Every week, Boost brings you insights straight from the writers in our Creative Network. Writers share tips on how to inject more creativity into ads, best practices for writing ad copy, and more. This week, Dylan Barmmer, pen name “wordisborn” who has been an active writer in the Network for over five years, shares 5 tips for writing strong ad copy for Facebook.
With a staggering 1.59 billion monthly active users, including 219 million in the United States and Canada, Facebook is an incredibly powerful and far-reaching platform.
Advertising activity on the world’s largest and most powerful social network has also increased in size and scope over the years, with video ads in particular on the rise in recent months.
Even if you’re not in the market to run video ads, placing a static ad for your business or brand on Facebook is a smart option. In addition to its massive reach, the company also offers insights like page performance, engagement metrics, overall ad impressions, audience demographics, and more.
Of course, you’re also advertising on a platform that people are using to interact with others in a social, entertainment, and educational manner. So the less intrusive and “addy” your ad feels, the better. You’ll also want to be brief, creative, memorable and direct. Nobody’s logging into Facebook to read your ad (well, except maybe for your and your people), and it’s best to always keep this in mind at all points.
To that end, we present you with some helpful tips to implement when crafting your Facebook ad copy.
1. Know Your Audience…and Speak Their Language: Before you can get anything really going, you need to know just who you’re speaking (and selling) to here. And just as important as knowing your target audience is knowing how to speak to them. Talk to them in a language and tone that will really resonate with them. Use words they like, understand, and appreciate. A traditional advertising practice that might help you here involves creating a target persona, even going so far as to name him and/or her. Get to know this person, then start talking to them.
2. KISS: Keep It Short, Sweet: Remember, we’re dealing with limited character counts — and limited attention spans. Everywhere. So don’t mince or waste words in your ad. Don’t beat around the bush. Don’t belabor the point. Just get right to it, and do so in an economical, efficient, precise, powerful way. Starting with a short, sweet, super headline.
3. Be Consistent: No matter what you decide to do, no matter which voice you opt to speak in, make sure to stay consistent throughout your ad(s). This consistency needs to be maintained in each individual ad. And throughout any over-arching, ongoing campaign. Just like you need to know where and who your audience is, it’s vital to know exactly who you are, as a brand. If you’re serious, don’t try to be funny. If you’re funny, don’t try to be too serious.
4. Elicit An Emotional Reaction: You’ll want to appeal to your audience’s head, obviously. But don’t ever forget about hitting them in the heart. Mind you, we don’t mean you should write a soap opera script. And you should never forget to provide all the details. But you should never forget to inject at least a little bit of drama, either. Think about the wants and desires your audience has. And let them now how your brand and/or product can help them live a more fulfilling and happier life. Remember, benefits > features. That’s a Golden Ad Rule. In any era.
5. Stick to a Single CTA: A call-to-action (CTA) is vital to the success of any ad. For any brand. In any era. And any medium. Same goes for Facebook ads. You want to create a powerful, precise, clear CTA. And don’t try to do too much. Don’t go all over the map. Stick to just one. Whether it’s “shop now!” or “visit our site” or “learn more!” or anything else, make it simple and easy to follow.
These are just some of the tips and tactics you can apply if you want to craft Facebook ads that resonate deeply with your audience. If you want some additional help creating Facebook ads that bring you more faces (and eyeballs), feel free to reach out to us here at Boost Media – and the Boost Creative Network.
Talk to us today to see how we can help you craft the perfect Facebook ad.