How to Write Fantastic Facebook Ad Copy
Facebook is a Goliath of an advertising platform. Advertisers everywhere have been scrambling to figure out the most effective way to reach their audience. We all know that Facebook has billions of active users, making it no mystery as to why it’s on the top of every advertiser’s mind. A picture may be worth a thousand words but it is the copy that can compel your audience to take the next step.
Establish a Goal
You need to establish the goal of the advertisement before you begin the writing process. Whether you are selling a product, generating brand awareness, or promoting a special event, will all determine how you write your specific ad. Knowing the goal will help you establish an overall tone and strategy.
Consider Your Audience
A huge mistake many advertisers make is trying to sell from their own point of view. It is important to always think about things from the customers perspective. Get inside their head so to speak. Who are they? What do they want from your product? What problem does your product solve? Putting yourself in the customer’s shoes will not only drastically increase your overall engagement, but it will also make your writing sound a lot more informal and friendly.
Split Test Whenever Possible
Split testing is when you create multiple separate forms of ad copy and run them at the same time. It also pays to split test different ad types like static image, carousel, collection, and canvas ads. Whichever ads get better engagement or more positive engagement will be the ads that run the duration of an ad campaign. This can help narrow down a message for the brand as a whole when running ads in the future and assure you are using your budget on ads that you know will be effective.
Keep it Simple
Don’t dance around the subject. Not everyone is a Harvard scholar, so use simple words that are easy to read and understand. Nobody wants to decipher what an advertisement has to say. They will likely move on if they can’t absorb the message quickly. When Apple first introduced the iPod, their marketing team kept the message as simple as possible. While other mp3 manufacturers advertised specific file sizes and specific battery sizes, iPod simply said “1000 songs in your pocket.” It was a massive success and lead to the iPod becoming synonymous with the mp3 player itself.
Write like you’re speaking directly to that one specific person who is reading your ad. Targeting is the strength of Facebook advertising so odds are you are speaking directly to an audience and demographic who want to know about your product or service.
You, you, you. Use the word you. It is a simple and short way to connect right to the reader and let them know why the product or service will help them specifically. It is a substitution for an individuals name in their own mind and allows for a more conversational tone.
You should be warned however that Facebook does have very specific stipulations on the use of the word “you”. We suggest you take a quick look at their advertising policies before writing any advertisement.
Believe it or not, emojis can really make a difference in how your ad performs. There are several conflicting case studies on whether emojis make a difference in Facebook ads, but overall emojis have been shown to produce a much more engaging and positive experience for the viewer. This is because written language is missing a key form of communication, nonverbal cues. Emojis provide a way to express emotion without the use of long drawn out sentences. Facebook itself already employs “reactions” (Include graphic showing the reaction bar) at the bottom of every post. It is important to note that emojis aren’t appropriate for every Facebook ad, but can and should be used where appropriate. Remember that the ability to put yourself in the customer’s shoes is an important marketing tool, and with more and more people using emojis on a daily basis, it will become increasingly important to master their use.
Working with Strong Images
It’s important to know when to let the image do the talking and get out of the way. If you know the image will be incredibly strong and command a lot of the attention, make sure the copy is as complimentary as possible to that image.
Facebook also limits the amount of text allowed on an image. No more than 20% on an image can be text. This doesn’t mean your image should be devoid of text altogether, but that you should limit image text to only the most basic and important information. The ad copy can fill in the blanks. Remember to keep in mind that an ad’s image and its copy should compliment each other, and also connect back to what the customer wants.
The Facebook mockup tool is a free tool anyone can use to check how much text you have on an image. You simply upload the desired image and Facebook tells you immediately if you have reached the text limit. Adparlor’s Ad Mockup Generator is another great resource for both laying out and writing an ad. Not only does it have a text overlay tool, but it shows you how an advertisement will look before you finalize it. It also provides suggestions for the amount of text you should put for the top copy, headline, and description. Using either of these tools will ensure your ad will look great, and be accepted by Facebook marketing.
Short VS Long Copy
Generating clicks is the end goal of any Facebook advertisement. While there is definitely a time and a place for long copy, it is recommended that you stay on the shorter side of things.
Top Copy should be the longest part of any advertisement. It is recommended that you keep it around 90 characters or less (or around 14 words.) Despite it being the equivalent to the body copy of your ad, people tend to scroll quickly through their Facebook feed and will probably only quickly glance at the ad for a moment or two. However, you will be surprised how much space 90 characters takes up in a Facebook ad. Any more than 100 characters and it starts to look like a novel.
Headlines should be anywhere from 3-5 words long if possible. A headline is meant to be short and grab attention.
The Description is the text directly below the headline. This section is to give more information about the product or event that is not in the headline. This is a great place for a location of a business, time of an event, or more detailed technical information. This is a great place for this information because of the CTA button located just to the right of the description.
Call to Action
Using a call to action button on all posts is an incredibly important part of the copywriting process. Knowing which CTA to use is the tricky part. Learn more, shop now, and sign up are three commonly used CTA’s. But it does depend entirely on what your product is, and what you want them to do. It is also important to note that optimizing your landing page will, in the end, make all the difference. Every one of these rules will be for nothing if the landing page your ad sends the reader is total garbage. There are several books and articles written on this subject, and considerable time should be spent researching what makes an effective landing page.
Facebook is becoming a more powerful marketing tool every day. Knowing what makes for effective ad copy is important before you advertise on the site. Facebook, and social media as a whole is a totally different animal from the rest of online advertising. As the digital age continues, reaching the huge audience that resides on Facebook will emerge as a marketing must have.
If you’re feeling overwhelmed with your Facebook Ads, please contact the digital marketing experts at AdShark Marketing to schedule a free consultation today!