In this lesson, you’ll learn how to optimize your Facebook ads to drive even more traffic.
Critical steps to optimize are defining your campaign’s goals and strategies, refining your audience, narrowing down your retargeting audience and split testing.
Writing for the advertising world is a completely different ballgame than drafting a letter to a friend, writing a report for work or creating a descriptive piece for a journal. Ad writing is so specialized, in fact, that “copywriting” is its own profession.
Even if you don’t have the money to hire an advertising firm to handle your copy, you can still write ads that sell on Facebook. You just need to have a little patience and be willing to learn through trial and error. The truth is even seasoned advertising specialists have had to go through a few mistakes to really make Facebook ads pay off.
There are some very good ad writing tricks that can help you perfect your ads to gain the traffic and conversions you’re after. We’ll cover eight of the best and we’ll also offer some advice on tweaking your ads for maximum effectiveness.
MAKE SURE YOUR WORDS FIT THE TARGET
It is imperative that you know your target audience and craft your ads accordingly. This includes not only in the Facebook ad settings, but your words, as well. If you want to reach people and get them respond to your ads, you have to speak their language, so to say.
As you draft every single word in your Facebook ad, make sure you keep the target audience in mind. Using pop culture references and slang from the early 2000s might work well with a certain demographic, but it likely won’t go over well with Baby Boomers.
If you are writing Facebook ads to appeal to different cultures and/or subcultures, keep that in mind as well. Selling golf supplies to American enthusiasts might call for an entirely different use of jargon than would fly for advertisements targeting British citizens.
If you’re unsure of how to select the right words for the audience, look at how others have pulled this off. Pay attention to the ads that appear on your Facebook pages and the word choice they use to reach your particular demographic.
Should you really want your ads to target very different demographics, consider running two separate campaigns. This can help you ensure that each ad works for its intended audience.
BE CHOOSY ABOUT YOUR WORDS
Take the time to choose every word you use with care. Make sure each word is strong and clearly defines your message. If your ad targets a general audience, steer clear of slang or generational terms that might miss the mark with certain viewing segments. The more time you spend selecting your words, the more likely it is you will end up with short, punchy copy that will meet Facebook’s standards.
PICK WORDS AND PHRASES THAT GRAB ATTENTION
Opt for words and phrases that really catch the eye. Words like sale, free, cheap, discover and so on can all work exceptionally well. Questions, as we’ve already discussed, offer a fair amount of power, as well. The right questions can raise a viewer’s curiosity and make them stop and take pause.
SELL THE BENEFITS YOUR PRODUCT HAS TO OFFER
If your product does something amazing, cutting-edge or new, make sure your ad copy reflects that. Tell people what you really have to offer and they will take notice. If you’re selling a weight-loss plan that helps people lose 10 pounds in two weeks, say that. Should you happen to have a product that stops a baby’s teething pain, capitalize on the serenity it can provide.
Steer clear of outlandish claims and you’ll gain a reputation for being a Facebook advertiser that means what is said. This can boost your viewers’ opinions of you and your products and will make Facebook more likely to value your business.