Let’s get straight to the punchline: if you’re running ads on Facebook, you want results.
You want conversions.
Why run ads if you’re not getting any leads or sales in return?
In order to get more conversions on Facebook, we need to focus on getting just a few things right:
1️⃣ Having an irresistible offer
2️⃣ Knowing who our perfect customer is
3️⃣ Writing copy that compels the audience to take action
If we get those three ingredients right, it’s impossible to fail.
But it’s that third point that I’m going to focus on in this article: how to write Facebook ad copy that gets more conversions. What are the words, phrases and techniques we can use to compel people to take us up on our offers?
Why is Facebook ad copy so important?
One of the big mistakes I see when businesses first start advertising on Facebook is focussing too much time on the little technical elements of a campaign. What ad format should I use… What bidding strategy should I use…?
At the end of the day, none of these things matter if you’re not writing good copy.
As consumers scroll through their newsfeed, there’s a lot going on… pictures of friends and family, crazy cat videos, purple elephants eating apples… etc etc.
There’s a lot of distractions.
Which means as an advertiser, you’re fighting a losing battle before you’ve even begun.
You need to work hard to gain their attention.
As people scroll, the first thing that’ll catch their eye is your ad image/video. If that catches their attention, they’ll read your ad copy.
That’s when the decision will be made on whether they click your ad or not. If your ad copy isn’t good enough, they won’t click the ad. If they don’t’ click the ad… you guessed it, no conversions for you.
Good ad copy is vital to the success of your campaign.
With that in mind, let’s get into my 5 tips for improving conversions with your Facebook ad copy.
1. Ensure Everything is Benefit Driven
Most people are guilty of is writing about the features of a product/service, rather than the benefits. I see this happening all the time… and it leads to a not-so-compelling offer.
People don’t care what an offer includes, they care about how the offer is going to change their life.
For example, let’s take a personal trainer selling an online programme aimed at helping women to lose weight. If we talk about the features, we might write things like ‘countless hours of training’, ‘online members-only portal’ or ‘members only Facebook group’.
These things are great. But they’re not telling us what the benefit of joining the programme is – they’re only telling me what the programme is made up of.
Instead, they should be doing is selling me on how the programme will help me get the body I’ve always dreamed of. Or, how I can enjoy time with my kids without getting out of breath.
Those are the benefits.
The things that tug on the heartstrings.
The ‘So That’ Method
One of the best ways to ensure you’re talking about benefits in your copy is by using the ‘so that’ statement. Every time you talk about a feature, add ‘so that’ to the end of the sentence. It’ll prompt you to explain the benefit.
Countless hours of training so that you have everything you need to develop the body of your dreams.
Online members-only portal so that you can track your progress leaving you feeling motivated and inspired. No more tired, stressed days.
Members-only Facebook group so that you can ask questions, get support and inspire other people in the same boat as you.
See the difference?
How will their life change by taking you up on your offer?
2. Don’t be THAT Person…
When you advertise on Facebook, your ads will be served to people who have never heard of you before… and don’t care who you are or what you have to say.
You need to make them care.
If you begin by talking about yourself, you’ll lose them instantly. Nobody likes that weirdo at the party that talks about themselves all night right?
So how do you make them care?
Similar to point 1, talk about the benefits of the thing you’re trying to sell. If you’re giving away a free guide, write about the benefits of downloading the free guide.
If you’re inviting them to join a webinar, tell them what they’ll learn and why that matters.
It’s not about you. It’s about THEM and the value you’re bringing them.
Another good way to make sure you’re talking to the right people is by asking a question at the start of your copy, such as…
“Hate your 9-5 job?”
“Looking for ways to leave your job?”
These are ‘yes’ questions. Questions your perfect customer would answer yes to. Because, if they say yes, you’ve immediately hooked them into paying attention to the rest of the ad.
If they say no, great. They’re not your perfect customer and they’ll move on.
3. How Can You Be Relevant?
One of the best things about advertising on Facebook is the ability to target super specific groups of people. We can target people based on pretty much any interest, behaviour or demographic you can think of.
That’s great for obvious reasons… being able to target the people we think are most likely to convert. But not just that, it allows us to be super specific with our messaging and ad copy as well.
If you’re a local business, targeting people in Liverpool, that could be as simple as mentioning the location you’re in. For example, a chiropractor in Liverpool could write:
“We’re offering free back massages to 10 people in Liverpool. Click here to sign up now!”
Immediately, the advert is relevant to people living in Liverpool, and if they fancy a back massage, they’re going to take you up on that offer.
Or maybe you’re a t-shirt company and you’ve created t-shirts with specific football teams on them. Simply target fans of the football team and write something like:
“Roaring Aberdeen on to win this year? Get your t-shirt to show support”.
Immediately, the advert is compelling for Aberdeen fans.
Ask yourself, who are you targeting and what can you do to make your ad immediately relevant?
4. One Call To Action
When running adverts, it’s important we stick to just one call to action.
We don’t want to give people lots of options and choices. We don’t want to try and sell them 101 different things.
Our advert should be driving people to do one thing. Otherwise, we run the risk of confusing them to a point where they take no action at all.
The same goes on your landing pages, you want to drive people to take one action. I go over that in this video:
5. Show Proof (and use numbers if you can)
Arguably the most important copywriting technique is including social proof. This means sharing the results and success others have had in working with you.
If you don’t have any examples of success or testimonials, even just sharing the number of people who have taken that action can work, such as: “Join the 234 other guitar players who have downloaded this free guide”.
Showing social proof helps you to build credibility and authority, which is required if you’re to have people want to work with you. Why would anyone work with someone that isn’t credible?
Think about when you buy something online, I bet you do a little research to see what people say?
Perhaps you check out the reviews, see how many stars it’s got? We all want to make sure we’re making smart buying decisions. If we see other people have purchased a product and seen results, we’re much more likely to do it ourselves.
That’s a wrap!
Those are five Facebook ad copy tactics I use to increase my conversions. Take them, use them, abuse them and see how many you can incorporate into your ads and all your marketing.
Everything I’ve spoken about here can be used outwith your advertising too. These are copywriting principles, not just Facebook ad principles.
One thing to always bear in mind is, the people reading your ads will always have a ‘what’s in it for me?’ mindset. Meaning, you need to make the decision an easy one for them by showing it’s risk-free through social proof, by showing you understand their needs and by showing that there’s a huge amount of value in doing what you’re asking them to do.