Facebook is the biggest social platform in the world, as it connects over 2.8 billion users across continents. Today, their feeds are dominated by posts from friends interspersed with paid ads.
This is an excellent marketing channel for any company if its strategy is balanced. The quality of advertising copy can make or break any campaign. What should your text look like?
Effective advertising engages, persuades, and entertains users. Advanced management tools like aitarget help companies create effective ads automatically, engaging different types of media.
The text accompanying those images and videos must be powerful and concise. Here are the key tips for marketers in 2021.
1. Narrow Your Audience via Facebook Targeting
Ads must be based on your company’s buyer persona. Who is your target? What needs do they have, and how does your product solve their problems?
Unlike a website, where messaging may speak to all potential customers, social media requires a narrowed focus. For example, ads may be targeted to females over the age of 30 who live in Canada and are interested in yoga.
2. Show Different Ads to Different People
Facebook ads allow precise targeting, so why not use its strength? Your ads should not feel like a billboard, even if you offer a broad range of products for most demographics.
For example, suppose you are a retailer selling clothing for kids and adults. Your catalog includes apparel, footwear, accessories, underwear, and even bath and body products.
Most users will only be interested in a portion of this collection. For example, ads for activewear may target consumers who have listed fitness as their interest.
3. Make Sure the Image Matches the Copy
The visual component of your ad must work in harmony with the copy. If they contradict each other, the user will wonder if what they see is actually an advertisement. Many businesses make the mistake of choosing images without much thought, which results in a jarring experience for potential customers.
For example, if your business is a coffee house selling lattes with unique flavors, they should be visualized in the photos. If creating new images is difficult, you could take advantage of different image tools. For example, Bannersnack, Canva, and PicMonkey will help you generate unique visual content.
4. Integrate a Call-to-Action
Every ad must prompt the user to take a particular action: visit your catalog, sign up for your newsletter, follow your page, etc. Without a clear goal, your money will be wasted. Always start with your objectives.
Are you launching ads to raise brand awareness, sell products, or generate leads? Tell users what you want them to do. For example, the “Shop Now” button encourages them to make a purchase on your site.
5. Be Concise and Value-Focused
Consumers do not like lengthy texts. You may feel tempted to include too much information, but this will only overload the ad. Learn to explain your offers in only a few words.
Shorten your copy focusing on value, not features. Highlight the benefits for the consumers and the problems your products solve.
6. Use Simple Language
The copy is there to get your message across, so it must be understandable for all users. This is not high literature. Use simple language and stick to the point. Even a 5th grader must be able to comprehend it.
Describe what you are offering, how it benefits the audience, and what they should do next. For example, a refinancing firm may use the following wording: “Pay off loans faster. Apply Now”.
Always Test Your Ads
One of the advantages of advertising on Facebook is that tests are relatively cheap. You may launch two different versions (for example, with the same photo but different wording) to see which engages the users better.
Compare the number of comments, likes, and conversations you spark. For example, you may ask your audience a question in one ad, and make a statement in the other.