Facebook Ads requires an image, a link or a video to be successful but don’t discount the content! The text will keep viewers interested, engaged and interactive!
The Hyper Writer Learning Curve this week features how to write content for Facebook Ads. Having researched a lot on what constitutes good ad copy (SEO, keywords, click-throughs) and bad ad copy (unengaging, uninteresting, off-topic) over the past few weeks, I wanted to share a few things about what I’ve learned from that research and from Lynda.com and the Facebook Advertising Fundamentals training.
Aside from adding an image (always add an image – 90% of what our brain absorbs is visual!), compelling ads will need to be relevant, include a value proposition and a call to action. To write these sections in an ad will mean that you need to be concise and pointed with your copy.
The three areas that make any ad stand out are relevance, value statements and call to action. In 2-3 sentences you can convert a reader into a customer by including the following information to create compelling copy every time.
- Use numbers to add value – “join more than 8K users” “10 pages of detailed templates to increase your business” “40% off” and “1 Day Sale”
- Keep title to 90-150 characters – “Join us for our largest 1 day sale Saturday, June 18th and bring a friend between 2-4pm to get an additional 10% discount” “Share The Tie Outlet ad and anyone who mentions your share will earn you free gift wrapping plus a tie clip for both you and your friend!”
- Use a verb + subject – “Get the latest trends” “Drive to our location” “Click now for an offer”
- Use plain language – “Incentivizing the competition to disregard the proposition” could be “We are better than our competitors and we can prove it!”
Write copy that is relevant to the reader. Your ads can be seasonal-related or can pull from the latest trends, but make the information concise and timely. Think of this as the title that hooks the reader to go further into your ad.
For example, at Father’s Day everyone is looking for gifts for their Dad so the copy may read,
“Drive to The Tie Outlet and pick up a tie for Father’s Day at a 40% discount through Friday!”
Or something more trendy,
“Got the latest summer accessory for men? Get a summer baseball cap for Dad at Trending Caps, 1 day only sale!”
The value proposition in your copy needs to show how your service or feature is unique and makes what you offer attractive to customers. The content of the statement should tell the reader how your product solves their problems or improves their situations and details what sets you apart you’re your competition.
Problem: No gift for Father’s Day.
Improves Situation: Ties are 40% off and there’s a 1 day sale on baseball caps!
Unique Differentiation: Other ties are not as affordable and this store is having a sale all day where I can purchase trendy baseball caps.
Call to Action
Though the other two sections are important, this one pushes the reader beyond seeing the ad and thinking about the ad, it compels them to act.
In the examples:
Title: “Drive to The Tie Outlet and pick up a tie for Father’s Day at a 40% discount through Friday!”
Call to Action: Your father needs a tie. You need a thoughtful gift. The Tie Outlet can make you both happy this Father’s Day. Drive to our outlet store and get 40% that special tie today!
Title: “Got the latest summer accessory for men? Get a summer baseball cap for Dad at Trending Caps, 1 day only sale!”
Call to Action: Your father always looks his best and this summer you can help him look even better. He wants a baseball cap from his children this Father’s Day. Trending Caps can make everyone happy this year if you visit our store and shop now!
So even though Facebook advertisements target viewers with lots of images, links or videos, it is compelling copy that leads to a call to action. And with text that is interesting and engaging, viewers will be more likely to interact (read: convert) to your product.