How to Create Facebook Ads that Inspire and Convert
If you are a digital marketer, you are aware of the benefits of utilizing different apps. Understanding the app is key to knowing how to market on it. Furthermore, Facebook is a great marketing tool; if you understand the app, it can help you gain a lot of attention. But, the key to effective ads isn’t just aimlessly posting your content but instead posting ads that inspire and convert consumers. If you continue reading, you will learn how to understand the app and write Facebook ad copy that converts.
Moreover, today’s Facebook users are bombarded with advertisements at every scroll. Even if your ad is well-meaning, it can still be easily disregarded with a single swipe. So, how do you write a great Facebook ad that is engaging, resonating, and incites your audience to take action?
The only way users will stop scrolling to give attention to your ad is if it’s good. It has to speak to them. It has to do something to stand out from all of the other content filling someone’s timeline. You must be able to know how to write Facebook ad copy that converts. To write great ad copy that incites action, follow these essential steps.
1. Determine the goal of your ad.
Facebook offers a variety of conversion methods for ads that suit any objective. What is your goal for publishing this ad? Do you want to encourage your audience to purchase something? To take advantage of a sale or promotion? Would you like them to visit your website? To download an e-book? Or to simply engage with your brand or product? After you figure out what you want your audience to do, you have your call to action (CTA). All copy should be written to convince someone to do that thing.
2. Target your audience.
Picking an audience for your ad can be as simple as picking a geographic area to as complex as defining age, interests, and even income brackets. Now that you’ve got your purpose, it’s time to consider who you want to see and interact with your ad. Facebook’s targeting tool can help you select an audience based on gender, age, location, interests, and other factors. Usually, you’ll get the most engagement from a more specific and tailored audience consisting only of the people who will be most interested in your offer or promotion. Combining steps one and two will help you create effective Facebook ads call to action successfully, and bring you closer to knowing how to write Facebook ad copy that converts.
3. Get inside your audience’s head.
Now that you know your audience and what you want them to do, it’s time to do a bit of psychology. Doing so will assist you on how to create a Facebook ad that will convert consumers. If you were reading your ad, what would you want it to say? There are several approaches you can take to catch your audience’s attention. One is to present a problem they might be having and show how your product or offer is the ideal solution.
4. Write your copy.
Facebook’s tools help keep your messaging short and direct.
Now that you’ve completed your research and brainstorming, it’s time to start writing.
Consider not only what will go in the post itself, but any text needed for your corresponding visual, as well as the headline and link description that will be featured at the bottom of the ad. That’s a lot of real estate to cover — make sure every piece of copy works together to persuade your audience to take that desired action.
And although Facebook has suggested character counts for ads, you don’t necessarily have to adhere to them. People will read through a longer ad if the copy is engaging. However, short and punchy ads can be just as successful. It all depends on what information you feel is needed to make the strongest case for why your audience should do what you want them to do.
5. Write your CTA.
Pair an engaging headline with an optional Call to Action (CTA) button to encourage your audience to take a specific action on your ad. Whether it’s “Shop Now,” “Contact Us,” or “Learn More,” Facebook provides a CTA for almost any objective.
It’s essential that every Facebook ad have a clear call to action. At a minimum, the CTA should be located in the CTA button at the bottom of the ad. Facebook offers several copy options for these buttons, such as “Learn More” or “Shop Now.” However, you’ll also want to consider adding details to that CTA in the post copy — why should people click that button? Overall, understanding the CTA will assist you greatly on how to write Facebook ad copy that converts.
6. Test different creative variations.
You can learn from your audience by trying out different creative. Pair the same copy with an image and a video in an A/B Test to see what people respond to most.
Even with all of the legwork you have done up to this point, it can feel impossible to predict which ads will perform best among your audience. That’s why you should develop different creative variations of images and copy to test continuously. Try one variation that poses a question and one that doesn’t. Or shows a lifestyle photo versus a product shot. You can pause the ads that aren’t doing as well and come up with more variations based on what you find most engaging for users. Then, you can start the whole testing process over — it never ends, at least until you decide to end your campaign and move on to a new one.
Whatever you do, stay true to your brand.
Facebook advertising can be an affordable and effective way to create conversions, but it requires thoughtful, strategic planning for the best results. And just like with all advertising, great creative should always remain true to your brand’s messaging and visuals. Pair your paid ads with consistent, engaging organic posts, and you’ll continue to build awareness, trust, and excitement around your brand in the digital sphere.
This blog was initially written for 19ideas.com
