What makes you click on an ad that appears on your Facebook newsfeed? Is it a catchy headline, a great image or an engaging copy? Facebook users usually engage with an ad only if it has something that relates to their problems, interests or hobbies. If you’re an eCommerce business, this is your main competition when trying to reach potential customers on Facebook through advertising. The trick to getting your ads to stand out is by writing compelling ad copy, so you can attract potential customers and get them to buy your product.
Here are six tips to get you started with crafting a killer Facebook ad copy that converts.
- Keep It Short and Simple but Meaningful – It’s not necessary to elaborate or make your point with long, flowing text if what you’re trying to say can be described in a few words. As long as it still makes sense, narrow it down and stick to the essentials. The idea of having a creative copy is to get people to engage with your ad and take a certain action.
- Speak Directly To Your Specific Target Audience: The great thing about Facebook is that you have the ability to create multiple ads and target multiple different audiences, depending on the stage of the sales funnel they are. When you craft your copy, make sure your message reflects to the group of people you’re targeting. For example, if you’re retargeting people on your online store who have added a product to their cart in the last 10 days but didn’t convert, then your copy should include some sort of a reminder such as “Forget something?” or some variation either in the headline or description.
- Write to Complement with Your Ad’s Image – It’s a no brainer that Facebook is mostly a visual platform. Images clearly are the main piece of content when it comes to grabbing the attention of potential customers, followed by the ad copy. Make sure you create your ads to attract your audience visually and complete the circle with your copy. If your potential customers like what they see, they’ll read your ad copy. If then what they read entices them, they will be more likely to take action.
Tip: It’s important not to create a message that conflicts with the image or is likely to confuse the potential customer!
- Highlight The Benefits Of Your Product – When you are writing the ad copy, make sure you include your product benefits, not the features. Benefits can provide solutions to buyers’ pain points. Brands these days try to focus on showing how their products can solve customers’ problems. Customers at the same time want to know how these products will make their life better, happier, and easier. If you are able to connect your product well with the solution you are providing to your target market, then this means that you are one step closer to crafting a killer ad copy and getting better results from your Facebook ads.
- Match Your Ad Objectives to Your Audience’s Buying Journey – Depending on what objectives you outline for your campaign, you will want to identify where your potential customers are in relation to connecting with your brand. If you’re a new business or launching a new product, you may want to focus your campaign and ad copy on raising awareness and educating your audience about your product. If you’re already established and looking to drive sales, your copy should be focused on creating a sense of urgency and encouraging users to take action.
- Test Out Different Ad Copies – Facebook gives you the chance to test out different ads, in order to find out what works best for your brand. The only way for you to write better ad copy is to always keep testing. Try different benefits, appeal to different emotions, use different calls-to-action. You may have two or more overarching and equally important messages you want to test to see which one your customers will connect with. Create separate ads for each one and see how your online audience responds over time. The great thing about Facebook ads is you can do this without spending too much and can adjust your strategy and budget according to your campaign results.
Finally, I want to share with you the steps my team and I awlays go through when we craft a new ad copy. This will help you to better structure your message, make it more engaging for your audience and generate greater results.
When writing an ad copy we always start with the objective:
- What do we want to accomplish?
- Do we want people to learn more about the product?
- Do we want them to purchase the product?
Then we think about the emotion we want to convey:
- What does a person feel when they buy the product?
- What do they feel when they own the product?
- What is someone missing out on if they don’t have the product?
If you’d like your brand to be able to stand out from the competition and would like to find out more about Facebook Advertising, we can help. Get in touch and book your FREE consultation with Nik Digital today!