Both the Sponsored posts and the right-hand column ad will have a small copy which we will focus on.

Creating a Facebook Copy

A good Facebook advertisement copy eliminates excess information. It will excite, entertain, and persuade.

Keep it short and easy to understand

Just because you are paying for your ad, you cannot cram it with information that your audience does not need. Keep your copy short, and lead with value. Novelist Karan Bajaj gives three components to writing an ad. They are:

1. Benefit/Claim
2. Proof
3. Call-to-action

How will someone benefit by using your product or what will your product achieve for your customer? These are what you should focus on in a clear and concise manner.

Benefit/claim: One glance at the ad, and you see that many people are saying that the book changed their lives. The author went with that claim while advertising.

Proof: Credibility is important and it will come from what people say and not from what you say. The author has several proof points. They are Amazon Top reviewer, 100+ 5 star reviews, #1 Indian bestseller, etc. These give credibility to his claim.

Call-to-action: This creates an urgency to click. It can stop you from scrolling down the newsfeed. Amazon’s “35% discount today” will inspire people to click on the ad. The publisher and Amazon set the price and the discount. So the author went with it.

Before the author created this ad, he tried many things including the one below.

Keep the language simple and cut the excess messaging. Write an ad that is easy to understand.

Optimizing the ads

Writing the ad is the first part of creating an effective ad. For it to succeed, keep these points in mind while creating the ad.

1. Facebook has a lot of information fighting for attention. To make it stand out, use a high-quality image to draw attention. Keep away from blue and white as much as you can because they are Facebook’s brand colors.
2. It has been proven that images with pets, children, and happy people create more conversions. You can also add text to your images. It may show your messaging, the offer, or the call to action. 
3. Once your image has caught the users’ eyes, they will focus on the text. Since you must catch attention with only 25 characters for headlines and 90 characters for description, you must make it catchy, by keeping it short and clear.
4. If you are selling something, you can show the value of your product and put it in the call to action. It will convince people to click on the ad. Stir people’s emotions in a few words but stick to the truth. Keep away from clichés like ‘best solution’, ‘top school’, etc.
5. Many businesses often miss valuable leads and traffic when their Facebook ad redirects them to a broken link. Always test out your ads before running it. If you do not already have a landing page, you must have one.

At the end of the day, when someone sees your ad, they must know what is on offer, what is the benefit, and what to do next. If you keep your messaging clear, you have a chance to turn prospects into customers. At Verbinden, we have professionals who have helped companies optimize messaging in Facebook Ads. Let us help you today. Contact us now.