Here are the tips for optimizing Facebook ad copy

For Facebook ads to work effectively, ad copy is crucial.

In today’s article, we will share with you how to write eye-catching and effective Facebook advertising copy .

One of the most common mistakes in advertising copy is to only write about the product features without mentioning the product advantages. For example, some products are written like this:

• Members-only Facebook group

• Weekly PDF files

• 100 hours of video tutorials

• Yellow shoelaces

• One-to-one guidance

Although these products have distinct features, they do not give people a reason to buy them. Consumers who really want to buy your products want to know what benefits your products have? What good effects will buying your products have on their lives? What value can they bring to them?

Let's go back to the product features listed above. Their product advantages should be like this:

• Members-only Facebook Group → Connect and find support with business owners solving the same problems as you.

• Weekly PDF files → Track your progress, useful for those who are easily distracted by new things and put off taking action.

• 100 hours of video tutorials → Quickly enter the tutorials and improve efficiency by 37%

• Yellow shoelaces → No more worrying about getting lost in the dark

• 1-on-1 guidance → Don’t worry if you encounter any problems, come to me!

Do you see the difference? The product features at the beginning of the sentence explain what the product is, and the sentence at the end explains the benefits the product can bring.

When writing Facebook copy, use the “so that” sentence structure to help you write about the benefits of your product .

Example:

• “Get instant access to countless hours of training so that you have everything you need to lose that stubborn belly fat.”

• “Get instant access to the members-only community so that you can ask questions, get support, and feel inspired by people who are on the same journey as you.”

• "Get personal 1:1 instruction from me so that you're held accountable and achieve the body you've always wanted faster."

As shown in the following example:

How about it? Isn’t it convenient to use this sentence pattern to write about product advantages ?

One of the most advanced skills in writing Facebook ad copy is to infect your audience. Those ideal customers will be attracted immediately when they see your ad content and click on your store homepage.

But this does not mean that you should make a clickbait title. What I mean is that when you create an ad, you should only target your customers and focus on their thoughts . What kind of content your customers want to see is the most important thing.

So sprinkle some spice into your ad copy: provocative questions.

Adding provocative questions can help draw potential customers in. If your headline grabs readers ’ attention , they’ll click through to read the full article.

• Feel like you've hit a plateau with your bass playing?

• Looking to get better at the bass?

For example, the advertisement copy for selling red wine in the picture below:

Facebook ad relevance is very important. Usually users don't like ads. Imagine if you are browsing your friends circle and suddenly some unfamiliar embedded ads appear, you will feel annoyed. But if the ad is exactly what the user wants, that is, it is relevant, then it is another matter.

If your audience doesn’t know your brand, then find ways to get closer to them. You can easily break the ice by establishing mutual interests .

For example, if your target audience is local people, the common interest between you and them is location. Simply mentioning your location in your ad copy will quickly connect you with your audience.

If you own a bar or restaurant in Edinburgh, your ad copy might say: “Live in Edinburgh? Come down to X bar tonight and have a drink on us!”

This will attract the attention of local people in Edinburgh and quickly break the ice even if few people know you.

Think about the common interests between you and your audience and include them in your ad copy. They will be impressed by you and will trust you quickly.

Using numbers in Facebook ad copy is a great way to grab attention. Some users may just be looking at your ad, so to encourage them to buy, you can use data in your ad copy .

If you want to demonstrate the impact you had on your clients, you might write, “We helped generate 27% more profit,” rather than “We helped generate twenty-seven percent more profit.”

At the same time, data can act as social proof and increase brand credibility. If you want people to sign up for your online course or membership, you can share the number of members you already have.

For example, ScottsBassLessons.com mentions in almost all of their ads that their courses have 25,000 paying members. This is to build brand credibility and gain the trust of their audience.

If you don’t have that kind of accomplishment, you can share the number of people you’ve helped. For example, you could write, “723 other entrepreneurs have downloaded this guide.” That’s not as good as the first one, but it’s still valuable.

Arguably, the most important thing in a Facebook ad is the call to action (CTA). To drive conversions, your CTA might look like this:

• Sign up for our free webinar

• Join our Facebook group

• Get your 50% offer here

Regardless of which call to action you use, you only need one CTA button in your Facebook ad copy.

If you include multiple CTA buttons in your ad, your conversion rate may decrease.

Imagine a restaurant that is busy and has a huge menu. It is hard for customers to decide what to order. But when you enter a restaurant and there are only a few items on the menu, it is much easier for customers to make a decision.

That is to say, the more choices you provide in your ad, the more difficult it is for potential customers to make a decision, and the less likely they are to buy . If you only provide a CTA button, it will not only help increase conversion rates, but also guide customers to make the next step of purchasing.

When creating Facebook ad copy, it’s a good idea to include your landing page URL in the copy.

Facebook allows advertisers to fill in a URL in the Website URL field. If sellers can add the URL in the ad copy, it will be icing on the cake. First, adding the landing page URL in the text and then carefully writing the copy can make your ad look less blunt. Second, the audience has multiple opportunities to click on your landing page, and the conversion rate will be greatly improved .

As shown in the picture below, in this ad, users can either click the link included in the copy (above the video) to enter the landing page, or click the CTA button (Sign Up) below. This way, users have two opportunities to click to enter the landing page.

The most serious mistake sellers often make when running Facebook ads is not understanding the relationship between themselves and their audience. Generally speaking, audiences can be divided into three groups:

• Cold audience : Users who have never heard of you before. They don’t know you and don’t care who you are.

• Warm audience : users who have browsed your store but never purchased products.

• Hot audience : People who have purchased your products before and have established a business relationship with you.

Because you connect differently to the three different types of audiences, it’s recommended that you communicate with each type of audience in different ways.

Think about how you will personally communicate with your audience, and pay attention to the different wording and communication methods used for different audience types. Wording intimacy: Hot audience＞Warm audience＞Cold audience

As shown in the example below, the advertiser’s target audience is cold audience, so the wording is more persuasive.

When writing Facebook ad copy, always take your audience’s needs into consideration .

Think about what they want to see when they scroll through their Facebook feed. Will they click on this ad? Will they be willing to receive a private message from you?

The above six are just some tips for writing Facebook copy. Of course, these tips will work differently for different companies and different niches.

To become a real Facebook advertising operation expert, in addition to learning some skills, the most important thing is to keep testing . Only through continuous testing and analysis and summary can you truly master the copywriting routine of Facenook ads.