While writing a Facebook Ads copy, it is essential to remember that the copy must support the values followed by Facebook as a company. With that being said, what makes or breaks a Facebook ad copy? Is it the visual, the text, the placement, the color scheme or something else entirely we were never aware about?
Facebook has its own guidelines on ‘How to make a Facebook Ad Copy.’ The steps start by selecting the images and follows throw audience selection to finally creating an engaging text. It is obvious, with Facebook, visual is prioritized higher than copy. So much so, that many article do not talk about creating a copy, rather focus on choosing visuals and other metrics of the text.
Think about any advertisement on Facebook that has only an image but no text attached. Will the message or the purpose of the advert get across to the viewer, will they be willing to click or relate or will it get scrolled over? What do you think? Ads are often started with A/B testing and this can be one of the tests; to check the same advert with and without text. Which performs better?
The answer is the advert with text. Text adds value and reason to an image. While visual might be grappling in the mind, it is the text that makes it relatable.
- Write for a Targeted Audience
Even before prioritizing tasks that go into advertisement making, the audience must be narrowed down. An advert is written such as if speaking to a customer directly; specifically to the one person who is willing to follow the advert through. What is the audience that the advert wishes to target? Write as if you are appealing to one person in that consumer base.
- Good Headline
It is the top most priority for every ad to have a headline that captures the audience’s attention and convey the ad’s intention, all in one. The best advert headline is a balance between conveying purpose and creating curiosity. The headline is what makes or breaks the deal for the reader while making a decision to click on the ad or scroll away.
- Revolve Around Visual
The impact of visual is profound enough for Facebook to give it top priority in its guidelines. Several times we fail to find the right image or fail to connect the created image with the text. The correlation is between the text and the visual matters more than finding the perfect visual or the perfect text. If the text conveys the right message, weaving into the visual, the brand has successfully put its message across.
- Less is More
There has always been a 20% rule where Facebook ads were concerned. Though the rule doesn’t apply anymore, it was clear message that less is more. Be precise and be concise! Ad copies do not need fluff. People are not here to read an article or a summery, they want to know what’s in it for them. Tell them the benefits. Deliver!
- Provide Value
A user of the product, customer for the brand or follower of a page is connected to the provider for one and one reason alone; the value provided to them. When you are rolling out an ad, start with the thought of providing value to the target audience. It could be an offer, a discount, a brand new launch or even information, if what you wish to deliver uplifts the life of the person in some way, you have succeeded in providing value. Answer this question before writing: what is the follower here for?
- CTA
Finally when an ad has taken into account every aspect of the customer’s interest, it is time to look inwards and decide what you want from the advert. Call-to-Action is meant for the audience. It is used in order to trigger activity. A CTA should be such as to prompt an action or compel the reader to interact with the ad. The sense of urgency is one of the key factors in a CTA.
The comprehensive ad copy writing does not only involve words, it involves words that revolve around the visual, connect with the reader, are understandable and prompt them into engaging with the advert. Remember that an internet reader’s attention span is short, even shorter for social media like Facebook.
Write as if you want to grab the attention of an endlessly scrolling user. If an ad successfully does that, it can definitely manage to attract someone already looking in your direction.
Get creative!
See you next blog.
Abhilasha Dubey 