Writing a Facebook ad copy seems easy and quick at first – you fill out a couple of text fields, upload an image, input the ad spend, and sales will go insane. Sorry to disappoint, but that’s usually not the case.
Customers’ attention span is shorter than ever, so making your ad stand out is more difficult than it used to be. And, a quality Facebook ad copy is the key to executing a successful Facebook marketing strategy.
If you want to learn how to write attention-grabbing ad copies that drive clicks and conversions, then this guide is for you. You’ll learn about their importance and discuss expert-vetted techniques that are easy yet effective.
Why is Facebook ad copy important
Facebook ad copy helps your ads immerse and engage potential customers. It works in tandem with your ad creatives to persuade prospects to click through and convert on your offers. A Facebook ad campaign won’t be as successful if you don’t have a strong, action-driven Facebook ad copy.
Even though it has been around for over a decade, Facebook remains one of the most crucial online marketing channels with an insanely large user base – about 1.82 billion active users on Facebook daily.
That leaves marketers with endless potential to reach millions of potential customers. However, because Facebook has become an irreplaceable tool in every company’s digital marketing strategy, the platform has become more saturated. That’s why you need to put in the extra effort and write compelling ad copy that will persuade users to consider your offer.
An average Facebook user clicks on only 11 advertisements per month. When you count on the fact that platforms bombard users with ads non-stop, the only way to stand out and get more clicks is to make your Facebook ads as prominent as possible.
And therein lies the value of having a good Facebook ad copy.
Use an appealing image, action-driven description with a good value proposition, combined with an attention-seeking headline. Users will choose to click on your ad instead of your competitors.
The 3 elements of Facebook ad copy
The ad copy is the most critical part of every Facebook marketing strategy. It is important to remember that your ad headlines and primary text are some of the first things users notice when they scroll through the feeds. An attractive ad is what makes them click and proceed to the next step to your Facebook ad funnel.
Before we drive into discussing the best practices for creating Facebook ad copies, let’s go over the fundamentals. Or, in this case – the anatomy of a perfect Facebook ad.
A perfect Facebook ad consists of the following:
- Attention-grabbing primary text
- Headline that highlights your unique value proposition
- Description that provides extra context and reinforces your ad headline
- Action-driven CTA
- Scroll-stopping ad creative
In this article we’ll only focus on the ad copy, so let’s cover the three main elements of a Facebook ad – body copy, headline, and description.
Facebook ads body copy (primary text)
The body copy is the text where you see at the very top of your ad. It’s located just below your page title, and it’s what your users see first besides the ad creative. You use it to describe your product/service and your offer.
Here’s how the primary text section looks in Facebook Ad manager:
The primary text should explain your headline and offer, in more detail.
One thing to point out is that the primary text appears on most placements across Facebook, Instagram and the Audience Network. That’s why you must pay special attention to it.
However, the body copy is not a one-size-fits-all. When browsing Facebook, you’ll notice that some brands only use 1-2 sentences, while others post massive chunks of text. That’s because each of them has a different goal in mind and caters to a different type of audience.
Consequently, you must use your body text space creatively and custom-tailor it to a specific audience’s needs.
For example, if you’re trying to cater to users at the top of the Facebook ad funnel (TOFU), you should write a longer, more detailed body text.
On the other hand, use shorter text and incentives to appeal to customers at the bottom of the funnel. We’ll cover this strategy in more detail a bit further down the article, so stay tuned.
Either way, another essential thing to consider is that the primary text will only show the first 2-3 rows (lines) before being cut off. So, be sure to put the most important part of your copy at the beginning.
Because these ads will likely be displayed to an audience with a short attention span, we recommend sticking to simple phrasing combined with action-driven words.
If your body copy is boring and dull, a prospective customer will just scroll past it.
On the other hand, if something grabs their attention, they’re more likely to get sucked into your Facebook ad funnel even deeper.
Facebook ads headline
Facebook ads headlines are one of the most prominent text elements of your ads. They’re positioned right under the ad creative and are the closest thing to the ad CTA.
Headlines are an extremely effective selling tool if done correctly. To maximize your Facebook ad effectiveness, use your headlines to highlight the main value proposition and provide a strong reason for users to click-through and convert.
However, it’s important to know that headlines appear differently across placements and devices.
Here’s how they usually look on Facebook desktop:
Mobile Facebook ads follow pretty much the same format, only with a different layout. Here’s how Facebook ad copy headlines look on cell phone devices:
Headlines can be tricky to get right because you’re limited to a certain number of characters. Try sticking to around 25 characters to ensure your text is fully visible and not getting cut off because of the length.
We highly recommend using an active writing voice combined with catchy, eye-grabbing power words and phrases.
Another good tip is to either ask a question in your headline or follow this formula instead – ACTION + TIME PERIOD + DESIRED RESULT.
This creates a quick and compelling value proposition that is clear, fact-based, and honest. Here are some examples:
- Increase Revenue by 30%
- Free 30-Minute Consultation
- Silky-Smooth Hair in 2 Weeks
These are the three most important rules of every good Facebook ad headline:
- Clarity – headlines should be clear and easy to understand. If you use professional jargon and complicated phrasing, your audiences might not understand your message. When writing a Facebook ad headline, always ask yourself whether your grandmother would be able to understand it. If the answer is yes – it’s good.
- Emotion – using emotionally charged words will make the customers empathize and connect more with your brand. Humans are emotional beings, and they’re drawn to things that make their hearts race.
- Honesty – never mislead your customers. Your headline should be concise and deliver a consistent message. So, make sure that it matches the creative, primary text and description, as well as your landing page. For example, if your ad says ‘’Buy 1 phone case and get 1 for free,’’ but your customers are taken to a page with a different promotion, they’ll feel misguided.
Facebook ad copy headlines are not to be confused with descriptions. Although they’re placed next to each other, they serve a completely different purpose. Let’s learn more about descriptions and their importance.
Facebook ads description
Facebook ad descriptions are the small piece of text placed below the ad headline. They’re used to provide extra context and support the headline and the main message. However, they do not appear on all placements.
This may be the reason why many marketers often skip this part entirely. Even though Facebook ad descriptions are not as prominent as the other two Facebook ad copy elements, they are still quite visible and effective.
Descriptions have a trilateral purpose – to explain the link, describe the service/benefits and prompt the customers to click it.
Here’s another good example that encapsulates these three link description purposes perfectly:
As you can see, the link description clearly describes how customers will benefit from this service. Even though it’s not as apparent and bold as other elements in this ad (images, emojis, and body copy), it is still more than effective.
Another lesson we can extract from the ad example above is the usage of power words.
By now, you’ve probably realized that power and action-driven words are an irreplaceable component of every ad-related strategy, and Facebook ad copies are no exception.
The company in the ad uses the link description part cleverly to visualize the benefits. While it’s not the lengthiest and most descriptive, it’s suitable for this particular ad because it sums up all the information in one short sentence.
Because the body text is very long and jam-packed with emojis, and the image is quite bright and vivid, the description should be short and sweet.
In general, we don’t recommend going over 30 characters for description copies.
Perfect Facebook ad copy framework
The goal of every single Facebook advertising strategy is to attract customers and increase sales. Ad copy is just a ‘tool’ and part of the process to help you reach that goal.
However, if you don’t use the correct verbiage and formats, the audience won’t give it a second thought – you’ll end up wasting time and money.
Try to tell a story instead of shoving promotional information down your customers’ throats. No one likes feeling pressured or forced into doing anything.
Instead, opt for a softer approach. Start with a catchy opening to grab their attention, use supporting information to warm them up to your product or service and top it off with an effective, action-driven call to action.
Here’s how you can perfect each of these three elements:
The opening should act as a hook – as soon as your audience sees it, they should be inspired to click on the CTA button to visit your website and learn more. This is the most important part of your Facebook ad copy.
Depending on the length of your ad copy, the opening size may vary from two sentences to two paragraphs.
We don’t recommend longer openings for mobile ad campaigns because users dislike long blocks of text. If you don’t grab their attention from the get-go, they’ll scroll past it in a blink of an eye.
There are two main ways to captivate your audience – referring to them specifically or sparking their curiosity.
The first way entails you speaking to your audience directly.
The ad copy indirectly informs the audience that the ad is about finance by talking about ‘’investors.’’ It’s not trying to directly sell any products.
Still, they imply that ‘’there’s a better way to do things.’’ If you read between the lines, it’s obvious that they’re selling some sort of fin-tech software or service.
And it targets the specific audience pretty well. It’s triggering the prospects by using the competitive nature of people in this industry and driving home the need to do “better than average.”
The second way to captivate your audience is to pique their curiosity.
This short and sweet Facebook ad copy is like a chef’s kiss.
It is the perfect example of how to make your customers curious. The simple ‘’can your wallet do this’’ opening made me check out the website immediately.
Can my wallet do what? My wallet can be a Wi-Fi hotspot?!
When you combine that with the apparent ‘’fast and free shipping,’’ you get the mysterious value proposition, you can’t refrain from investigating further.
That is exactly what a good opening should do – grab your attention and make users interested in the product or service.
Transitions are important because they’re like an overture to your CTA. A great way to use the transition part of your Facebook ad copy is to highlight the features, benefits and provide a bit more information about the offer.
In the ad above, we have a bit of everything – presenting the problem, easing you into the possibility of a solution and finishing the blow with a call to action. This is a great example of how transitions should work.
Good transitions can vary in length. However, they have to have that ‘’umph’’ to retain users’ attention. Think of it like butter. It’s smooth and seemingly understated at first, but it packs a good punch when combined with other ingredients.
Another good way to go about it is to use social proof or statistics as your transition. Talk about the problem first, mention some statistics or social proof to back it up. Here’s one good example:
Since the transition part can sometimes contain a lot of information, you can make it easier to “digest” and more interesting by breaking it down with bullet points and using emojis.
Call to action
The last, and the most crucial part of the Facebook ad copy, is the all-mighty call to action. Basic psychology says that people are more likely to do something if they’re told. That’s just how we work.
Facebook ads already have an automatically integrated CTA button, which is located just below the image. However, we strongly recommend including another call to action in the text copy itself.
The example above is pretty self-explanatory. Besides the integrated ‘’call now’’ button, you also have another mention of it in the ad’s body. It offers a discount code and it reminds the users that they have to call them to receive the benefit.
Calls to action shouldn’t be too long and overbearing. They should be inspiring, provocative and action-driven.
How to create Facebook ad copy that converts
The whole purpose of investing money in Facebook advertising is to increase conversions, and consequently, your return on investment.
If you don’t know how to create successful Facebook ad copies that will actually convert, your customer acquisition costs will skyrocket while your ROI will plummet – we don’t want that.
Here are three tips for creating click-worthy Facebook ad copy that will blow your customers’ minds.
Match ad copy with your Facebook Ads funnel
Matching your Facebook ad copy with the funnel stage is key. Since users at different stages of the buyer’s journey have different needs, you want to create a 1:1 match between your ad copy and their temperature (cold, warm and hot audiences).
As most of you probably know already, the Facebook ads funnel consists of multiple steps that are designed to turn prospects into customers.
You should custom-tailor each ad copy to fit the needs of the funnel stage it belongs to – different elements work for different types of users. We can divide them into three main categories:
- Cold – customers that are at the top of the funnel
- Warm – customers that are in the middle of the funnel
- Hot – customers that are at the bottom of the funnel
Cold audience is the most difficult to convert. Usually, this audience doesn’t know much about your brand, what you offer and might not even be aware of the problem you’re trying to solve.
You have to be patient with them. Use ad copy that evokes intrigue, highlights the unique value proposition, provides compelling benefits and ends with a strong call to action.
Obviously, this ad copy is aimed at someone who isn’t knowledgeable on the topic of social media marketing – especially small business owners. It has a long-form copy where it highlights a clear benefit that everyone will be able to understand.
The warm audience is aware of the problem and the solution but is currently browsing between different options.
They’ve probably already considered your service, but they need an extra push to finalize their purchase. This is also the perfect moment to ask for sign-ups, offer free demos, or inspire other valuable actions.
Offer a freebie in return for a sign-up. Or anything else that can get potential customers closer to the final conversion.
We like this ad because this example is simple and straightforward – sign up and receive a gift. It’s a great way to prolong your customers’ interest and have them purchase your product. There’s also a touch of urgency and fear of missing out by offering ‘’an exclusive opportunity.’’
Hot audience is just about to buy the product, though they’re likely still on the fence. You might notice them filling up their cart and then abandoning it or lurking around the same product dozens of times. Now’s the perfect time to offer an irresistible incentive, such as:
- Free gifts with purchase
- Exclusive discounts
- Free shipping
- Buy 1 get 1 for free
Here’s a great example of how to cater to hot audiences.
Not only does the company offer free shipping, but it also offers free returns. And, we all love machine washable sneakers – who has the time to wash them manually.
So, by matching the ad copy with the audience temperature, you essentially appeal to their needs and wants, making your ads super-effective at driving clicks as well as conversions.
Use primary text and headlines in tandem
Be sure to use the primary text and headlines as a one-two punch. They should be complimentary and point to one another.
On Facebook, a typical user will zig-zag through the ad with their eyes. The first thing users typically notice is the ad creative, that’s what stops them from scrolling. Then they look at the headline to see the offer. Finally, they look at the primary text for more context.
The ad from above offers an enticing primary text with a clear benefit. Then, it slowly takes you to the headline, where it clearly explains what the main offer is.
There’s also a convenient ‘’learn more’’ button next to it to inspire the customer to move to the next step of the sales funnel.
The primary text field and headlines are filled out separately for a good reason – don’t waste the space using repetitive language and phrasing.
Facebook ads are tiny and compact, so you must use available space wisely.
Differentiate your offer with a unique value proposition
Make your value proposition unique by differentiating your offer. Be sure to use your Facebook ad copy to call out what makes your brand and your product/service stand out.
You must highlight why your offer is better than your competitors’. What’s unique about your brand? Why should people choose your product over another? What value does it bring?
These are the questions you should address in your Facebook ad copy to provide a compelling reason for users to convert.
Potential customers want to know how a particular product will help solve their problems. Or, they want to know why your solution brings more valuable than others.
The value proposition in the ad example above is quite compalling – indestructable shoes. And what’s even more interesting is that these are lightweight, breathable and even stylish.
Now that’s something that helps a brand stand out.
Always mention something that’s unique to your product or your service.
By highlighting your unique value prop in your Facebook ad copy, you instantly create a feeling of diferentiation. And that, coupled with precision targeting, can leave a strong impression and inspire potential customers to convert.
7 types of Facebook ad copy hooks that convert
There are a couple of different ways to entice users to click on your Facebook ads and convert. The important thing about ad copy is that it should evoke the feeling of familiarity and sympathy. Prospects should be inspired by recognizing the problem you’re trying to solve and feeling the need for that solution.
It’s that one final trigger that will make them say, ‘’ah, I get it!’’ And “I need that.”
Here are some hooks that you can use to increase the emotional value of your ad copy. An added benefit – you can use these seven principles in your Instagram ads strategy as well.
Pain, fear, benefits
Humans are the most reactive when they feel pain and fear. It plays on one’s deepest and darkest thoughts and feelings. If you provide them with some light at the end of the tunnel, they’re more likely to accept your offer.
That’s the exact principle that you should apply when writing Facebook ad copies, especially when you’re catering to the top of the Facebook ads funnel.
The image and the headline use fear and pain to attract customers. If you are a business owner, you know well how awful it feels when the business is slow, and you can’t sign any clients. Any type of solution would be a godsend in those moments.
The ad above plays on that fear and offers an immediate solution. Then, it displays social proof (11,000 active members), a sense of urgency (‘’is about to expire’’), and an extensive set of benefits – 71% discount, never pay for leads again, etc.
Use an emotional story hook
An emotional storyline is probably the most effective way to appeal to your audience. That’s precisely why romantic dramas, or any type of drama for that matter, are among the most popular movie genres. People are empathetic creatures who like to feel heard and accepted.
Here’s an awesome example of how to use emotions for audiences who are at the top and middle of the sales funnel:
This ad plays on familiar emotions and feelings to entice the customer into purchasing their product.
First, the ad mentions common insecurities and doubts. Then it offers a simple solution – to feel better, treat yourself.
If someone is feeling bad and misheard at that moment, they might understand this message as a sign from the universe that they should treat themselves and stop caring more about their well-being.
Emotions are a very powerful driver in marketing, so make sure to implement them in your Facebook ad copies.
Here’s another great way to evoke these feelings. The ad creator describes the familiar feeling of anxiety before big events in our lives – or in this case, launching a virtual summit.
Then, it offers a set of cool summit promotional templates at an affordable price to make the whole ordeal much easier.
Who doesn’t love a good promo?
People on Facebook are bored of seeing the same thing all over again. You should break the repetitive pattern by introducing something new and daring into your Facebook advertising strategy.
Instead of using traditional positive affirmations, you can try something completely different – use a contrarian angle to describe your service.
This principle uses reverse psychology to increase the appeal of your ad. Users are drawn to controversy because they aren’t used to this approach. This angle works best when targeting customers who are at the top of the funnel.
In the example above, instead of starting off with positive reinforcements, the publisher starts off with a negative sentence – ‘’you shouldn’t need to map out an entire user journey…’’
It uses the contrarian approach because it talks about what things shouldn’t be like, and they show you how things SHOULD be done. Here are some other ways you can use this approach:
- Everything you’ve heard about this product so far is false – here’s how to XYZ
- Stop doing things like this, do that instead
- Have you also been tricked into using this product incorrectly?
Curiosity is another very effective way to prompt your customer into opening your ad. When they see something weird, provoking and unfamiliar, people have the urge to explore it further. That’s how we learn and develop as human beings.
A great way to incorporate curiosity in your ad copies is to use cliff-hangers – people can’t resist clicking on those. It’s great for approaching people at the top and middle of the sales funnel.
The ad body only uses two sentences to grab the user’s attention, and it does so brilliantly. You might immediately be prompted to think, ‘’but does it really taste like?’’ They even went the extra mile and added a bunch of question marks and potential answers.
And the call to action is great – if you want to know the answer to this question – try our product.
Social proof is a widely-used tool in every marketer’s strategy, and Facebook ads are no exception. Testimonials are as effective as they are because people love to know what works and what doesn’t before users make a purchase. And guess what – it works in all stages of the ads funnel.
As humans, we always gear towards what the majority likes and needs. That’s how we form social norms and expected behaviour.
The first attention-grabber is the six-figure number – everyone is looking for an opportunity to make it big. In this example, they’re featuring the success story of Mark Chapon, who managed to earn an insane amount of money with this service in under three months.
A highly effective way to use social proof is to include testimonials or endorsmenets in your Facebook ad copy.
There are many other ways to incorporate social proof in your Facebook ad copies, such as:
- 12,321 people have downloaded XYZ product today
- 1 million users and counting
- 98% of customers say that they love our service
- We have a success rate of over 90%
- Join 1,000 publishers and monetize your content
Highlight your offer
Users are interested in your product or service because it’s beneficial for them. Consequently, you should make your offer obvious and very appealing.
It’s best if you highlight the offer in the primary text to ensure that your customers see it across all Facebook ad placements.
Here’s one great example of how to highlight your offer to attract the customers who are at the top of the Facebook ads funnel:
The offer and the benefits are so clear that we must applaud the author. It mentions how many templates you receive, which benefits it comes with, what exactly the templates consist of, and who the material is suitable for.
To top it off, they offered an 85% discount alongside free bonuses. Amazing – this is how you turn cold prospects into hot leads.
Highlighting your offer is especially important for Bottom of the Funnel campaigns where you want to use short copy to focus full attention on driving conversions.
Leverage scarcity and urgency
Lastly, it would be best to leverage scarcity and urgency to urge your customers to perform the desired action. If people think that something is available only once in a lifetime, they’re more likely to purchase.
That’s exactly why limited-edition collections and product drops are so successfule.
People also feel special when they buy something exclusive, rare and time-sensitive. This is the perfect recipe if you want to cater to hot leads and prospects.
Scarcity and urgency are emphasized very clearly in the image above. The author clearly states that this is the ‘’last chance’’ to grab the product and save 70% ‘’only today.’’ If that’s not a now-or-never deal, then I don’t know what is.
Have you ever gone to Target on Black Friday?
That’s people acting up because of scarcity and urgency – they’re only able to score those insane discounts on Black Friday and no other date.
The ad copy is the spine of every good Facebook marketing strategy. They are a gateway between Facebook and your website. Getting them right isn’t difficult, but it requires patience, experimenting and practice.
If you apply a combination of the methods we suggested above, your conversion will skyrocket, and you’ll notice a massive increase in sales.
If you need help writing effective Facebook ad copies or any other marketing services, we will be happy to help. Schedule a free discovery call with us today.