Learn Some Facebook Ad Copywriting Tips
Facebook is the space to be in if you want to target ads to specific groups of people. This platform is perfect for getting your message in front of the right consumer, but remember this is only half the battle. The message you are projecting is still significant. Here are 4 of our best tips for creating a knock-out Facebook ad.
Facebook Copywriting Test Galore
A lot of the time things are assumed. Advertisers assume their keywords are having the desired effect, and they assume that when a Facebook custom audience list is created, it is reaching the proper audience. When we write ad copy, we often assume that it will reach all consumers and they will then convert.
Unfortunately you can never make assumptions when it comes to ads. Sometimes the Facebook ad copy that you have written won’t resonate with the consumers that you are trying to reach, which you can easily identify through low click through rate or conversion rates. This is why A/B testing is critical.
A/B testing is an exercise that compares the performance of two ads at the same time. This testing works well for perfecting your ad copy because it demonstrates which ad is performing better with your audience. Essentially this will give you the advantage for capturing more of your audience.
Make Your Facebook Copywriting Look Organic
Most people hate to see advertisements on Facebook. This is primarily because people log on to Facebook to see some posts, pictures, or status updates of their friends. Facebook actually has taken this into consideration with their ad auction algorithm. The less engagement Facebook expects you ad to get, the less Facebook expects your target audience to like your ad, which means it will perform.
Asking people to sign up for free trials of your product can be an easy way to blend into a feed. This type of ad, though will actually stick out in a feed and make people less responsive to it. Your engagement level will actually plummet and ad will be virtually ineffective. However, asking people to check out a video or a blog post is more appropriate and inviting. Most users won’t actually realize that it is an ad they are engaging with and this provides you with a new potential consumer.
Long Copy is Usable
In most situations when it comes to ad copy on social media brevity is best but in some cases longer is better. There are three things you need to think about when writing Facebook ad copy. These include the level of familiarity people have with your business, the content you push, and the action you want users to take.
If you wanted to promote a webinar and get people to register, then it makes sense to write ad copy that provides a clearer image of what your audience is signing up for. People increasingly mistrust what is online, especially when their personal information is requested. Adding extra information to your ad copy can also serve to thin out the crowd. By being more specific in your ad copy, you can dissuade potential unqualified users.
Another situation where expanding your ad copy is important is when you are reaching out to a brand new audience you have never targeted. If you just launched a new product and you are promoting to an audience that has no clue who you are, they are unlikely to engage. So for these new prospects, writing a high level description of what your product is and business value behind is ideal.
Think About Who Views Your Facebook Copywriting Ads
Remember that Facebook reigns supreme when it comes to its targeting parameters. The targeting is more robust, and can be carefully segmented, unlike most of Google and Bings targeting. For example on Facebook you can target users who have birthdays in the near future. You can then leverage ad copy that might make the consumer feel special. For example, you could provide a “birthday discount” or “the perfect place to celebrate your birthday”. This approach could translate into some quick sales. Later, you can double down on these new consumers, by retargeting them with a different ad copy, so you don’t need to wait for next year.
Facebook offers many advantages for targeted marketing. You should need to know how to leverage them.