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[How to] Write Facebook ads that engage

chen.jpg By Chen Hindi

chen.jpg By Chen Hindi

On average, Facebook is home to 1.47 billion daily active users (as of June 2018), from CEOs, companies to students and housewives who scroll through it on a daily basis and for some even on an hourly basis. Much is said about this social media platform which encompasses all demographics, touching the lives of all the layers of society. Over time, or rather, in no time, Facebook has undoubtedly become the King Kong of social media and hasn’t shown any signs of slowing down. This exponential growth has turned it into a lifestyle, to such an extent that for millions of people, Facebook is ‘THE’ internet. Joke aside but for some, moving houses would seemingly be less dramatic than moving away from Facebook! And we know who they are!

Facebook for Marketers

On a marketing side, Facebook remains the ‘crème de la crème’ of social networks and has emerged as one of the best advertising platforms for both B2B and B2C businesses. Thanks to its versatility, this powerful global network provides an astronomical audience for companies of every size, shape and flavour. What this means is that your ads can get an exposure like none other but obviously, it also means that competition among businesses that are advertising on Facebook is getting more and more fierce and demanding. Brands and companies will target the same audience you do, and users are fed up with the same boring messages. That doesn’t mean you should move away from Facebook, as a matter of fact, you would be missing out big time if you did.

True, connecting with users from a marketing standpoint isn’t always easy because there is a lot that goes into creating an effective and successful Facebook Ad Campaign. From targeting the right audience, having a compelling content that would make users pause and read, to creating visually interesting designs that will optimise shares, you can easily miss the boat and you wouldn’t be the first one to do so! That’s why we have gathered a few tips and strategies (so you don’t have to) that will help you craft the perfect Facebook Ad copy that actually converts.

About our how-to…

1. Get Visual

The ultimate goal of a Facebook Ad is to catch the users’ eyes and stunning visuals are the essential elements to do just that. Visual content is not only treated more favourably in the Facebook algorithm, but it's also more likely to be shared and remembered than written content. No matter what type of Ads you create, your image needs to be visually appealing and stand out from the mass inflow of visuals bombarding Facebook constantly. Here you can find more useful tips about designing online ads.

2. Tie Text to Visual

Facebook isn’t a medium where you can let the image speak for itself and expect results, much unlike Instagram! Your copy and image should individually tell your story but also complement each other. If your copy doesn’t relate to the visual, it results in a jarring experience that will confuse the Facebook users about what the Ad is actually promoting and they will be unlikely to click.

3. Thumb-stopping Headlines

You don’t have to be a novelist to write a good copy. Start with writing compelling headlines that will drive the user to stop and read. Indeed, the headline is the first thing readers see and determines whether they will read more. Don’t forget that users scroll quickly so start with an eye-catching message and go straight to the point.

4. Short and Sweet

Facebook Ads are meant to be quick graphics rather than novellas. Decide on the one thing you want people to know and say just that. Stay away from big words that are hard to understand and that will confuse the readers. Remember, they don’t have the time nor do they want to go look for definitions in the dictionary. To spark conversions, or simply to hold attention, you need to write in a way that gets your message across and fast. Don’t try to be clever, just be clear!  It is also worth mentioning that Facebook has character limitations regarding their Ads. Check out our previous blog for more details.

5. Speak to your Audience

If you want to be effective, you need to understand your audience and capture their interest. You can easily do that by putting yourself in their shoes. Write as though you’re writing to one person—and one person alone. Decide on a person who characterizes your audience and write like you’re speaking to him/her. This person, your target, is the one you need to woo and persuade.

6. Include a Timeframe

Using words and phrases that indicate time, like “Free only today,” “now” or “Limited time only” can add a sense of urgency by creating scarcity and novelty. Indeed, competing for a scarce supply not only increases its desirability but creates a sense of urgency to act fast.

7. Stick to one Call-to-Action

You can have the most amazing Ad in the world but if users are not sure what to do or don't understand what's in it for them, you’ve missed your mark. That's why adding a call to action (CTA) to your visual content is critical because not only will users see your Ad but they will know where to click or what to do. Even more so, stick to just one CTA:  “Shop Now” or “Learn More.” Not “Shop now! Connect here! Learn more!”

8. The ‘Share’ Factor

When creating content, engagement is the final aim and amongst the types of engagement, ‘shares’ are one of the most powerful ones. So create Ads that will trigger emotions such as “Omg, I need to share this like right now!!!” from users. The more visible your post is to your audience, the higher the probability that it will be shared. Sharing is what keeps social media marketing going. As for consumers, they will see the advertisements that are interesting to them (as usually, friends have mutual interests), and they will have easy access to businesses’ information.

In a nutshell...

Did we mention that Facebook is an unbelievably powerful ad platform? Probably not enough. You can’t argue with results just as you can’t deny the power of Facebook. It can be extremely profitable if you know what you are doing. Let’s just say that having all the pieces of the puzzle fitting cohesively together will allow you to allure your audience and boost the clickability factor of your Ads. It takes work but so worth it! With the tips above, there is no reason you should be missing out from this amazing Ad channel. Experiment to see what works best for your target audience and see your sales grow.

Now it's your turn!

Yushna Saddul Falcou for Quantum