if you include facts and words that your audience finds familiar.
Tip 2: Check what other marketers are doing
Facebook as a platform is responsible for more than 9% of all digital advertising. It has more than 18% of the global mobile digital advertising. Approximately 92% of all social marketers make use of Facebook for advertising.
More than 30 million businesses are operating a Facebook fan page. And there is a 122% increase in the number of businesses now advertising on Facebook.
Why these figures? It’s just to tell you that your business is not the only one on Facebook. Everywhere you turn on Facebook, you will find ads from several businesses.
Since humans learn from example, you can identify businesses that are doing well and model your ads after their pattern.
Preparing to write your ad copy
Here are some essential Facebook ad copy guidelines you can follow for detailed results:
Tip 3: Numbers are important
If you want your audience to pay attention to you quickly, use words in your ads. Words? Why wouldn’t you use words in the first place?
Let’s take that again; if you want your audience to pay attention to you quickly, use numbers (statistics) in your ads. That makes sense, right?
People are interested in knowing how useful your product is; hence giving them accurate figures to convince them is crucial.
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Figures bring the beauty of your ads out. More importantly, it motivates your audience to action. The deal becomes more irresistible.
Tip 4: Evocative words is required
Including evocative words in your Facebook ad copy can help you get better results. You want your ad to remain on the mind of your readers, right?
With evocative words, you can reach this goal. Let your copy wake them up, and keep them thinking about what you have to offer.
Tip 5: Create Urgency
How do you handle urgent information? You attend to it quickly, right? Well, if you want your audience to attend to your ads, you need to create urgency.
Let them know that the offer will not last forever. Tell your audience the offer will last for a specific number of days or hours.
Get a 50% discount today! The offer lasts for a week. The first 10 orders get free shipping. Grab an impressive $10 off all orders today! The offer lasts for 2 hours.
Such words push your customer to grab the offer instantly. Many will likely want to keep stalling their decision to order for your product.
But with such offers and urgency attached, they make the decision quicker than you can imagine. Remember, your audience will attend to your ad quickly if they see the urgency.
Tip 6: Ask questions
Engaging your customers is one way to get closer to your audience, increase your success rate, and increase your sales. Asking questions is an excellent way to keep your audience engaged.
While you can make a series of valid statements in your copy, endeavor to include thought-provoking questions. You don’t always need them to respond. Sometimes the questions are there to awaken their interest in your products.
Questions will help them see clearly, why they need what you have to offer. Leave them with questions that will help them see that they need your product or services.
Start your copy with a question! Questions help you keep them engaged and involved.
Tip 7: Get your audience involved
While you have done well in identifying your target audience, the next step is to call them out. You can’t expect your prospects to see your ads and click on them because they are your target.
You need baits in your ad copy if you want them to click on your ad. The best location for the bait is your headline. When you call your audience out in the headline, it helps you get their attention.
Let’s say you’re a car dealer; you can start your ad by saying, “Looking to buy your dream car for less than what it’s worth?”
For one, you have them nodding and screaming yes to your offer. You have the prospect’s attention with such a line. Additionally, the prospect is interested in finding out how to benefit from your offer.
Let’s say you provide service for a particular community; you can start by calling the community out. For example, if you run a dry-cleaning service in Lagos, you can begin with “Attention Lagosian.”
Trust me, almost every resident of Lagos will take a significant pause and go through your offer. The method is an effective strategy you can use if you want your Facebook ad copy to convert.
Facebook ad copy guideline
Now that you have the necessary information for writing your Facebook ad copy let’s explore further details on how to write a Facebook ad copy that converts.
Tip 8: Use language familiar to your audience
If you’re in Rome, do what Romans do! As earlier advised, use evocative words in your copy, but it is vital to ensure that the words used are common and that your customers can understand correctly.
Experts have suggested that using the voice of customer data is the best way to reach your audience. You need to explore what others are doing if you want to identify fitting words.
Find sales copy in your industry, focus on the response of the audience. Search online for relevant keywords in the field. When you can identify customers’ pain points, reaching them with your offer becomes easier.
Don’t be excessive with your grammar, be simple and straightforward. Let your tone be one that everyone can easily read and understand. Use words your customers can understand easily.
Your goal is to communicate, not to compete with grammar. When you are back with your elite friends, you can continue your grammar. In your copy, please keep it simple!
Tip 9: The first 200 characters matters
In truth, many will not read the full ad copy before they decide to go for your product or not. Only a few buyers are patient and attentive to details enough to read all the details.
How then will other buyers make their decision? Your first words matter. A prospect read the first part of the copy and then reach a decision.
It’s good that you’re ready to write your ad copy. But ensure the first 200 characters are exciting and sufficient to convince them to keep reading or order for your product.
As a marketer, write your Facebook ad copy headline with all carefulness. You don’t want to get it wrong; include inappropriate content and see how the reader closes your ad.
Don’t keep the essential details at the tail end. In truth, only the first few words of your ads are visible to your audience until they click to read more.
If the information before the “read more” is not captivating enough, you will miss many prospects. Draw your reader in with premium content in the first few lines.
What detail do you think is the most important in your ad? Is it the mouth-watering offer you are giving? Then include it in the first part of your ad, the result will be excellent.
Tip 10: Adopt short words and sentences in your copy
The goal of your ad copy is not to write an unending story. The goal is to tell your audience a valuable story that motivates your prospect to use your products and services.
So, when writing your copy, the best tone is a conversational tone. Make it seem like you are speaking with someone sitting on the other side of the table.
Experts have found out that including emojis in your copy can help you get better results. Exactly! It is an informal copy, not a formal one, be free and express yourself appropriately.
Go over the copy and see how you can improve in places where you have long sentences. Cut it short, and make it brief. The longer your sentences, the more boring the copy becomes.
Use phrases and ensure they fit in naturally. Make it entirely readable; remember your audience deserves a good copy.
Tip 11: Make the content scannable
It’s not surprising that one can digest a 2000 word article in a few minutes and pick the main points. But that boils down to the person writing the copy.
For your Facebook ad copy, it is vital to make it scannable. Some are interested in what you have to offer, but they don’t have the time to read all your stories.
As such, make your main point stand out and clear. Are there essential tips you don’t want them to miss? You can bolden the sentence or write it in CAPITAL LETTERS.
It does not make sense to pack all your information in a single paragraph. You are not paying for space; you have it all to yourself. Leave spaces between each line and paragraph.
Add line break as frequently as possible when writing your copy. It makes the copy look enticing to read. If possible, make it a sentence per line.
Additionally, if you want to list the benefits of your products, make use of bullet points.
- Highly affordable
- Effective, etc.
As such, a reader can find the sense of your message without reading the complete copy.
Tip 12: Identify your main point
For every Facebook ad you are running, you have a goal. You want your audience to see and use what you have to offer. But unless you tell them something exciting about your service, no one will consider your offer.
For example, if you sell clothes, you can include something like “many often search for affordable clothes with exceptional material quality; that is what we offer!”
Beating around the bush will yield no result, be clear about what you have to offer your customers.
State and highlight your products’ benefits and let them see why you are the best option for their needs.
You can talk about the cost, the effectiveness, the size, etc. I believe you get the point.
Tip 14: State the cost
Marketers often love knowing the buyer and their social status before naming the price of their products. Over the years, many are no longer considering businesses that take this path.
As a marketer, you know what your product is worth. If you don’t, the first assignment is to identify the worth of your product.
You can carry out market research and find out how much other marketers are selling the product. You can speak with some customers about your price, see their reaction and find a balance.
When writing your copy, never make the mistake of not naming your price. Adding phrases like “it’s affordable, its pocket-friendly, etc.” is not enough for your Facebook ad copy.
Ensure your price is present in the copy. If it is truly affordable, the prospect will see and decide to get the product. If they have to message you to know the price, that will reduce your copy’s effectiveness.
Adding price is a way to include numbers in your Facebook ad copy. With your price stated clearly, your prospects can make their decision quickly.
Tip 15: Use visuals in your copy
Visuals add so much beauty to your Facebook ad copy. Your story might be crystal-clear, your copy might be neat and carry all essential details.
But many will never get the point until they see visuals that paint a clearer picture. Sometimes, many are not interested in checking your ads, especially when they have many ads on their timeline.
When a prospect is exploring their feeds, the information there might be too much that they will miss your ad. But when you use visuals, this can break the distraction.
You can capture their attention with excellent visuals. Available options include videos, Canvas, slideshows, pictures, etc. Several applications are available for designing pictures and videos for your copy, Photoshop, Canva, etc.
More importantly, ensure that the picture or video used in your ad corresponds with the copy’s content. Relevance is crucial if you want your prospect to trust the quality you promise.
The rule of thumb is to make your visual captivating, informative, engaging, and precise. Don’t load it with too much information.
If you sell goods, you can add the picture of the product, the price, the discount, etc.
If your visual is detailed enough, they will be motivated to go through your copy and find more details.
Remember, the visuals, both videos and pictures help you get a better response from your Facebook ad copy.
Tip 16: Use Call to Actions
Call to action (CTA) is of high importance in your Facebook ad copy. You could tell a million stories; you can use the best visuals, identify the pain point, and still not make sales.
Your customers need to know what you want them to do. Maybe that is clear in your copy, but where will they do what you want them to do?
Including CTA will help you direct your audience to your website, where they can get the product you have to offer.
Do you want them to speak with you? You can use the CTA to inform your audience. You can also use the CTA to guide your audience to get detailed information on using your service.
The entire buying journey becomes simplified when you include CTA in your copy. It can be placed anywhere in your copy, but ensure it is visible.
CTA includes words with links that lead them to the final destination. You can use words like “buy, follow, sign up, order, subscribe to, download, etc.” and include a link that leads them to the resources.
Social proofs are needed if you want to convince your audience that your product carries the quality you suggest.
You can include reviews from previous users, responses from subscribers, etc., in your copy. The goal is to include facts that convince them you can deliver the quality they desire.
Positive evidence is a motivating factor for prospective buyers.
Tip 18: Make your story interesting
When writing your copy, ensure that you are conversational. When it comes to your story, paint the best picture.
Only you know the quality of the product and services you are delivering. So, sell it to your audience the best way. You can tell a story and wrap it up with how your product saved the day.
For example, if you sell tires, you can include a family story of going on vacation and having issues with the vehicle’s tires. Paint a picture of how discouraged they were at the quality of the tires they bought before the trip.
Conclude the story with a happy story of how your company’s tires helped them complete their trip. Make it funny, and let the point stand out.
These 18 tips will help you write an excellent Facebook ad copy that converts. But how long should your Facebook ad copy be?
What is the appropriate Facebook ad copy length?
With Facebook, you can write as much as you want. Facebook has a post character limit of 63,206 (approximately 10,000 to 11,000 words.).
But does it mean you must allow your Facebook ad copy to be this long? Let me tell you this; if your Facebook ad is as long as 1,000 words, less than 5% of everyone that stumbles on it will read the copy.
While there are no rules on the expected word count, endeavor to simplify your message. First, consider the information you want to pass. Pick the most crucial aspect of the information.
Highlight the essential component of your message that you want your visitors to see, and include it in the copy. Cut out all stories that will not affect the effectiveness of your copy.
So, what is the appropriate Facebook ad copy length? It boils down to you! But ensure that the copy is not too long.
Don’t beat around the bush, be direct and let your point be clear.
Knowing how to write Facebook ad copy that converts will help your marketing activities. Only when you tell your audience the right story will they go for your products.
The 18 tips delivered in this article will help you write an excellent Facebook ad copy that converts. Good things come to those who try, focus on each point, and implement it in your writeup.
Do you need help writing your Facebook ad copy? We can help you write a Facebook ad copy that converts. Speak with us today!