If you want to create Facebook and Instagram Ads that convert, you must not only master the strategy and creativity but also make your audience stop and take Action. In this post, I give you 6 Copywriting tricks for Facebook Ads.
The essential ingredient for this is copy or persuasive writing.
You don’t have to be an expert in copywriting or do magic with words; there are created formulas that work and that you should only use in your ads.
Forget about typing any phrase that comes to mind or even misspellings. Give your persuasive ad writing the time it deserves.
In this post, you will learn 6 copywriting tricks for Facebook Ads based on experience and real campaigns. Find out what they are and start writing ads on Facebook Ads that help you multiply your results.
Is copywriting important for Facebook Ads?
The answer is clear: yes, of course. Text is a fundamental tool for communicating with your audience, reaching 2.74 billion active users worldwide on Facebook.
Remember: most users access the social network without a clear purchase intention, rather be entertained, inspired, and gossip about the latest updates from their friends.
Therefore, if your goal is to get their attention, get them to notice you, and get them to click on your ad, you need to work on three aspects:
- Target your audience appropriately to show your ad to the right audience.
- Create the perfect video or image to capture the gaze of your potential client.
- Write the text (copy), which is responsible for persuading the user to take Action.
How to write copy for effective Facebook ads
To write your ad on Facebook, you must be clear about three elements:
- The conversion you pursue with your ad: your commercial objective (it can be a sale, increase web traffic, get a lead.), thanks to which you will be able to measure the success of your campaign.
- Who are you going to direct your ad to (your target audience), and at what stage of the customer journey is it (cold, warm or hot traffic)? Knowing your audience is essential for your copy to be relevant and achieve its purpose.
- What is your value proposition: what defines and differentiates your offer from the rest? Why the user should click on your ad.
Once you have defined objectives, audience, and proposal, it is time to shape your ad.
Regarding the visual part, I will tell you that it must be of quality, attractive, and optimized. Nowadays, you don’t have to be a design crack to get a first impression of a heart attack before your audience. Plenty of design tools to create Facebook ads make it very easy for you.
You will work on the copy in these parts of your ad:
- The main text: only the first three lines are visible so take advantage of it! The maximum number of characters varies according to the objective
- The title (it is optional): 255 characters maximum.
- The description (also optional) that appears under the title: the number of visible characters depends on the length of the title and the location.
- Visible link: allows you to share the URL you want to be seen in the ad, not the destination URL Call to Action.
- Button (depending on the advertising objective, you will have one or others available).
Copywriting tricks for Facebook Ads
I give you 6 copywriting tricks so you can get effective ads on Facebook Ads:
1. Simple writing
Simplicity is a virtue when it comes to writing ads on Facebook Ads. Copywriting is not literature, so forget about fancy language, flourishes, and long sentences. When communicating your message, follow the 4 C rule (clear, concise, convincing, and believable ).
A simple ad doesn’t necessarily mean it needs to be short. You can opt for a long copy, but one that is effective and structured.
Your priority is to create an easy-to-understand ad for your customer by communicating with their voice. It will help you identify with your business and feel that you are speaking directly to them.
To achieve this connection, you must thoroughly investigate how your potential client communicates and what language they use. Keep in mind that when someone sees your ad, they should immediately understand:
- What are you offering him?
- How do your offer benefits or help them?
- What to do after seeing your ad?
2. Use powerful words
It is very difficult to get the user to stop your ad if you use poor and weak terms. To combat this inactivity, there are powerful words or power words. Take notes and put them into practice!
They are terms that add dynamism to the text, motivate the user to achieve a result, and help to obtain an emotional response on their part.
3. Turn features into benefits
There are two reasons that drive us to buy and take this specific Action: solve a problem or achieve a goal. Understanding the motivation behind the purchase and showing the benefits of your offer, that is, what problems it solves, is the starting point for writing your ad.
Being able to show those benefits to the audience in your ad is key. Saying “complete training with 5 hours of video” (a feature-focused phrase) is not the same as saying “get immediate access to the step-by-step system we use to increase sales by 23%” (profit-focused).
If you have trouble finding the benefits of your offer, simply ask at the end of each feature “what for,” and you will find it immediately. To create your persuasive texts, it is important to determine this part. Ask yourself this question, and you will not fail.
4. Arouses emotions
You must bear in mind that emotion drives us to Action, and if you can generate that emotion in the user, the effectiveness of your ad increases dramatically. These springs or psychological hacks will help you arouse the emotions of the reader and persuade him to do the Action you want:
- Urgency: When we feel that we have a limited opportunity to take advantage of a certain offer or promotion, we are more likely to end up buying it. Consider temporary offers or limited units that make use of the following expressions: “only today,” “we have x places left,” “limited places,” “exclusive offer for the first x,” and “don’t run out of your offer,” ” deadline.”
- Curiosity: The human being is curious by nature. Appealing to this innate quality can help you increase the effectiveness of your campaign. Provide enough information to generate intrigue and get readers to click on the ad. Expressions such as “discover,” “did you know,” or “for the first time” will help you enhance that curiosity.
- Exclusivity: We like to feel unique and special. Encourage this feeling to boost the success of your campaign with phrases like “unique,” “for you,” “only you,” and “exclusive group.” Put them into practice, and you will see the results.
- Authority: Before trusting a business, we look for signs that give us that trust. Use figures of those who are already your clients to generate trust and make the reader see the experience we have. Generating that image of trust and authority generates a stable and reliable brand for our receiver.
- Storytelling: Good stories have incredible power. Use them to connect with your potential customer and engage in your ad. Remember that the image and the text must tell the same story and be related to each other. Telling stories makes the reader hooked and is a very effective way to achieve good results by entertaining the reader. You can share an experience or personal experience that you think it can bring to the user.
5. Organize the information
The description is one of the most important and complicated areas to write in an ad. This copy must be able to hook the reader and transmit your offer with clarity, precision, and correctness. You may find these formulas useful:
- PEA: It’s a little used formula, but it’s one of my favorites. We start with the Promise that I offer you related to the offer and our product. We explain everything they can achieve with our product or service (don’t focus on the features only), and finally, we invite you to take Action, and I assure you it works.
- PAS: You present the problem that the client is facing. Ideally, it is a main problem that touches the pain points. It is about putting your finger on the sore spot (Agitation) and, finally, you present the solution ( solution) through your offer. As you can see, always giving solutions to the problems that our potential clients have, makes the user consider buying our product or service. Who doesn’t like to have their problems solved?
- AIDA: Draws the user’s attention (A) by asking a question or stating a striking figure or statistic. Once you have captured the user’s gaze in that first headline, you must arouse their interest (I) by providing data that reinforces the headline. Next, arouse their desire (D) by showing the benefits and your value proposition. Invite the user to take Action (A) with a clear CTA.
6. Clear call to Action (CTA)
Impactful ads have a clear goal and a call to Action accordingly. The CTA guides the user towards a goal, and it should tell him what you want him to do and what to expect on the other side once he clicks that button.
It shouldn’t be pretty or clever, but clear, concise, and conversion-focused according to the campaign objective. Remember that you barely have a second to capture the user’s attention and convey your message.
You should know that Facebook does not allow you to create any text you want for the CTA button, but it offers you specific options depending on the objectives of the campaign. You should first establish what those goals are before you start writing.
