Facebook Ads can be incredibly effective. But it depends on your Facebook Ad copy.
But that doesn’t mean every ad you place will help you grow your business. The trial and error method can help you create more effective ads over the long haul. But even that approach can only take you so far.
The difference maker is copy. But copywriting is a bit of an art form, and you could study it your whole life if you wanted to. Fortunately, there are simple things you can do to improve your copy. Do you want to know how? Read on.
Write to Your Target Audience
This may seem obvious, but it’s easy to miss. Especially for Facebook ad copy.
When you have a deep understanding of the audience you’re writing to, you naturally write better. In a sense, you need to get out of your own way and make it all about the people you’re talking to.
Beware of using general terminology. Don’t say “you guys.” Say “you.” Personalize the ad as much as possible.
Avoid a passive tone. Don’t say “if you want to…”. Say “click now,” “buy now,” “subscribe now.” Add some urgency to it.
Align Your Message with Your Visuals
How do you capture people’s attention on social media? With visuals – images, pictures, infographics, videos and so on.
If your copy doesn’t match the visuals, you’re in trouble. It seems like common sense, but sometimes ads are slapped together at the last minute. The message might be there. The call to action might be there. You may even have your target audience clearly defined. But if you don’t have the visuals to go with it… oops! That’s going to affect ad performance significantly.
So, don’t forget your visuals. They need to be congruent with your message.
Be Hyper Focused
“We want people to do one of three things when they come to our website – read our content, subscribe to our newsletter or make a purchase.”
Sure, that may be what you want visitors to do once they’re on your website. But that’s not how you should think about your Facebook ad copy.
You need a singular focus. There should only be one call to action with your ads. That makes it clear – for you and for the people seeing your ads – what you want them to do. Ad performance should only be measured against the one goal you’ve set.
Too many calls to action will clutter up the message and cause people not to act.
Answer “What’s in It for Me?”
You know why your ad is a good idea. You know what you’re trying to achieve. But it’s how you communicate that to your audience that makes all the difference.
Sometimes, general, straightforward messages can work. Like our page. Subscribe to our newsletter. Get free updates.
But the value should be communicated upfront in a concise manner. Why will people engage with your ad? What’s going to make them click?
Make it clear what you’re offering and what difference it will make for your audience. Then, tell them what the next steps are.
Let’s not beat around the bush. If you’re advertising on Facebook, it’s because you’re looking for ROI. You don’t want to spend money for the sake of spending money. You want to make money back on the money you spend.
So, getting your copyright is critically important to your success. If the message connects, you can get people in your funnel. If it doesn’t, it’s back to the drawing board. You need to define your audience, create a relevant message and clarify the value.