Thursday, June 1

The benefits of launching a successful Facebook advertising campaign are undeniable. Just a few of the advantages offered to business that does so include:

Almost 96% of other marketers agree that Facebook advertising offers the best ROI. Given this unanimous opinion, clearly, the platform cannot be ignored as an effective means of reaching and engaging with consumers.

social media roi

Image source: eMarketer

The basis of any good Facebook marketing strategy is a compelling copy. A stunning visual and proper placement do matter, but it’s the headline, text, and CTA that serve to convince people to actually click through.

In this article, we’ll explore each part of a Facebook ad that you can optimize with great content. We’ll provide strategies for creating compelling copy, and what works best for each of these sections of the ad.

Here’s your ultimate guide to writing Facebook ad copy that earns clicks and boosts your bottom line.

Great Facebook Ads Start at the Headline

On average, 59% of the links shared on social media sites aren’t even clicked on prior to dispersal. What this means is that people are sharing content before even reading it fully. That also means they’re likely only looking at the headline.

When crafting a catchy Facebook ad headline, first consider the ideal length. Facebook itself recommends a headline-length of 25 characters.

Then, keep in mind these three basic tenets of good Facebook headlines:

  1. Be Concise
  2. Customize & Personalize
  3. Get Right to the Point

Keeping your headline short means you need to state the value-prop of your ad immediately. This is also where “get right to the point” comes in. State exactly what you’re offering, and connect that with your brand in 25 characters or less.

Image source: HubSpot

This Blue Apron advertisement depicts what a headline looks like at its most simple. However, despite its brevity,  the brand and the value it provides to customers is made abundantly clear immediately.

A few ideas to create your own compelling Facebook ad headlines includes:

  • Giving a command
  • Asking a question
  • Organizing it as a listicle

Creating Facebook Ad Body Copy Closes the Deal

Once people have been drawn in with your headline, make sure to continue providing value to them with your body text. It’s in this section that you’ll actually do the closing and earn the click.

Like Facebook ad headlines, the body copy should be short and sweet. You’re striking that balance between expanding upon the information in the headline and not giving too much away.

One of the best strategies for Facebook ad body content is to showcase customer testimonials or reviews. According to Nielsen research, 92% of people trust the recommendation of a peer, and 70% of someone they don’t know.

Using either the customer’s review word for word or their example as a case study is a convincing way to build consumer trust and brand loyalty. When people browsing Facebook see your ad and can relate to it, they’ll be more likely to click through and convert.

Some other strategies to consider your body content is:

  • Identify a pain point for customers and how your brand can solve it
  • Create urgency with deadlines, countdowns, scarcity etc.
  • Ask a question (but not if your headline already does so)

Optimizing the CTA Moves People Through the Funnel

Your call-to-action is the final piece of the Facebook ad puzzle. It is the button that will take people to the place (your website, your blog, etc.) where you hope that they will further engage with your brand. Therefore, it’s crucial to give this feature just as much attention as the other elements.

Even the smallest details can affect the success of your CTA. For example. Simply changing the wording used from “Your” to “My” can create a 90% increase in conversions.

Consider tailoring your CTA even further by building Facebook landing pages that direct people from your ad right to a relevant page. These designated pages have a higher chance of converting customers because they are the most relevant to your Facebook ad, and can seal the deal when it comes to selling them on a product or service.

The last detail to keep in mind when creating your CTA is to make it relevant to your industry and brand. If you are a retailer, choose a CTA along the lines of “Shop Now” or something similar.

On the other hand, if you run a marketing agency and are advertising a service or material like an ebook, go with a call-to-action that reads “Learn More” or “Download Now”. CTAs should be clear where they will be directing users, and compel them to take the final, appropriate action from your Facebook ad.

About the Author

Rae is a Content Strategist at Taktical Digital, an award-winning performance marketing agency in NYC. When she’s not optimizing landing pages, writing Facebook ad copy, or curating the company’s weekly newsletters, Rae enjoys exploring the culinary scene of the city. Her other passions include learning Mandarin, traveling, cooking, and of course writing.

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