The landscape of Facebook advertising has experienced some real and significant changes over the past few years. However, it is still undoubtedly one of THE best-performing forms of digital advertising around and generates the highest ROI of any social media platform. 

But what makes a Facebook ad successful? While high-quality creative is vital in your ad campaigns, high-converting copywriting should never be overlooked. Remember, you’ve only got a few seconds to grab your reader’s attention, and you need to make sure that yours stands out amongst all the other ads they are exposed to on Facebook daily. Not sure where to start? Don’t worry; we can equip you with all the tools you need under your belt to create compelling copy that converts.

Understanding your Customer Persona

Before you do anything, you need to understand and define your target persona. Without this, your ad copy will fall flat, and you won’t be able to speak to or resonate with those you’re trying to reach. 

Ask yourself the following questions about your target persona:

• How old are they? 
• Are they male or female?
• What pain points or desires might they have? 
• What are they looking for?
• What can your product/service/event do for them? 
• How will they benefit from it?

Next, focus on your product/service. 

• What are the features? 
• Are you offering any promotions? (For example, payment plans or group deals if you’re promoting an event, free shipping if you’re selling a product.)
• Objections. What possible reasons would your audience have not to buy from you? Consider handling these objections with positive content such as testimonials, social proof, awards and anything else you can use to build trust and show your worth.

Creating Compelling Ad Copy

When launching a new Facebook ad campaign, you’ll likely reach thousands, if not millions, of people who may not have heard of your brand or product. Therefore you must show your offering in the best possible light and pique your audience’s interest. You need to make sure your Facebook ad copy clearly explains your offer, speaks directly to a pain point or emotion and, most importantly, includes a clear CTA. 

One way to create compelling ad copy is to work with the AIDA copywriting framework. 

A – Include attention-grabbing headlines that cut through the noise.

I – Spark your audience’s interest by telling them what’s on offer and why it should interest them.

D – Create desire. What’s in it for them from a solution-based or emotive point of view?

A – Tell the audience what action you want them to take. Learn more, buy tickets or shop now? 

We Can Help You

As with any digital ad campaign, it’s essential to test different creative, copy and hook angles and optimise what works best for you. 3twelve has years of experience creating compelling and high-converting Facebook ad campaigns and can help you create yours. Get started today by booking a free audit with our FB Ads Sophie here, and get on your way to great results.