As of October 2021, Facebook has ~3 billion monthly active users, making it the most used platform worldwide. As a business looking to connect with customers and grow, you need to up your ad game on Facebook by targeting the right audience with the right design in order to capture eyeballs successfully.
There are many challenges you could face while trying to write an effective Facebook ad, such as:
- Expressing your product offering in a concise manner.
- Aligning Facebook ad goals with your business goals.
- Having a clear understanding of your target audience.
Facebook gives a few tips to assist in your campaign. Nonetheless, it can still be a daunting task to understand how it all works out. Before we go ahead, a few statistics to back why effective Facebook ad copy gets results for both B2B and B2C businesses.
1. It has been stated that an average person spends 28 percent of their time online on social networks — or 1.72 hours per day.
2. Facebook averages 1.09 billion daily active users that spend a massive amount of time scrolling through their feed looking at cute cat pics and reading the news.
3. Despite the rumours that Facebook’s reach is shrinking, statistics state otherwise with 70% of Facebook users in the U.S. logging onto Facebook daily.
Your target audience is among this massive pool of people and effective Facebook ad copy will only increase the number of people who see your content.
Types of Facebook ads
Facebook Ad Copy Example
1. Sponsored ads
Facebook sponsored ads feature in your users Facebook newsfeed, appearing as users scroll through the site as posts from close friends. Above is a sponsored Facebook ad copy example from Smit.fit.
2. Right-hand column ad
Appearing in the right-hand sidebar of Facebook pages, these ads are desktop-only and as such, are smaller than sponsored ads. They cannot be scrolled past like sponsored ads and because of their unscrollable format, they are great for retargeting purposes.
Ad copywriting tips for Facebook ads
Here are 5 ad copywriting tips that can help you persuade your audience to click through to your website.
Read: Boost website traffic and brand visibility with Chittlesoft’s ad copywriting services.
1. Maintain brand consistency across Facebook ads
Brand recognition is an important stage in advertising a new product or revitalising an old one. But why is brand recognition and awareness important to copywriting Facebook ads? It helps segregate campaigns into brand awareness campaigns and promotional campaigns.
2. Narrow your audience with Facebook targeting and then write Facebook ad copy suited to it
On your website, you need to target all potential customers and hence have to customise your website copy accordingly. On Facebook, however, you can narrow down your audience and target ads to say, women who are over 20 that live in Bangalore and are interested in nutrition and wellness. Then you can write targeted ads that relate to that very specific demographic. Above is a Facebook ad text example from Smit.fit.
3. Create different Facebook ads for different target audiences
Imagine you are a footwear retailer and you trade in women’s and men’s footwear, as well as shoe accessories and foot products. Many customers will be attracted to your brand, but most will be most interested in one range of product offering. To put it simply, men will be interested in what you have for men and women will be interested in what you have for women.
Ensure you give enough importance to define your target audience keeping in mind the following:
– Demographics (age, gender, occupation, and income levels)
– Similar interests, thoughts, topics, or activities – targeting wider groups may help in the beginning, and as you collate leads you can narrow the groups to specifics with targeted ads.
– Similar behaviours – different demographics access Facebook at different times of the day and it’s important to understand the market thoroughly before writing ads that target these groups individually.
4. Make sure your Facebook ad copy goes well with your visual
Your objective is to attract new customers and direct them to do what they see in your ads. There was a time when only words held sway over the graphics. But today visuals can speak a thousand words. The combination of text and visuals in the form of graphics, video, or animation, is what draws the eye and the curiosity towards desiring to know more.
A few pointers when building Facebook ads to tell your story:
a) Text and visual should each stand-alone in relation to your curious customer, and yet complement each other.
b) Copy should speak directly to your audience and should be adequately represented with exciting fonts that catch their attention.
c) Focus on the solution rather than the product itself (when people search, they search for solutions before arriving at the product they are looking for).
d) Integrate one clear and direct Call-to-Action.
Once you’ve drafted copy for your Facebook ad, it’s time to spend time on an image that goes well with your Facebook ad copy. If your image and copy don’t line up, you run the risk of confusing your target audience, reducing the likelihood of them clicking on your Facebook ad. Make sure your visual and copy tie in with each other to:
– Tell a story,
– Appeal to your audience, and
– Compel them to click on your ad.
5. Use simple language that your audience can understand easily.
In order to nail your Facebook ad copy, you need to get your ad title and description right. For best practices on writing and creating Facebook ads, refer to this Ad Copy Cheat Sheet.
Remember the following points while writing copy for your Facebook ad:
1. You only have 125 characters to draw the attention of your customer, use every character wisely.
2. Keep the phrase “what’s in it for your customer?” in mind before writing copy that gets people thinking about what you are trying to sell. Essentially, you need to keep it short, precise, and lead with value.
3. Empathise. Put yourself in your customer’s shoes and think about what you would like them to do. Your clear goals will lead to a clear call-to-action, without which your customers will see your ad but they’ll have no clue what to do next.
To summarise, limit your headline to ~40 characters, keep your description to about 30 characters, and build an effective Facebook ad that strikes a chord with your customers. Pro-tip: Emojis in ads increases performance of your Facebook ad.
Facebook ad copy that drives results
Facebook ad copy is crucial to keep your customers engaged and gently lead them towards solutions they didn’t even know existed. It’s a space where you can:
– Share what’s unique about the product or service, and
– Turn curiosity into lifelong customers.
While writing Facebook ad copy that drives results, keep in mind the 5 stages of customer awareness, as outlined by Eugene Schwartz in his copywriting classic “Breakthrough Advertising”.
Measuring the success of your Facebook ad copy
The final test to check the effectiveness of your Facebook ad is to test it on a small user base. Maintain a database of backup ads with the same visuals but different headlines or body copy. Ensure you mix and match to see what works for your business.
A better option, sign up for professional copywriter services who have the chops to write Facebook ad copy that inspires action. It will help ease the challenges that come with building awareness and constantly having to engage with your target audience.
Looking for Facebook ad copywriting services to help you excite, entertain, and persuade effectively? Let’s chat.
