See, you don't spend on Facebook ads just to give a donation. You want to see visible results for your ad spend.
Because how else can you justify the amount of money, time, and effort that goes into making those ads and displaying them? But getting conversions is tough today.
Many people hate seeing ads and some have grown immune to them. Despite that, Facebook ads is a big opportunity for your business if you're targeting the right people with the right message.
For starters, Facebook has 2.32 billion monthly active users! Your potential customers are definitely on this platform.
For instance, Andrew Hubbard generated $36,449 from a Facebook ad spend of $4,159 while promoting a course.
A cool 876% return on investment.
Now, how do you write ads that surpass your conversion goals? You need to up your copywriting game to convince your ad recipients to take the actions you want.
Let us show you 7 powerful copywriting tips you can start implementing now to boost your Facebook ad conversions.
Create a buyer persona
If you don't know your ideal customer, then it simply becomes much more difficult to write an ad copy that resonates with them.
A buyer persona is a document where you list as many details as possible about your ideal customer. These include:
- Marital status
- Work challenges
You can add even more than these to have a full picture of who you're trying to attract with your ads. Facebook offers the most extensive targeting options you can get on social media. And your buyer persona will help you target the right audience.
Furthermore, you can understand your buyer's everyday vocabulary. And use their own words to attract them in your ads.
Of course, you can have more than a single buyer persona if you sell many products. When you have many buyer personas, ensure you create different ads to target them.
Check out the Facebook ad audience definition below:
As you increase your targeting options, the reach becomes lower. Even though the number is lower, you're targeting people who are likely to convert.
Know your product/service deeply
Having a deep knowledge of your product helps you to bring out your unique selling proposition. What does your product do better than other similar products?
As a matter of fact, it becomes difficult to sell a product you don't know. Expert copywriter, Gary Herbert recommends that you have a fact sheet for the product you're trying to sell. According to him: “If you do your research properly, if you do enough “prep,” your ads and sales letters will almost write themselves.”
Look at one of the most popular ads by legendary copywriter, David Ogilvy:
Here, he provides the important details that a prospective Rolls Royce owner will like to see about the new vehicle.
When you understand your product enough, it'll be easier to see all the possible benefits for your customers. Which brings us to the next point…
Focus on benefits
In the copywriter’s handbook, Robert Bly said: “the goal of advertising is not to be liked, to entertain, or to win advertising awards; it is to sell products.” And we agree.
Would you rather have sweet words in your ads with no conversions? We wouldn't.
When people decide to spend their hard-earned money, they want to gain benefits from it. It's vital to understand your product's features and translate it to benefits in your ad copy.
For instance, look at this ad below that Ball Honda uses to target people who have visited their website:
The copy doesn't look too interesting but it's effective for its target audience. It's definitely better than “Get an awesome deal!” Spell it out. Let your targets decide if it's awesome to them.
Provoke a sense of urgency
It's an old psychological trick: people want what they can't have. An ad copy that shows urgency is telling your target that they can claim your sweet offer. But only if they move fast.
Promotional offers attract people. And one of the reasons they do is because they end. Why do you think people buy so many things, even what they don't need, on Black Fridays?
Some words you can use to provoke urgency in your ad copy are:
- Ends soon
- Limited time
Check out an example of such an ad below:
The ad provides the amount of savings and lists an end date.
Ensure your texts complement your image or video
Your image or video will usually be the most prominent part of your ad. If your Facebook ad copy looks different to your image, then it confuses your audience.
This reduces your chances of conversion. To show consistency, your ad copy should complement the image to provide the same message to every viewer.
Check out this ad about fitness and the image that accompanies it:
Have a single and clear call to action
There's no ad copy as useless as one that fails to tell its audience what to do. People just view and move on.
And your ad budget continues to burn. After telling people why they should choose your product, you need to tell them what to do. It should be as clear as possible, even to a 7-year old child.
Some actions you might need your audience to take include:
- Shop your products
- Buy now
- See a demo
- Start a trial
- Learn more about your service
You can either have the call to action in your ad copy directly or use the Facebook call to action button.
See this example of an ad by Jet that tells the potential customer they can save on anything and then provides a single call to action:
Carry out A/B tests
No matter how good a copywriter you are, your audience ultimately determines whether your copy is good enough or not. Do they purchase the product after viewing your ad? If yes, great.
If no, then you need to adjust your ad copy. This is why A/B tests are a continuous process when you run ads. Even if your ad is performing well today, you can improve upon that conversion rate with a change in your ad copy.
You can test two variations of your ad copy over a period of time and select the one with better conversion rates. See these three ads below showing different benefits in their copy:
The ad on the left had the best conversions by the way. Testing helps to take the guesswork out of how effective your ad copy is.
No matter what product you sell or service you offer, Facebook ads provide an opportunity to gain more customers. But it’s far from making money on autopilot.
You have to write an ad copy that can convince your audience to buy the product you sell. Follow these copywriting tips to improve your ad conversions.