How to write a highly converting Facebook Ad Copy | 9 Powerful Facebook Copywriting Suggestions

5 min readApr 24, 2020

You, me and just about 2.4 Billion people use Facebook or it’s products every day. That’s a surefire way to get more eyeballs on your business. Since it’s formation, Facebook has become the most powerful advertising platform for businesses in B2B and B2C.

A successful business ads campaign includes the right audience, eye-catching images, a strategy and a ‘Compelling Text.’

Facebook may have 2.4B users, but that doesn’t guarantee the desired results. People on Social Media constitute a tough crowd with a terribly short attention span. Writing an ad copy that resonates with your audience at the right moment is the key to catch their attention.

We personally think of two specific ad placements quite a lot. First is the Sponsered ads which blend in and are great for first impression i.e., Awareness Ads. These ads just appear on feeds and seem just like a conventional post by some page the audience might be following. The audience is more receptive to information in these types of ads. But, the second one, the ‘Right Column Ads’ — we love these ads soo much! These are great for retargeting the audience who have already seen your ad or engaged with your content. These are really cheap and have high efficacy as they scroll with the user, unlike the Feed ads that disappear once the user scrolls past.

9 Copywriting Strategies for Facebook Ads

1. Write to a single person

You might want to forget whatever you have learnt for writing blogs and articles online - they are for broad audience and don’t perform well when used in Facebook Ad Copies. You ought to be personal if you wish to make an impact in their personal feeds. Imagine a person from your buyer’s persona- now this person is the one you’ll write to, how? Create audiences based on the following segments:

Location
Gender
Language
Education
Generation
Politics
Behaviour
Connections

Once you refine your audiences down to the soul- you can actually write to their soul. There is no reason to club Interests or Genders or Locations together when you can target each one separately and thus write a more connected copy.

2. Be Concise - Short is Sweet

You only have so much space and time to capture your target audience’s attention and you have to be very very choosy about your choice of words. If you write too long people may not bother reading everything or if you wite too little you might not make the right impact. So keep these quick questions in mind and write a copy which answers these among other things:

How would the user benefit from your product or service?
What is your USP?
What do they need to do?
How many others are using your product?

Use these as an inspiration, they might not be applicable for everything, but using these will help you write a compelling Facebook Ad Copy.

3. The Call to Action

Facebook has been around long enough that people know how ads work. They know if they click they will go to a different unfamiliar place. This sometimes creates psychological mental barricades. The way to go around these is to familiarise your audience with what happens when they click or go where you want them to. What will they see there and what action will they take on your destination. Familiarity is also the reason retargeting works.

4. It’s a Price Game. Literally!

It might be natural to not include the price of your product within the ad copy. But, it is necessary. Doing this will cause the people who cannot afford your product or service to not engage which to cause Facebook to Avoid such audiences altogether. Also, people love to see how much they will be able to save now and in the long run. Many brands use Facebook just to entice customers back to their apps with free delivery or reduced prices and it works like magic.

DoorDash’s Facebook ad offers a $0 delivery fee for the first month of a new subscription on a $10 minimum order. Again, it’s being targeted toward those who have used the app before, but it’s enticing them to come back and stay for good with an incentive.

5. See it from a Different Perspective

People don’t know about your product. You have designed your product with hours of work you know its finer details and all that matters about it. But, people don’t know and it is your job to make sure they understand what your service is all about. Maybe a fresh set of eyes can do wonders. Create a mockup for a friend and let them give you objective criticism and point you towards the gaps that the copy does not fill. Ideally, you would want to do this with 5 friends of different personalities. Another thing that would help? Go on Facebook! Scroll through your feed and see what other companies are doing to make you want to click.

Thanks for reading! I post articles like these helping you make most of your Advertising Campaigns. Please consider Sharing or Comment about your opinions.

If you need help with your Ads, Check us out Mercle Consultancy

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