The 7 Key Elements of Good Facebook Ad Copy

When writing Facebook ad copy or ad headlines, it is important they include certain elements to entice people to follow your call-to-action.

The more convincing and enticing your Facebook ad copy and Facebook ad headline are, the more people will click on your Facebook ads, and the more conversions you’ll have.

 

 

There are 7 elements good Facebook ad copy and ad headlines should include.

 

Credibility or social proof

 

The first one is credibility or social proof. In other words, including a statement that shows that you are an expert in your field and that a lot of people as a result of following your advice have experienced a positive outcome.

For example, should you be in the weight loss industry and you’re setting up a Facebook campaign, you could start by saying in your Facebook ad something like “After helping 2,400 people lose weight successfully and regain their confidence back…”

This statement gives credibility and social proof in your Facebook ad because it underlines how many people were helped and the positive difference they experienced.

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If you were in the business consulting industry, another credibility and social proof statement in your Facebook ad could start with “After 700 businesses used my personality profile test to hire better performing teams…”. This shows that a lot of businesses have already used the personality profile test and experienced big benefits as a result.

 

Pain points

 

The second element your Facebook ad copy or ad headlines should include is pain points. Pain points are the problems, frustrations or challenges your target audience is experiencing and for which you have a solution for.

It is important to underline your target audience’s pain points in your Facebook copy because you want to make sure your target audience can identify themselves when they come across your ad.

 

 

For example, if you’ve identified that your target market are small business owners and their main challenge and frustration is that they have to constantly lower their prices to remain competitive, your Facebook ad copy could simply state: “If you have had enough of competing on price and constantly lowering your profit margins…”.

Alternatively, if you’ve identified that your target audience are advertisers and their main challenge is to get better returns from their advertising spending, your Facebook ad copy or ad headlines could include a question such as “are you tired of running ads which get little to no response?”.

 

Calls-to-action

 

The third element your Facebook ad copy should include, is a call-to-action. Although it can be obvious what people should do after coming across your Facebook ads, it is still very important to include a strong, detailed call-to-action.

If your Facebook ad copy is long, you can include your call-to-action several times throughout the Facebook ads copy. With calls-to-action, it’s important to just ask people to take the next step.

For example, if you’re setting up a Facebook campaign because you want people to watch a video which then sells a product, you don’t want your call-to-action to be to buy the product. Your call-to-action should simply be to watch the video.

Always give clear and simple instructions. If you want people as a result of your Facebook campaign to enter their name and email in exchange for a free report, the call-to-action should be about clicking on the tab that redirects them to your landing page.

 

 

Don’t make the call-to-action be about entering their name and email and downloading the report. The call-to-action in your ad should be the step before that, which is simply clicking on the tab below the ad.

 

Benefits

 

The fourth element your Facebook ads copy should include are benefits. Make sure you always underline the benefits people will experience as a result of following your call-to-action instead of underlining the features.

Features are descriptions of a product or service such as saying “a 100 page book”, whereas benefits are the positive outcomes people will experience thanks to your offer.

For example, should you be offering a list of low-carb meals and snacks, the features would be that it’s a long list of 100 low carb meals and snacks whereas the benefits could for your audience that:

• They’ll never run out of meal ideas
• They’ll be able to lose weight faster because they’ll know exactly what to eat and what not to eat
• They’ll save money because they’ll know exactly what they need to buy and how much they need to buy so nothing goes to waste.

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You can go on and on with the list of benefits, so even before writing your Facebook copy, a good habit to have is to start by listing all the benefits of your offer so your Facebook ad copy is shaped around these benefits.

 

“You” and “Your”

 

The fifth element your Facebook ad copy should include are the words “you” and “your”. When writing any advertising copy for a Facebook campaign, always make it about your audience, never about you.

When you talk about your audience, they’ll automatically want to engage more with your ad than if you just talk about yourself. Avoid also talking about people in general, instead write as if you were addressing a single person.

 

 

For example, instead of saying “people struggle to come up with different low carb meals everyday”, say something like “you probably struggle to come up with different low carb meals everyday”.

 

Simple language

 

The sixth element your Facebook ad copy should include is simple language. Try as much as possible to avoid using any jargon, any complex words or any sophisticated words.

When writing Facebook ad copy or a Facebook ad headline, you want to write in such a simple way, as if you were addressing a 10 year old.

People will never complain because you’ve made things too easy or simple to understand so make sure your statements are easy to understand, your sentences are short and free from words people could potentially not understand.

For example, if you want to explain the process of ketosis, you will probably be tempted to use words such as “ketones”, “the metabolic system” or “insulin levels” which most people in your target audience will most probably not understand. And the more confused people are or the harder it is for them to absorb the information you’re trying to share with them the more likely they’ll disengage. So whatever you do, keep things very simple.

 

Brackets, emojis and capital letters

 

Lastly, the seventh element your Facebook ad copy should include are things to make some of your ad text stand out such as brackets, emojis and capital letters.

To make sure people read your Facebook ad copy until the end and not just your Facebook ad headline, it’s important you make it easy for them, so space out your sentences.

 

 

Use a few emojis that can illustrate some of the points your make, use capital letters to emphasize certain statements, when using words such as “FREE” for example or use brackets around words you also want to emphasize such as “LIMITED TIME” or “LIVE TRAINING”.

In a nutshell, when writing your Facebook ad copy or your Facebook ad headline, use this list of 7 elements to include in your Facebook copy as a checklist to make sure your ad is as compelling as it can be.

If you’d like to take your Facebook marketing to the next level, and increase the results you’re getting from your current Facebook marketing efforts by 10, click here to download my FREE Facebook marketing report. Simply enter your name and email and I’ll instantly send you the report.

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