10 Tips for Creating Killer Facebook Ads That Convert

Did you know that Facebook users click on an average of 12 ads per month? It means companies compete with hundreds of e-commerce businesses to get those few clicks.

Since Facebook bombards users with thousands of ads daily, many companies resort to clickbait. While it may increase your click-through rate, it doesn’t always lead to sales conversions.

The right Facebook content strategy aims for a killer copy for your ad that doesn’t get clicks but generates paying customers.

 

10 Tips for Creating Killer Facebook Ad Copy

Companies hire the best professionals to run Facebook ads. But they fail to get results. Although many factors contribute to ad performance, including competition, price, and product, a crucial factor is the effectiveness of the ad copy.

When was the last time you were moved to a purchase because the ad copy made it sound like the only solution to your problem? I can count numerous times that this has happened to me. 

Compelling ad copy is essential to increase ad effectiveness. And when you combine this with a targeted audience, you’ll see immediate and long-term results.

So, without further ado, here are ten tips to help you ace Facebook ads.

1.  Less is More

US adults scroll on Facebook for an average of only 33 minutes daily. They wouldn’t spend much time reading long ad copies in this short window. Even the thought of reading a piece longer than 300 characters may put them off, no matter how effective the hook is.

So, for Facebook ads, keeping it minimal is vital. However, it doesn’t mean you don’t communicate the essential points. I suggest keeping it short and crisp, ensuring the copy includes everything you want your target audience to know.

2.  Use Simple Language

Unless you market to scholars and learned professionals, use simple language. Your target audience won’t be impressed by the vocabulary you use but by the benefits you advertise.

3.  Study the Audience’s Pain Points

Your ad should strike the right notes with the audience. For that, the copywriter must study the pain points of the audience. For example, if the ad is for a tea promoting weight loss, the copywriter should know the everyday struggles the target audience faces. Going to platforms like Quora and interacting with the audience can help identify pain points that may not have been known before.

4.  Don’t Shy Away from the Numbers

Many businesses believe that quoting a price on the ad is a bad strategy for a price-sensitive audience. However, they don’t realize that quoting the price on a simple ad can have a tremendous effect on the conversion rate. Only those people will click the ad who find the price effective, thereby getting clicks that have a high chance of converting.

5.   Add Only One Call-to-action

The copywriter should craft the ad keeping the goal in mind. If the aim is to create brand awareness, a website link or a “Shop Now” button would be enough. In this case, adding the discount offers that the brand is running is pointless. A single call-to-action keeps things simple and the audience focused on the ad.

6.  Complementary with Visuals

As I mentioned earlier, many brands use clickbait to get the user to visit the link. But it is not effective. It only increases the marketing cost without much impact on the conversion rate. The text with the ad and the visual – photo or video – should complement the ad and, of course, the product you’re selling.

7.  Get Fresh Ideas

If only one person were doing the job of writing the ads, they’d soon run out of ideas to keep the content fresh. It is critical to get some perspective from other employees and individuals. An excellent idea is to outsource the copywriting job to a freelancer or get some fresh ideas from interns.

8.  Run Some Tests

I can’t emphasize this enough – tests are crucial to ad generation. Even after you craft an ad piece with the audience’s pain points in mind, use complementary visuals, and give an attractive offer, it may not resonate with the audience.

Or a slight change of font or photo element in the video or graphic may change the look and feel of the ad. For this, it is crucial to do a test run before investing heavily in an ad campaign.

9.  Different Ads for Different Audiences

Imagine that a woman is shown an ad with men’s sportswear. Would she purchase from the site if she didn’t know that you also sell women’s sportswear? Even the chances of her clicking the ad are low if she is brand aware. Now even known brands like Nike and Adidas develop different ads for different audiences to increase clicks and conversion rates.

If your target audience is the young generation, even the choice of colors could make the ad appealing or unappealing to your audience. So, if you target a wide variety of people, ensure the ad graphic and copy are set to their perspective.

10.  Use Text in Pictures and Videos

Visuals are not just used to grasp user attention. They could be vital to the overall copy too. A slogan or a USP mentioned clearly in the video, or the photo could be a game-changer.

Even if you have hired an influencer or a celebrity for your campaign, add some words to the photo or video. Remember: ad copy isn’t just what you write atop. It also includes the text shown on your image and the words spoken and displayed in your videos.

Conclusion

The main thing that I wanted to highlight is that there are multiple ways to gain user attention. But not all these ways help convert the user into a customer.

So when the competition is tough and clutter is so hard to break, follow these tips to stand out from your peers. 

Thanks for your attention!

If you’re a media buyer, I hope that you learned something new!

If you're an eCommerce brand founder and you:

- Spend too much to acquire customers
- Waste money on expensive, rubbish traffic
- Can't create high quality content at scale

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