Copywriting is no small deal, especially when it comes to Facebook Ads. After all, you only have a few seconds to get the attention of the targeted users as they scroll through their feeds.
Worry not, though, as we’re here to show you how it’s done.
Without further ado, here’s how to write a Facebook ad that actually converts.
How important is the copy in Facebook ads?
Believe it or not, when it comes to Facebook ads, the copy isn’t that important. What’s more important is the image you use in your ad. According to Consumer Acquisition, images are responsible for up to 90% of an ad’s performance. That’s why they recommend trying around ten different images with the same copy before deciding to play around with the text.
Even Meta (formerly Facebook) recommends de-prioritising copy and focusing on other operations first, such as identifying your business goal and your audience, picking a topic, finding the right image, and then writing the copy itself.
Does that mean you shouldn’t give any attention to copy when creating Facebook ads?
Not at all. An image can grab a user’s attention, but it’s the copy that persuades them to visit your website or landing page and turn into a customer or client. Good copywriting basically functions as a guide that shows your audience where they need to go.
In other words, the emphasis on images when it comes to Facebook Ads just means that you should adjust your copywriting strategy, as old ones might not work as well on social media. And that’s exactly what we’re going to explore in the next section.
How to write a Facebook ad
When writing the actual copy of a Facebook ad, there are 4 steps that you have to follow:
How to write a Facebook ad: Perfect the hook
The hook is basically the big idea of your Facebook ad. It’s the most important part of the copy because it’s the one that grabs the attention of the user and makes a lasting first impression.
Usually, the hook of a copy is the headline simply because it’s the first thing a user sees. On Facebook, though, the headline is located at the bottom of the ad, which means that if a user reaches the headline and they’re not hooked, you’ve lost them.
When writing a Facebook ad, the hook should be the first sentence of your ad text, the one readers see first at the top of the ad. Its goal is to grab the reader’s attention and generate curiosity, thus pushing them to keep reading.
Here’s an example of a great hook by Mindvalley, which starts with an interesting fact:
Additionally, you can use emojis to convey messages while using as few words as possible (since you’re limited to 125 characters for the primary text. Anything above that will be hidden under the “see more” button, which is the body of the copy).
How to write a Facebook ad: Nail the ad body
Now that you’ve grabbed the reader’s attention and convinced them to keep reading, you have to persuade them to click. That can be done using the ad body copy. The goal here is to present a solution to a problem, create a connection and push the reader into clicking to learn more about what you have to offer.
Find (or create) the right creative
As stated above, the ad image or video is one of the (if not the) most important parts of a Facebook ad. Preferably, use an image or a video that shows your product or service. If that’s not possible, you can turn to stock options.
One thing to keep in mind here is that if you decide to add text to your ad’s image, make sure to keep it short and use a powerful hook.
Finally, the headline and description
Facebook offers limited ad real estate; that’s why you have to use every section wisely.
In the ad title and description, don’t regurgitate what you’ve already said in the ad text. Instead, say something different, all while keeping them concise. Here, you can:
- Communicate the offer (what the user is getting)
- Display an incentive to push the reader to click
Since you have limited space here (27 characters for the description and 27 for the headline according to Facebook), don’t try to cram everything. Choose one thing to focus on within the headline and another for the description.
Strategies to follow when running Facebook ads
Narrow down your audience
If you’re spending money on Facebook ads, you need to make sure that it does its job.
It’s tempting to write for a wide audience, hoping to get as many leads and conversions as possible, but it’s not effective, nor is it budget-friendly (what a surprise, huh?).
Before sitting down to write a Facebook ad, you have to narrow down your audience using Facebook targeting. That way, you can write the copy as if you’re writing to one person and one person only. Basically, your copy should woo and persuade your target audience as if you were a salesperson trying to sell something in-person.
Why does that matter, you ask?
Well, simply because different audiences speak different languages. Convincing an older woman to buy a pair of shoes isn’t the same as trying to get a younger millennial to install your mobile app. Even within the same industry, i.e. clothing retail, there can be a world of difference between selling to a woman, for example, and selling to a man.
Make sure the copy goes with the image
If the image and the copy within your ads don’t line up, users will end up getting confused as to what the ad is actually advertising. If that happens, they’ll be less likely to click, and that’s ad spend down the drain.
That’s why you have to find the right images for your Facebook ads. Of course, it’s easier said than done, especially if you’re in the B2B sphere.
If you cannot create your own images, you can turn to stock photo platforms, like Shutterstock, for example. Free options include Pexels, PixaBay and Unsplash.
How to write a Facebook ad: Focus on a single call-to-action
Before running Facebook ads, you have to determine what you’re trying to achieve using them. Are you looking to get new clients? Sell more products? Boost brand awareness?
Once you understand that, you can create a single CTA button, whether it be “Shop Now,” “Send a message,” or “Call now.”
That’s important because, without a clear call-to-action, users will, again, get confused. They’ll have no idea what to do after seeing your ad and understanding what it’s about.
Keep it short and sweet
When using paid advertising, it can be tempting to cram as much as possible about your product or service within the copy. After all, you’re literally paying for every click or impression.
There are a couple of problems, though.
Social media users have a short attention span, so you have to grab their attention and persuade them to click and convert within seconds. Not to mention that Facebook limits the number of characters in an ad to 125 for the text, 27 for the headline, and 27 for the link description.
In other words, you have to keep the copy short and lead with value by answering the following questions:
- What’s the value your product or service adds?
- How will the product or service help your users?
Make sure the copy is easy to understand
There’s an important thing to understand when learning how to write a Facebook ad: Copywriting isn’t about using flowery language to impress a girl or a dude you met in college. On the contrary, it’s all about cutting the verbosity and using simple language that’s easy to understand, even for a fifth grader. Your audience shouldn’t think long to grasp what the ad is about (what you’re offering), how it benefits them and how to proceed.
Here’s a simple copywriting strategy that works: lead with the numbers.
- Selling a physical product? State how much it costs
- Running a promotion? Show what percentage your customers are going to get off
- Adding a new service? Let clients know how much it’s going to cost
Not only will that be helpful to your audience, but it will also save you money (and time) by weeding out lowballers and people who weren’t going to convert in the first place.
Test, test, test!
Running Facebook Ads isn’t a set-and-forget kind of process. You have to monitor your ads, see what’s working and what isn’t, and adjust your copy and images accordingly. Thankfully, Meta makes it easy to spend a small amount of money to test the waters and try things out.
Let us handle copywriting for you
As mentioned above, copywriting is a daunting task. That’s why it’s a well-paying job. Worry not, though, as we can take care of it for a fraction of the cost. All you have to do is book a discovery call with us!