How to write your Facebook ad copy (with examples!)
Everybody seems to be focused on one thing when it comes to Facebook ads…
The mechanics. Things like…
How to create your ad.
How to access the ad platform.
Or complicated tech tasks like how to install a tracking pixel or make a custom audience or track your metrics.
But the mechanics really aren’t that difficult, once you know what to do (just head to Google for tons of tutorials). And they’re NOT what’s most important.
So what do successful Facebook ads have that unsuccessful ones don’t?
Well, it comes down to a few little things…that really aren’t so little.
A Facebook ad has three main sections:
- The ad copy
- The image
- The call-to-action button (“Learn more”, “download”, etc.)
The image and the CTA button are very important…
But in my 10+ years studying Facebook ads, I’ve learned that the ad copy makes the biggest difference.
The 3 areas of your Facebook ad copy
The ad copy — the words you use in your ad — is what ultimately separates the good from the bad.
Some successful Facebook ads don’t even have images, after all. It’s your words that do the bulk of the selling!
Your Facebook ad has three main areas of text:
- Ad text
- Headline
- News Feed Description
Let’s break each element down further and explore what you need to include for a profitable Facebook ad…
Part 1: Speak to Your Audience with Your Ad Text
Your ad text is what sits above your image.
All your ad text needs to do is sell the click — to get readers to click on the ad to visit the next page…which takes them to the next part of the sales funnel. (Hint: The next step is a page that invites people to download your lead magnet!
Successful ad text includes two main elements:
- A hook
- A solution or benefit
The hook calls your audience out, typically by speaking to a pain point or problem. It paints a picture of their “before” situation.
(To do this well, you really need to know your ideal customer inside and out)
In our example, the hook is “Struggling to unwind after a stressful day at the office?”
“Struggling to…” is an easy and effective way to start your hook. A few examples of other hooks we could use are…
- If you’re tired of…
- Ever hoped you could…
- Are you dealing with…
- Did you know that…
Once you’ve caught attention with the hook, present your solution or benefit. This is where you show the “after” scenario.
I also call this section the “action-and-receivable”. We tell people what to do (the action) and what they will get when they do so (the receivable).
Download this recipe booklet (action) on 5 ways to make the perfect martini to relax. (receivable)
Start the solution with phrases like:
- Download…
- Watch…
- Read…
- Learn…
Part 2: Grab Attention with Your Headline
The ad headline is the larger, bold part of text that sits below the image.
Because this text is big and bold, it naturally draws someone’s eye. Use this to your advantage and include text to grab them.
For a scroll-stopping headline, you need to speak directly to your audience. Do this by either addressing a problem (reiterating your hook) or sharing the solution.
In this example, we use How to Make the Perfect After-Work Cocktail (the solution). We could also have used Struggling to Relax After Work? (the hook). Either would work!
Part 3: Reiterate the Message in the News Feed Description
The News Feed description is what sits underneath the headline.
It’s right above the call-to-action button, so make sure it keeps moving your reader to act!
Let’s take the action-and-receivable and reverse it. Remind them what they’re going to get and what they need to do.
7 seconds to soothe your stress (receivable) after a long day on the job — click here! (action)
There are many ways you can slice your Facebook ad copy. This is by no means exhaustive!
It’s a simple copywriting formula to get you started. The problem/solution framework we’re using is a proven copywriting model that gets results.
It’s one of the strategies I still use, even after investing tens of thousands of dollars into split-testing what type of ad copy works.
Do yourself a favour and don’t overthink this one — trust me, it works!
Honesty alert: Even the best Facebook ad copy will never create a steady stream of paying customers.
For that…you need a sales funnel.
Not really sure what a sales funnel is? Don’t know how to turn strangers into friends (automatically)? Want an expert walking you through everything, step by step?
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