“Readers travel fast through this jungle. Your headline should telegraph what you want to say.”
What We’ll Cover:
- 6 Tips for writing effective Facebook ad copy
- Great Facebook ad copy examples for all Facebook ad types
The quote above is by advertising icon David Ogilvy, talking about headlines back in 1963—but he might as well have been talking about social media in 2020.
Readers do travel fast through the jungle that is their Facebook feed, and if you don’t catch their attention, they’re gone. Plus, organic reach is down thanks to algorithm changes and updates.
That’s why you need compelling, unique, attention-grabbing Facebook ad copy.
More than 3 million businesses advertise on Facebook. But with the right understanding of copywriting best practices, Ads Manager tools, and Facebook ad copy templates, you can write ads that are worth the spend.
6 Tips for Writing Effective Facebook Ad Copy
Social media is a fast-paced world. It can seem like there’s a new Facebook ad copy template every month. But there are some best practices that you can apply to all templates—in all industries and for any audience.
Know Your Goal
To learn how to write effective Facebook ad copy, you must start with the goal and work backwards from there.
Do you want to sell more of a specific product? Get more leads for your sales team? Increase your page likes? Reach a wide audience to improve brand awareness?
Use your company’s internal insights to determine what effect you’d most like your Facebook ads to have.
If you don’t know your goal, you can’t possibly begin to write Facebook ad copy that achieves it.
Identify Your Target
Facebook is an interesting platform in that most users who see your ad aren’t actively looking for you. They’re not invested in making a purchase, and they may not have even heard of you before.
This means that the more you can customize your Facebook ad copy, the better.
Facebook has tons of tools to help you target the right people. Lifetime value and lookalike audiences can increase your conversions.
You can also target friends of people who like your page—there’s a chance they’ve heard of you through the grapevine. Or, target those who have attended an event or downloaded your app.
Tailor Your Copy
Now you have enough information to take your Facebook ad copy template and tailor it to your audience.
If you went with the “friends of people who like your page” approach, you can assume they have heard of you and use familiar, casual Facebook ad copy.
Testimonials can also be effective at targeting certain audiences.
For audiences who aren’t aware of your brand, a strong offer and value prop are must-haves. Powerful word choices like “shocking,” “instant,” and “hilarious,” will grab attention and drive interest.
Keep It Short
In today’s digital world, attention spans seem to be getting shorter and shorter. Your copy needs to grab the attention of people who are “just browsing” through their feed.
Most Facebook ad copy templates have the following specs:
- Primary text (above image): 90 characters
- Headline (bolded, below image): 25 characters
- Link description (bottom): 30 characters
AdEspresso found that the best Facebook ad copy is 19 words in the primary text and five words in the headline.
Not all formats include each of these elements, but it’s always safe to assume that your Facebook ad copy should be short, sweet, and to the point.
Be Specific
At the core of all the best Facebook ad copy examples, you’ll always find a great offer. Always let the customer know: What do they get? What action should they take? What happens when they click?
The more detailed you can make your ad, the better. Add a feeling of exclusivity with phrases like “Only for first-time buyers” or “First 100 customers save.”
Include words that make your offer feel urgent, like “now,” “today,” or “limited-time.” Always use only one CTA.
Customers want to know what makes your offer different and how it benefits them. Make sure you’re fulfilling their needs.
Test, Test, Test
Conversion rate optimization is all about testing. That applies to Facebook ad copy, your website, email marketing, and anything else with words or images on it.
Luckily, Facebook Ads Manager comes with a split testing tool that’s ideal for A/B testing. You can test elements like CTAs, images or videos, ad formats, and more.
The tool will tell you who’s clicking on what, so you can determine what ads are resonating with your target audience.
Testing insights can help you tweak your copy to be even more relevant. That helps you get a better return on your ad spend. And that makes everyone happy.
The Best Facebook Ad Copy Examples for Every Format
While your Facebook ad copy will always follow certain guidelines, each type of ad is more effective for certain objectives.
The number of images, types of images—or video—and the Facebook ad copy template you’ll follow also differ for each ad format.
Here’s what you need to consider for each of the most popular Facebook ad formats.
Photo Ads
Photo ads are standard, one-frame ads with a single, static image. These are one of the most popular types of ad on Facebook—they’re easy to create, effective, and versatile.
The only problem? Standing out as your prospects scroll by.
Best for: Reach, traffic, lead generation, conversions
Top tip: Respect the scroll by making your value proposition and offer as clear as possible. Include copy in your image as well as your primary text to reinforce your message.
Source: Karola Karlson
Video Ads
Video ads follow the same format as photo ads, but use video instead of a static image. They’re all the rage, and for good reason: 67% of consumers worldwide watch video content on Facebook, and 54% say they’d like to see more videos from brands they like. Time to deliver.
Best for: Brand awareness, reach, engagement, traffic
Top tip: Up to 85% of Facebook video is watched without sound. Create a video with short, catchy copy so that sound isn’t needed.
Source: AdEspresso
Slideshow Ads
Slideshow ads are like video ads, but instead of a continuous video, they use a series of static images.
They’re cost-effective and easier to create than video ads. There’s a slideshow creation tool in Ads Manager, and Facebook makes it simple to add text, music, and branded formats.
Best for: Brand awareness, reach, engagement, traffic
Top tip: Keep your primary text short and let your slides do the talking. Follow up with a catchy and clear CTA.
Source: Instapage
Carousel Ads
Want to showcase the variety of products your brand has available? Carousel ads show a series of up to 10 images or videos that users can scroll through.
They offer the opportunity to promote your value props through high-quality photos that perfectly capture your brand.
Best for: Product sales, lead generation, conversions
Top tip: Each image gets its own CTA and button. You can make them the same or different. They’re a great way to highlight different value props.
Source: HubSpot
Collection Ads
Collection ads have a photo or video at the top with a carousel-style feature showcasing various products. When a user clicks, they’re taken to a more immersive brand experience.
In one Facebook case study, a company saw more than 6X increase in daily purchases using collection ads.
Best for: Catalog sales, traffic, conversions
Top tip: Your image can’t include more than 20% text, and your headline should be 25 characters or less. Facebook ad copywriters take that as a challenge.
Source: HelloSocial
Lead Ads
Like other standard Facebook ads, lead ads use an image, video, or carousel, followed by a CTA. What sets them apart is that when a user clicks, it opens a form where businesses can collect information. You can use a Facebook template or customize your own fields.
Best for: Lead generation
Top tip: Build authority by using your Facebook ad copy to offer a thought leadership piece—and always include the word “free.”
Source: AdEspresso
Offer Ads
Offer ads are mobile-only and provide options to claim offers in-store and online. You can choose from a photo, video, or carousel format.
When a user clicks, they receive an offer code to redeem online or in-store. The best part? Facebook automatically reminds people to use their offers.
Best for: In-store and online product sales, remarketing
Top tip: Make sure your Facebook ad copy is both personalized and urgent. Offer plenty of details and add an expiration date or limited time for the offer.
Source: WebFX
Final Thoughts
There are so many Facebook ad copy templates available to businesses, it can sometimes seem overwhelming. To understand how to write effective Facebook ad copy, you need a solid foundation of best practices, detailed knowledge of your audience, and a good grasp of your overall goals. That will inform which ad format you choose.
From there, testing and refining your ads will provide the insights you need to consistently create Facebook ad copy that works for your brand.
