The landscape of Facebook is way overdeveloped. 1) J. 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. Launching a Facebook ad campaign that ROIs, however, is another story. Understand and Reflect Your Customer’s Struggle… Specifically. In this case, Parachute sheets contain no harmful chemicals or synthetic softeners, and more. You stopped scrolling, the message resonated with you, and now you’re convinced to buy a product from this new-found brand. 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. Google. When writing for different audiences, take into account their level of knowledge about the product or service you are trying to sell. Facebook says as much on their Ad Copy Cheat Sheet: Without the ad copy, your ad will be much more confusing. How to write Facebook ad copy that gets the RIGHT people to click: Get it inside Absolute FB Ads + Support Group. Many e-commerce ad campaigns, like Sweaty Betty London, will test different call-to-actions based on the offer. But when you run your own Facebook ads, they don’t seem to encourage people to take action. Yes, I know. And they’re about to become your own guidelines for writing your own ads that get quality clicks. The ad copy builds an emotional connection with DigitalMarketers’ audience through a narrative. The rule showed the amount of text allowed on ad images. Once on the AD level and you are creating your ads text and headline, SPEAK DIRECTLY TO THEM! They also know what to expect from you. Get your audience to stop scrolling on their feed. 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. It’s just . © 2021, Claire Pelletreau. Yet something about the ad caught your attention. The image is what draws the eye, but the ad copy is what seals the deal for the click. What information do I need to share to get this outcome. Including a timeframe in your Facebook ad copy immediately triggers anticipatory regret, which in turn can lead into a conversion. You can’t just throw an image and some decent copy together and call it a day anymore. Stick to one format and choose one that is relevant to your offer. © 2021, ManyChat, Inc. A few months ago, whispers about a test that would change the way brands advertise on Facebook started spreading. That’s because there’s a science behind it. Terms Of Service How to Create a Facebook Business Page: A Step-by-Step Guide, Facebook Ad Sizes and Specifications Cheat Sheet (2021). It’s your opportunity to engage your audience and drive them to take action. The more tailored your ad is for the right person, the more likely they’re going to act on your offer. I seriously geek out over targeting. If you worked hard on your branding, the name of your program or service, a pithy... 3. However, Facebook is the place where people come to have lengthy political discussions, bare their souls, and pass along the viral news. And the results are awesome—just look at the engagement at the bottom of the screenshot. then you’re going to keep scrolling right on past my ad. You have a beautiful image and CTA, but your campaign doesn’t seem to convince and convert. If you see an ad that starts with one of those questions and your response is NOPE! Originally Published Apr 13, 2020 8:00 AM, updated at Apr 21, 2020. As people scroll, the first thing that’ll catch their eye is your ad image/video. 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. (Note: all of my examples aren’t necessarily from Facebook ads….but they could be because they really are that good). Check out these simple tips to create copy that converts. Crew. New life changes. The reminder of a new season requiring a new wardrobe gently pushes people to take action and hit the “Shop Now” button. Michael is a SaaS Marketer and SEO living in Guadalajara, Mexico. (Click image below open). EXAMPLE: “Congrats on getting engaged!” Michael Keenan Facebook is noisy, yo! That’s exactly what I was hoping you’d do. Avoid all mention of your brand.. For each rule I’ll also give you an example so you can see some of these techniques in action. State what you know about them! (Surprise, surprise.). Focus on getting me to click, and I can get to know you and your brand later on. 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! Your product or service solves a problem, right? Facebook Ad Copy. This isn’t a medium where you can let the image speak for itself and expect results. In this article, I will go over several tips for writing social media ad copy that converts. Limited time offers can provide an incentive to the lucky customers who get them. 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. . Facebook and Instagram ads are complicated AF – but I’ve created a simple, Facebook Ad Copy: 5 Steps to More Conversions. Headline : A short piece of text that appears in bold below your ad creative (and beside your call to action) The Facebook ad specs for single image ads are split into two: without link and with link. I love spending my days putting together campaigns in the Power Editor. Tweak the text and visuals to match who you are, then share across Facebook to let the world know. It can be the difference between successful Facebook ads and simply wasting money on marketing. Pictures of your friends’ kids, their vacations, Buzzfeed quizzes, Candy Crush scores, posts from the 10+ groups you’re in . Word Choice: When writing your Facebook ad copy, use strong words with the personality that you want to be associated with your brand. Increase page views with beautiful design and well-written copy. A terrific technique is to compose Facebook Ad Copy around studies that you might currently be competing spun clients. Don’t try to be clever – just be clear.. Facebook is noisy, yo! The contents of this blog were independently prepared and are for informational purposes only. Individual results may vary. There are four key areas where you can insert text. 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. (Sorry! Who It’s Targeting: This particular ad targets J. Crew’s male demographic. Both ad creative and text working together can help an audience feel better about clicking through on your offer. Primary ad copy: If the readers’ eyes are scrolling down, this copy will be the first part of the ad that they see. Launching a Facebook ad campaign is fairly easy. If I can do it, you can do it. Facebook is for new things. 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. Open up a Google Doc, a Word doc, Pages, TextEdit, or your word processor of choice. #6: Include the URL in the Ad Copy. Stay up to date with the latest marketing, sales, and service tips and news. These are the oldest type of ad in the book. A limited time offer. 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. Because there’s nothing worse than spending your money on the wrong people, you know what I’m saying? To start, Facebook ad copy is the written copy found in Facebook advertisements. If you’re spending money on a Facebook ad, you want to make sure it does its job. Facebook advertisers often focus on the visual creative—the video or the image—but the ad copy is equally important. Facebook ad copy matters! If you want to use classic tools like paper and pen, go wild. You can test the effectiveness of ads by simple A/B testing, also known as split testing. In the world of Facebook ads, content isn’t king. 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. Just remember: we’re leaving people OUT of the party.). Privacy Policy. Relate copy and ad creative to tell a story. The right Facebook ad copy can have a dramatic affect on the performance of your ads! 10 Techniques for Writing Effective Long-Form Facebook Ad Copy 1. Think about how you can guide your audience through the steps they need to take to make a purchase. 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. 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. Below you’ll find my top five rules for writing truly effective Facebook ad copy. The ad isn’t specifically aimed at targeting new or loyal customers. Users won’t know what to do with it. What do they already know about the product? And part of that puzzle is the ability to write effective Facebook ad copy. Just like choosing images for your ads, writing ad copy is both art and science. 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). Let’s get straight to the punchline: if you’re running ads on Facebook, you want results. (Thanks guys!). 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. People who are struggling with Facebook ads probably aren’t losing sleep over it (I hope!) I don’t even know your business’s name and I don’t need to right now. With all of Facebook’s rules and regulations, writing ad copy for the medium seems like a daunting task. The more tailored your ad is for the right person, the more likely... 3. I’m coming for you! Facebook has always made a big issue of text in images. That’s an important place to begin. They do NOT belong in your ad copy. When I saw this ad I originally thought it was an article and clicked on it. Start by familiarizing yourself with the website’s ad specs, then better understand your own brand. Relate copy and ad creative to tell a story, Make different ads for different audiences. The only thing I might leave open is my landing page for inspiration. Short Facebook ad copy is extra important today, where attention spans are notoriously lower for people on social media. So, please mind the Facebook ad copy’s length. That’s why we created the the Ad Copy Cheat Sheet. not my thing. 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. Whether you have a free trial or an ebook download, your landing page should match your Facebook ad. 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. 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. Check out some of the feedback I gave people below and see if you can apply it to your own copy! Then speak to those emotions. 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. 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. 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. As you can see above, Shopify really went in on the whole “meta” theme for their Facebook ad. Pain + agitate + solve 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. Facebook Ad Copy: 5 Steps to More Conversions 1. At the AD SET level of your Facebook ad, under DETAILED TARGETING, type in “engaged” then select the “recently engaged” relationship status option. 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. Creative Credits. 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. 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. 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. It also needs to be relevant to your post-click landing page. 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. When writing Facebook ad copy, it helps to create different ads for different audiences. This is something I’ve seen time and time again — with my ads management clients, ads coaching clients, and my students. (Note: all of my examples aren’t necessarily from Facebook ads….but they could be because they really are that good). 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]. 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. ), “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. It can invite an audience to respond to your ad and your products, and inform people what will happen after they click. Storytelling is a powerful tool for connecting with potential customers... 2. Don’t stop until that timer goes off! With the emphasis on using as little copy as possible to entice readers, ad copy has to target specific types of users. (Just you wait, Pinterest advertising. If your ad copy isn’t good enough, they won’t click the ad. I even enjoy a little Photoshop action while creating images. According to the rumors, the social network was considering doing away with the “20% text rule”. 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. Keep these top tips in mind and customize to your brand to make a video with a message in minutes. 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. New announcements. Plus, know what makes them eye-catching and how to apply it to your Facebook ads. Seven effective Facebook ad copy tips 1. The restaurant includes the phrase “limited time” to encourage people who receive the ad to take advantage of it. Create a Facebook Ad that delivers with this Facebook Ad Copy video template. Sadly there are no Facebook ads without some text. Maybe it has to do with HOW FREAKIN’ HARD IT CAN BE. There’s no room for any messaging that I need to think about to understand. The first three strategies focus on demonstrating how you understand a target audience. Distinct messaging helps a new audience become familiar and at ease with your brand. Ad Type: Image Ad Objective: Drive sales. Click below to access this on-demand masterclass and see exactly how I sell courses on autopilot for my consulting clients. No more, no less. They only got rid of the rule last year. 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. need I say more? 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). A little effort, though, goes a long way. The two play off of each other. Make different ads for different audiences. Most of us aren’t in the business of ending human suffering. Then use different copy and ad creative for each segment to create more relevant ads. 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. I love Facebook ads. But I hate writing Facebook ad copy. 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. Melodramatic much?? 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. Here are seven tips to crafting the best Facebook ad copy and ad examples you can use to inspire your next social media campaign. The opinions expressed are those of the author and do not necessarily reflect the views of ManyChat or any other party. For example, like the 5 Napkin Burger example below. Connected Apparel, for example, was able to create ads specifically for a lookalike audience based on their top 25% website visitors. Write with emotion and … The photo is seasonally appropriate for an ad run during the summer. When it comes to writing Facebook ad copy, your image and text should tell a story and relate to each other. This example uses words like “genius” and “delightful”, creating positive feelings around the product. As social media marketers, it is important to learn how to create copy that leads to conversions. If you’re not sure about making a purchase, what’s one thing that might encourage you to jump on a deal? And the better they can envision it, the more likely they’ll believe it’s for them and buy it. 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. Though some may not like all caps text, it really does capture attention. Something that pops in this ad is that certain words are written in ALL CAPS. In this article, I list 15 Facebook ad copy examples. 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. 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. There is no one call-to-action formula that can convince potential customers to convert. Site Terms. eep your message focused on one concept, and aim to use minimal copy. Frame Your Message with Something Timely. 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. Good copywriting functions as a … Translation? The basics of Facebook ad copy The first step in improving your Facebook ad copy is understanding where it belongs. Add your own twist to them, and use them in different combinations to find the best results. Write everything that comes into your head. 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. So that means that people are “suffering” in some way, and you’re there to end the suffering. Thank you! – but they are losing money. One of the best practices in writing an ad copy is to focus on the audience. How do you overcome this gap and build confidence with a new audience? If you were reading a page from your ideal customer’s... 2. Identify your audience and write copy as if you’re having a face-to-face conversation with them. 1. Save it, print it, … If you worked hard on your branding, the name of your program or service, a pithy slogan or your spirit animal, that’s awesome. Images are important in Facebook Ads, but copywriting is also essential. 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. 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. Good ad copywriting can persuade your audience to click through to your website. This works for any industry anywhere. 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. Use the language your audience speaks and feels comfortable with. This made our list of Facebook ad examples because it focuses on the impulse buy. 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. so you can see some of these techniques in action. 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. Through storytelling and data-driven content, his focus is providing valuable insight and advice on issues that prospects and customers care most about. To be high converting Facebook ad copy, the copy has to be effective at creating leads or persuading a prospect to buy something. Ad Copy: This appears above your creative on your Facebook ad. . . A lot of people hate it just as much as I do, so they’re happy to hand that part off to someone else. To prove it, the social media giant used a 20% rule that required no more than 20% of ad copy to appear on ads. Examples. Facebook Ad copy should be short, sweet, and—most importantly—relevant to the specific audience you’re targeting and ad you’re running. ), So that means that like it or not, writing ad copy is a big part of my job. Image without link: (Image) Ratio – 1.91:1 to 4:5 The image is the most important thing. This is a problem every marketer and store owner has to face. The Ad Copy Cheat Sheet. 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. In Facebook ads, the rule of thumb is for marketers to focus on the image. 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. Why It Works: The ad copy is short and conversational in tone. What makes this ad work? Just like your Facebook ad copy needs to be relevant to your target audience. 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. It's not about copy and design working together. That’s when the decision will be made on whether they click your ad or not. If that catches their attention, they’ll read your ad copy. The ad continues to highlight specific features that their potential customers care about when buying bed sheets. But you’ll also want to make sure your copy is recognizable and in line with your brand. The ad copy does a good job of highlighting the benefits of app installation: rewards, skip the line, and order ahead. He’s inspired by learning people’s stories, climbing mountains, and traveling with his partner and Xoloitzcuintli.
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