Copywriting Strategies for Facebook Ads

The right copywriting for your Facebook ads can absolutely supercharge your engagement and help you to see breakthroughs in your sales and conversion rates. While audience targeting and your choice of image are important, it’s the text on your ad that will cause viewers to either click or pass up your ad.  This is why you need to think carefully about how to best phrase your copy. This post offers some tips that will help you get your copy just right so you get the right viewer to click on your ads.

The Title

The first thing you need to concentrate on is the way you write the heading for your ad, which is initially what will grab attention and ensure people take notice of your ad. Remember though, the objective is not to get lots of clicks but rather to get the right people to click. Thus, you may find it actually makes sense to write in a way that discourages the wrong audience from clicking your ads so that you aren’t paying for visitors who won’t be interested in your services or products. Make it very clear what it is you’re selling, and what your brand is about. If you are selling products, you may want to consider including the price in your ads to discourage those who cannot afford to buy your products.

The Description

You only have a very limited number of characters to use in your description so the wording needs to be good. Try to make your service or product sound appealing by focusing on the value proposition – how will your customers’ lives be better as a result of ordering your product or using your service?

At the same time, think about how you can remove any barriers to sale. Barriers are the concerns that might prevent people from wanting to buy from you. For instance, perhaps they’re worried your service won’t give them the results they want it to, or maybe they’re concerned about buying from an unknown brand. Making it clear that you offer a money back guarantee or that your customer service is outstanding can eliminate those barriers.

The Image

Finally, remember that you can show a lot more information in an image. Think about what your image will be before you write your copy as this way you can ensure that the two complement one another and your message is consistent. It’s important to keep your ads colorful, so that they’ll immediately catch attention. Consumer Acquisition found that images are responsible for 75%-90% of ad performance.

Test Your Ad Copy

We also suggest that you experiment and try altering your text over time to see if it can improve your click through rate and conversions!  Start with simple testing – run two ads with the same image, but with different copy. Check your Facebook analytics in a few days to see which of the ads is performing better and turn off the ad that is the poorer performer so you can save money.