Your Facebook Ad Copy Sucks (sorry) – 7 Tips to Make It WAY Better
Facebook is flooded with underperforming ads for good products for a number of reasons: could be a lack of budget, misunderstanding their audience, poor targeting, lack of creativity, or they may just be green to marketing.
Even if your campaigns aren’t suffering and you’re looking for an added bump in performance, we encourage you to take a look at 7 ways you can make your ads even stronger and increase your ROI in no time.
(Or to read more about our unique Advertising best practices here)

1) Solve Your Audience’s Problem
Appeal to precisely that need of theirs in your headline or opening to capture their attention right away. Don’t be afraid to be blunt! Engaging their interest is key and bolder ads are quicker to make an impression.
It’s important to keep in mind: this is never an excuse to speak down to your audience or come off in any way patronizing. That’s a one-way ticket to swift rejection. Focus instead on identifying their problem and offering a thoughtful solution.
2) Focus on the Benefits
Understanding how to best convey your product’s benefits begins by fundamentally understanding who your audience is and what they care about (we go in-depth on the “Customer Value Journey” right here) .

Ensure your ad copy isn’t overtly negative and doesn’t trigger negative emotions. In focusing on benefits, ads should maintain an atmosphere of positivity that people naturally associate with the use of your product.
The best ads are aspirational and highlight how their products are uniquely capable of positively impacting buyers’ lives.

3) Numbers and Statistics Are Key Trust-Builders
These metrics could come in wide variety of forms: how many people have purchased your product to date, how many 5-star reviews you’ve received, how many followers your page or channel may have, or any other piece of brag-worthy information that conveys to your audience that you’re established, reputable, and proven.
This is instrumental in building trust with your audience and giving them the confidence to invest their time in clicking your advertisement and learning more about your USP.
4) Research or Get Outta Here!
Researching your competitors gives you the ability to understand a keyword’s popularity, price, and search volume, meaning you can identify opportunities to target more cost-effective or undervalued search terms.
Likewise, researching your ideal audience’s tastes, social presence, demographic information, preferred channels, and similar products allows you to effectively target them with the right content on the right channel at the right time (read everything you need to know about the “Customer Value Journey“).


5) Get to the Point!
Time is precious and they don’t want to be wooed with fluffy language, industry jargon, or tedious explanations (more on content writing here). They want to know exactly how your product is going to have a positive impact on their lives and solve a long-unanswered problem.
6) Use Emotional Triggers
Whether that’s through comedy, nostalgia, or any other emotion that’s relevant to your ideal audience and consistent with the USP of your product, emotional triggers create instant connections, meaning your ads become stickier and your CTR starts climbing.


7) Use Your Best Copy
Identify one or two “champions” in your early ad development and prioritize those for your larger ad spends. Even if you have a brainstorm document filled with potentially good copy drafts for your ad campaign, always use your best copy right off the bat.
And better yet, ensure that your best copy is at the very front of the ad itself! This is a macro and micro rule for your entire campaign: it’s ok to test new ideas but always rely on your best copy and never change a successful USP (more on there here)!
Think you’re ready to dive back into the trenches of Facebook’s Ad Manager and give your campaigns a much-needed creative boost?
We’d love to help. If you’re ready to make your Facebook or PPC campaign smarter, let our ad experts show you the way. Give us a call today for a free consultation!
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