Facebook ads can be extremely powerful and cost effective if they are created smartly. Smart ads means more than just targeted well, but also writing compelling copy that makes people want to press and engage with your Facebook ad.
We’ve spent thousands of hours creating effective Facebook ads, which means we at Wander know A LOT about what works (and what doesn’t work) for Facebook ad copy.
When it comes to Facebook ads, targeting is the easy part. You can quickly select an audience based on what you know about your target audience and ideal customer persona.
The ad copy is where most people struggle on the Facebook ad buying journey. This is because it can be seriously hard to write content that helps you accomplish business goals.
Because it can be so hard to write Facebook ad copy that actually gets quality clicks, we want to share with you some of the types of copy that are effective. Everything we share in this post has worked very well for Wander and our customers, and we know that it will greatly help you achieve better Facebook advertising results.
To begin assisting you at writing Facebook ad copy, we recommend following five guidelines. These guidelines will help you write better ads every time because they’ll keep you focused on creating targeted messaging that invokes a response from your audience.
Below are our 5 effective tops for writing highly effective Facebook ad copy:
1. Trying to be clever is confusing. Just be clear.
Here is an example of a clearly written Facebook post:
2. Don’t mention your brand in your ad copy.
This may sound somewhat counterintuitive, but we don’t suggest mentioning your brand. It’s not a good idea to mention your brand because that turns your messaging into something that is company centric and not customer focused. When you’re customer focused in your Facebook ad copy, you’ll get more clicks. People will click on your ads more often when you’re focused on how you can improve their lives. If you can make people see why your product or service will benefit them, they’ll be much more likely to click and engage with your Facebook ad.
Below is an example of this Facebook ad copy tactic:
3. Speak very directly to your target audience.
When your ads are direct, you will get great engagement. This is because being direct often strikes an emotional cord with your audience. For example, if you run a job website like LinkedIn you may write copy that asks your target audience questions like “Do you hate your current job?” or “Do you want to find a better job?”
Your question should make your target audience say “That’s me!” When your message resonates with your target audience, you’ll get more quality clicks and increase revenue or achieve other important business objectives.
4. Emotional ads get clicks.
You need to make your ads emotional if you want to get clicks. By emotional, we don’t mean try to make your ad readers cry. We mean that you need to make the person have that “aha” moment that connects them to your brand.
The Facebook ad copy in our example below subtly strikes an emotional cord with the reader. It strikes emotion because it focuses on ambition and aspiration. What business owner doesn’t want to make more money from his or her business?
5. Simplicity is sanity.
The Facebook ads that do best are simple. Simplicity is sanity. If you’re clear, straightforward, and have a strong call-to-action people will click your ads. Tell people why your offering is a solution to a problem that he or she has. Simplicity, clarity, and emotion will get you big results.
Have more questions about creating effective Facebook ads? Click here to ask us.