While working as a Social Media Strategist for different brands, I have learned that your skill as a copywriter directly correlates to your level of success. It doesn’t really matter how good your offer is, if you fail to communicate the benefits of it using a compelling ads copy.
To help you see how powerful ad copy can be, take a look at this example where The Sims increased its conversion rate by 148% simply by adding the word ‘’free’’ to their ad copy.
In this blog, you will learn three simple yet highly effective strategies to write better ad copies without having to invest months studying the science of copywriting.
You can easily implement these tactics today and instantly improve your ads.
If you have got your ads active and running and are not happy with the performance, then you can use these tactics that I am going to share with you to quickly improve CTRs and the overall performance of your ads, and reduce your cost per lead.
Make your FB ad copy is 'conversion-boosting components' rich
If you want to see a quick improvement in the performance of your Facebook ads, try to include as many of these components in your ad copy.
Listing the component in order of priority:
Start with something that grabs attention. One of the common ways is to start with a powerful question that your audience is likely to answer ‘yes’ to. It is great way to grab their attention and interest. It also makes them feel like you are directly speaking to them.
‘Do you struggle to write FB ad copies that actually get clicks?’
‘Feel like FB ads are just a waste of time and money?’
‘Tried Facebook ads but couldn’t get them to work?’
The key here is to ask a question that resonates with your target audience and is likely to trigger a response.
To do this successfully you need to think yourself as a member of your target audience and write like them. Make sure to use words and phrases they do when describing the problem that you are going to solve.
The best way to do this is to either jump on a call with your customers or survey them and pay close attention to the specific terms they use, and how they describe their problems. This is the language you need to use in writing the opening sentence/question of your ad copy. You may continue to use the same language throughout your ad text.
Another way to go about writing effective ad copies is to start with a statement that’s a bit controversial or polarizing. For instance, starting a sentence like “Facebook Business pages are dead.” is a very powerful way to grab attention. People will either agree or disagree with your statement, and that will trigger an emotional response.
Emotion has a big influence on sales. And HBR proves this with an example: “a major bank introduced a credit card for Millennials that was designed to inspire emotional connection, use among the segment increased by 70% and new account growth rose by 40%”.
Your controversial or polarizing statement will grab your ideal customer’s attention and get them emotionally invested in learning more about your position and why you have chosen to take that position.
In a Facebook ad, another very important component that you want to include is content that builds trust and authority.
Often people will see your ad and it’s the first time they have heard about your brand. At that point, you/your brand is just a stranger in the News Feed either preaching or selling something. At this point, your audience is thinking ‘why I should buy from this brand?’ Or ‘why should I listen to this person?’ there are LITERALLY hundreds of other people selling the same thing on my News Feed every day. What makes you the best?
This is why your FB ad copy needs to build trust and establish authority.
It doesn’t need to be complicated, just a couple of sentences that will tell people who you are and why they should buy from you.
Once you have built that authority, you want to go into the detail about what your offer is. The goal is to build desire for the offer. This is where you tell the reader what they will get if they will click on the link or register for a webinar or subscribe for your newsletter.
Regardless of what your offer is, it is crucial to paint the picture of what the reader’s business or life will look like after they purchase your product or hire your services. Tell them exactly how their life or business will look after they accept your offer. This is also known as future pacing.
This brings us to the final component of your ad copy –CTA (Call to Action)
We often assume that our readers understand what we want them to do once they have read our FB ad copy, but that’s not the case. We need to be very particular in guiding our readers what to do next. For instance, we can finish our event registration ad by quoting:
‘If you want to register for the event, please click the button below and reserve your seat for free today!’
Make sure your Facebook ad copy is not bloated
Have you ever come across an ad or a sales page that felt like it is full of fluffed content, and took forever to get to the point?
Fluffed FB ad copy is a confirmed way to ruin your cost per click. That’s why this simple tactic is essential.
The best way to get it right is to write your ad copy and then go back through it, cut out anything that’s unnecessary.
If a word of a sentence doesn’t serve any specific purpose it is always better to get rid of it.
Your next goal is to read through and simplify the text of your ad copy. Avoid using big, complex words and sentences that are too long. Simplify the language as much as you can to ensure everyone reading your ad understands it.
If it takes an effort to read and comprehend your ad text, people are simply going to scroll past it.
Always apply the rule of 100 to your ad copy
If you are in the e-commerce industry this tip is for you.
Rule of 100 applies when you are writing an ad copy that includes pricing and discounts. With the help of this rule, you can determine whether you should display the price in your ad, or display the discount percentage.
According to the rule of 100, if you are selling a product or service priced under $100, then you should express the discount as a percentage.
For instance, if you cut the price of a $20 dollar item to $10, then expressing the discount as ‘50% off’ in your Facebook ad copy will be more effective. This is because ‘50% off’ sounds much bigger than if were to say ‘save $10.’
The amount of discount given is same in both cases, but how you frame your discounts will impact your sales.
If your product is worth more than $100, do the opposite and express the discount as a dollar value.
Let me know if you have worked with any of these tactics or plan on experimenting with these in the future. I’d love to hear you out in the comments section!