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A key component of any Facebook ad is the copy. Your image or video may capture your audiences’ attention but it’s usually your copy that convinces them to take your desired action.
For a Facebook ad to succeed, the copy needs to convince people to buy, enquire, etc. which is rarely easy to do.
Remember that Facebook advertising is interruption marketing. Your prospects are not on Facebook looking for your products and services and do not have buyers intent.
If your Facebook ads aren’t delivering the results you want, it may be because your copy isn’t good enough.
Here are 7 of my favourite copywriting techniques:
#1 Use the Call Out Method
The Call Out Method tells your audience exactly who your ad is for. Here’s an example:
This copy starts with “Moving house? Redecorating”.
This ad is for an interior design company and the majority of their customers contact them when they are either redecorating or moving house.
When people who are currently moving house or redecorating see this ad, they will immediate know that it is for them, and they will be far more likely to pay attention to it and read on a result.
The first job of any Facebook ad is to get noticed and the Call Out Method is a very effective way to do that.
#2 Ask Questions
When your prospects read your ad copy, you want them to be saying “yes” in their mind.
Do you have this problem – Yes
Is this a serious issue for you – Yes
Have you tried this solution but it didn’t work – Yes
If you can get your prospects to agree with your copy, it will be much easier to convince them to take the next step.
Using this technique can also show your prospects that you truly understand them and their needs, which is crucial for a lot of industries.
#3 Don’t Edit Your Copy Too Early
When ads are first launched they go through Facebook’s learning phase.
During the learning phase, Facebook works out who responds best to your ads. Results are usually worse during this time and you should wait until the learning phase has ended to assess performance:
If you create a new ad or make a significant edit to an ad, Facebook will restart the learning phase for that ad set.
I have seen a lot of Facebook advertisers create a new ad, and then edit it within the first 24 or 48 hours of it going live.
Resist the temptation. Give your ads 3-5 days before drawing any conclusions.
#4 Don’t Be Formal
Facebook is a social network. Formal ad copy looks out of place and rarely works.
In fact, I’ve found that the tone of your copy can have a big impact on your Facebook ad’s relevance score.
It’s much better to keep your copy conversational and fun.
Imagine that you are telling a good friend about a new product or service when writing your copy. That is the tone you want to use.
I would also recommend that you use emojis were appropriate, particularly when advertising consumer products. You can copy and paste them into your ads easily from Emojipedia.
#5 Keep it Above the Fold
This tip doesn’t apply to every business or every ad, but in general I like to use short copy that doesn’t require a see more button.
A lot of Facebook advertisers include their only call to action at the end of their copy. If prospects need to click the see more button to see it, the response rate is likely to be greatly reduced.
Most people on Facebook do not read through ads, they skim over them.
It’s important to make it as easy as possible for people to take your desired action.
Keeping your copy above the fold means you don’t have a lot of copy to work with. Make sure you get straight to the point and don’t include any more information than is necessary.
Your Turn. Have you implemented any of the tips listed in this article? If so, which ones and how did they work for you? Let us know in the comments.
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