So, you’re doing Facebook ads to market your wellness business. It’s a smart move in today’s world. Underpriced attention should be capitalized on. There is a lot to learn, as Facebook ads have a lot of moving parts that are constantly changing. One of the parts you have to get good at is Facebook ad copy. Facebook ad copy can be fairly simple for many ads once you get the basics down. Keep reading to learn which pieces of the Facebook ad have copy and tips to write the most effectively for Facebook ads for your wellness business.
Before you publish your campaign, you need an ad. If you already have an ad and are wanting to make changes to better performance, I encourage you to not start with ad copy. While this is somewhat controversial, most agree the image is the most important part of a Facebook Ad. This varies a bit depending on the purpose of your ad, but for the most part, I believe the image is a great place to start when testing different ads.
Before changing your Facebook Ad copy, test a new image at least 5 times. Some suggest more or less, but you can decide how much testing you would like to do. By doing this, you want to duplicate the ad in your Facebook Ads Manager and change only the image. Keep everything else the same and publish the ad. Be sure to have both ads still circulating together and see which image seems to perform better. You should be able to have enough results in a couple of days to have an idea of which image is performing better.
Now we can get into the copy. First, we will break down each of the opportunities you have to provide the copy in your ads. There are four places on a Facebook ad that has copy. All can be used in various ways to get your message out there.
In the text portion, people often describe their offer, story or purpose of their ad. While most suggest short copy here, long copy sometimes has success as well. The most important thing is that the first sentence grabs their attention enough to continue to read.
This is where you have a great opportunity to put the important part of your ad. Your call to action or something that will grab people’s attention is often written in the headline. This is the part of the ad that is closest to the image, making it very easy to see and likely that it will be seen right away.
This is where you can give more details about your ad. This part must be very short, and I wouldn’t focus too heavily on it. In many ad placements, as well as mobile, your audience won’t be able to see much of this copy, if any at all since certain placements don’t show it. A couple of sentences here with the most important information about the offer/campaign will be plenty.
While Facebook highly discourages text on ads, it is an opportunity. If your ads have too much text, Facebook either won’t approve the ad, or they will hit your reach and not display your ad to as many people. I would only go this route if you see value in a small amount of text. Adding in a small graphic that displays 20% off or something similar seems to perform just fine. Just keep text to a minimum on images.
Now that we have discussed all of the Facebook ad copy opportunities and how to use them, here are some tips to use when you are writing it. You want to be sure your copy is equally as persuasive as your image to create a strong ad.
This goes for anything in marketing, but we’ll still state it. What do you want your audience to do? It’s important to have this down. Once you have this figured out, the goal of your copy will be very clear. You can keep this in mind as you write to make sure everything is one unison story. If your audience isn’t clearly guided to your goal, they will never get there. It’s our job to educate our audience. Whether we are educating them on our product or service or educating them on a problem they should solve, it’s important to keep this in mind.
Another part of figuring out your Facebook Ad goal is understanding where they are in the funnel.
Awareness: The goals for these ads will be more about the brand or problem awareness. If your ad is directed towards people in this part of the funnel, you will need to educate them in your ad about a problem they are having they might not be aware is a problem or educate them on who you are and what you have to offer.
Decision: Since these people are aware of their problem and solutions, you will need to show them why they need YOUR product or service as their solution. This is where you really want to sell!
Action: These people are ready to take action. This is where you lead them straight to a sale with call-to-actions and lead generation/conversion campaigns.
Now that you have a clear idea of what your copy needs to convey, now you have to start to think about how to convey it. Your audience will determine the tone you use, as well as the word choice. What age group are you talking to? Educated or not? Male or female? All of these factors play a role in how your copy will read. This is a good chance to refer back to your buyer’s persona. If you don’t have one, download my free user persona guide to help you create one. Once you have one, try to imagine how you would write directly to that person.
This is slightly controversial, but most people agree that Facebook ad copy should be on the shorter side. I think shorter often works, but I also think it depends. Depending on the goal of your ad, the longer copy might make a bigger impact. The longer copy is only for the “text” portion of the ad above the photo. The other places for ad copy will not allow such long text and also isn’t the best place for it anyway. If you decide to test long copy, be sure the first sentence or two is great for grabbing attention. If the first sentence doesn’t intrigue them, nothing else will get read. This is true for most copy, but even more true in the social media world. There is so much going on in a person’s news feed that their attention span is possibly the shortest you could imagine.
If you are trying to get your audience to take action, you will need to create an urgency. By using phrases such as “limited time” or “this week only,” you create a sense of urgency with your audience that may help persuade them to take action. People often take action when they are afraid of missing out on something. So, using this kind of verbiage can really help get them to take action.
Speaking of taking action, you have to make sure your ask is very clear. This is where you make sure your goal of the ad matches your copy like we talked about above. If you want them to take action, you must be sure it is clear and in a good place such as the headline.
Facebook ad copy gets easier the more you write it. If you still struggle to write good copy, you can contact me for some help or download my free guide to help you plan out your Facebook ad copy while being guided through the process.
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