8 Secrets To Writing Facebook Ad Copy That Converts

It’s a fact, with over 2.7 billion active monthly users, Facebook is the largest social media platform in the world. So, regardless of your industry and offer, some of your ideal customers are bound to be on Facebook.

Now, what if I told you that these same customers check their Facebook newsfeed 8 times a day on average?

That’s over 38 minutes a day spent scrolling their news feed and engaging with content!

So, as a business owner looking to increase your reach and boost your sales, the platform provides you with an unrivaled opportunity to reach your ideal customers, grab their attention and entice them to interact with you. 

But to succeed, you’ll need to leverage the power of Facebook ads and craft compelling and high-converting Facebook ad copy. 

Indeed, these days, consumers’ attention is currency, and millions of brands are competing for it.

That’s why highly relevant Facebook ad copywriting is critical if you want your ads to stand out in your target audience’s news feed and hook your ideal customers in.

Writing a high-quality Facebook ad might seem a bit daunting at first, but I’m here to help!

In this blog post, I’ll tell you why Facebook advertising is so powerful before sharing 8 secrets to creating Facebook ads that convert.

Why Does Facebook Advertising Work So Well?

Since its inception in 2007, Facebook ads have gained tremendous traction and have become an essential element of social media marketing campaigns for millions of companies worldwide. 

Here are a few reasons why Facebook advertising works so well for businesses:

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Facebook Provides a Huge Audience For Brands To Tap Into

In a recent report, Facebook revealed that the platform can now reach up to 2.14 billion people through its ads. Therefore, as a business owner, the platform gives you access to a massive audience, increasing your chances of reaching your target market and improving your sales.

Facebook Users Are Engaged

If you’re going to spend time, effort, and money writing compelling Facebook ad copy and advertising your products on the platform, you need to know that your target audience will engage with your ads. 

The great news is that Facebook users spend on average 19.5 hours per month on the app. That's more time spent on this app than any other app. 

Want to know another secret? 

74% of people use Facebook to discover new products and brands, and 86% purchased a fashion, furniture, or electronic product after discovering it on the platform. 

What’s more, research has revealed that the average consumer clicks on 12 Facebook ads every month. 

These staggering facts show that Facebook users actively engage with the platform, including with brands through Facebook ads.

Facebook Advertising Allows for High Targeting

One of the main benefits of advertising on Facebook is that the platform offers highly targeted options, allowing you to get your products or services in front of your exact target market.   

Facebook has access to thousands of data points for each user, from purchasing behaviours and personal interests to favourite brands and products. So, by consistently gleaning insights and data about its users’ behaviour and interests, the platform enables you to segment your audience with extreme precision.

Here are some of the most powerful Facebook advertising targeting options:

• Age

• Gender

• Marital status

• Interests

• Behaviour

• Location

• Job title

• Level of education

• Income

• Engagement (targeting users that have engaged with your content in the past)

• Custom audiences (targeting existing customers and leads)

• Lookalike audiences (targeting customers that are similar to your best customers)

Having access to such detailed targeting parameters allows you to reach the consumers who are most likely to engage with your ads and purchase your products. 

Besides, the A/B testing feature enables you to test different ad sets using different targeting options. This, in turn, gives you invaluable insights into your target market, allowing you to better understand who your ideal customer is and what Facebook ad copy makes them tick. 

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Facebook Ads Have The Highest ROI 

A whopping 93% of marketers use paid Facebook ads to promote their products and services, well ahead of Instagram ads, the second most popular form of social media advertising. That’s because Facebook ad targeting allows businesses to reach their exact target market, send qualified leads to their website, and significantly increase their conversion rate. In fact, Facebook ads provide the highest ROI across all paid advertising channels.

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8 Tips For Creating Facebook Ads That Convert

People don’t buy products, they buy stories. That’s why Facebook ad copywriting is so important.

Your Facebook ad copy is the first impression your audience will get from your brand. It’s your opportunity to harness the power of words to tell an engaging story, entertain, inspire, spark curiosity and convince your audience to click your ad or visit your website.

To help you better understand how to write Facebook ad copy that will drive your brand awareness, engagement, and sales, I’ve shared below 8 of my secrets and some compelling brand examples. 

Understand and Target The Right Audience

Understanding and targeting the right audience is critical when creating your paid Facebook advertising campaigns. If you want your ads to resonate with your audience and entice them to take action, you need to know what they like, what they need, what makes them tick, and how to speak to them. 

Only then will you be able to write relevant and high-converting Facebook ad copy.

Here’s a great Facebook ad copywriting example by e-commerce platform Shopify. In its ‘sell your crafts on FB’ advertising, Shopify does a great job of creating Facebook ad copy that resonates with its audience. That’s because the company has perfectly segmented its audiences and understands what makes its prospective customers tick, what their pain points are, and how to trigger an emotional response.

This specific ad targets potential Shopify users who have a hobby, a passion, or craft products they could monetise but haven’t yet. The copy is compelling because it plays on the readers’ emotions by creating hope, which persuades them to monetise their talent and make money from their passion.

Does Your Message Match?

Your Facebook ad copy should always match your landing page copy to the letter. Unfortunately, many examples of copy for Facebook ads don't match the landing pages consumers are sent to after clicking an ad. This creates a disconnect and sends mixed messages, creating confusion in consumers’ minds.

For instance, in the example below from Coursera, a popular online course provider, the ad copy mentions social media courses. The ad clearly targets people who want to up their social media marketing game. However, once users click on the ad, they get redirected to a landing page offering digital marketing specialisation. 

The lack of consistency between the headline on the Facebook ad copy and the landing page’s headline can lead users to become confused and exit the page, turning Coursera’s investment and marketing efforts into dust.

On the other hand, World Nomads, an Australian insurance company, has nailed the message match concept by ensuring their messaging regarding their offer is consistent both on their ad copy and landing page. Once redirected to World Nomads’ homepage, visitors can immediately see they’re in the right place as they’re presented the same content advertised to them previously. 

Ensuring message match is essential to improve and maintain a high conversion rate and gives your brand more credibility. That’s why using Facebook ad copywriting services might prove an excellent investment as it’ll help build trust with your customers and improve your bottom line down the track.

Write Engaging Post Text

On a Facebook ad, the post text is located at the top of the ad, just above the image. And as such, this is the first thing consumers will see besides your image. It’s a critical element when designing your Facebook ad. That’s because it can either entice your audience to engage with your brand or deter them from trying to get to know you. 

That’s why I always recommend using professional Facebook copywriting ad services. A professional Facebook ad copywriter will ensure your ad post text turns potential buyers into loyal customers.

Here are a few tips on how to write effective ad post text:

• The post text should act as a hook to grab your target audience’s attention. One of the best ways to achieve that is to ask a question or state a fascinating fact. 

• It should always address your ideal customer’s pain points.

• Make sure to mention the benefits of your services or products.

17hats is a company providing business owners with an automated communication and management tool. Its Facebook ad below works well because it’s immediately addressing business owners’ pain points with a question. Business owners often juggle multiple tasks at once and are thin on time. By suggesting its platform can help them save time, the company instantly captures their attention, enticing them to click the ‘learn more’ button.

Write A Compelling Headline

The Facebook ad headline is located directly below the image and appears in bold. It’s another essential ingredient of a successful marketing strategy as it immediately conveys your brand messaging.

I’ve listed below my three tips for writing a scroll-stopping Facebook ad headline:

• Use relevant questions or numbers to persuade users to click your CTA. The idea here is to use a question that your existing customers often ask to capture your prospective customers’ attention.

• Aim for a catchy five-word headline.

• Use emotional words to increase your engagement and click-through rate.

Here’s a great emotional Facebook ad copywriting example from Mathnasium, a math tutoring franchise helping children who fall behind at school. By making it clear they’re a business with a mission, they appeal to the users’ sense of purpose, encouraging them to click.

Create A Click-Worthy Call-To-Action

Did you know that adding a call-to-action button to your Facebook ads can increase your click-through rate by up to 2.85 times?

Call-to-action buttons are an essential ingredient to a successful social media marketing campaign. A compelling CTA will let consumers know what you expect them to do next. And by encouraging them to take the desired action, CTAs will help boost your engagement and conversion rate. 

However, not all call-to-action buttons are created equal. 

The call-to-action button copy should be carefully crafted to resonate with your audience and contain action words to prompt them to click. 

Some of the most popular calls-to-action include:

• Learn more

• Try for free

• Shop now

• Sign up for free 

However, you can also be more subtle and make your calls-to-action less transactional and more conversational by triggering emotions.

For instance, in the example below, Point Blank spices up its newsletter sign-up form using a fun call-to-action ‘be awesome’ instead of the standard ‘sign up’ or ‘submit’ CTA button.

Use An Eye-Catching Image

Images are responsible for up to 90% of a Facebook ad’s performance. 

It’s a fact, as human beings, we tend to respond a lot better to visuals than text. That’s because our brains process visuals 60,000 times faster than text. So, make sure to select attention-grabbing images when crafting your Facebook ads. 

If you’re wondering what kind of imagery you should use, here are some tips for using or creating Facebook ad images that convert:

• Select images featuring real people showing emotions (smiling, etc.). This will help the viewer build an emotional connection with the ad.

• Use bright, warm, and inviting colours, such as bright orange or purple. They’ll make your ads stand out in users’ news feeds and help trigger positive feelings towards them. 

• Make sure the image (or images) you choose is relevant and consistent with your ad copy.

• Try to use as little text overlay as possible as Facebook research revealed that the less text you use on images, the better your ad will perform. Note that Facebook limits text overlay on images to 20% to avoid overwhelming users.

Write A Persuasive Description

Your Facebook ad description serves to explain your headline further and convince users to click your CTA button.

Here are some best practices for writing a convincing Facebook ad description:

• Include an irresistible offer in the description. For instance, ‘40% off on all accessories’.

• Highlight your unique selling point. 

• Communicate a clear promise regarding the benefits your brand will deliver if consumers take the desired action.

• Create a sense of urgency with words like ‘today,’ ‘now,’ or ‘this week.’

• Convince people to click the CTA button with words like 'free.'

Spy on Your Competition

Did you know that Facebook has an Ad Library allowing business owners to browse competitors’ past and current Facebook ads?

If you’re looking for inspiration, there’s nothing better than spying on your competitors and checking what works for them. If your competitors have found the winning ingredients for their ads, why not apply them to your offer?

All you need to do is hop on the Facebook ad library, enter the name of the company you’d like to spy on, and refine your search based on specific criteria such as location or number of impressions. 

A word of advice though, make sure to stay original and add your brand personality to the mix to build engagement, trust, and credibility.

I’ve Got One More Secret To Share

Using Facebook ad copy services is the best way to fast-track your growth and increase your sales. 

Would you try to repair your leg if you weren’t a doctor? 

Or would you try to do your own filings if you weren’t a dentist?

I’ll assume the answer is no.

While you might feel like you’re saving money, writing and publishing Facebook ads that don’t convert are actually costing you more than hiring a professional copywriter.

Our highly skilled Facebook ad copywriters can help you generate more clicks, get more qualified leads, and stop scrollers dead in their tracks. Each of our incredibly talented wordsmiths has a passion for turning concepts and raw ideas into engaging Facebook ad copy. 

Our mission is to help you succeed.

So, if you’re ready to power up your Facebook ad game and improve your conversion rate, don’t hesitate to book a free 15 min discovery call.

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Further Reading 

Wondering whether you could benefit from using a professional copywriter for all of your copywriting needs?

Here are a few resources that will answer your question:

• Why invest in professional copywriting services

• 6 reasons why you should hire a copywriter
  

Frequently Asked Questions about Facebook Ad Copywriting

Question: Why is Facebook Ad Copy Important?

Answer: Facebook advertising is the most powerful form of advertising in 2022. The platform has the highest ROI across all paid marketing channels and boasts an audience of over 2.14 billion consumers. As a result, crafting compelling Facebook ad copy that resonates with your audience can significantly boost your conversions and sales.

Question: How long should the copy be for a Facebook ad?

Answer: There’s no wrong or right answer regarding the ideal length of your ad copy. However, you should aim at writing clear and concise copy whenever you can. This will help you retain your audience’s attention and move them to action.

Question: What is a good conversion rate for Facebook ads?

Answer: The conversion rate for Facebook ads varies significantly depending on your industry. However, as a benchmark, the average Facebook ad conversion rate across sectors is 9.21%.

Question: What is the best Facebook ad copywriting service?

Answer: The best Facebook ad copywriting service is the one that helps you reach your marketing and sales goals. At Copywriting Crew, we’re committed to helping clients achieve their objectives by providing them with high-quality copywriting services.