The 5 Key Laws of High Converting Facebook Ad Copy

Writing Facebook ad copy requires specific strategy, because Facebook ads have minimal copy to begin with and usually rely heavily on visual components.

This, however, does not mean that the ad copy is not important for creating conversions!

In fact, Facebook ad copy is probably the most important part of the ad, because it will take these few sentences to get your brand’s message across quickly and convince the viewer to make that first click.

I’ve made millions $$$ using specific Facebook ad strategy, so trust me when I say, Facebook ad copy is worth paying attention to! Take a look below for the 5 key laws to follow.

1. Main Ad Text

The main text is the first part of your Facebook ad that your target audience will see when they scroll down their feed.

This is the overall summary of your ad, and it appears at the top of the ad above the visual.

Statistics show that this main text should be between 14-20 words if you want to effectively get your message across without losing your viewer’s attention.

2. Headline

The headline of your Facebook ad appears right under the visual component.

It will be in a slightly larger, bolder font than the other copy. Because this is the title of your ad, it should send a clear and concise message.

This headline should be only five words on average! High conversion comes from ad copy that is brief, yet informative.

3. Link Description

Your link description will be displayed under your headline, and it will usually trail off before a call-to-action link or direct link, if one is included.

This link description should be between 12-15 words, and it will go into further detail about what your headline has concisely displayed.

For example, Facebook’s ad for their own website may say, “Get Social Today with Facebook.” This headline lets users know that Facebook is a social media platform. Then, their link description may say, “Friends and family can connect instantly through words, videos, pictures, and more.”

A direct link to Facebook or a call-to-action saying, “Learn More,” may follow.

4. Include a Direct Link in Your Copy

As mentioned above, one of the most important parts of Facebook ad copy is to include ways for viewers to move from the ad to further information.

Many companies have started using the strategy of direct links within their Facebook ad copy as a way to convert more customers and get more clicks to their website.

Many standard Facebook ads take the visual image in the ad and use it as the direct link to the webpage. However, including a bitly link in your copy is a great way to add an additional link option.

5. Use the Right Call-to-Action

Lastly, a call-to-action is an excellent way to drive viewers to your website and increase conversion rates. Your link description will be essential in making your call-to-action accessible, but also, making sure you use a relevant call-to-action button is important.

Some options include “learn more, subscribe, book now, sign up, and shop now.”

Creating high converting Facebook ad copy is completely possible when you follow these key laws. Do NOT overlook the basic principles!

Keep it concise, clear, and relevant, and your customers will thank you.

Facebook ads

Beyond the Ad Copy

Facebook ad copy is essential for creating a comprehensive and successful Facebook ad campaign. However, a lot more goes into the entire package.

I’ve learned many lessons and spent millions in Facebook advertising, so I feel confident in calling myself an expert when it comes to this topic!

If you want the full inside scoop on everything there is to know about ad strategy, take a look at what my course offers here.

About the author

Rudy Mawer

Rudy Mawer

ROI Machines is founded by Rudy Mawer, an established international entrepreneur, and expert marketer who has successfully built multi-million dollar businesses. He presents around the world at conferences and events and is the CEO of 4 companies along with being a Forbes Agency Partner. He is well known as the worlds top Facebook advert experts within the health, fitness and weight loss industry and spends millions of dollars per year with Facebook ads across his own businesses and his agency, all providing a positive ROI.

Rudy was awarded an Extraordinary Individual visa by the US government for his specific skills in this niche and now consults for many of the world’s leading fitness organizations, celebrities, public figures, E-commerce stores, supplement companies and more. He has built and run many successful marketing campaigns for multi-million dollar fitness companies and, in many cases, provided a 10 times return for their investment or increased their total profit or income by up to 1000%.

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