Tips to write winning Facebook Ad copies

Tips to write winning Facebook Ad copies

What is copywriting?

Copywriting is the art of writing texts and promotional words for webpages, ads and other promotional materials. Words that can influence the sale of a product or service.  Something that can inspire a customer to buy the product. A copy is the first point of contact between the customer and the seller.  A copywriter reaches the customers through billboards, magazine ads, sales letters, blog posts, and more.

Content marketing, graphic designs, SEO and growth hacking are part of the digital marketing plan, but copywriting interweaves these connections to bring out the actual requirement of the customer, places them in effective words and rings a bell straight in the consumer’s mind.


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This is in response to the spelling mistakes that people make while typing, as established by Google.

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What is advertisement copywriting?

Advertising copy is known as copy or sales copy that is written to increase brand awareness and to persuade a person or a group to take action. The collaborative effort of a copywriter with the art director and creative director shapes an ad copy. Compelling copies can have a deeper effect on your brand.




Cheesy ads that send the message right acrossFunny ads

What is the importance of copywriting in social media?

Social media has a lot of competition as Facebook shares roughly 30 billion pieces of content per month. Therefore, to break through the noise you have to wield your words well. Social media ads are tougher as they are bound by character limits. Facebook allows from 63-600 characters. Avoid hashtags on Facebook. Facebook sends more website referral traffics and is more focused on news and entertainment. Video content is also a great call on Facebook.

Before you start copywriting on social media decide on the voice that your ad will take. You have to understand yo0ur audience, demography, location, occupation. Fix the language as casual, professional or a mix of both depending on the former choice. Make the tone cheerful, serious or concerned and decide the purpose of your advertisement. Is it instructional, informative or just to spark brand consciousness with entertainment?

  • Since the purpose of the advertisement is to engage with the audience, emotional language is the key to reach your social audience.
  • The fundamentals of copywriting have remained the same with digital and social media copies.
  • State a problem, sprinkle salt on it and then dish out a solution.
  • Once you start attracting audience attention, provide details that would fan their interest.
  • Spark desire and show them how their life would be better by adding the product you are selling in their life.

Finally, provoke them to take action.

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Keep your language and sentence structure simple, short and concise. In social media, brief copies are read.

  • Compelling words make your copies interesting for your audience.
  • You should maintain credibility by backing up your claims.
  • Your image post should complement your copy and vice versa.
  • Commit to readers to provide what they find interesting.
  • Prove you can deliver the promise.
  • Subtly push them to take the next step.

Finally, do not repeat the same ad that you are posting on Facebook and LinkedIn. The audience is different. Your Twitter account may like hashtags, but Facebook doesn’t so these are the watch-outs that you should keep in mind.

Tips to write winning Facebook copies.

Facebook has listed four focus points for advertisers.

The first thing that Facebook advocates are to be upfront with customers and tell customers what they are signing in for. Giving a personal email link they should explain to customers the value proposition to people for future outreach.

Facebook also tells copywriters to relate to a feeling of giving before asking. It could be anything, from a newsletter, discount code, webinar, eBook etc.

What your Facebook post communicated should be retorted by your landing page. Brands should test different landing pages to see which garnered the highest click-through rate and conversion rate.  A Website Custom Audience should also be considered by brands to retarget those audiences who did not convert.

Through image and copy, hints motivate the audience, create articulate copies showing some of the benefits and leave the rest to create curiosity to learn more. Create a sense of urgency, a reason to click with time-sensitive, limited periods. Do not write copies that over-promise or underdeliver.

What are the main lookouts in a Facebook ad copy?

The first objective to look out for is what is the audience demand.

What unique value will people get from your brand?

What is your target audience?

Make your final message to the audience keeping all these thoughts in perspective clear and concise.

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One thing they said they learned from co-hosting 21 webinars is that promoting webinars with paid advertising is the key to driving high-quality, targeted event signups.

But to drive more signups, they had to remove the obstacles for better prospects. Meaning, they started using Facebook lead ads to reduce the number of steps users have to take to register for our webinars.

And it worked as we expected.


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Instead of offering a discount code or a physical product, Audi ran a competition to win a 30-days test-drive with their new car, and they need names and email address to enter the giveaway.

A giveaway is a clever lead ad because Audi knows what kind of an incentive resonates with their target audience. Plus, they know they can convert prospects that book a test-drive more easily.

This way, Audi collects highly targeted leads on Facebook that they can later nurture with email marketing and paid ads.

As a marketer, you need to make sure you’re putting the ingredients together to create an ad that gets the job done, and strong copywriting is an essential part of a good Facebook ad.

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