A simple, single image with a link, small amount of copy and a headline, they’re easy to set up and work with every type of ad objective except for video views. Keep these top tips in mind and customize to your brand to make a video with a message in minutes. Facebook advertisers often focus on the visual creative—the video or the image—but the ad copy is equally important. Terms Of Service Facebook and Instagram ads are complicated AF – but I’ve created a simple 5 Ads Strategy anyone can implement to reach thousands of new students interested in a course just like yours. (Note: all of my examples aren’t necessarily from Facebook ads….but they could be because they really are that good). Privacy Policy. The more tailored your ad is for the right person, the more likely... 3. Then use different copy and ad creative for each segment to create more relevant ads. Create a Facebook Ad that delivers with this Facebook Ad Copy video template. A little effort, though, goes a long way. How to Create a Facebook Business Page: A Step-by-Step Guide, Facebook Ad Sizes and Specifications Cheat Sheet (2021). In fact, it would be like pulling teeth to get FB marketers today to imagine even testing an ad that didn't lead with a big ol' image. Examples. Seven effective Facebook ad copy tips 1. Don’t try to be clever – just be clear.. Facebook is noisy, yo! The restaurant includes the phrase “limited time” to encourage people who receive the ad to take advantage of it. It can be the difference between successful Facebook ads and simply wasting money on marketing. However, Facebook is the place where people come to have lengthy political discussions, bare their souls, and pass along the viral news. Distinct messaging helps a new audience become familiar and at ease with your brand. Headline : A short piece of text that appears in bold below your ad creative (and beside your call to action) This isn’t a medium where you can let the image speak for itself and expect results. Facebook Ad Copy: 5 Steps to More Conversions 1. Limited time offers can provide an incentive to the lucky customers who get them. Then speak to those emotions. And the better they can envision it, the more likely they’ll believe it’s for them and buy it. ), “All day on social media without seeing real results in your biz?”, I start off a lot of my ads with a questions because it pulls the right people in and gets them to listen. How do you overcome this gap and build confidence with a new audience? New announcements. ), So that means that like it or not, writing ad copy is a big part of my job. How to write Facebook ad copy that gets the RIGHT people to click: Get it inside Absolute FB Ads + Support Group. Who It’s Targeting: This particular ad targets J. Crew’s male demographic. . Facebook Ad copy should be short, sweet, and—most importantly—relevant to the specific audience you’re targeting and ad you’re running. As you know, Facebook requires you to put a URL in the Website URL box, but also including it in the text is a smart move. If you’re spending money on a Facebook ad, you want to make sure it does its job. I love spending my days putting together campaigns in the Power Editor. Pictures of your friends’ kids, their vacations,... 2. What makes this ad work? When writing for different audiences, take into account their level of knowledge about the product or service you are trying to sell. The copy, together with dynamic Facebook ad targeting, helped the retailer achieve a 75% increase in return on ad spend, and a 33% decrease in cost per purchase. You have a beautiful image and CTA, but your campaign doesn’t seem to convince and convert. In this article, I will go over several tips for writing social media ad copy that converts. At first glance, I was surprised to see that the ad with lengthier copy below had out-performed the short-and-sweet version with a “Free Guide” call to action. Users won’t know what to do with it. You won’t use every single one of them in each piece of copy you write – you’ll see that it’s pretty hard to combine #4 and #5 (but not impossible). Thank you! Make different ads for different audiences. And th… What information do I need to share to get this outcome. Stay up to date with the latest marketing, sales, and service tips and news. then you’re going to keep scrolling right on past my ad. Through storytelling and data-driven content, his focus is providing valuable insight and advice on issues that prospects and customers care most about. Write with emotion and … And thanks to my lovely clients who depend on me and my skills to get results, I’ve gotten very good at something I hate doing. (Thanks guys!). With all of Facebook’s rules and regulations, writing ad copy for the medium seems like a daunting task. The landscape of Facebook is way overdeveloped. Some common urgency phrases you can use to capture potential customers attention include: When it comes to your social marketing on Facebook, the goal is to get creative with your content and show how your product or service benefits an audience. New life changes. In one Facebook campaign, the online retailer ran one introductory sales offer with the CTA “Learn More” for shoppers who want to know what the business could offer them. so you can see some of these techniques in action. – but they are losing money. For example, if you’re targeting people who may not have heard of your brand, you can build a series of lookalike audiences based on people who’ve bought from you or are on your Messenger subscriber list. It’s your opportunity to engage your audience and drive them to take action. At the AD SET level of your Facebook ad, under DETAILED TARGETING, type in “engaged” then select the “recently engaged” relationship status option. Just remember: we’re leaving people OUT of the party.). 1. But you’ll also want to make sure your copy is recognizable and in line with your brand. Images are important in Facebook Ads, but copywriting is also essential. And part of that puzzle is the ability to write effective Facebook ad copy. They ran a separate Facebook video ad with a “Shop Now” call-to-action button to encourage potential shoppers who were ready to buy to go ahead and make the purchase. If your image contains more than 20% text, you will receive “reduced delivery” (according to the official Facebook ad specifications).Note that Facebook ignores the text in the body copy of your ad when it does is 20% calculation. People who are struggling with Facebook ads probably aren’t losing sleep over it (I hope!) Facebook is noisy, yo! Think about the fears people have, the mindset issues that are holding them back, or any emotions they might be feeling that would make them your ideal customer. CTAs are often integrated as a button in your ad.However, there are cases where a brand will add a CTA in their ad copy in addition to the button. There are four key areas where you can insert text. It also needs to be relevant to your post-click landing page. © 2021, ManyChat, Inc. Stick to one format and choose one that is relevant to your offer. One way to achieve a consistent brand tone is to use Facebook Messenger ads to not only create a conversation after someone clicks your ad, but also creates a more fun and inviting experience for consumers, which can help with conversion rates. Frame Your Message with Something Timely. State what you know about them! Individual results may vary. Yet something about the ad caught your attention. Don’t be afraid to include copy that may seem over-the-top obvious like “Click here to sign up” or “Grab your free guide here:.” Lots of people need step-by-step instructions – give ‘em what they need! The basics of Facebook ad copy The first step in improving your Facebook ad copy is understanding where it belongs. If I can do it, you can do it. The first three strategies focus on demonstrating how you understand a target audience. So it only makes sense to have the same tone across all your customer touchpoints from Facebook ad copy to bot persona and even product descriptions. This works for any industry anywhere. Miller’s Roast Beef, a family-owned sandwich shop based in Rhode Island, offers this conversation flow after sending a Sponsored Message to maintain a consistent tone, but a big part of its value is that the message is recognizable and connects with the potential customer. Check out these simple tips to create copy that converts. A lot of people hate it just as much as I do, so they’re happy to hand that part off to someone else. . Consistent messaging can help you win your audience’s trust and  make them feel a little more comfortable redeeming an offer or buying from you. Word Choice: When writing your Facebook ad copy, use strong words with the personality that you want to be associated with your brand. The first line of the Parachute Home ad below speaks directly to their target audience and a problem the brand knows the audience has, by asking the question: “Sleep hot at night?”, and gives the offer as the answer immediately after. Think about how you can guide your audience through the steps they need to take to make a purchase. I seriously geek out over targeting. need I say more? Lately, Facebook turned out some new requirements for custom audience data( June, 2018) however typically it will not influence those firms utilizing their very own information accumulated by e-mail, sales groups, or companions. This is a problem every marketer and store owner has to face. not my thing. If your ad copy isn’t good enough, they won’t click the ad. (Surprise, surprise.). If you’re like me and your attention span has been shot to hell by pretty much everything on the ol’ Internet, close everything else: tabs, windows, applications. (Sorry! As you can see above, Shopify really went in on the whole “meta” theme for their Facebook ad. Maybe it has to do with HOW FREAKIN’ HARD IT CAN BE. Pictures of your friends’ kids, their vacations, Buzzfeed quizzes, Candy Crush scores, posts from the 10+ groups you’re in . So if people in my audience are “suffering” even the tiniest bit, then your peeps have GOT to be in some kind of minor emotional pain. And they’re about to become your own guidelines for writing your own ads that get quality clicks. Launching a Facebook ad campaign is fairly easy. A terrific technique is to compose Facebook Ad Copy around studies that you might currently be competing spun clients. Branding + Website design by Public Persona Studio. Creative Credits. Relate copy and ad creative to tell a story. According to the rumors, the social network was considering doing away with the “20% text rule”. Focus on getting me to click, and I can get to know you and your brand later on. Originally Published Apr 13, 2020 8:00 AM, updated at Apr 21, 2020. No fluff, just a clear call-to-action to get their hands on your free content that will allow them to [insert the solution you provide]. Plus, know what makes them eye-catching and how to apply it to your Facebook ads. Privacy Policy. This example uses words like “genius” and “delightful”, creating positive feelings around the product. There is no one call-to-action formula that can convince potential customers to convert. Storytelling is a powerful tool for connecting with potential customers who have no idea who you are, giving you the opportunity to get your message across without being intrusive. When I saw this ad I originally thought it was an article and clicked on it. When writing Facebook ad copy, it helps to create different ads for different audiences. . To be high converting Facebook ad copy, the copy has to be effective at creating leads or persuading a prospect to buy something. This is something I’ve seen time and time again — with my ads management clients, ads coaching clients, and my students. If you don’t have the problem that my business helps people solve, then I don’t want you to click on my ad because I don’t want you to bring down the conversion rate on my landing page. Image without link: (Image) Ratio – 1.91:1 to 4:5 One of the best practices in writing an ad copy is to focus on the audience. When you’re writing your Facebook ad copy, it’s always a good idea to add the URL of the landing page in the copy itself. You can’t just throw an image and some decent copy together and call it a day anymore. Something that pops in this ad is that certain words are written in ALL CAPS. If you worked hard on your branding, the name of your program or service, a pithy... 3. eep your message focused on one concept, and aim to use minimal copy. That’s because there’s a science behind it. The rule showed the amount of text allowed on ad images. It’s actually pretty simple: I have a system for the actual creation of the copy, and five rules for writing great ad copy that I stick to every single time. Make sure your ad tells me what I’m going to get if I click, what problem you’re going to solve, or how I’m going to end up feeling as a result of what you’re offering. Imagine seeing a new Facebook ad in your news feed for the first time, knowing little to nothing about the brand, the quality of their  products, or even the price. What do they already know about the product? That’s when the decision will be made on whether they click your ad or not. Open up a Google Doc, a Word doc, Pages, TextEdit, or your word processor of choice. If that catches their attention, they’ll read your ad copy. The Facebook ad specs for single image ads are split into two: without link and with link. The ad isn’t specifically aimed at targeting new or loyal customers. Asking questions is a smart move in the face of Facebook’s algorithm which emphasizes engagement.Just peeking the number of shares this post scored relative to likes and comments, discussion-based ads promos are a proven way to get people talking. Facebook says as much on their Ad Copy Cheat Sheet: Without the ad copy, your ad will be much more confusing. Below you’ll find my top five rules for writing truly effective Facebook ad copy. In this case, Parachute sheets contain no harmful chemicals or synthetic softeners, and more. If you want to use classic tools like paper and pen, go wild. I don’t even know your business’s name and I don’t need to right now. I even enjoy a little Photoshop action while creating images. In this article, I list 15 Facebook ad copy examples. © 2021, Claire Pelletreau. If you’re not sure about making a purchase, what’s one thing that might encourage you to jump on a deal? Crew. What are you more likely to click on: A snappy, witty message with a video of the product or service attached to the ad, or a long wall of text explaining three different concepts with an image at the bottom? And there you have it: my top five tips for writing ads that not only get clicks, but the RIGHT kind of clicks. Write everything that comes into your head. Launching a Facebook ad campaign that ROIs, however, is another story. (Note: all of my examples aren’t necessarily from Facebook ads….but they could be because they really are that good). Including a timeframe in your Facebook ad copy immediately triggers anticipatory regret, which in turn can lead into a conversion. If you follow these 7 simple steps to write incredible Facebook Ad copy, you’ll be lightyears ahead of the majority of your competition, and your results will speak for themselves. Start by familiarizing yourself with the website’s ad specs, then better understand your own brand. The ad continues to highlight specific features that their potential customers care about when buying bed sheets. Sadly there are no Facebook ads without some text. They also know what to expect from you. To prove it, the social media giant used a 20% rule that required no more than 20% of ad copy to appear on ads. Your product or service solves a problem, right? Facebook is for new things. The more tailored your ad is for the right person, the more likely they’re going to act on your offer. Ad Copy: This appears above your creative on your Facebook ad. Here are seven tips to crafting the best Facebook ad copy and ad examples you can use to inspire your next social media campaign. But when you run your own Facebook ads, they don’t seem to encourage people to take action. Increase page views with beautiful design and well-written copy. If you worked hard on your branding, the name of your program or service, a pithy slogan or your spirit animal, that’s awesome. TrinaTurk’s Facebook ad copy highlights an effective short message for a broad audience of luxury shoppers, which decreases the chances of overloading their audience and encouraging high click-through rates. The two play off of each other. Get your audience to stop scrolling on their feed. If you were reading a page from your ideal customer’s... 2. . The only thing I might leave open is my landing page for inspiration. EXAMPLE: “Congrats on getting engaged!” You can see that users appreciate the continuity of the ad through the ad copy, headline, and image used to market a very relevant product. But I hate writing Facebook ad copy. With the emphasis on using as little copy as possible to entice readers, ad copy has to target specific types of users. Whether you’re new to ad copywriting or an experienced copywriter, these tips and ad examples above can help improve your social media campaigns, create brand awareness on social, and fill your funnel with warm leads. Just like choosing images for your ads, writing ad copy is both art and science. This helps different types of people picture the product in their own lives in different ways. They only got rid of the rule last year. They do NOT belong in your ad copy. Test different CTAs with each audience when putting together your ad campaign to get closer to the conversion rates and sales you’re looking for. The ad copy does a good job of highlighting the benefits of app installation: rewards, skip the line, and order ahead. Facebook ad copywriting strategies The following are tried and true copywriting strategiesthat can be applied to your ads to instantly make them yield better results. This ad from Digital Marketer not only speaks to the marketing managers’ personal experience with building a great department by asking an important question (Act 1), but also explains how they’ll get you from problem to solution (Act 2) and the benefits you’ll experience after (Act 3). Let’s get straight to the punchline: if you’re running ads on Facebook, you want results. If you see an ad that starts with one of those questions and your response is NOPE! There’s no room for any messaging that I need to think about to understand. (Just you wait, Pinterest advertising. Why It Works: The ad copy is short and conversational in tone. Facebook Ad Copy. The contents of this blog were independently prepared and are for informational purposes only. If they’re scrolling through their news feed, you may only have a few seconds to get your point across, so it’s important to keep your ad campaign as short and sweet as possible. When it comes to writing Facebook ad copy, your image and text should tell a story and relate to each other. Know their pain points and interests and use that information to tell your story and show them how you can provide solutions, because the best way to catch and hold your audience’s attention is to know who they are, put yourself in their shoes, and let them know how your product applies to them. I’m coming for you! Site Terms. You can test the effectiveness of ads by simple A/B testing, also known as split testing. Translation? 10 Techniques for Writing Effective Long-Form Facebook Ad Copy 1. Identify your audience and write copy as if you’re having a face-to-face conversation with them. A few months ago, whispers about a test that would change the way brands advertise on Facebook started spreading. In the world of Facebook ads, content isn’t king. That’s exactly what I was hoping you’d do. Add your own twist to them, and use them in different combinations to find the best results. Click below to access this on-demand masterclass and see exactly how I sell courses on autopilot for my consulting clients. Both ad creative and text working together can help an audience feel better about clicking through on your offer. Most of us aren’t in the business of ending human suffering. They add a sense of urgency to the message and keep the offer top-of-mind to consumers, since they only have a short time frame to take advantage of the offer. Relate copy and ad creative to tell a story, Make different ads for different audiences. A creative story can also help grab the attention of your audience and become more familiar with your company, especially if you establish a clear brand voice. It’s just . If your ad has really strong visuals but the copy is mediocre, you’re missing out on a huge portion of your market that’s more likely to read your ad. For each rule I’ll also give you an example so you can see some of these techniques in action. The image is what draws the eye, but the ad copy is what seals the deal for the click. Both of these things will show the personality behind your company on social media channels and help people feel like they know you and can trust your product or service. To start, Facebook ad copy is the written copy found in Facebook advertisements. So that means that people are “suffering” in some way, and you’re there to end the suffering. Don’t stop until that timer goes off! The ad copy builds an emotional connection with DigitalMarketers’ audience through a narrative. If you want to keep your ad copy short and sweet, you can run click-to-Messenger ads attached to a bot flow that helps you share the information a customer needs to encourage a purchase. Ad Type: Image Ad Objective: Drive sales. As social media marketers, it is important to learn how to create copy that leads to conversions. Narrowing down these specifics — knowing who the segment was and what dresses and jumpsuits they liked — allowed the online retailer to create copy that resonated with potential customers. Short Facebook ad copy is extra important today, where attention spans are notoriously lower for people on social media. No more, no less. Avoid all mention of your brand.. You stopped scrolling, the message resonated with you, and now you’re convinced to buy a product from this new-found brand. Pain + agitate + solve A strong CTA button can accomplish a lot. Storytelling is a powerful tool for connecting with potential customers... 2. So, please mind the Facebook ad copy’s length. The opinions expressed are those of the author and do not necessarily reflect the views of ManyChat or any other party. The Ad Copy Cheat Sheet. Good ad copywriting can persuade your audience to click through to your website. In Facebook ads, the rule of thumb is for marketers to focus on the image. Check out some of the feedback I gave people below and see if you can apply it to your own copy! #6: Include the URL in the Ad Copy. Though some may not like all caps text, it really does capture attention. Consumers come with  short attention spans. Google. The reminder of a new season requiring a new wardrobe gently pushes people to take action and hit the “Shop Now” button. The photo is seasonally appropriate for an ad run during the summer. That’s an important place to begin. And the results are awesome—just look at the engagement at the bottom of the screenshot. (Click image below open). For example, like the 5 Napkin Burger example below. It can invite an audience to respond to your ad and your products, and inform people what will happen after they click. These are the oldest type of ad in the book. The right Facebook ad copy can have a dramatic affect on the performance of your ads! Connected Apparel, for example, was able to create ads specifically for a lookalike audience based on their top 25% website visitors. One of the best Facebook ad copy best practices is to use simple language that a third-grade student would understand to present your point clearly – what problem you are addressing with your product or service, and why it is the best solution for that problem. A limited time offer. The image is the most important thing. Save it, print it, … Tweak the text and visuals to match who you are, then share across Facebook to let the world know. (The same is true for your landing page, by the way. Because there’s nothing worse than spending your money on the wrong people, you know what I’m saying? I have never heard of you or your business before. He’s inspired by learning people’s stories, climbing mountains, and traveling with his partner and Xoloitzcuintli. Michael Keenan Ask yourself the following questions before you begin crafting your campaign: This can be a lot of stuff to pack into one ad. Facebook ad copy matters! Good copywriting functions as a … Michael is a SaaS Marketer and SEO living in Guadalajara, Mexico. Use the language your audience speaks and feels comfortable with. Facebook has always made a big issue of text in images. Yes, I know. Once on the AD level and you are creating your ads text and headline, SPEAK DIRECTLY TO THEM! That’s why we created the the Ad Copy Cheat Sheet. 1) J. Now that you’ve got some great Facebook ad examples to model, you might want to dig deeper into how the different Facebook ad formats work.