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.
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.
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.