3 Top Tips For Facebook Ad Copy
When it comes to ad copy we've learned the hard way what works and what doesn't.
At Impactful Marketing, we now have our best practice layouts and know what copy to use in order to get the best results for our clients.
Top Tip 1: Question/Statement
Let’s start with the very start of your ad copy.
This is the first part of your ad that people will read, and as such you need to achieve 2 things with it.
Firstly, you want to use the start to attract the right people so they read more, and take action.
Secondly, you want to put off the wrong people, so they don’t read more and don’t take action. Because that’s not good for you, or them.
The best way to achieve this is by asking a question, or making a statement.
This question or statement must directly relate to your ideal target audience and must speak to the problems they face, and that you’re here to solve them.
For example, one of our target audiences at Impactful Marketing are businesses who run FB Ads but get bad results. So one of our ads might start with copy like...
If you’re tired of spending money on FB Ads and getting poor results... at a high cost... keep reading.
OR
Do you want to get better results from your FB Ads... at lower costs?
If those reading the ad does not run FB Ads, they’re immediately put off the ad. Equally, if they do run ads and are happy with the results, they’re put off. Which is what we want.
And is what you want to do with your ad copy.
Top Tip 2: Identify
An important part of your ad copy – and ads in general – is attracting the right audience and repelling everybody else.
The next step of doing this is further into your ad copy where you will literally make 2 lists:
The first list is who the thing you’re promoting via ads IS FOR.
And the second? You probably guessed it...
The list of who the thing you’re promoting ISN’T FOR.
Now you might be thinking, surely the introduction part of the ad copy has already done this job?
Sure, to an extent.
But in order to maximise your results, and minimise your costs, from ads you need to narrow your audience further.
Using us at Impactful Marketing as an example once again... yes we want businesses who use FB Ads and also get bad results.
Recommended by LinkedIn
BUT, we want to narrow it down further. Because not every business in this situation is applicable to our help or whatever we’re offering.
For example, if the business runs very few ads and has very little ad budget – there's only so much we can help them.
So an example of our lists would be...
This webinar is for YOU if...
Then, to make things really clear, you want a second list which covers the opposite. For example...
This webinar is NOT FOR YOU if...
Make sense? I hope so!
Top Tip 3: Key Learnings/Benefits
99% of ads will be talking about and promoting something that has benefits to your audience.
Webinars, events and challenges have key learnings that the attendees will receive if they sign up and attend.
The same can be said for a lead magnet, whether it’s a free book, guide, video-series etc.
And in cases where this doesn’t apply, benefits do apply. For example ads promoting a direct product or service. They have benefits for those investing in them, right?
So what does this have to do with ad copy?
Your ad copy should always always always include at-least 3-5 key learnings and or benefits of whatever it is you’re promoting.
For example, if we were running ads promoting a webinar we were running we might have copy like...
When you join us tomorrow night you will learn...
If we were running ads promoting our done-for-you service for example, we might have copy like...
When you sign up for our 3-month Done For You FB Ads service, you get...
There you have it, 3 top tips for the next time you are writing your ad copy!
Take care,
Dan
The Kajabi Guy > Helping coaches and training companies build, grow and scale their businesses through the power of Kajabi. 💰 Certified Kajabi Expert ⭐️ Creator of the Kajabi Business Blueprint
2yThanks Dan 🙌