Look at every clickbait ad in your feed if you want to develop a Facebook ad that gets a lot of traffic. If you want to create a Facebook ad copy that attracts a lot of traffic and converts that traffic into paying customers there are things you need to be aware of. It’s natural for marketers to feel frustrated when they design an ad with great traffic but little conversions. You watch your rivals using Facebook advertisements to generate results, but your own ad performance is underperforming. You experiment with different innovative approaches, but nothing seems to succeed. Sales may increase, but engagement may not. Before you give up and spend more money on AdWords testing, you should brush up on one critical aspect of Facebook ads: compelling copy. Using the right ad copy strategies and framework, Facebook marketers can begin writing newer and improved ads that consistently produce higher ROI. By the end of this article, you should understand exactly what to do and what not to do to ensure that your Facebook ads have great copy.
1. Begin with audience identification
Before you start writing copy for your audience, make sure you know exactly who they are. Understand your typical demographic and how they interact with the Facebook platform. Consider the following:
- What do they like and what do they care about?
- Where are they physically located?
- What is their age range?
- How does their online activity appear?
When you know your target demographic well, it’s easier to develop precise copy that will pique their interest.
2. The hook
One of the most significant aspects of ad writing is the hook. A good hook should accomplish exactly what it says: it should captivate your viewers. It piques their attention early on and keeps them reading. Here are some amazing techniques to hook your audience:
- Using numbers: Using a number in the hook, such as a percentage, figure, or statistic, instantly adds credibility and makes what you’re about to say appear more factual and scientific.
- Ignite curiosity: A hook should catch readers’ interest right away, which you can achieve by using words like “What if I told you?” or other similar inquiries that readers are naturally drawn to. A hook should catch readers’ interest right away, which you can achieve by using words like “What if I told you?” or other similar inquiries that readers are naturally drawn to.
- Instill fear: When trying to persuade your audience to do anything, fear may be a powerful motivator. The fear of missing out (AKA FOMO) or falling behind the competition can be effective hooking weapons.
Let’s have a look at several different types of hooks:
To begin, the pain/benefit hook is an excellent choice. It’s straightforward and effective, because it immediately addresses a customer’s key pain point. Then it directs the audience’s attention to the solution that your product can give. This structure is straightforward but effective.
The empathy hook comes next. This hook demonstrates that you understand what your audience is going through and helps them feel less alone. It refers to a typical circumstance in which individuals in need of your goods or service find themselves. It implies that you, as a brand, have been there and care.
Finally, the Logic hook appeals to reasonable individuals who are obligated to support something that makes sense to them. A genuine and factual statement can be found very early in the ad copy in a logic hook. This establishes trust and causes you to agree with what you’re reading, which is likely to keep you reading until the finish.
3. Make a strong call to action
People are more inclined to act on what they read if they are informed specifically what to do. A call to action (CTA) is simple and straightforward. It should pique the reader’s interest in the potential of taking action. It should also be simple and concise, rather than long, complex, and wordy. CTAs should be kept to a maximum of three words.
4. Experiment with various ad copy variations
There’s no need to limit yourself to a single version of the Facebook ad copy. You should be actively changing, testing, and editing parts of the ad copy, as well as tracking how each version works and what you can do to improve it. Everyone reacts differently to information, and what works for one person may not work for the next. The more versions you test, the more likely it is that you will discover what works and what does not.
5. Avoid using terms and phrases that might lead to your ad being rejected by Facebook
Facebook could reject your advertising for a variety of reasons. On Facebook, Meta does not permit the promotion of guns, ammunition, explosives, dangerous supplements, cryptocurrency, or anything unlawful. However, even if your product is totally legal, Facebook may reject your ad for other reasons. At all times, your advertising must adhere to Facebook’s community standards and ad rules. This includes not inciting violence, displaying harmful information, or stealing intellectual property. Facebook may also reject your ad if you make an error in your creative and violate one of the guidelines.
6. Make use of tried-and-true copywriting formulas and strategies
There are copywriting formulae and approaches for a reason. Because they work and have a high success rate. As a result, including them into your Facebook ad copy is not a terrible idea. Here are a handful you can use right now.
FOMO is for Fear of Missing Out, and it refers to the fear that a person will lose out on something if they do not act quickly. FOMO copywriting instills a sense of exclusivity and time-sensitive urgency. It creates the impression in the reader that they are about to lose out on an opportunity that is already slipping away until they follow your CTA.
AIDA is an acronym that stands for Attention, Interest, Desire, and Action. This is one of the most ancient copywriting formulas. It works by first drawing the reader’s attention to something, then using persuasive language to pique the reader’s interest. Then you concentrate on instilling desire in the reader. Finally, you encourage them to take action and buy a product. AIDA has regularly shown to work successfully for many marketers and is a time-tested method that stays successful.
While many of the ideas we’ve discussed today are excellent for improving our Facebook ad copy and can be used to other platforms as well, mastering the craft of copywriting is a delicate art that requires talent, dedication, and endurance. What works for one person may not work for another. Our certain strategies for writing Facebook ad language that converts are like the nice ingredients in a delicious meal, but it takes a talented chef and hard effort to make that fantastic.