With Facebook’s organic reach in decline, falling from 4% to 2% in the last year, an increasing number of businesses are turning to paid social media, using Facebook’s Business Manager to better target their audiences and capture those all-important leads. But, how do you capture those “leads”?
Ensuring that your Facebook ad copy is up to scratch is the best way to ensure that your campaign is a success, and our experts understand the ins and outs of the platform to ensure that your ad remains engaging without taking up too much of the word count.
Table Of Contents:
- The Importance Of Testing Your Facebook Ads
- How To Ensure Your Ad Is Short But Effective
- Everything You Need To Know About Aligning your Ads Message
- Other Important Tips & Tricks
Test, And Test Again
Rome wasn’t built in a day, and neither will your Facebook advertising campaign. In order to build a strategic paid campaign, you need to run tests to find out what works, and what quite frankly doesn’t work. It can be a time-consuming process, but it’s important to consider the three key steps of building a successful campaign.
- Create actual insights from your paid social results
By creating actual insights from your paid social results, you’ll be able to identify what has worked well in the past, what has continued to perform to your advantage and what you can afford to leave out of your next campaign.
- Create ad KPIs based off industry benchmarks
Tracking the impressions, reach, link clicks, likes and shares of your Facebook advertising campaign is easy, but without creating ad KPIs based on industry benchmarks, you’ll never fully understand the impact of your ad.
- Work with your team to develop KPIs together
Teamwork makes the dream work, and this is certainly no exception when it comes to advertising on Facebook. Social Media Managers, Executives, and Assistants should work closely with the Design and Content team to create an ad that works from both a visual and content point of view.
Keep It Short
As copywriters, we’re often told that the more content we write, the better, but this isn’t necessarily true when it comes to advertising on Facebook. For your ad to be compelling, it needs to be short and sweet. Not only will this help to ensure that the user remains engaged, but it will help to ensure that users can see the entire ad without clicking “show more” which, realistically, very few people do.
Align Your Message
The first step to a creative, successful Facebook ad campaign is to align your message with your campaign objective. For example, if the aim of your campaign is to generate leads, then you will want to make sure that your ad copy is written in a way that will encourage people to get in touch. Explaining how your product or service can benefit the user is an effective way to offer more information on your business without giving too much away about your brand or business. This encourages the user to click on your advertisement through to your website or landing page.
Have A Focus
In addition to ensuring that your message is aligned with your campaign objective, identifying a key focus for your campaign will make writing to your ad copy much easier. With your objective in mind, you can determine what copy you want to feature on the image and in the description and headline. In short, you want to “write for the click” by connecting the “what” with the “why” and ensure that this message is evenly distributed throughout the campaign. This is especially true if you’re running an organic social media campaign alongside your paid advertising campaign, as you want to make sure that all the key points of the campaign accurately reflect one another.
As a digital marketer, we’re often told to stand out and think of new ways we can get in front of our audiences but when it comes to advertising on Facebook, you want to ensure that your ad blends in with the newsfeed. Essentially, if an ad looks too much like an ad, people will scroll past it no matter the product, service, promotion or offer.
From a content perspective, you want to make sure that your ad text isn’t too sales-y. Consider you’re offering a free SEO analysis to new business owners – instead of putting the main offer in the ad description, use this to highlight the benefits of the service. The main purpose of your ad can be promoted in the headline to help you increase conversions and engagement. For the best results:
- Start your Facebook ad headline with a number or percentage
- Aim for the perfect 5-word headline
- Use emotion works to trigger a swift response
Other Tips & Tricks
We understand that there’s a lot more to advertising on Facebook than just the content for your ad, which is why we’ve compiled a few more tips and tricks to help ensure that you get the most from your next advertising campaign.
- Ad images – If you’re advertising a product, be sure to show people using it. Faces often generate a lot more engagement, helping users to connect with the ad instantaneously.
- Targeting – Unfortunately, there is no “one size fits all” when it comes to Facebook advertising. If you’re promoting the same service or product to a range of ages, then you need to create a separate ad for each.
- Fear of missing out – As people who hate to miss out, use the sense of urgency to your advantage. Phrases such as “limited time offer” and “you’re running out of time” works well when used in moderation.
- Less is more – Don’t over complicate your ad. It’s there to serve a purpose, so be sure to cut out the “fluff”. It really won’t make a difference to the success of your campaign.