Social Media Marketing February 12th, 2020
Advertising on Facebook has become almost mandatory for any company. With Facebook, it’s possible to reach millions of people around the world with just one advertisement. However, most people don’t go on Facebook to look at ads. This means there must be something in the ad that takes the user’s eyes off of their feed. Listed below are 6 ways to market on Facebook that will grab a user’s attention and gets you clicks!
One of the easiest ways to write better ad copy is to use active voice. Active voice is when a sentence has a subject that does an action (a verb), whereas passive voice is when the subject is not doing the verb. Here is an example:
Active: Rob ate a sandwich.
Passive: The sandwich was eaten by Rob.
“There are a lot of reasons active voice is preferred in regular writing, but these are extremely important in the ad copy,” claims SMM manager Nicole Alby from EssayWriter Pro. “The first advantage of an active voice is it makes sentences more concise and easier to understand.”
This means most people don’t want to read long, verbose sentences. Active voice is also more engaging and stands out to users. It makes the text seem more fast-paced and also streamlines sentences to reduce the chance of grammar mistakes. Your ad will be more attractive and interesting if it’s written primarily in an active voice.
You may or may not have noticed that many articles on the web start with a number (including this one!). Studies have shown that we are quick to notice numbers more than text. This is beneficial to remember when writing copy for an advertisement. If you can somehow relate your ad to money, that’s even better. Telling someone that they can save a certain amount of money using your product is sure to pique their curiosity. You could also use a list in order to make your products or services more appealing (i.e. “5 reasons why you need our product”).
You need to know your target audience, specifically what they are interested in reading. You want to base your ad copy on what your audience wants to hear. Do they want something to make their lives easier? Tell them how your service or product does that! Do they want excitement? Show them how you can spice their lives up! No matter what you write in your ad copy if you aren’t thinking about what your reader wants, you won’t succeed.
As the old saying goes, a picture is worth a thousand words. It’s often much easier to reel readers in with a unique image than with a certain slogan or text. In fact, photos on Facebook get 352% more engagement than just links or text. The best images for marketing are those that bring out certain emotions and personify joy, lust, curiosity, calmness – whatever is appropriate for the ad. Consider what feelings you want to evoke out of users with your ad and pick a photo to match. However, the image should also link to what your selling, as an image that makes no sense with your ad copy can annoy and turn away potential clients. Finding a great image is even more important than the text you are writing, so don’t think you can get away with skipping this step!
Great ad copy will almost always include a call to action. A call to action can be defined as a statement that encourages the reader to take some form of action. Below are just a few examples of sentences with a call to action:
“Click here to learn more!”
“Try this new product today!”
“Comment, like, and subscribe!”
Having a strong call to action presents multiple benefits. First, it gives the reader a clear picture of what you want them to do. Second, it also motivates them to act. Lastly, it makes them think what you are writing is important and incentivizes them to pay attention to it. Finding the perfect call to action will take any ad and instantly lead to more converts.
While it may seem easiest to show your Facebook ads to everyone, it’s often more successful to target your advertisements at specific people who might be interested in your work. Facebook allows targeting specific audiences using the Custom Audience feature. Here are just a couple of ways you can target your Facebook ads:
By Location: If you only offer your services or products in a specific area, then you can only show your ads in a certain country, state, city, or zip code. You can go even further and target users based on where their place of employment is located too.
By Demographics: Facebook allows you to target certain people based on things like sex, relationship status, income, age, or race. You should take advantage of this by refining your ads and changing them to better appeal to certain demographics. For example, a successful ad for a stay-at-home mother of three would look quite different than an ad for a single man.
By Likes: You can also target people who like certain types of pages. Let’s say you are selling state of the art headphones. With this information, you can start targeting people who like lots of bands, artists, and other music pages. Facebook lets you enter almost any interest that may or may not be related to your work. Play around with who you target, as you may find a source of potential clients you didn’t even think of.
By Actions: This goes even deeper and actually targets users based on certain types of behaviour. For example, if the user Googled “How often do you need your teeth cleaned?” you could advertise your dentistry services. You can also target any users who have visited your website or subscribed to your newsletter.
Brainstorm possible questions or even objections people would have with your product. For example, if your product is higher priced than those of your competitors, that could be a bad thing to customers. You need to be aware of these pitfalls and tailor your ad to address them or at least mitigate them a little bit. If your product costs more, you don’t need to say that explicitly but make sure to focus on what makes your product worth extra money. If you’re selling something that people might not think they need, like hair conditioner, tell them why they need it or what negative consequences there will be if they don’t. Sometimes dealing with naysayers is just as important as trying to appeal to a neutral party.
This may seem quite broad, but there are many ways to write and frame your ad copy to appeal to potential customers. Below are a few of these techniques you could use in order to spice up your copy:
Storytelling Copy – Everyone loves a good story, and Facebook users are no exception. Telling a story through your copy is a great way to set you apart from the competition. Keep in mind that storytelling doesn’t mean you have to write pages and pages of text. You can tell a story in two sentences or less, something like:
“John could barely walk before he tried our new doctor recommended foam soles. Now he’s feeling better than ever!”
The reader now knows that John was living with feet pain, and your product took care of that for him. This tells a small story and allows the reader to imagine being in John’s shoes, so to speak.
Conversational Copy – Another tactic is to make your copy more conversational. Think about how you would sell someone your product if they were face to face instead of behind a computer screen. This technique typically involves the use of “I” and “you” to make things more personal:
“I used to wish that I had a phone that wouldn’t die on me every 2 hours. I know you’ve been there, but this new phone can really change that.”
Conversational ads seem more personal and are likely to appeal to a wider audience. If your ad copy looks like it was written by a robot, you probably won’t get a great response.
Creative Copy – This method opens up the customer’s eyes to different possibilities that you can provide. Typically you will riff-off of some form of the word imagine. For example:
“Imagine if you didn’t have to count calories and could throw away that kale for good. Well, now you can with our new personalized fitness program!”
This type of copy gets the creative juices flowing and makes the reader think about something they haven’t thought about recently. This is especially effective if your product or service is bringing something new and exciting to the table. However, even if that’s not the case, good use of imaginative copy can create intrigue and wonder.
Endorsement Copy– This is rarer in terms of Facebook ads, but it’s still very relevant. Basically, your focal point will be an endorsement from a third party. Obviously the best endorsement is from someone widely known and respected, like a movie star, professional athlete, etc. Yet it does not always have to be someone famous. Many companies use stock images and create a personality of what someone would say if they were to endorse the product. If you can convince the reader that this endorsement is coming from a real person, even a fake endorsement can go a long way in getting you more clicks.
Writing good ad copy takes time and careful consideration. However, if you follow these 6 tips you are much more likely to create Facebook ads that convert.