Ever found yourself wondering why your expensive Facebook ad doesn’t seem to be getting any spotlight but some person talking about which sauce goes better with fries is going viral? It might have something to do with the copy in your ad because while photos and videos give your brand a face, the copy gives your brand a voice. Hence it’s essential to understand why ad copy is hugely critical in driving successful social media advertisements. Although copywriting is an art in and of itself, there are ways to improve your Facebook ad copy yourself. We’re going to take a look at how.
Many factors determine how copywriting can affect the success of your ads. Using the correct technique will allow users to understand why your brand is tailor-fit for their needs. Each person may have a certain degree of understanding what they read; therefore, your copy must have its own voice that mimics its followers for your target audience to recognise your brand voice.
Ensure Your Facebook Ad Copy Matches Your Campaign Goals
Facebook ad copy is concise and short; therefore, it’s crucial that you get your audience’s attention; otherwise, they’ll just simply scroll away, and that’s another lead lost. Aside from that, your text should also complement the accompanying visuals on your ad. It makes no sense to write copy that targets sales when your graphic speaks more about growth or writing copy about some dog food when your graphic suggests you’re looking for volunteers for an animal shelter. Just like a great sales pitch, copywriting should also match what you’re trying to bring to the table.
Another way to improve your Facebook ad copy is that you want users to click, so it’s important not to give away everything in your copy. Your ad must spark a sense of curiosity and intrigue for it to be enticing for your readers. After all, why would you want to click on anything when you can just get all the details from the text, right?
Generally, people don’t care about your product or services. What they care about is how it will benefit them and whether it will be giving them the value for their money. Good Facebook ad copy highlights these benefits and shows your audience how your brand can help change their lives for the better.
An excellent practice to improve your Facebook ad is that your graphics, text, and general ad appeal come together coherently so you can capture the attention of your target audience. It’s also important to pay attention to your tone of voice when writing your copy as that essentially sets the mood of your ad.
Audience Targeting
One of the fantastic things about Facebook is that it provides business tools that could improve your chances of running a successful ad campaign. Detailed targetting allows you to narrow down your audience and create copy that focuses on the different types of audiences you create.
Relevancy is also crucial when you run Facebook ads. People want to sympathise to something they can relate to currently because no one likes ads unless your audience feels that it’s relevant to them. For example, if you’re targeting people in your area, you can include your location in your ad copy to make it relevant to your target audience.
Write as if you’re the one telling the story. It makes people hear your brand’s voice while reading through your ad and keeps them engaged.
Your use of words and punctuation is also crucial because you want people to understand your ad. Fancy language and technical terms are going to be a big turn off for the majority of your target audience.
Remove Unnecessary Information
Bloated ad copy is a sure-fire way to ruin your Facebook ad. It’s trial and error and the best way to ensure that is to test your Facebook Ads for the best results. No one likes a lengthy ad, so be sure to structure and format your copy. Testing also lets you uncover what works best for your ads to achieve their goal without shelling out too much of your marketing budget.
A great practice to improve your Facebook ad copy is to cut the corny sales talk and language that makes no sense. There’s a fine line between using wit to get your audience’s attention and sounding like a terrible car salesperson.
Another thing is to know what you want to say. If you have nothing to say, it’s best not to say anything at all. The battle between quality v.s quantity, always go for quality and always focus on your customer – never about you or your business because you want them to know you exist for their benefit and not the other way around.
Copywriting is Key
As they say, actions speak louder than words, but words still have a voice, so it’s vital to invest in good copywriting because what images can’t portray, words can. Make your ad copy enjoyable to read, which can often mean the use of fun and irregular wording but always avoid double meanings. Your message should come off as straightforward and never something that could potentially have the audience interpret a double standard which often backfires for many brands.
A high performing Facebook ad is more than just the image or the video. The ad copy itself can make or break the success of these ads because it not only needs to capture the user’s attention; it needs to engage, entertain and influence the user’s behaviour. Apart from that, ad copy creates that intrigue and taps on the audience’s curiosity and the minute you catch their attention, that’s where the leads come rolling in. There’s no harm in investing in copywriting services because the copy is one of the most important features of running a successful ad.
Facebook Ads is a powerful tool that can help you reach your audience, but its effectiveness will all boil down to how you execute your digital marketing strategy. An excellent place to start is improving your Facebook ad copy.
