Many aspects of a Facebook ad can determine its success. The image or video might be the most eye-catching part of the ad, but copy is important. The quality and effectiveness of your ad copy can dramatically affect the success of the ad. Copy is your direct communication with potential customers. The image or video is what stops the user in the feed. However, the copy should give them an explanation in an engaging and creative way, and direct them to the next step.
Questions to Ask Before Writing Copy
Before you begin the writing process, there are a few important questions to ask. The first step to writing good copy is determining your audience.
Who are you speaking to?
It shouldn’t be everyone. Tailor the ad copy to the people you want to target. Let’s say your product is catering to both men and women. It might be beneficial to create separate copy for each demographic. Use pronouns, lingo, and tone that speaks specifically to men or women. Age, profession, and location will also determine what the language should look like.
Now that you’ve decided on a target audience, you need to decide how you will go about presenting your message.
What is your tone of voice?
The image of your company is something that should be reflected in your ad copy. This is how you connect with your audience and show them what your brand is about.
For example, if your customer base is younger, you may be able to get away with using trendy language and emojis. Put yourself in the customer’s mindset and decide what would appeal to them.
Make sure the tone of the copy matches the ad itself. If the image/video is playful, the copy should reflect that. In conclusion, the tone of copy should be a reflection of your brand’s personality, match the image in the ad, and be tailored to your target audience.
What are your company’s major selling points?
The customer needs to be given a reason to click on the ad and buy your product. Highlight one of these selling points in the copy, or resolve a potential barrier to purchase.
Writing the Copy
Now that you’ve considered your target audience, tone of voice, and major selling points, it’s time to actually put the words together. Two common types are evergreen or promotional copy. Evergreen copy should always be relevant and should be able to match a variety of images. Promotional copy highlights something that the customer is getting in addition to the purchase.
Another type of copy to consider is urgency copy. This is the ‘get it before it sells out’ copy strategy. Urgency copy makes a product seem more desirable because it is in limited supply. This can push someone who was considering buying to convert quicker.
It’s also important to avoid using copy that mentions the user’s targeting criteria. Facebook will reject these ads.
Example: “Are you looking for a better acne treatment?”
While the message copy is the bulk of the content, the headline is what customers will likely read first. This should be short and interesting. The image will catch the attention of the customer, the headline should make them want to know more.
The description is another aspect of the ad’s text to consider. It appears in a small font underneath the headline. This doesn’t need the same level of interest as the headline and message copy. Instead, use your description to provide further details about the product. Keep in mind, not all ads need a description. Removing the description leaves more room for the headline.
Finally, a call to action is essential for Facebook ad copy. It should motivate the customer to act on the ad as well as direct them to the next step. Facebook’s call to action buttons are extremely helpful either along with or in place of a call to action in your copy. Some options for call to action buttons are ‘Shop Now’, ‘Learn More’, and ‘Sign Up’.
Good copy is essential to a successful ad on Facebook. Take the time to think through your ad copy and the results will speak for themselves. We hope this guide helps you get started on writing Facebook copy that takes your ads to the next level.
Want to talk about great copy? Contact us today to learn about how we can set up your Facebook ad program!