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How to write effective Facebook Ad copy

Get your products in front of the right people with targeted Facebook Ads.

Facebook Ads are a great way to reach your target audience for a product or service and can even improve conversion rates. Since ads on this platform can be highly targeted according to a specific location, age group, income range and area of interest, they help you make the most of your digital marketing budget. However, you first need to know how to write effective Facebook ad copy. If you’re new to Facebook advertising, keep reading to find out more.

Table of contents

  1. Why advertise on Facebook?
  2. How to write effective Facebook ad copy that converts
    1. Know your target audience
    2. Keep it short and sweet
    3. Consider the visual impact of your content
    4. Engineer your copy for clicks
    5. Tease your customers
    6. Take advantage of FOMO
  3. Bringing it all together

Why advertise on Facebook?

Image of a young woman using a smartphone - How to write effective Facebook Ad copy - Copify blog

There are many benefits of Facebook advertising, including reaching new audiences and being able to target specific demographics that you might not find anywhere else.

In 2020, there were 1.82 billion daily active users and 2.7 billion monthly active users on Facebook from all over the world. This means that there is a huge potential audience for advertisers on Facebook.

For first-time marketers, figuring out how to write effective Facebook ad copy for your company might be a difficult challenge. However, given that the average person spends at least 1.72 hours every day on the platform, it is a marketing channel that marketers should explore.

To help you understand how to create an effective Facebook ad that generates the ROI you are aiming for, we have put together this list of recommendations on Facebook ad copywriting, including best practices.

Read More: How does social media support content marketing?

How to write effective Facebook ad copy that converts

Follow these six simple steps and you can’t go wrong:

1. Know your target audience

You must take the time to research your demographic instead of simply guessing. Use your website analytics, and find out who your sales team is talking to.

Ask the following questions:

  • Who is currently visiting my website?
  • Do they use Facebook?
  • What job do they do?
  • What are their hobbies and interests?
  • Where do they live?

Once you have the data to answer this, you can set your target audience for your advertising campaign in Facebook Ads Manager. You mustn’t miss this step, though; you need this information to help you write compelling ad copy tailored to your audience.

2. Keep it short and sweet

While the odd advert can break this rule, generally speaking, it is a good idea to make sure that the content fits into the character limit allowed by Facebook. This avoids text being cut off. The limits are:

  • Headline/Title: 25 characters
  • Link description: 30 characters
  • Main ad copy: 125 characters

The ability to write well is essential in this situation. Remember to keep it simple and smart. Don’t try and impress with jargon; instead, use language that your audience will likely understand. Consider the pain points your audience faces and lead with that, presenting your business as the solution. Use the headline to hook them in, the link description as the solution, and the primary ad copy to do the persuading.

3. Consider the visual impact of your content

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If your ad campaign does not appear to be unified, Facebook users will be immediately turned off. Therefore, your copy needs to be aligned with your image. If readers can’t quickly and easily understand what you are trying to tell them, they will not stick around for long enough to find out.

Consumers have learned to demand clear, high-quality photographs on social media platforms since they are primarily visual mediums. If your images are distorted, grainy, or overly staged, you will not see the engagement that you anticipate.

Thankfully, you don’t need to be an expert in graphic design to get the visual elements of your ad copy right. Facebook has some clear guidelines as to what looks best in an ad. If in doubt, use royalty-free stock images from sites such as Unsplash or Pexels or purchase from Shutterstock to ensure excellent quality.

4. Engineer your copy for clicks

While conveying your brand identity is key, Facebook Ads in particular need to be hyper-focused and encourage people to click on your ads. That means although your messaging needs to be in line with your brand, it doesn’t need to be the focal point at this stage.

Readers just want to know the value of what you are offering and how it will positively impact them.

The opportunity to show your brand to them comes further on down the sales funnel.

5. Tease your customers

Nothing is surprising about this, but we are naturally curious beings. When something piques our attention — whether it be new software, product, or service — we want to know more about it as soon as possible. By captivating the attention of readers, your ad content has the potential to tap into our natural curiosity.

To accomplish this, advertisements must employ copy that strikes a balance between vagueness and precision. You do not want to be so ambiguous that readers do not comprehend what you are trying to tell them, but you also do not want to be so specific that they become discouraged from finding out more.

Readers must be intrigued enough to click on your advertisement. so present just enough information in your content to pique their interest.

6. Take advantage of FOMO

FOMO, or the ‘fear of missing out,’ is something that you can easily take advantage of in your Facebook Ad copy. Nothing motivates curious readers to take action like the fear of missing out on something fantastic.

First, establish a sense of urgency by delivering a limited-time deal that offers tremendous value at a deeply discounted price. Then, readers who are already interested in the product or service you are offering will swarm to your website from the advertisement to take advantage of the promotion.

Bringing it all together

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One of the most significant characteristics of a great advertisement is its copy. Of course, the images you choose to employ play a substantial impact on your success, but language allows you to communicate with your readers more effectively. This is your opportunity to briefly describe who you are, what you do, and how you want to assist the reader.

On social media platforms such as Facebook, space is limited, and you only have a certain amount of time and space to capture your audience’s attention. As a result, you will need to be inventive in your approach.

First, learn everything you can about your target readers so that you can determine what forms of copy will capture and maintain their attention.

These strategies are intended to provide you with several different approaches to writing your Facebook Ad copy. Don’t be afraid to utilise more than one if it means publishing ads that provide results; for example, high conversion rates, higher lead generation, and an increase in sales are all possible outcomes.

✏️ Interested in starting up a social media strategy but not sure it’s worth the effort? Find out more about why social media is an important part of any inbound marketing strategy.


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Embedded images: Kaboompics .com, Retro 56, Wilfred Iven

Rachel Hyland

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