9 tips for writing advertisement text for Facebook Ads

Ukrainian Facebook audience is steadily growing, adding a million active users every year. Advertising on this platform is becoming more and more relevant.

Unlike Vkontakte, Facebook audience known to be more «adult». Advertising on this social network has a high amount of targeting settings compared to other platforms.

The form factor of Facebook ads may suggest that the text attached to them is secondary, but the opposite is true. A well-chosen image or video is a crucial parameter, but the right text is equally important.

A good text for an Instagram or Facebook post will convince the user to go to your page or website. In the same time, a well-written accompanying text for an ad will make the process of clicking on the link more natural and fascinating, as well as an interesting post in the feed.

Below are a few essential tips that will help you to compose your text successfully.

1. Narrow Your Audience, Then Write for Them

Writing a post for social networks often makes you want to style it in the way of a conference speech.

However, the key to the effectiveness of an advertisement is to target it to only one person.

You need to lure and convince this person, focusing all of your efforts on your client’s needs.

It’s acceptable to write a text on a website that appeals to a general audience, but sticking to the same style in targeted ads is a waste of the power and tools that Facebook provides. For example, you can target women over 35 and under 55 who live in Odessa and are interested in fashion, fitness, and a healthy lifestyle.

2. Show different ads to different users

In a situation where you’re targeting different groups of customers, it’s counterintuitive to show the same ads to them because they might be interested in you for different reasons.

If you sell sports equipment for both men and women, your target audience is quite broad, but only a few people will be interested in the full range. Women will be interested mostly in women’s clothing and shoes, and men in men’s.

3. Check the relationship between media content and ad text

There are many types of businesses (most often in the B2B sphere, but not exclusively) where media content is not so easy to generate. Oftentimes, when deadlines of campaigns are running out, any beautiful picture can fill the empty space. 

The results are sometimes deplorable, the image does not match the accompanying text and leads to cognitive dissonance, reducing the likelihood of someone clicking on the link.

4. Add a clear call to action

A good ad always has a clear purpose. Whatever your goal is, your ad should include a call to action. Users will stumble on the last step without it, they will see your ad, but they won’t know where to click.

5. Keep it short and informative

To make the most out of your advertising budget, you may want to pack as much as you can into it.However, Facebook ads should be as brief and informative as possible.

How exactly your product can help the user? What can he get from your service? A good ad should provide clear answers to these questions.

6. Clarify and simplify your writing

Copywriting and high syllable are not friends. If poetry is your favorite hobby, keep it as a hobby — magniloquent phrases litter the ad.

The ultimate goal of Facebook ads is to make them easy to understand, even for fifth graders. These things should be clear while viewing the ad:

• What is your suggestion;
• What benefits will it bring to users;
• What to do with this ad.

7. Be direct about your pricing

Whether it’s a service or a finished product, people are interested in knowing how much it costs. If there is a discount, people want to know the percentage.

Directly stating the price in the ad is a good idea. This will benefit you when contacting users who already were customers or who had already visited your site. Exact numbers may provide additional information which is enough to complete the sale.

8. Look at everything from all angles

It can sometimes be difficult to abstract and understand how advertisements look from the outside when you are immersed in advertising on a daily basis.

Take a look at your Facebook feed and pay attention to the ads you want to click on. Ask yourself why you want to do this and try to use this in your ads.

Getting a different perspective is another good idea. For example, you can hire a copywriter who will write texts, assist you or help with brainstorming. A friend’s or relative’s opinion can also be useful.

9. Test out different ad text options

Tests are an objective way to determine how effective a particular ad text is.

Run two ads with the same media content but different text and see which resonates best with your audience. Find out which format performs best and focus on that. Nevertheless, even when the optimal format is found, you should continue to experiment — a target audience changes over time, and so should your advertising.

Conclusion

The text part of an advertisement is as important as the visual component. By referring to this list of tips when creating your ad text, you will be able to avoid many of the common errors that negatively impact the user experience.