There are 2.91 billion active users on Facebook per month on average. Additionally, marketers worldwide use this social networking site as their primary channel. With so many users, marketers have a tonne of potential, and Facebook has established itself as one of the top advertising platforms for both B2C and B2B companies. Savvy marketers have started using Facebook advertising in the last several years to generate results as Facebook’s organic reach has decreased.
To succeed, a Facebook ad must have the correct targeting, an attractive image or video, and an appealing copy. In this blog post, we are concentrating on why writing good copies matters in Facebook advertisements and some tips for producing effective Facebook ads that work.
WHY DOES FACEBOOK ADVERTISING WORK SO WELL?
Facebook has a vast user base, yet posting an advertisement there doesn’t generate a lot of conversions. Facebook’s advertising relies heavily on targeting. Of all the websites, Facebook offers the best ad targeting.
Thanks to this targeting feature, you can be pretty exact about your advertisement’s audience. For instance, you can attract customers that are interested in sewing and embroidery if you sell sewing machines. You can advertise to people who have visited a landing page on your website if you sell software as a service (SaaS) tools.
Here are some methods to focus on your Facebook ads:
- Custom audience – enables you to target current clients or leads
- Location – enables you to target based on location (city, state, or nation)
- Gender – enables gender-specific targeting (male or female)
- Interests – enables you to target by interest (such as literature, entrepreneurship, fashion, and fitness)
- Behaviours – allows you to target people based on historical behaviour, such as website visitors
- Connections – enables you to target users who like your page currently or who have connections who do
THE TWO TYPES OF FACEBOOK ADS
There are two kinds of Facebook advertising available to marketers:
1. Sponsored posts
Facebook Sponsored posts are displayed directly in the Facebook Newsfeed. The advertisements are displayed to users as they scroll, and the feature is just as visible as postings from close friends.
2. The right-hand column ad
You guessed it! The right-hand column advertisements are on the Facebook feed’s right column. Although these advertisements are smaller than the sponsored posts in the News Feed, they cannot be skipped over. Marketers often use the right-hand column ads for retargeting.
DOES COPYWRITTING FOR FACEBOOK AD MATTER?
Yes! When you think of a Facebook advertisement, you may picture the visuals used first. Nonetheless, copywriting is just as important as visuals in Facebook ads.
If you’re going to spend money on a Facebook advertisement, you want to be sure it works. Your audience may be compelled to visit your website if your advertising material is persuasive enough. A good piece of copywriting acts as a map, directing readers to their destination.
A persuasive advertisement can also excite and amuse the reader. It draws connections, eliminates unnecessary details, and makes the decision to move forward seem obvious. It’s crucial to a successful advertisement.
For the best possible advertisement copies, follow these nine guidelines:
1. Narrow your audience with Facebook targeting, and write to them
It’s tempting to write as though you’re speaking on stage at a conference when selling online. However, you must write as though you are communicating with just one person in order to be effective.
This individual is your objective; you must win them over by charming and convincing them. Like a face-to-face salesperson, you should offer this person and their needs your whole attention. You must develop material for your website that appeals to all potential clients, and you likely have several different personalities. However, you may specifically target your audience on Facebook. What does using this Facebook Ad advice look like?
Here is one instance. You can focus your advertising efforts on American women over 30 who are interested in fitness and wellness. After that, you can create advertising that is specifically aimed at that population.
2. Write different ad copies for different people
This supports the notion of targeting. Why would you utilise a single, general advertisement when your clients come to you for a multitude of reasons? Don’t treat your ad like a billboard because Facebook’s targeting features are one of its strengths.
Think of yourself as a clothing retailer, for instance. In addition to shoes, accessories, activewear, underwear and even bath and body products, you also sell clothing for both men and women. particularly of your consumers will be particularly interested in one area. However, many will be interested in many aspects of what you have to offer. In other words, ladies will be intrigued by what you have to offer them.
3. Make sure that your ad copy goes well with your visual
There aren’t many images available for many smaller organisations, let alone larger ones, especially in the B2B sector. There is a need to make sure a picture is relevant when it is time to run an advertisement.
An image that doesn’t match the words may give Facebook users a jarring experience. They will be confused about what the advertisement is actually advertising if the copy and the visual don’t match. They ware not likely to click, and your advertisement will be useless.
If you’re having trouble coming up with pictures for Facebook advertising, you may make your own using apps like Bannersnack, Canva, PicMonkey, and Pablo by Buffer.
4. Focus on one call-to-action
Are you attempting to generate leads, sell products, or raise brand awareness? The best Facebook advertisements have one specific call-to-action, and your advertisement must always have a clear call-to-action. Users on Facebook will see your advertisement without it, but they won’t know where to click or what to do next.
5. Keep it short and valuable
It can be tempting to cram as much info as you can in since you’re paying for an advertisement. People need to understand your product, after all. Keep it brief and use value as your lead if you want to compete in Facebook advertisements.
What benefits does using your product offer someone? How does it benefit them? You should concentrate on these topics in your text and do so clearly and concisely.
6. Use easy words that are simple to understand
High literature is not what copywriting is about. Flowery language will muddle your message, even if you were a poet in college. That being said, it’s time to stop being so wordy.
Writing a Facebook ad that is simple to understand—for anyone, even a 5th grader—should be your top focus. Anyone who sees your advertisement should understand right away:
- The product/service you’re offering
- The benefits it offers
- What to do next
7. Be transparent with the numbers
People want to know how much a physical goods cost if you sell them. People also want to know what percentage they will save if you are offering them price cuts. To be effective with your copy, you may start off with the figures.
For instance, Ball Honda, a car dealership in San Diego, runs Facebook advertisements that detail the specific expenditures associated with purchasing a car. They outline the offer consumers can receive if they lease a CRV and provide the promotion’s expiration date. They only target San Diego residents who have already visited their website; they don’t advertise to everyone in San Diego.
Although the advertisement isn’t particularly attractive, it is useful and efficiently encourages consumers to visit their dealership when they are ready to purchase a vehicle.
8. Get a different perspective
It can be challenging to take a step back and ensure the language for your Facebook ad resonates when you’re striving to advertise your business daily. View the advertisements as you scroll through your own Facebook account. Which of them compels you to click? Which are the ones you’re just scrolling past?
Gaining insight from a person other than oneself is a good concept. You can engage a freelance writer or editor to write the advertisement for you or assist with brainstorming. You can also ask a few coworkers, preferably those outside the marketing division if they think the advertisement is successful. Outsiders—friends and family—can also be of assistance.
9. Test your ad copy
Running testing is the only way to make your Facebook ad copy better. Facebook makes it simple to experiment with things for a little money. In the end, experience is the only way to guarantee that your copywriting is effective.
To determine which of two ads–with the same image but a different copy–resonates most with your target demographic, try test-running both. Which version receives the most shares, likes, and clicks? That’s your winner.
For instance, Post Planner published an identical advertisement but with a modified copy. They posed a query in one advertisement. They stated something in the second commercial. It’s a minor copy modification but can significantly impact the result.
The most effective Facebook ads will ultimately result in conversion and sales. Strong copywriting is a crucial component of a successful Facebook ad, so as a marketer, you need to make sure you’re putting all the pieces together to create an ad that works. If you need more help creating copies that convert, please don’t hesitate to get in touch with us here. We’ll be happy to help with your marketing needs!