There are three text fields in a Facebook ad – headlines that go under the image, main ad text that sits above the image, and the news-feed link description that appears below the headline. Download the Facebook Content Template to help you write within the confines of the ad-copy lengths.
When writing ad copy, keep these nine, best practices in mind.
- The most popular headline is still just four words long and a max of 25 characters. Numbers in headlines are very effective, e.g., 20% Off, $10 Discount, Top 10, #1, etc. When promoting a service, consider how you can work a number into the headline, e.g., #1 Accounting Software for Dentists
- The main ad text (above the image) is where you have the most flexibility, but keep things relevant, catchy, and fun.
- Ad text maxes out at about 13 words or 125 characters.
- Use the correct call-to-action for the ad, for example, you wouldn’t use “Shop Now” for a service landing page; rather, you’d use “Learn More.”
- Write the ad only for the target audience, not a large, generic audience.
- Write different ads for different target audiences, e.g., farmers, construction, manufacturers, artists, health care, etc.
- Ensure the copy goes with the ad imagery. For example, you might show a before and after photo of a frustrated person next to a happy person in an ad that talks about relieving the stress of doing your own business accounting.
- Keep the copy short and lead with value.
- Use simple, easy-to-understand language
Fool-Proof System for Writing FB Ads
- Create a document in Word, grab a paper and pen, or use the Facebook Content Template
- Close all tabs on your screen—unless you want to keep your website open for inspiration, or go somewhere else to write.
- Set a timer for 15 minutes.
- Write everything that comes into your head about the service you want to promote – don’t stop until the timer goes off.
- Avoid being clever, rather be clear.
- Dodge mentioning your brand.
- Speak to the person you’re writing the ad for. “Want better cash flow management in your business?” Starting an ad with a question is a great way to draw attention.
- Make it emotional. “Delinquent accounts are trouble for your business. Find out how to get clients to pay on time.”
- Keep it simple.
There is an art to writing effective, Facebook ad copy. You’ll only get better by practicing and testing ad copy. If you need help, give us a call. We do Facebook training sessions, as well as write ads and promote them through your account.
What will your next Facebook ad be about?