Ever wonder how to write good copy for a Facebook ad that converts? As one of the best Facebook ads agency in Singapore, we are going to show you how to write high-converting Facebook ad copy in our article today. So let's dig right into it, shall we?
Facebook offers many opportunities when it comes to marketing your products or services. So how do you get people to convert? The answer is simple - by writing a good copy for your Facebook ads.
Facebook had over 2.7 billion monthly active users in 2020. By 2025 the number of monthly active Facebook users is projected to reach 3.24 billion. The number of Facebook users in Singapore will follow the same trend. By 2025 it is expected to reach 5.1 million, up from 4.74 million in 2019.
In terms of marketing potential, it simply means that you can reach many people interested in your products or services. That’s the number one reason why Facebook became one of the most popular advertising platforms for both B2C and B2B businesses.
There’s one more reason that makes Facebook advertising relevant. Over the last decade, the organic search on Facebook has been declining. More and more marketers are leveraging advertising on Facebook to get results.
To get Facebook advertising right, you need to master targeting, using the right images and videos, and writing a compelling copy. Today, we are going to focus on why writing a persuasive copy is essential and how to write a Facebook ad copy that sells.
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To truly commit yourself and learn how to write effective ad copy, you need to understand why Facebook copywriting matters.
A great ad copy can persuade your target audience to click on your ad and go to your website. Once you know how to write ad copy that sells, you’ll only need to worry about properly targeting your Facebook ad campaigns.
A well-written ad copy can serve as a mini-guide. You can write it so that it informs people what they need to do and where they need to go. You can address one of their major pain points and resolve it in only a couple of sentences.
Great ad copies are not only there to persuade the target customers to click through to your website. They can also excite and entertain and help you instantly connect to valuable leads and make it obvious for them that the choice you offer is an obvious one.
Finally, it’s one of the core Facebook ad pillars. Besides image or video and targeting your ad copy is also something that your leads will see. It plays a vital role in their decision-making process and will determine whether they click through or keep on scrolling.
Now that we have the reasons why Facebook copywriting matters out of our way, here are the 9 industry secrets to creating effective ad copies.
The content strategy for your official website is probably guided by several different personas. The problem with your website copy is that it has to speak to all potential customers in different stages of the customer journey.
Not only do you have to frequently publish high-quality content, but also make sure that it reflects the unique wants and needs of your potential customers at every stage of the journey. This is rather complicated, time-consuming, and you can find yourself sacrificing quality for quantity just to maintain the same publishing frequency.
Facebook advertising helps immensely narrow down your content topics simply because it enables you to target a specific audience. With that in mind, how do you write a great ad copy? Here’s an example.
For instance, you can target your Facebook ads to women who are over 30, live in Singapore, and are interested in fitness and wellness. With this targeting goal, you can write an ad copy that speaks to that very specific audience. The following real-world example does it perfectly.
The image in the ad immediately captures the viewers’ attention and features the product in use. Most importantly, the ad copy sends a concise message. It highlights the benefits and qualities of a product and who can use it.
Next, make sure that your ad copy aligns with the visuals you are using. Remember, viewers spend a fraction of their time on Facebook looking at ads. Yes, the image should be able to grab their attention, but it should also work hand in hand with your copy. The viewers should easily understand the message you want to convey.
If there’s no connection between image or video and ad copy, you risk confusing or even frustrating the readers. Here are two examples – how not to do it and how to do it like a pro.
The Facebook ad copy clearly states that today’s trending discounts apply to jackets and coats. However, the image features no jackets or coats whatsoever. Potential customers who even decide to take a closer look at the ad won’t be able to find relevant information and might be confused.
The ad above perfectly combines image and ad copy. Even if it is a one-sentence copy, it speaks a great deal to the target audience that enjoys crafting things. The image features a woman hands knitting, followed by a simple “Sign Up” call to action.
It’s not an obvious ad, at least not in terms of showcasing the crafted products. It features the work of crafting in progress. After a great title and one introductory sentence, you can immediately understand what it’s all about.
When it comes to choosing a visual for an ad, there is a lot of room for improvement. The most convenient way to do it is to use stock photos.
However, some photos are too generic and others, too overused. If you want your marketing assets to look less like it’s been plucked straight out of a database, check out our ultimate guide on how to make stock photos less stock-y.
Customers have their unique wants and needs, and they often look at products and services with their unique pain points in mind. Before they can engage with what you have to offer, many customers want to learn how the specific product or service helps them.
In the previous examples, we were able to see how a fitness equipment seller leverages ad copy to highlight the benefits and qualities of its product. With physical products, things are straightforward – the tricky part is how to write excellent ad copy for digital products or services.
A good strategy would be to promise something in return. You can enhance your value proposition with some type of bonus. For instance, if your ad campaign targets customers at the top of the funnel, you can offer a free e-book in exchange for their email addresses. Here’s a great example.
The ad copy starts by highlighting the pain point of people doing SEM and then offers a resolution. It touches on the critical points of a successful SEM strategy – increased ROI, conversion strategies that work, and DOs and DONTs of SEM. In return for subbing to a newsletter, customers get a free eBook relevant to their field of interest.
Humans are curious species. If we run into something that sparks our interest, we are bound to dig deeper and find more about it. You can leverage our curiosity and spark your target audience’s interest with a good ad copy.
To spark curiosity, your ad copy has to hit that sweet spot between being vague and specific. If your ad copy is very specific, they won’t become curious to learn more. If it’s too vague, viewers won’t be able to understand what the ad is about.
The ad copy in the example above is a great example of how to spark curiosity. The obvious part is that it advertises a new novel, but the curious part comes from “running away from it all” and “escape from it all on a Greyhound.” It’s a perfect balance of vague and specific.
Fear of missing out (FOMO) is a well-known phenomenon. A Facebook ad built to leverage the FOMO effect can inspire viewers to take action. It happens because they are under the impression they are missing out on something very good. FOMO can help you create a sense of urgency, stop the target customers from scroll through their Facebook feeds and take action.
How to write a good copy for a Facebook ad and create a sense of urgency? It’s rather simple – you have to do the following three things:
The ad above crossed all three checkboxes of creating a sense of urgency, and even the image supports the ad copy. The offer is time-limited. There’s a minimum earning guarantee that provides tons of value. The discounted price here comes in the form of “just give 60 weekly rides”.
If you haven’t heard about the 3-hook categories, they include the pain/benefit hook, feelings-based hook, and logic hook.
If you are offering products or services designed to help people resolve some problems, a pain/benefit hook can help you grab their attention on Facebook. With a pain/benefit hook, you want to open by speaking about your target audience’s pain point. Then, you want to outline the benefits or the outcome your customers want to achieve.
The ad above addresses pain/benefits in a subtle fashion and does it ever so perfectly. It talks to people with a specific pain point – having a hard time or getting everything done. Then it introduces the solution “Hire a tasker instead,” followed by the benefit “we’ve got chores covered.” It translates into less worry about getting chores done and more time on your hands.
Ad copy has the power to influence how people feel about various things, including themselves. You can leverage this and outline how your products or services can improve how someone feels. You can open about the undesirable feelings customers might experience as they are reading the ad. Finalise by describing the “after state.”
As you can see, the ad’s headline inspires a negative feeling. It will get the viewers worried because something they use on a day-to-day basis – blogging – isn’t going to work anymore. Its role is also to grab the viewers’ attention, but it also offers a swift solution and relief: “More videos, downloadable content, and infographics.”
Some people in your target audience are driven by logic. For your ad copy to inspire click-throughs, it has to feature some sort of data point. The logic hook can also induce the FOMO effect. Here’s a great example that does both.
The ad talks to people interested in growing their website traffic, but it does so leveraging logic. Some 175,000 sites are already using the advertised tool to grow their traffic. It inspires viewers to think: “If there are so many users, the tool must be working.” Maybe even: “Am I missing out by not using it?” There’s even a graph that showcases the number of users increasing over time, which screams exponential growth.
The answer to how to write PPC ad copy lies in your marketing goals. The same applies to how to write Facebook ad copy. Do you want to increase website traffic, boost sales, or build a contact list? Your call to action should reflect your goal and be clear and concise.
It’s a finishing touch that completes your ad, tells viewers where to click and what to do.
The above ad features exactly what you need to do with your call to action. The ad copy clearly states what it’s about, and it also inspires the sense of intrigue with the sentence starting with “Discover.” If viewers decide to see what it is about, all they have to do is to click on the call to action, in this case, the “Book Now” button.
Your ad copy should be able to convey your message easily to all demographics you are targeting. There’s no need to get all Shakespeare with your ad copywriting. The rule of the thumb is to write so that even a 5th grader should understand it. Using fancy synonyms or complex sentence structures can confuse readers.
To let them know what your ad is about immediately, it should say:
Here’s a great example that meets all the criteria of an easy-to-understand ad. One brief look at the ad and you can understand that it:
Many consumers are interested in how much the product you are offering costs, whether it’s cheaper than your competitors, and how much they stand to save. Price is one of the most important factors that affect purchasing decisions for these folks. You can meet their expectations with an ad copy that gives them exactly what they want – numbers.
Here’s an example.
The Facebook ad above is number heavy. Step into the shoes of a customer who wants to learn a great deal about all the costs associated with a product. An ad copy such as this one goes the extra mile to inform a customer about the product price. It’s sprinkled with a sense of emergency right at the end.
The ad communicates:
Writing a fresh copy while taking care that it is engaging, credible, and of high quality can become exhausting. You can experience something writers refer to as writer’s block. Don’t worry, the Internet is this great place that can inspire you. Whenever your inspiration has reached rock bottom, the following 3 places will help you get your creative juices flowing again:
An ad copy is the essential feature of a successful ad. Unlike an image, the copy directly communicates to your readers. You can use it to connect with readers, tell them who you are, what you have to offer, and how it can benefit them.
You are probably used to writing long copies for your website. You might find it harder to write an ad copy because both Facebook and Instagram limit the space for ad copy, which is why you need to learn to be creative and use it effectively. It’s exactly why learning how to write effective ad copy matters.
Before you follow the tips I’ve shared with you, go back to your customer personas. You need to get to know your target customers to truly understand their pain points and discover their wants and needs. With this knowledge, you can choose the right option for how to approach your Facebook ad copy.
Very often, you’ll find out that several options are viable for your next Facebook ad campaign. Don’t refrain from using more than one if it means that you can improve conversion rates, capture more leads, and boost your sales.
If you still need help with Facebook marketing, don't hesitate to reach out to our friendly digital marketing consultants in the form below. Heroes of Digital is the leading Facebook ads agency in Singapore with over 600 clients. Get your free digital marketing consultation today!
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