05 Aug Make Your Facebook Ad Copy Work For You, Not Against You
Facebook is the biggest of all the social networks, and its overall active users continue to increase every year across the platform. The social network regularly goes through algorithmic changes that make organic reach a challenge for brands. However, they provide advertisers with sophisticated tools to engage their audiences and build long-lasting relationships with them. Their micro-targeting features allow advertisers to put their content right in front of Facebook users who are most likely to buy their products or services.
However, to ensure the effectiveness of your campaigns, you must develop a strategy that aligns four different elements:
Facebook Ad Copy Writing
This article is focusing on the content section more precisely on the ad copy, to demonstrate how it can make or break your campaign. We will deep dive into how to craft an ad copy that works for you rather than against you.
Find your “why”
Try to be more strategic in your approach to ad copy writing, don’t just jump into writing your copy without planning. In fact, a well-crafted ad copy with Facebook’s best practices in mind can be the secret to a highly-performing ad campaign. However, an ad copy written without taking into account the platform’s best practices can cause your ad to be either very costly or worse rejected. Advertisers tend to invest lots of money and energy to nail their creatives, but little effort is put into writing the ad copy, which is a huge mistake knowing that the ad copy is as important as the creative. Matter of fact, the ad copy is the articulation of your “why”, that is to say the reason why your target audience needs your product or service. Before starting to write your ad copy, give yourself some time, at least an hour, to develop and enhance your messaging strategy. During this session you should ask yourself:
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Who is my target audience?
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What are their pain points? What do they need?
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What is their emotional state?
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How is my product or service going to make a difference in their lives?
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How can I grab their attention? (Hook)
Doing this will help to remind you, who you are talking to and also how your product or service is going to solve their problem. This preliminary work will therefore allow you to effectively articulate your offer and make your ad copy work hard for your campaign.
It’s Not About What You Say, It’s About How You Say It…
“With personalised ads, there’s a fine line between creepy and delightful” –
Facebook is very strict when it comes to its advertising policies. In fact, they want users to have a positive experience on their platform and feel good about themselves. Going against Facebook’s advertising policies will lead to either expensive ad costs or the ad being rejected altogether. When your ad is disapproved, Facebook will make it very clear why the ad was rejected, so that you can edit it to comply with the platform’s best practices.
Facebook Ad Not Approved
For instance, if your products help with weight-loss, you don’t want your ad content to remind your target audience that they are overweight. This goes for any sensitive topics that may make people feel bad about themselves like health and money issues, being single and so on and so forth. Keep this in mind when drafting your ad copy, and try to flip the story and focus on the benefits while minimising the pain points. Also, when writing your ad copy try to avoid claims and including specific numbers, for instance “lose 10 pounds in only 4 weeks…”
The next ad copy move is to minimise the use of “you” and “your”, the reason being, you don’t want to make your audience feel attacked or bad about themselves. I suggest using these once or twice in your ad copy not more than that.
Facebook Targeting
Don’t underestimate the power of a good ad copy, informed by a well-thought-out messaging strategy, as this can make the difference in your campaign performance. If you want to run Facebook ads but don’t know where to start, or you’re currently running ads but you’re not seeing any return on investment – drop me an email, I’d love to help.
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