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The Secret to Writing Facebook Ad Copy That Converts
Hopefully by now we don’t have to tell you that advertising on Facebook is not a scam. It is, in fact, an incredibly smart place to invest in marketing considering more than 728 million people use it every day.
Even though setting up a Facebook ad campaign is pretty easy, actually converting users is less so. Facebook offers an Ad Copy Cheat Sheet, but it’s lackluster at best.
Want to know the secret for writing Facebook ad copy that converts every time? Keep reading, it will blow your mind.
No time to write your own Facebook ad copy? No problem! Blue Corona offers social media packages that will explode your online marketing. Contact us today for a free social media analysis!
12 Bulletproof Tips for Writing Ad Copy for Facebook
Okay, I’m a liar. There really isn’t ONE secret to writing successful Facebook ad copy. But I got you hooked in, didn’t I? Below you’ll find 12 tips that will pave your way to creating ad copy that converts like a champ.
1. Know your audience.
Before you even begin to write copy for your Facebook ad, you need to nail down your audience. Who are you talking to? What are they interested in? What’s their demographic?
If you aren’t sure, there’s a handy little tool in Facebook Ads Manager called Audience Insights. It’s located in the left-hand menu and can provide all sorts of insights into the demographics of various audiences.
With Audience Insights, you can either gain insight about Facebook users in general or just those connected to your page.
Within these parameters, you can then go on to glean information on age and gender, lifestyle, relationship status, education level, page likes, activity, and tons more.
2. Target your audience wisely.
One of the blessings and curses of Facebook is the ability to target ultra-specific audiences. There is a fine line between wasting money on too broad of a targeted audience and missing out on portion of potential consumers with a super-specific one.
Use the brain food you gained from Audience Insights and narrow down your audience to just the right size.
Quick Win Tip:
Don’t be afraid to think outside the box. One of my favorite super-secret strategies is to find out what television shows my audience watches, and then target users that have “liked” that show.
3. Appeal to your audience’s emotions.
It’s no secret that emotions drive buying decisions. One reason for that is because thinking is hard. The human brain is in an idle, non-thinking state 95% of the time. Our emotions, or gut reactions, are much easier to listen to. Identify what emotions will cause consumers to click on your ad, and then cater to that feeling.
Quick Win Tip:
Try to tap into one of these core emotions that trigger a reaction:
- Curiosity: “Want to know the secret to…..”
- Fear: “Warning signs of…” and “The dangers of…”
- Desire: “You, too, can look like a model in these three easy steps.”
- Inspiration: “Find out how this woman climbed Mount Everest with one leg”
- Indignation: “You won’t believe what this man did…”
- Warm fuzzies: anything with puppies.
4. Tell your audience what to do.
If the goal is to get page likes, then include the phrase “like our page.” If you want comments and engagement, ask a question and tell the viewer to leave their answer in the comments section.
Quick Win Tip:
Use the following words and phrases for more shares and comments:
- Tell Us
- Like our page
- Follow us
- Click or tap here
5. Never use the word “buy.”
If you want your Facebook ad to convert a browser into a shopper, avoid using the word “buy.” The word “buy” invokes visions of bills, car parts, and other things you’re obligated to spend your money on. By changing that one word you can change the tone of a Facebook ad immediately.
Quick Win Tip:
Use words that invoke positive emotions like “treat,” and “splurge” in place of “buy.”
No: Buy Yourself a Massage!
Yes: Treat Yourself to a Massage!
6. Speak their language.
You’re going to talk to an 18 year-old audience differently than you would a 45-year old audience. Learn your audience’s language, and speak it fluently. Here’s a great example of a used car company targeting the two different demographics:
18-Year-Old Audience: “Find the Coolest Cars Under $10,000 at Magic Mikes!”
45-Year-Old Audience: “You deserve the best. Indulge yourself with a pre-owned luxury vehicle from Magic Mike’s.”
7. Give them a reason to click on your Facebook ad.
When you use the word “because,” people are generally more likely to do what you ask because the request sounds more rational. Look at L’Oreal’s genius main catchphrase: “Because you’re worth it.” Tell your audience why they should click on your ad.
8. Don’t reveal everything.
My mother always told me not to show too much skin and leave something for the imagination. The same principle applies here. Curiosity is a harder emotion to ignore than both fear and desire. Tell your audience just enough to pique their interest, but not enough that they get the whole story. Leave them wanting more.
Quick Win Tip:
Use human curiosity to your advantage. Incorporating “discover,” “find out,” and “secret,” into your Facebook ad will pique interest and drive curiosity.
9. Provide instant gratification
These days it’s all about the “now.” In a world where you can re-order toilet paper at the touch of a button, you need to provide a little instant gratification. “Click here to learn about improving your air quality” won’t be as successful as “Improve your air quality instantly with these quick tips.”
- Make the message consistent.
The content of a Facebook ad that converts well is always consistent with the content of the landing page it leads to. People expect to get what’s promised in an ad, and falling short on delivery means possibly losing a customer.
Cohesiveness won’t only create a more positive user experience, it will generate a higher Ad Relevance Score, which results in a lower cost per click (CPC).
Quick Win Tip:
Use the same font and color scheme in your ad as you use on your landing page.
11. Split test your Facebook ad copy.
Split testing is creating two ads—or pages, or posts—that are extremely similar but different. You track the results and gain insight on which tactic does better. Try two sets of ad copy wording, and see which one performs better.
12. Go Big or Go Home
Don’t bunt. Aim out of the ball park. Aim for the company of immortals. -David Ogilvy
When you write your ad copy for Facebook—or any other social media outlet—you need to go big or go home. And by that, I mean you absolutely need to make the most of the 60 characters you’re allowed.
In the end, Facebook ad campaigns aren’t marathons, they’re more like sprints. You need to be able to think on your feet and not be afraid to fail. Because the average human’s attention span is less than that of a goldfish—goldfish have an attention span of nine seconds, and humans now have one of eight—you need to continually refresh, revitalize, and create new ad copy.
Summary: When it comes to writing Facebook ad copy that converts, target the right audience, pick emotion-triggering words, and go big or go home.
Now, I’m not a social media expert, but—oh, wait, yes I am. So take my advice, follow these 12 tips, and start banging out some killer copy of your own.
After you’ve seen success and you need to upgrade your social media presence, or even if you’re just starting out and want some real-time advice, contact us about a social media package where you get your very own social media expert at your beck and call.
About The Author: Betsy is the social media team lead and a content marketing specialist with Blue Corona. When she’s not managing social media marketing campaigns or writing badass blog posts she’s practicing Muay Thai, hiking with her dog or teaching kids how not to fall off a horse.
View more blogs by Betsy McLeod