Facebook ads can be extremely powerful when leveraged correctly and with a clear-cut strategy and measurable goals in mind. Besides the mechanics of getting ads up and running, our clients often stumble when it comes to crafting creative copy and visuals that pull at the heartstrings of their ideal target market audience. In this blog, we’re going to share the three types of copy to consider crafting in your next Facebook advertising campaign.
1. The Short and Sweet
You’ve heard it before, people’s attention span continues to get shorter and shorter as the years tread on and the same goes for reading your ad’s primary copy. That’s why hooking your audience with a quick question, sharing the benefit, and closing it with a simple call-to-action so your target audience knows exactly what to do next and is a simple way to create an easy-to-test copy format.
If you were to run a giveaway or a free membership, or trial of your course to a lucky audience member with the goal to grow your email list, your short ad copy may sound something like this…
35+ years worth of social media tips, strategies and mechanics all rolled into a monthly membership for you?! Yes, really! Enter your email address at the link below for your chance to win a free 3-month membership with XYZ Corporation. Click here and I can’t wait to see you on the inside! yourdomain.com/entertowin
Though the ad itself will be clickable and drive traffic to your landing page, having the link in the ad copy will help make it easier for your audience to take that action!
2. Traditional Story Telling
This is where you get into the weeds a bit more and share expanded details of what you’re offering, being sure to flex your expertise muscle as well as speak to the pain points of your audience.
The first thing you want to do is call out your audience by name. If you’re talking to B2B Marketers say “Attention B2B Marketers” in the beginning of your ad copy. If you’re talking to stay-at-home moms, say “Hi, stay-at-home moms!”
Next, give them the call to action “above the scroll.” Before they need to click on the “see more” within the copy, they should already know the offer AND what you’re asking them to do upfront from both your copy and your creative (video, photo, slideshow, etc.). Yes, the creative should also do its job to visually tell the story quickly as well!
Then, bullet out the list of benefits. Ahem, as a reminder, these are not features. The benefits should note the transformation they’ll feel when they opt-in to your newsletter, download your freebie, join your waitlist or register for your upcoming webinar.
For the purpose of this blog, we’ll stick with the 3-month complimentary membership as the offer. Please note: You can, in fact, apply all of these copy examples with any irresistible free or paid offer. Again, testing and tweaking your creative is the way to see what works best for your product/service and your target audience.
Attention Small Business Owners! Here’s your chance to receive a complimentary 3-month membership. All you have to do is enter your email address at the link below!
By opting in you will:
- No longer stress about the financial status of your business, you’ll have a sound system in place to revisit and update every single month
- You’ll gain clarity and confidence when it comes to leading your team and growing your business with intention
- Breathe a sigh of relief to know that you have a supportive community backed by 35+ years of business ownership experience
- Gain a clear understanding of your game plan BEFORE you roll into 2022
If you wanted to try a version of this traditional ad copy by sharing features, the bullets may look something like this…By opting in you’ll have the opportunity to:
– Learn from our CEO, Deanna, who has more than 35 years of experience advising small business owners on their business foundations and fundamentals to make sure you’re ready to kick off 2022 with clarity and confidence
– Tutorial videos to show you the team’s coveted techniques for business planning and financial forecasting
– Exclusive offers available only to our subscribers ← this should be you!
– First dibs to our wildly popular business roundtable quarterly events where we show you how to finish out the quarter and continue to make progress toward your goals in the upcoming quarter.
Enter right here for your chance to win! yourdomain.com/entertowin
3. Emotional Pull
There are two sides to people on the emotional side and the logistical side and it’s important to know which camp your audience plays in most often. You may be surprised with putting this piece of copy up against the other two and what you’ll learn about your audience fairly quickly. The emotional copy really pulls on the heartstrings and pain points of your audience, while allowing you to share your story in a human way and continue to nurture and build the trust of your audience.
First, we love to grab attention with shouty caps, it’s something that over the years we’ve seen perform. Mix that with a less-than-popular statement that draws in your ideal audience and you’re off to a great start.
Next, speak directly to your audience by stating flat out who your opt-in, membership, group, etc is for. Since we love short and snappy around these parts we put this into easy-to-digest bullet points.
Then, at the end our call-to-action is clear and concise and tells our audience what to do!
IT’S ALMOST HERE! ENTER TO WIN A COMPLIMENTARY MEMBERSHIP
This giveaway is for you if…
- You’re a heart-centered small business owner who knows the numbers but is looking to level up in 2022 to not just make more money but a greater impact on the world.
- You love to learn new tips and tricks to make your business system run like a well-oiled machine.
- You want to get exclusive access to member-only events, quarterly reviews and 1:1 custom training.
- You can’t get enough of collaborating with like-minded business owners in an environment specifically made to have deep dive conversations.
Ready to learn more and join the waitlist for your chance to win a complimentary 3-month membership?! Click here to get started: yourdomain.com/entertowin
Testing Testing and more Testing
These are just 3 of many types of ad copy you can run to your offers with your audience in mind. When we’re running a campaign for a brand new client, we want to better understand how all of our creative is resonating with their audience, which is why we almost always run dynamic ads.
But, what are dynamic ads on Facebook?! Dynamic ads use Facebook’s AI to match your primary copy, headline copy, and creative with each other. Essentially, you give Facebook all the ingredients — 3 pieces of primary copy, 5 headlines, 4 pieces of photos/videos — then they mix and match those ingredients and serve it to your target audience outlined in the ad set and give you data back after on what elements performed best within your ingredients list.
I know that we all love a good case study! Here’s a case study just for you to enjoy. → Learn more about ads from this Oh Snap! Social case study.