Amanda Clark — April 3, 2017 Follow @GrammarChicInc
We’re big believers in using Facebook as a channel for good, engaging content—but as we’ve noted in the past, content marketing isn’t necessarily sufficient all on its own. Facebook increasingly forces marketers to pair their organic content with paid ads; if you don’t play ball, don’t be surprised when your organic posts start slipping out of newsfeeds, and your overall engagement starts to tank.
In other words, Facebook basically makes you pony up for paid ads—if you really want your Facebook marketing efforts to bear fruit, anyway. But there are other reasons to use the Facebook Ads platform, as well. Simply put, Facebook Ads is a really good advertising platform. It allows all manner of advanced targeting and audience segmentation, which means that, if you know how to use it, you can really get a lot of bang for your buck, without wasting a lot of ad dollars.
We’re not going to get into all of that today, but we are going to highlight one especially important part of the Facebook Ads process—and that’s copywriting. Facebook will allow you to include an image, headline, and body text with each ad, and it’s imperative that all three components are firing on all cylinders. The engagement you get from your ads hinges on the harmonious functioning of these three items.
Tips for Writing Compelling Facebook Ads Copy
So, to begin with, you should have an image in mind. Starting with the image is the best way to go. If you’re working with a graphic designer, commission the image before you finalize your text; if you’re doing it by yourself, find the image you want to use first, then write copy to match it. Remember to let the image do a lot of the talking; you don’t need to use your limited copy space to explain or describe the image. People can see it for themselves.
Speaking of which, remember your character limits. You only get 25 characters for your headline, and 90 for your body text. Brevity is key!
Lead with value. You want the reader of your ad to do something—click through to your website, LIKE your company Facebook page, or something similar. Your headline and your ad copy should tell the reader what’s in it for them if they take that action. Explain the benefit to reading your ad and doing what it says.
Include strong verbs. Make sure your entire ad copy reads like a call to action, including verbs to indicate the actions you want your readers to take.
Remember who you’re writing for. Your Facebook ads will be targeted to a specific audience, which should match up with one of your own buyer personas or customer demographics. Knowing who you are writing for can provide some invaluable insight into how you write your copy—which values to highlight, which pain points to address, etc.
Test everything. Write a few variants on your headline and test them against each other; keep track of which headlines get results and which don’t, and use that as a template for future copywriting.
Get Help with Your Facebook Ads
A final thought: You can always outsource your Facebook Ads copywriting to the pros.
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