Writing for Facebook is an art, and being a Facebook advertiser is a hard craft. While other marketers have shop fronts with gorgeous displays, well-timed email campaigns, and cool, eye-catching TV ads… we have a minuscule space to sell and sell well.
Here are my top tips on writing a Facebook advert. What are yours? Let me know.
How to write a good Facebook ad
- Tap into customer emotions
It’s no secret that the best-performing ads are based upon real, human emotions. Whether you’re influencing your customer to be happy, sad, excited, or surprised – your customers like to *feel things*. Using emotion in your ads takes the corporate façade away and allows your customers to invest in your brand and what you’re all about. Not only that – an inspiring campaign gets a lot of shares on social!
- Consider the buyer journey
Which point of the journey is your target customer at: are they becoming aware of your brand, evaluating whether they want or need you, or deciding to invest in you? Your ads need to hit your customers right – timing is (almost) everything.
- Highlight those pain points
To alert the attention of customers while they’re casually scrolling, write to their subconscious. Offer quick, easy solutions to `pain points` you know they struggle with.
- Make it short but sell it
Facebook ads thrive on images and video (check out the 20% text rule), which means you’ve got to be concise and alluring at the same time. Top tip: jot down the contents of your ad, including what your product is, why your customer needs it, and the deal you are offering. Add a splash of marketing language that matches your brand and tone of voice. Then, remove as many words as you can, ensuring each word adds value. Journalists use this technique, and it’s perfect for Facebook advertisers too!
- Opt for video
A video ad is equally as easy to set up as an image ad. Multimedia adverts receive up to 30% more views, so why not opt for the better performer?
- Create 3 variations of the same ad
Ensure you draft a few variations of the same copy – sometimes keywords are disapproved by Facebook (like pharmaceutical terms) plus if you want to run testing, they’ll be good to go.
- Don’t use rubbish marketing language
First of all, you haven’t got the space! Secondly, if you overcompensate, your customers will sniff you out and run the other way. Stick to the facts. If your shampoo contains lime, say lime, not `wild lime` (Lee Stafford, we’re looking at you).
- Check how your ad will be viewed
Ads look slightly different depending on the placement you’ve selected (feed, stories, and in-stream), the device they’re viewed on, and even the model of a mobile device. It could well determine the length and style of your copy.