How To Write A Compelling Facebook Ad Copy

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Carissa Coles

VP of Social & Digital at EmergeLocal

How to write compelling Facebook ad copy

Are you frustrated with the results of your Facebook ads?

Have you ever thought that those results were caused by the ad copy?

Chances are your ad copy sucks.

Fret not.

Here are simple tips for writing compelling Facebook ad copy. Plus, watch out for the Ad Copy Cheat Sheet as a bonus at the end of this blog post.

Make the ad copy relevant to the image

Relevance is critical for success when using Facebook advertising. Remember, it’s a form of PPC which means you’re paying when someone clicks on your ad. If you’re showing ads that aren’t relevant to the ad image or target market, you’re wasting your time and money in doing Facebook ads.

If you want to determine if your ad is relevant, Facebook advertising has this feature called “Relevance score” (counterpart of Quality score in Google AdWords) which measures the relevancy of your ad copy, image, and landing page to your audience.

Let’s take the ad of Quizony below, the headline “What Kind of Fairy Are You?” is relevant to the image. People will determine the purpose of the ad because the word “Fairy” is related to the image (a fairy).

How To Write A Compelling Facebook Ad Copy
Looking at the result of the ad, it has 1K likes, 330 comments, and 410 shares which means the ad resonates to its target audience.

Ask a question

People tend to become alert when they’re being asked. Asking your target audience a question can be a good way to encourage them to read, think and click on your ad.

Here’s an ad from Quizony, their ad copy started with a question, “Ever wondered what gender your brain is?”. Plus, the headline is a question. If you will see this ad, definitely you’re going to pause, read the ad, and be curious about it.

How To Write A Compelling Facebook Ad Copy

Test the long form ad copy

If you frequently create a short copy for your ads and are not seeing great results, maybe it’s time to test the long form copy.

In the ad with long text, you would be able to tell a story and explain everything. I recommend to test two ads with same image but different ad copy version (short ad copy and long ad copy).

How To Write A Compelling Facebook Ad Copy

Mention price

By including the price, the ad allows users to self-select based on whether they can afford the product or service. If they can’t afford it, they won’t click through, thus saving the advertiser money on unqualified clicks.)

Let’s take the example of the ad below. Dreamland Jewelry includes the price of the product. If your target market click through the ad, it means the price $10.38 is a good price for the product. This weed out the your unqualified target audience.

How To Write A Compelling Facebook Ad Copy

Create a sense of urgency (scarcity model)

Adding a time frame to your ad copy creates a sense of urgency.

In the ad example below, Emirates uses the word “until” that indicates time.

How To Write A Compelling Facebook Ad Copy
Aside from “until”, there are other words or phrases you can use to add a sense of urgency including “today”, “now”, and “this week.

Clear Call to action

Having a clear call to action (CTA) is vital to the success of your ad. It is giving your target audience an idea what to do next. Your CTA should encourage people to click on your ad now.

In the ad example below, Plexuss.com includes the words and CTA button “Sign Up”. It makes you want to click the article to learn more and act on it. It maybe filling out a form or purchase.

How To Write A Compelling Facebook Ad Copy

Wrapping Up

There you have it: Six tips of turning your Facebook ads into profits together with a few examples of awesome ones from all different brands.

Getting Started

Writing ad copy is both an art and science just like choosing an image. That’s why we created the Ad Copy Cheat Sheet. (Click the button below to open). Save it, print it, share it with your team.

Carissa Coles

VP of Social & Digital at EmergeLocal

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