It’s not just about an arresting image when it comes to a successful Facebook ad.
Equally as important is the right custom content to capture the attention of scrolling users, so they easily move to the next step in the marketing funnel.
If you’re a business owner looking to boost your advertising impact on the world’s most used social media platform, here are some writing tips for your next Facebook ad campaign!
Know Your Customer Base
Take time to analyze your custom audience before you start writing (and if you don’t have Google Analytics installed on your website, do so to discover your most active users!). Where are your clients located? What is their age range, or job title?
A successful advertising strategy comes from understanding exactly who your target audience is. Your writing can look very different when you’re trying to engage a teenager instead of a retiree!
Less is More
It’s tempting to cram as much copy as possible into your Facebook ad, but that’s a surefire way to hurt ad performance.
People have short attention spans, and character limits are shorter than you might think; for example, headlines are approximately 25 characters in length, descriptions are around 30 characters, and the actual ad copy is 125 characters.
Facebook will cut off anything longer than those limits, which means your ad won’t be seen in its entirety, and that’s a bad look for your business.
Focus on the “Why Choose This?”
The average person wants to know how a product or service will meet their specific problem, period. What problem are you offering to solve with your ad offering?
Think about the common emotions that come with the problem: frustration, anger, boredom, or otherwise, and what your ideal customer is specifically thinking or worrying about.
Be Inclusive
Forget about fancy phrasing or industry-specific words that the public won’t understand. Your ad copy should summarize what you’re offering and why it’s a problem solver as simply as possible.
Also, don’t be distant; address your audience directly by writing from the second-person point of view (“you”): “Are you just too busy to clean? Keep your home sparkling with our professional services!”
Choose Vibrant Words
Remember: you’re still working to grab attention and generate the curiosity to read more in the first sentence of your ad copy, aka the ‘hook.’
Look at your word choices and determine if a more interesting version could be substituted. For example, “Are you exhausted?” hits differently than “Are you tired?”
Don’t Get Sales-y…
Avoid cringe-worthy phrases like “Time is running out! “Don’t miss out!” or “Last chance!” When your ad copy is too aggressive in its call-to-action (CTA), you risk pushing away the very customers you want to attract.
But Always Include a Call to Action
As we mentioned earlier, the attention of people is fleeting. In the few seconds you have with them, they need to be directed on what to do next in a way that feels like a natural next step.
Here’s where softer persuasion can be of service: “Ready to learn more?”
Make Sure Your Copy Compliments your Ad Image
No doubt, Facebook prioritizes the importance of images over copy, when it comes to its advertising campaigns. But your ad copy is what convinces a potential customer to click through, so ensure they work well together!
Jumpstart Your Sales with Facebook Ads that Work
Not sure how to connect with your target audience in your next Facebook ad campaign?
ParaCore runs PPC campaigns that deliver the exclusive content, transparency, and results that your company is looking for.
Let’s talk about your business goals; click here to start a conversation with us!
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