How to Optimise Facebook Ad Copies

The most prominent social media platform globally with over 2.85 billion users, Facebook is a near-perfect environment for advertisers. But having a large user base does not guarantee a high conversion rate. In addition, with the rollout of Apple’s iOS 14.5 privacy updates, advertisers must optimise Facebook ad copies and creatives to improve campaign quality.

As the leading Facebook marketing Singapore experts, we will give you ten strategies that you can leverage to optimise Facebook ad copies.

Use Facebook Targeting to Narrow Your Audience, Then Write to It

Targeting the right audience is one of the most important things you can do in an ad. For example, you can’t expect to market skateboards to senior citizens, so you’ll want to know where your advertisement is going.

When targeting people on your website, you’ll likely create content that speaks to the broadest possible audience, but when you’re working with Facebook ad copies, you’ll want to narrow it down a bit.

It’s pretty easy to do, though, as you can cater your content to custom audiences, locations, genders, interests, behaviours, and connections. In addition, people provide a lot of data when they use Facebook regularly, allowing you to make use of it when you’re advertising to them.

Write Different Facebook Ads for Different People

When advertising to a particular demographic, make sure to optimise Facebook ad copies in the advertisement to fit that demographic. There is no one-size-fits-all caption – every ad needs to be relevant to those you’re looking to sell to.

No matter what it’s selling, every advertisement should be crafted in a way that appeals to your target demographic.

optimise facebook ad copies

The ad above is made and written specifically to appeal to the broadest possible demographic. Email writing is an art, and finding out your email writing style is an appealing prospect that might improve your communication skills. It’s slick, quick, simple, and digestible – just as any high-end advertisement should be.

Ensure Your Facebook Ad Copy Goes with Your Visual

Now, the write-up is only a part of the magic when it comes to ad copies. Humans are visual creatures. If your ad doesn’t have a compelling visual to go along with the text, chances are you won’t get far.

Make sure your ad copy and visuals go hand in hand.

optimise facebook ad copies

This advertisement is selling mattresses, and it has a visual of two people in their PJs sleeping on what looks like a very comfortable mattress.

The write-up is short but sweet and highlights what the product is. Meanwhile, the image shows just how much customers will enjoy the product that’s being sold.

Stay Focused with One Call-to-Action

A CTA is one of the most essential and powerful tools in any marketer’s arsenal. If you’re missing out on a cool CTA to go alongside your post write-up, you’re missing out on a lot of potential sales. Making a top-shelf call to action can be quite a challenge, depending on what the point of your advertisement is.

Now, everyone knows the classics such as:

  • Learn More
  • See More
  • Find Out
  • Buy Now
  • Click Here

While these work well, you’ll want to integrate a custom call to action on your advertisement. A CTA should steer your audience to do what you want, and it’s always good to create a sense of urgency. This can be done by providing a time frame where if the users don’t do what you want, they’ll miss out on something.

Furthermore, it’s good to use strong words when writing your call to action. Make sure it’s steering but not manipulative.

optimise facebook ad copies

See how this call to action is placed and presented?

The whole write-up

  • Presents a change that many people are keen to implement in their lives
  • Provides a chance to win a free solution
  • Calls the viewer out to click and interact with the advertisement
  • And get what they’ve just been presented for free

Keep it Short and Lead with Value!

One of the biggest rules in marketing is “short and sweet”. People don’t have long attention spans, especially for push marketing.

When did you take the time to read a large advertisement on something you didn’t even search for? Never.

Advertisements on social media such as Facebook are intrusive by nature, so you should make them as useful as possible. A good way to do so is to ensure that everything is as simple, snappy and streamlined.

Always fill your ads with valuable information and lead with it. It's the best way to capitalise on the short attention span of the average consumer and deliver the information.

When creating a write-up for an advertisement like this, it’s good to have a layout of all the information you’d like to present. Then, construct the write-up in such a way where it’s easy to read, bite-sized, and digestible.

The write-up in the example provided below provides a problem and proposes a solution all in less than twelve words.

optimise facebook ad copies

This write-up and graphic combo explain what the service is, what it does, and how you can get start. A lot of people who have driving licenses, don’t have a car due to how expensive it is. This advertisement explains that they can rent a ride for as little as seven dollars a month, all in less than twelve words and one simple image.

Use Simple Language that’s Easy to Understand

No one likes a know-it-all, which is why advertisements that feature complex language don’t always do well. Unless you’re running a legal or financial services business, you might want to ditch the jargon altogether.

Keep everything simple and easy to understand. Doing so will ensure that even the most uninterested people understand what the advertisement is about, and you can even get them to click through.

optimise facebook ad copies

While the advertisement above might look posh due to the wonderful wine glasses, take a quick look at the write-up. The write-up uses simple language that isn’t overwhelming or confusing. It's also perfectly combined with a relatively simple image, easily conveying the key takeaways of both the company and product.

Be Upfront About the Numbers

The numbers are all that matters, as they’re the fastest way to convey information.

If you’re selling anything or offering a special deal, build the ad around those numbers. Presenting the price or the timeframe in the write-up or creative is a fantastic way to share information.

optimise facebook ad copies

Quick, catchy, and digestible – the advertisement shown above has an explanatory and brief one-liner, an image that shows the service, and the cost.

Include a Timeframe

If you want to create a sense of urgency, it’s good to add a particular time frame to your write-up or your graphic. Doing so will instill the fear of missing out on the people who view and interact with the advertisement.

optimise facebook ad copies

The ad explains a problem and provides the solution free of charge for a limited time, thus adding a sense of urgency to the advertisement.

Test Your Ad Copy

Testing is one of the best practices there is when it comes to advertising on social media. Regardless of whatever you come up with, write or do – you want to get as much feedback as possible to optimise your future ads.

Testing your ad copy means testing one or more specifics of your advertisement to see how they perform. Once you have gathered all the elements you’d like to test, it’s time to put them through the A/B split testing process.

To test your ad copy, create an entirely new ad set, deploy it, and see how it fares.

Be Recognisable in Your Tone

Branding is practically everything on social media. You’d be surprised at just how different brands act and portray themselves on social media – Wendys even made a mixtape. These days, it’s all about the image, and keeping the image alive is as easy as making sure that you’re recognisable.

If an advertisement copy is branded, recognisable, and memorable, the brand message and influence can be spread across in more than just one advertisement.

Think about your tone as your calling card. Establishing a tone and a way of speaking will make everything uniform and consistent across your ads and branding materials, which appeals to consumers.

optimise facebook ad copies

In the example provided above, you can see how a well-known brand talks to its target demographic. Every Skittles Facebook advertisement is bubbly and full of bright colors.


Facebook is one of the best advertising social media platforms in the world. Using the right creatives and optimised Facebook ad copies can garner impressive results. Tailor your advertisements to the right people, grab their attention, and see your ROI skyrocket.

If you need help to optimise Facebook ad copies or social media marketing, feel free to consult a professional Facebook marketing Singapore agency such as Heroes of Digital.

Our seasoned industry professionals have helped over 600 clients achieve outstanding ROI on digital marketing campaigns. Don't just take our word for it! Check out our client reviews and case studies, or sign up for a free digital marketing consultation today.

Xavier Tan
Xavier is the Co-Founder of Heroes of Digital. He started social media marketing and SEM long before it became popular in Singapore. His passion is in helping businesses grow through effective lead generation. He has overseen campaigns for Amara Hotel, NTU, Marina Bay, L'Oreal, and 100+ SMEs.
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