What's the big deal with Facebook ad copy? Can ad copy truly impact your ad goals? The answer is an emphatic, YES! Ad copy is the secret sauce between you and your ideal customers.
You can have a great landing page, a ton of testimonials, or even an interest video. But none of that will matter IF you cannot get people to click on your ad. In this post, we'll discuss common Facebook ad copy mistakes to avoid to help you get the most return on your advertising spend.
What is good ad copy?
Writing awesome Facebook ad copy can be compared to writing a great book, headline, or blog post. Copywriting is a craft that takes practice, know who, and an intimate understanding of the consumer base.
Here are a few tips to keep in mind when writing Facebook ad copy.
- Your copy should match the funnel focus because it has to target specific users. For example, if the goal of your ad is brand promotion, it is meaningless to focus the content of your copy on a specific product or sales.
- Test versions of your Facebook copies. A/B split testing allows you to make sure that the final version is well received through all types of your target audience. It may take time and extra effort, but it is worth it.
- Use hyper-targeted copy with Facebook Pixel because you can segment to granular levels of data and learn about the specific needs of each target group.
- Make sure you have a CTA to ensure clicks, which means that the Facebook copy ad needs to have a clear message on the value of your product or service.
- Use the Facebook Relevance Score tool to determine its value in real-time with your chosen audience.
- Make sure the content sparks curiosity, otherwise, the information will not generate proper leads.
- Embrace FOMO (fear of missing out) to your advantage by noting that the copy has a limited-time offer for example.
Combine everything you know before finalizing your Facebook copy ad.
Benefits of good ad copy
The secret recipe for a good Facebook ad campaign is:
- proper targeting
- ideal placement
- proper objectives
- compelling copy
These combined ingredients will help you run a stellar campaign.
As we can see from the ratio of the elements, Facebook copy is a cornerstone for successful campaigns. To understand this we should remember that there are over a billion daily active users present on Facebook. The social behemoth is a great space for marketers to experiment, and obtain data from their ad campaigns.
Good copy can persuade, excite and entertain. Knowing all this what types of mistakes should you avoid when writing copy for Facebook ads?
Facebook Ad Copy Mistakes to Avoid
Facebook provides many options for targeting audiences based on their interests. There are a lot of strategies and tips you can implement. Because of that we prepared a list of what to avoid or keep a close eye on.
Ad Copy does not match campaign objectives
Any type of creation and project needs to have an objective. When you start your Facebook ad remember that on different stages of the sales funnel you can target Facebook ads to deliver awareness, consideration, and conversions of your business.
Ensure your copy matches the objective of the ad. For example, if your objective is lead generation ensure your copy includes the proper call to action or incentive. The copy should work to persuade the viewer to take action (e.g. complete a lead form or visit an external lead page. In contrast, if your objective is to increase reach then your copy should incentivize the user to share or engage with your content on the platform.
Incorrect Facebook Ad Targeting
Facebook ads have targeting options that allow businesses to reach their best audience. Several features include analyzing behavior, contacts, creating lookalike audiences, layered targeting options (location, demographics, and behavior). All of them have their benefits and limitations. The key is to create copy that matches your demographic. In other words, write for the people you want to speak with.
Many new advertisers make the mistake of targeting too broadly. For instance, avoiding any location restrictions or language means you may be reaching people who can't even read your content.
Ensuring your copy is in alignment with targeting is a simple detail that can save you a whole lot of time and hearthache.
Neglecting Copy Specifications in Ad Type and Placement
There are different ad formats to choose from. It can be tricky if you don’t have a specific audience in mind. Let us start by defining the most common ad types.
Common Facebook Ad Types Include:
- Making use of canvas
Every ad type will have different copy specifications. Small considerations like truncation, appearance based on ad placement, and domain appearance will be the first impression your brand makes when greeting a potential using online.
For example, Facebook right column ads have a 40 character limit. Interestingly, right column ads use the least amount of text but are typically considered the most expensive ad types on Facebook. In cases like this, ad copy is the most compelling factor in the campaign.
It's important to understand that ad copy will appear differently based on different ad types. In the example above the advertiser is limited to a 40 character headline and domain. In contrast, a feed post ads have different copy specifications. As you can see below Domestika's Copywriting for Social Media course utilizes more available copy space including text, headline, link, and link description. Keep in mind text is truncated after a specific character count (e.g. link description is truncated after 30 characters). Therefore, visible copy before a user engages is incredibly important.
Adjusting Copy Based on Analytics
Your copy strategy should correspond to analytics. Do not neglect the numbers. I repeat "Do Not Neglect the Numbers". When it comes to ads, data is the gateway to better results. After you run through your KPI checklist it's now time to reverse engineer what copy is more effective and why.
A List of KPIs Facebook Ad Managers Should Care About
- Ad frequency
- Click-through rate
- Conversion rate
- Number of generated leads
- Ad performance by type and placement
- Clicks by interest
Smart ad managers often group campaigns. For example, following Domestika's ad mentioned above the advertiser may choose to create several copy angles to attract social media managers in the United States. After a few weeks of running the campaigns a smart advertiser will evaluate the results of the campaign to determine which copy angle provided the best results.
Lack of a Clear Value Proposition
Value propositions can be considered on of the most important aspects of marketing. Value proposition is the secret stuff you use to persuade people to do business with you.
The mistake is, again, laziness. Many companies do not bother with master the value proposition. To make sure you understand the idea behind value proposition let's take a look at a real example. In this ad by "Wake up to Freedom", the advertiser makes the value proposition very clear.
Workshops are Better than Webinars
The user who views this ad immediately understand the value they will receive by engaging with the advertiser. The advertiser again uses copy to persuade webinar hosts with a bold, " I will prove it to you" statement. Imagine an alternative scenerio. Wherein, the viewers does not see this copy and is instead presented with an unedited video. If we are being honest (and we are always honest), the value proposition would not be as clear.
To be sure that you have a good value proposition in your Facebook ad make it clear and easy to understand. Emphasize the benefits or results the user will receive. Keep content clean, without buzzwords or meaningless slogans, and emphasize how you are different from competition.
Disregarding The Importance of Media and Copy
Content strategy will determine the success of your ad campaigns. You may not be as tech savvy as huge corporations but with Trustads and a big appreciation for the details you can make huge leaps in the FB ad game.
Following the example above, copy and visual marketing absolutely fall hand in hand. Deciding what words to use in a video or what words should appear on creative is critical to relaying the proper message. As the world of internet users continues to compete for attention every single word you use will make an impact on your ad campaign. Using copy to make simple tweeks to media can mean the difference between a sales conversion or hidden ad.
Some simple considerations to make regarding copy and media:
- Create precise video scripts (focus on being able to master the first 15 seconds of your pitch. You only have a limited window to hook your audience, use it wisely.
- Don't forgo copy for aesthetic. Bridge them together to make a compelling offer. For example, when running a sale the viewer should be aware of the ads intention. Neglecting the world sale or a phrase the indicates some sort of special offer defeats the purpose of the ad (see Talkia's example below).
- Avoid fluff at all costs. Unless you market responds to clouds and cotton candy, marketing fluff is a poor use of word space. Instead, opt for precision.
Not Experimenting With Different Ad Types
Audiences are different which means there are different outcomes to their engagement. Avoid is the 'mainstream practice' of funneling at your ad budget into standard news feed or right column ads.
Instead use copy and different ad types to engage users differently. You might find that your audience enjoys consuming different types of content.
For example, Champs Sports increased their return on ad spend with 6-second video ads. Again, it is super important to A/B test different ad formats. You might find your audience is more responsive to videos, images, or messenger ads. Making an assumption beforehand limits your possibilities.
Final Thoughts on Facebook Ad Copy
Make your copy count. In the world of advertising the opportunities to optimize are few and far between. The words you use matter because it's the core purpose of the advertising e.g. to communicate the brands message or offer.
If we break Facebook advertising down into a simple digestible statement advertisers are simply trying to meet the right people at the right time. Refining what you say to them when you first meet or meet again for that matter is the secret sauce to successful campaigns.