– but they are losing money. So if people in my audience are “suffering” even the tiniest bit, then your peeps have GOT to be in some kind of minor emotional pain. Through storytelling and data-driven content, his focus is providing valuable insight and advice on issues that prospects and customers care most about. Check out these simple tips to create copy that converts. People who are struggling with Facebook ads probably aren’t losing sleep over it (I hope!) Because there’s nothing worse than spending your money on the wrong people, you know what I’m saying? Avoid all mention of your brand.. The ad copy does a good job of highlighting the benefits of app installation: rewards, skip the line, and order ahead. The first line of the Parachute Home ad below speaks directly to their target audience and a problem the brand knows the audience has, by asking the question: “Sleep hot at night?”, and gives the offer as the answer immediately after. It can be the difference between successful Facebook ads and simply wasting money on marketing. He’s inspired by learning people’s stories, climbing mountains, and traveling with his partner and Xoloitzcuintli. If you follow these 7 simple steps to write incredible Facebook Ad copy, you’ll be lightyears ahead of the majority of your competition, and your results will speak for themselves. (Sorry! No fluff, just a clear call-to-action to get their hands on your free content that will allow them to [insert the solution you provide]. They ran a separate Facebook video ad with a “Shop Now” call-to-action button to encourage potential shoppers who were ready to buy to go ahead and make the purchase. Launching a Facebook ad campaign is fairly easy. Let’s get straight to the punchline: if you’re running ads on Facebook, you want results. The Facebook ad specs for single image ads are split into two: without link and with link. Image without link: (Image) Ratio – 1.91:1 to 4:5 As you can see above, Shopify really went in on the whole “meta” theme for their Facebook ad. Identify your audience and write copy as if you’re having a face-to-face conversation with them. This ad from Digital Marketer not only speaks to the marketing managers’ personal experience with building a great department by asking an important question (Act 1), but also explains how they’ll get you from problem to solution (Act 2) and the benefits you’ll experience after (Act 3). Frame Your Message with Something Timely. Click below to access this on-demand masterclass and see exactly how I sell courses on autopilot for my consulting clients. Both of these things will show the personality behind your company on social media channels and help people feel like they know you and can trust your product or service. If your ad copy isn’t good enough, they won’t click the ad. ), “All day on social media without seeing real results in your biz?”, I start off a lot of my ads with a questions because it pulls the right people in and gets them to listen. Don’t be afraid to include copy that may seem over-the-top obvious like “Click here to sign up” or “Grab your free guide here:.” Lots of people need step-by-step instructions – give ‘em what they need! But when you run your own Facebook ads, they don’t seem to encourage people to take action. And there you have it: my top five tips for writing ads that not only get clicks, but the RIGHT kind of clicks. Facebook has always made a big issue of text in images. Know their pain points and interests and use that information to tell your story and show them how you can provide solutions, because the best way to catch and hold your audience’s attention is to know who they are, put yourself in their shoes, and let them know how your product applies to them. I don’t even know your business’s name and I don’t need to right now. (Click image below open). I love spending my days putting together campaigns in the Power Editor. Relate copy and ad creative to tell a story, Make different ads for different audiences. How to Create a Facebook Business Page: A Step-by-Step Guide, Facebook Ad Sizes and Specifications Cheat Sheet (2021). A lot of people hate it just as much as I do, so they’re happy to hand that part off to someone else. What are you more likely to click on: A snappy, witty message with a video of the product or service attached to the ad, or a long wall of text explaining three different concepts with an image at the bottom? That’s exactly what I was hoping you’d do. . Facebook Ad copy should be short, sweet, and—most importantly—relevant to the specific audience you’re targeting and ad you’re running. Just remember: we’re leaving people OUT of the party.). That’s why we created the the Ad Copy Cheat Sheet. The ad copy supports the image. so you can see some of these techniques in action. Terms Of Service Don’t stop until that timer goes off! But I hate writing Facebook ad copy. And the better they can envision it, the more likely they’ll believe it’s for them and buy it. And the results are awesome—just look at the engagement at the bottom of the screenshot. What information do I need to share to get this outcome. The restaurant includes the phrase “limited time” to encourage people who receive the ad to take advantage of it. One of the best practices in writing an ad copy is to focus on the audience. I seriously geek out over targeting. If I can do it, you can do it. They do NOT belong in your ad copy. This is a problem every marketer and store owner has to face. Good copywriting functions as a … If you were reading a page from your ideal customer’s... 2. © 2021, ManyChat, Inc. Focus on getting me to click, and I can get to know you and your brand later on. The first three strategies focus on demonstrating how you understand a target audience. Thank you! And thanks to my lovely clients who depend on me and my skills to get results, I’ve gotten very good at something I hate doing. When you’re writing your Facebook ad copy, it’s always a good idea to add the URL of the landing page in the copy itself. Individual results may vary. When writing Facebook ad copy, it helps to create different ads for different audiences. Tweak the text and visuals to match who you are, then share across Facebook to let the world know. Limited time offers can provide an incentive to the lucky customers who get them. Keep these top tips in mind and customize to your brand to make a video with a message in minutes. For example, if you’re targeting people who may not have heard of your brand, you can build a series of lookalike audiences based on people who’ve bought from you or are on your Messenger subscriber list. Why It Works: The ad copy is short and conversational in tone. How do you overcome this gap and build confidence with a new audience? No more, no less. #6: Include the URL in the Ad Copy. The photo is seasonally appropriate for an ad run during the summer. You won’t use every single one of them in each piece of copy you write – you’ll see that it’s pretty hard to combine #4 and #5 (but not impossible). In this case, Parachute sheets contain no harmful chemicals or synthetic softeners, and more. Test different CTAs with each audience when putting together your ad campaign to get closer to the conversion rates and sales you’re looking for. What makes this ad work? When writing for different audiences, take into account their level of knowledge about the product or service you are trying to sell. The two play off of each other. The ad copy builds an emotional connection with DigitalMarketers’ audience through a narrative. Facebook says as much on their Ad Copy Cheat Sheet: Without the ad copy, your ad will be much more confusing. Short Facebook ad copy is extra important today, where attention spans are notoriously lower for people on social media. With the emphasis on using as little copy as possible to entice readers, ad copy has to target specific types of users. Consumers come with short attention spans. (Note: all of my examples aren’t necessarily from Facebook ads….but they could be because they really are that good). The right Facebook ad copy can have a dramatic affect on the performance of your ads! There are four key areas where you can insert text. In one Facebook campaign, the online retailer ran one introductory sales offer with the CTA “Learn More” for shoppers who want to know what the business could offer them. (The same is true for your landing page, by the way. And part of that puzzle is the ability to write effective Facebook ad copy. If you’re like me and your attention span has been shot to hell by pretty much everything on the ol’ Internet, close everything else: tabs, windows, applications. The ad continues to highlight specific features that their potential customers care about when buying bed sheets. To start, Facebook ad copy is the written copy found in Facebook advertisements. As social media marketers, it is important to learn how to create copy that leads to conversions. Facebook is for new things. 10 Techniques for Writing Effective Long-Form Facebook Ad Copy 1. The opinions expressed are those of the author and do not necessarily reflect the views of ManyChat or any other party. Sadly there are no Facebook ads without some text. The rule showed the amount of text allowed on ad images. There’s no room for any messaging that I need to think about to understand. If your ad has really strong visuals but the copy is mediocre, you’re missing out on a huge portion of your market that’s more likely to read your ad. It’s just . Ad Type: Image Ad Objective: Drive sales. The image is what draws the eye, but the ad copy is what seals the deal for the click. Users won’t know what to do with it. Branding + Website design by Public Persona Studio. That’s an important place to begin. TrinaTurk’s Facebook ad copy highlights an effective short message for a broad audience of luxury shoppers, which decreases the chances of overloading their audience and encouraging high click-through rates. A creative story can also help grab the attention of your audience and become more familiar with your company, especially if you establish a clear brand voice. The basics of Facebook ad copy The first step in improving your Facebook ad copy is understanding where it belongs. If you’re not sure about making a purchase, what’s one thing that might encourage you to jump on a deal? It's not about copy and design working together. If your image contains more than 20% text, you will receive “reduced delivery” (according to the official Facebook ad specifications).Note that Facebook ignores the text in the body copy of your ad when it does is 20% calculation. Storytelling is a powerful tool for connecting with potential customers... 2. There is no one call-to-action formula that can convince potential customers to convert. The only thing I might leave open is my landing page for inspiration. Crew. Primary ad copy: If the readers’ eyes are scrolling down, this copy will be the first part of the ad that they see. Your product or service solves a problem, right? Ad Copy: This appears above your creative on your Facebook ad. That’s because there’s a science behind it. A limited time offer. When it comes to writing Facebook ad copy, your image and text should tell a story and relate to each other. Examples. You can’t just throw an image and some decent copy together and call it a day anymore. EXAMPLE: “Congrats on getting engaged!” Here are seven tips to crafting the best Facebook ad copy and ad examples you can use to inspire your next social media campaign. . If they’re scrolling through their news feed, you may only have a few seconds to get your point across, so it’s important to keep your ad campaign as short and sweet as possible. then you’re going to keep scrolling right on past my ad. Plus, know what makes them eye-catching and how to apply it to your Facebook ads. Though some may not like all caps text, it really does capture attention. For example, like the 5 Napkin Burger example below. A terrific technique is to compose Facebook Ad Copy around studies that you might currently be competing spun clients. With all of Facebook’s rules and regulations, writing ad copy for the medium seems like a daunting task. . Images are important in Facebook Ads, but copywriting is also essential. Privacy Policy. Create a Facebook Ad that delivers with this Facebook Ad Copy video template. Most of us aren’t in the business of ending human suffering. So that means that people are “suffering” in some way, and you’re there to end the suffering. Both ad creative and text working together can help an audience feel better about clicking through on your offer. Narrowing down these specifics — knowing who the segment was and what dresses and jumpsuits they liked — allowed the online retailer to create copy that resonated with potential customers. State what you know about them! Imagine seeing a new Facebook ad in your news feed for the first time, knowing little to nothing about the brand, the quality of their products, or even the price. New announcements. Some common urgency phrases you can use to capture potential customers attention include: When it comes to your social marketing on Facebook, the goal is to get creative with your content and show how your product or service benefits an audience. Open up a Google Doc, a Word doc, Pages, TextEdit, or your word processor of choice. Pictures of your friends’ kids, their vacations, Buzzfeed quizzes, Candy Crush scores, posts from the 10+ groups you’re in . In this article, I will go over several tips for writing social media ad copy that converts. Save it, print it, … Launching a Facebook ad campaign that ROIs, however, is another story. When I saw this ad I originally thought it was an article and clicked on it. Just like your Facebook ad copy needs to be relevant to your target audience. Relate copy and ad creative to tell a story. eep your message focused on one concept, and aim to use minimal copy. In fact, it would be like pulling teeth to get FB marketers today to imagine even testing an ad that didn't lead with a big ol' image. Good ad copywriting can persuade your audience to click through to your website. The more tailored your ad is for the right person, the more likely... 3. According to the rumors, the social network was considering doing away with the “20% text rule”. So it only makes sense to have the same tone across all your customer touchpoints from Facebook ad copy to bot persona and even product descriptions. (Just you wait, Pinterest advertising. Creative Credits. I even enjoy a little Photoshop action while creating images. To be high converting Facebook ad copy, the copy has to be effective at creating leads or persuading a prospect to buy something. 1) J. If you see an ad that starts with one of those questions and your response is NOPE! Think about how you can guide your audience through the steps they need to take to make a purchase. (Note: all of my examples aren’t necessarily from Facebook ads….but they could be because they really are that good). Distinct messaging helps a new audience become familiar and at ease with your brand. Whether you’re new to ad copywriting or an experienced copywriter, these tips and ad examples above can help improve your social media campaigns, create brand awareness on social, and fill your funnel with warm leads. If you worked hard on your branding, the name of your program or service, a pithy... 3. Many e-commerce ad campaigns, like Sweaty Betty London, will test different call-to-actions based on the offer. Google. If you worked hard on your branding, the name of your program or service, a pithy slogan or your spirit animal, that’s awesome. Facebook is noisy, yo! Start by familiarizing yourself with the website’s ad specs, then better understand your own brand. Make different ads for different audiences. These are the oldest type of ad in the book. The Ad Copy Cheat Sheet. Storytelling is a powerful tool for connecting with potential customers who have no idea who you are, giving you the opportunity to get your message across without being intrusive. They only got rid of the rule last year. The copy, together with dynamic Facebook ad targeting, helped the retailer achieve a 75% increase in return on ad spend, and a 33% decrease in cost per purchase. Consistent messaging can help you win your audience’s trust and make them feel a little more comfortable redeeming an offer or buying from you. The reminder of a new season requiring a new wardrobe gently pushes people to take action and hit the “Shop Now” button. Miller’s Roast Beef, a family-owned sandwich shop based in Rhode Island, offers this conversation flow after sending a Sponsored Message to maintain a consistent tone, but a big part of its value is that the message is recognizable and connects with the potential customer. To prove it, the social media giant used a 20% rule that required no more than 20% of ad copy to appear on ads. A strong CTA button can accomplish a lot. Michael Keenan It’s actually pretty simple: I have a system for the actual creation of the copy, and five rules for writing great ad copy that I stick to every single time. Michael is a SaaS Marketer and SEO living in Guadalajara, Mexico. Lately, Facebook turned out some new requirements for custom audience data( June, 2018) however typically it will not influence those firms utilizing their very own information accumulated by e-mail, sales groups, or companions. At first glance, I was surprised to see that the ad with lengthier copy below had out-performed the short-and-sweet version with a “Free Guide” call to action. Yet something about the ad caught your attention. If you’re spending money on a Facebook ad, you want to make sure it does its job. As you know, Facebook requires you to put a URL in the Website URL box, but also including it in the text is a smart move. Facebook ad copy matters! This is something I’ve seen time and time again — with my ads management clients, ads coaching clients, and my students. For each rule I’ll also give you an example so you can see some of these techniques in action. Understand and Reflect Your Customer’s Struggle… Specifically. CTAs are often integrated as a button in your ad.However, there are cases where a brand will add a CTA in their ad copy in addition to the button. need I say more? © 2021, Claire Pelletreau. If you don’t have the problem that my business helps people solve, then I don’t want you to click on my ad because I don’t want you to bring down the conversion rate on my landing page. I’m coming for you! Pain + agitate + solve Word Choice: When writing your Facebook ad copy, use strong words with the personality that you want to be associated with your brand. Add your own twist to them, and use them in different combinations to find the best results. Stay up to date with the latest marketing, sales, and service tips and news. Facebook Ad Copy. not my thing. It can invite an audience to respond to your ad and your products, and inform people what will happen after they click. (Surprise, surprise.). Headline : A short piece of text that appears in bold below your ad creative (and beside your call to action) One of the best Facebook ad copy best practices is to use simple language that a third-grade student would understand to present your point clearly – what problem you are addressing with your product or service, and why it is the best solution for that problem. Stick to one format and choose one that is relevant to your offer. If you’re in the life coaching, health and nutrition, personal finance, or tons of other industries, writing emotional copy is going to be pretty simple. You stopped scrolling, the message resonated with you, and now you’re convinced to buy a product from this new-found brand. If that catches their attention, they’ll read your ad copy. . Whether you have a free trial or an ebook download, your landing page should match your Facebook ad. A simple, single image with a link, small amount of copy and a headline, they’re easy to set up and work with every type of ad objective except for video views. Who It’s Targeting: This particular ad targets J. Crew’s male demographic. Translation? And they’re about to become your own guidelines for writing your own ads that get quality clicks. In the world of Facebook ads, content isn’t king. Including a timeframe in your Facebook ad copy immediately triggers anticipatory regret, which in turn can lead into a conversion. Ask yourself the following questions before you begin crafting your campaign: This can be a lot of stuff to pack into one ad. You have a beautiful image and CTA, but your campaign doesn’t seem to convince and convert. New life changes. The landscape of Facebook is way overdeveloped. (Thanks guys!). ), So that means that like it or not, writing ad copy is a big part of my job. Facebook ad copywriting strategies The following are tried and true copywriting strategiesthat can be applied to your ads to instantly make them yield better results. This works for any industry anywhere. You can see that users appreciate the continuity of the ad through the ad copy, headline, and image used to market a very relevant product. Facebook advertisers often focus on the visual creative—the video or the image—but the ad copy is equally important. This helps different types of people picture the product in their own lives in different ways. The contents of this blog were independently prepared and are for informational purposes only. In Facebook ads, the rule of thumb is for marketers to focus on the image. Then speak to those emotions. Once on the AD level and you are creating your ads text and headline, SPEAK DIRECTLY TO THEM! Write with emotion and … A little effort, though, goes a long way. 1. Think about the fears people have, the mindset issues that are holding them back, or any emotions they might be feeling that would make them your ideal customer. They also know what to expect from you. Just like choosing images for your ads, writing ad copy is both art and science. Something that pops in this ad is that certain words are written in ALL CAPS. However, Facebook is the place where people come to have lengthy political discussions, bare their souls, and pass along the viral news. Asking questions is a smart move in the face of Facebook’s algorithm which emphasizes engagement.Just peeking the number of shares this post scored relative to likes and comments, discussion-based ads promos are a proven way to get people talking. But you’ll also want to make sure your copy is recognizable and in line with your brand. As people scroll, the first thing that’ll catch their eye is your ad image/video. Connected Apparel, for example, was able to create ads specifically for a lookalike audience based on their top 25% website visitors. I have never heard of you or your business before. This example uses words like “genius” and “delightful”, creating positive feelings around the product. It also needs to be relevant to your post-click landing page. Seven effective Facebook ad copy tips 1. A few months ago, whispers about a test that would change the way brands advertise on Facebook started spreading. I love Facebook ads. In this article, I list 15 Facebook ad copy examples. Use the language your audience speaks and feels comfortable with. You can test the effectiveness of ads by simple A/B testing, also known as split testing. Write everything that comes into your head. Make sure your ad tells me what I’m going to get if I click, what problem you’re going to solve, or how I’m going to end up feeling as a result of what you’re offering. This isn’t a medium where you can let the image speak for itself and expect results. The image is the most important thing. They add a sense of urgency to the message and keep the offer top-of-mind to consumers, since they only have a short time frame to take advantage of the offer. It’s your opportunity to engage your audience and drive them to take action. Privacy Policy. If you want to use classic tools like paper and pen, go wild. Increase page views with beautiful design and well-written copy. That’s when the decision will be made on whether they click your ad or not. How to write Facebook ad copy that gets the RIGHT people to click: Get it inside Absolute FB Ads + Support Group. Get your audience to stop scrolling on their feed. Maybe it has to do with HOW FREAKIN’ HARD IT CAN BE. Now that you’ve got some great Facebook ad examples to model, you might want to dig deeper into how the different Facebook ad formats work. One way to achieve a consistent brand tone is to use Facebook Messenger ads to not only create a conversation after someone clicks your ad, but also creates a more fun and inviting experience for consumers, which can help with conversion rates. What do they already know about the product? Facebook Ad Copy: 5 Steps to More Conversions 1. Melodramatic much?? This made our list of Facebook ad examples because it focuses on the impulse buy. Pictures of your friends’ kids, their vacations,... 2. Site Terms. So, please mind the Facebook ad copy’s length. The ad isn’t specifically aimed at targeting new or loyal customers. Don’t try to be clever – just be clear.. Facebook is noisy, yo! And th… The more tailored your ad is for the right person, the more likely they’re going to act on your offer. Originally Published Apr 13, 2020 8:00 AM, updated at Apr 21, 2020. If you want to keep your ad copy short and sweet, you can run click-to-Messenger ads attached to a bot flow that helps you share the information a customer needs to encourage a purchase. At the AD SET level of your Facebook ad, under DETAILED TARGETING, type in “engaged” then select the “recently engaged” relationship status option. Facebook and Instagram ads are complicated AF – but I’ve created a simple 5 Ads Strategy anyone can implement to reach thousands of new students interested in a course just like yours. Yes, I know. Below you’ll find my top five rules for writing truly effective Facebook ad copy. Facebook and Instagram ads are complicated AF – but I’ve created a simple, Facebook Ad Copy: 5 Steps to More Conversions. Then use different copy and ad creative for each segment to create more relevant ads. Check out some of the feedback I gave people below and see if you can apply it to your own copy!
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