Rules To Write A Facebook Ad Copy That Converts!

Some people still believe that Facebook ads are not a good channel for generating conversions but that they drive many impressions and clicks of low value. In the modern world – where the relationship between users and brands is ever so complicated due to the multiple ways and channels they can use to communicate and interact – every touchpoint is as important as the last one. So, how can you make the most of what a powerful medium Facebook is and create ads that convert? For that, we have a few rules that are guaranteed to help.

1. Thoroughly Segment The Target Audience

First of all, you should always leverage the audience targeting capabilities of Facebook. That requires mapping and planning your campaigns and ad sets to target different users with highly relevant ads that can capture their attention, generate genuine interest, turn that into desire, and ultimately action. Where possible, smaller audiences will allow you to create more relevant and compelling ad copies that can resonate with your target audience. The trick here is to find the right balance between audience size and the platform’s ability to gather enough data to optimize. Basically, you want to avoid targeting to wide, as your copy will turn out to be overly generalized, and not resonate with anyone in particular.

2. Leverage Psychological Triggers

Emotions move human beings. We take actions because we have an intent, whether that is to fulfill a need or for simple gratification, like entertainment. But for that to happen, we need to create a connection. Therefore, we need a trigger. Also, one of the most powerful triggers is fear of missing out (FOMO). When relevant, highlight such elements in your ad copy as scarcity, time-sensitive offers, or anything that might be too good to be dismissed, and acted upon immediately.

3. Address Your Audience’s Pain Points And Highlight The Benefits You Can Provide

With a thorough understanding of your target audience comes the opportunity to clearly address their pain points within the ad copy and highlight the benefits your solution will provide them. If you have done a good job segmenting and narrowing down your target audience, you can leverage empathy to connect and engage with them. Letting your prospecting customers know that you understand their problem and can help them is a surefire way to reach those users that are more likely to respond to your ads and might be ready to convert.

4. Always Have A (Strong) CTA

You will not believe the number of online marketers who make the mistake of writing the perfect ad copy, only to leave the target audience wondering what the next step is. No matter what the ad’s objective is, whether to attract attention, instill desire, or trigger an action, the ad copy should always have a clear, strong, and unique CTA. Even in adverts, people respond to instructions – likely because they don’t want to think about what they should do. Guiding them in their decisions is more likely to be successful than leaving them wondering and clueless.

While the tips we have discussed today are great for improving your Facebook ad copy and can be transferred to other platforms, too, mastering the art of copywriting is a fine skill that takes talent, perseverance, and resilience. What might work for some might not work for others. So make you constantly test your ad copies to find the ones that convert the best for you.