Boost Your Facebook Ad Conversions with Persuasive Content
Writing persuasive Facebook ads that convert requires a combination of creativity, strategy, and knowledge of your target audience. While that may sound intimidating, taking a methodical and data-driven approach to the matter can quickly see results (and a boosted ROI, too). Here’s some tips, tricks, and strategies from the online advertising whizz kids on the Zebra 360 Digital Marketing team that will help you see the results you crave.
Watch Your Length- And Say What Matters Quickly
While strictly speaking there’s no set length for ads on Facebook, the more concise you can be, the better. The primary copy for your ad should be 125 characters or less, with the headline and description averaging 30 characters. Anything else will be obscured behind a ‘see more’ link- so the thrust of your sales pitch should show ‘above the line’. Use the Ads Manager’s ‘ad preview’ option to see how your copy will show in each placement.
Use the Hook, and Make it Urgent
Strongly related to our first point is the idea of a ‘hook’- something that pulls people in and convinces them to engage further. Your ad headline should capture the attention of your audience and make them want to learn more. Use action words, questions, and numbers to make your headline stand out. A clear and concise CTA tells your audience what action you want them to take. Use phrases such as “Shop Now” or “Learn More” to guide them towards conversion. Unlike with organic posts, ads are not penalised for containing CTAs. Additionally, creating a sense of urgency can encourage your audience to take action. Use limited-time offers, countdown timers, or scarcity messaging to make your offer more compelling. If people think they have all the time in the world to ponder your ad, chances are you won’t see action from them.
Create Value, Don’t Push Products
Your ad copy should focus on the benefits of your product or service, not just its features. Use emotional language to highlight the positive impact your product can have on your target audience. In short, address their pain points, instead of simply selling a service or product. As always, this means understanding your target audience is essential to writing persuasive Facebook ads. When you can define their interests, behaviours, and pain points, you can create messaging that resonates with them. Sometimes called the Pain-Agitate-Solve, or PAS, strategy, this lets you present your advertised offerings as solutions that have resonance in their lives.
The Proof in the Social Pudding
Social proof, such as customer reviews or endorsements, can help build trust and credibility with your audience. Incorporate testimonials, reviews, or case studies in your ad copy to showcase your brand’s value. When you can show that people already love and derive value from your products, you encourage new faces to convert. You can also write smarter Facebook ad copy by anticipating where those who have objections, questions, or issues will find those points, and address them ahead of time.
The Facebook Ad Manager has optimization and personalisation tools you should also be leveraging. If you don’t yet know what headline will hook strong conversions, you can add up to four variants to your headlines and description fields, allowing Ad Manager to choose between them. The ‘optimise text per person’ allows Ad Manager to swap between these, better tailoring what gets displayed. If you use Advantage+ Creative, you will also receive suggestions on adjustments you can make. Dynamic Creative will automatically develop variations based on your original copy/creatives to add extra flexibility, too. There’s also the A/B testing option to help you gauge how different versions of the ad work with your audience.
Great Facebook Ad results start with a willingness to experiment, and the awareness of what resonates best with your target audience. If you’re not even sure where to start writing fantastic Facebook ad copy, then the content experts on the Zebra 360 Digital Marketing team can help- and you can reach out to us today to boost your Facebook ad performance and conversions.