Five Ways to Improve Your Facebook Ad Copy

By Jon Elordi

Whether we like them or not, the social media companies are here to stay. Advertising on social media is a crucial part of any advertising strategy. The largest social media platform with the most users is Facebook, with over 2.9 billion monthly active users, and the second most popular platform is Instagram, with 2 billion monthly active users. Both of which are owned by the same company Meta. Running ads on Facebook and Instagram allows you to reach the largest audiences.

When you run those ads, you’ll want to get the best results possible. More bang for your buck. So below are my five ways to improve your Facebook ad Copy.

1. Ask Questions

Questions are great for two reasons. One, they get people to engage with your ad mentally. And two, they force people to self-select. A question like “Are you looking for an apartment?” or “have you considered solar energy?” automatically filters out people who are not looking for those things. This means only people that answered “yes” to those questions continue reading the ad.

Also, from a psychological standpoint, it already gets people saying “yes” to you. It’ll be easier for them to say yes to your future calls to action since you already primed the pump.

2. Don’t Be Overly Formal

Facebook, and really this advice applies to all social media platforms, is meant to be an enjoyable experience. People scroll their timelines looking to be entertained and get a dopamine hit. Entertain them and give them that hit.

If it makes sense for your brand, keep the tone informal. Be conversational. And if you want to be wild, use a meme as the image in your ad.

3. Say It Early

Facebook will only give you about twenty words before it gets cut off, and you have to click to see more. Add your call to action early in the copy. If you wait and put it near the end of your ad, there’s a good chance no one is going to see it. Front-load your copy so that people skimming their timeline will get hooked. Like all things in advertising, make it easy for the user to learn about and interact with your company.

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And while that doesn’t mean you shouldn’t have long ad copy. You very well could, and it can perform quite well. However, you should make sure that what you say in those first few lines is catchy and will have the reader interested in more.

4. Really Speak To Your Audience

Facebook used to have some of the most advanced audience targeting. And while those golden days are gone, that doesn’t mean the targeting is terrible. Hopefully, you’re using a lookalike audience; if not, the built-in Facebook targeting will still work and allow you to talk to a specific group of people on Facebook.

Facebook allows you to target so well that you can use insider terms. Add some of that to your copy. For example, if you’re selling products to truck drivers, use terms only a truck driver would understand. Use your audience’s jargon. It’ll build trust.

5. Use Emojis

Personally, I can’t stand emojis. But the numbers don’t lie. Over 90% of people use emojis. And according to one study, Ads with emojis have higher click-through rates. Of course, Emojis aren’t a great fit for every brand, but if it fits with your branding, it’s worth a try. But it makes sense emojis would be effective.

Emojis may seem immature, but what do they convey? Emotion. It’s a known concept in marketing that people make decisions with their feelings and then rationalize it later after the fact. That’s why evocative writing and rage-bait are so prevalent. First, they get people riled up so they will respond to the call to action.

Emojis are a great way to be evocative in an informal way. They’re approachable, and they can help you connect with your audience.

While all of these methods should help with your copywriting, the most powerful thing about Facebook advertising is testing ads. The best copy usually isn’t written right away. Depending on how the ad performs, it’s usually written, rewritten, and rewritten again. But hopefully, these tips will get you to better-performing copy faster.