Almost every business is advertising its products or services on Facebook. This has led to very stiff competition for the audience on the platform. People are tired of seeing the same mind-numbing messages.
However, it would be a bad idea to give up on Facebook Ads. This is because advertising on Facebook leads to higher visibility as opposed to organic reach. Additionally, as we all know, there’s no bigger social network than Facebook and its call-to-action buttons assist you to realize specific goals. Retargeting or remarketing help bring back people who ceased to be in communication with your site or business.
Don’t Undervalue Words
To create successful Facebook Ads, you’ll need excellent copy. Weak words won’t catch the attention of your audience, but ads copy takes your message home. Facebook Ad copy tells your audience why you’re the better option.
So, unlike many people’s belief that images and targeting are the key to success in creating Facebook adverts, that’s not entirely true. A great advertising copy is the secret. Below, find 9 tips on writing a prosperous Facebook copy.
1. Align your copy with your campaign objective.
Young business owners begin by creating brand awareness. Those that have been doing Facebook adverts for a while now may require page likes or traffic. It’s important to know that your copy’s context depends on your set objective and will change accordingly. The copy you write to drive physical stores visits won’t be similar to the one that drives site traffic.
Successful businesses use great Facebook ad copy to drive sales. For example, Bluehost clearly asks what it wants its audience to do using words like “Launch your website today” or “build your WordPress website”. Here, the Bluehost gets its viewers to imperatively act promptly with the word “today”.
2. Write with your audience in mind
Every Facebook advert you write must appeal to the interests of your audience. Thus, you have to write considering your targeted readers. To start with, create an audience persona, and it needs not be complicated. Try and imagine what your audience looks like. Ask yourself how old your customer are, where they live, their biggest problem, their interest, and what their normal day look like.
In this process of collecting information about your customers, a tool that assists you to learn deeper interests that your competitors aren’t aware of will come in handy. ConnectExplore courtesy of Connectio will automatically get this job done. And, if you have ever been limited by Insights’ and FB Ad Managers’ limited interests, there’s no better solution than ConnectExplore.
3. Do Clear Writing
On a lighter note, business people are smart, but when writing ads, they tend to use words that aren’t easily understood. Although this problem is common, to at least start conversations, you require writing in a manner that takes your message home fast.
When you write to your audience, the message should well be understood by a third-grader. You should try to use not only simple but also straight-to-the-point language in your Facebook ad. This way, it won’t be difficult for your readers to know the problem you solve or the solution you offer, straight away.
4. Use Testimonials
By now, I suppose you know that testimonials are powerful means through which you can make your FB adverts better. Generally, people will always look for “indications” that something can be trusted. 
People act depending on other people’s actions. This clearly shows that social proof is very influential. Social proof may be in the form of shares & comments or even testimonials from customers.
5. Use Split-testing
By doing an A/B testing or split testing, you’re able to determine the most effective Facebook ad copy. In this strategy, one tests two models of a campaign element so you can know the one that performs best and keep it to achieve the best results.
Thanks to the inbuilt split testing feature on FB, you can create numerous ad sets and test anything including image, audience, call-to-action button, and copy. As far as copy is concerned, you can test variables like text, link description and headline.
Note: Test a single variable at a time to maximize the outcomes by ascertaining that a particular variable affects an ad performance.
What’s more, split testing ought to be a constant process. This is because what may be effective today may not work tomorrow. However, split testing helps you learn many things concerning your audience.
6. Improve your headlines
Even though the FB ad headline comes right below the image, every part of the ad is important and the headline unarguably grabs attention. Most likely, no audience will take action after reading a bad headline. But, how do you come up with a better Facebook ad headline?
Here are some important tips for you:
Creating a sense of urgency – If you want your customers to act quickly on an offer, urgency psychology is the best headline technique to employ. For example, HunSpot spark a desire to purchase by including the word “Limited” on their Ad. You can use words like only, now, act now, deadline, and last chance.
Making it clear/concise – A tediously-long headline is prone to having weak words. Try to eliminate excess words to keep only the ones that are relevant. Doing so, your key message is well understood.
Using numbers – People prefer numbered lists headlines as they make something easy and specific to read. According to a post on lists posts by Hubspot, the human brain adores specificity.
7. Match text with the visuals
Your copy needs to say something concerning the image you include on your ad. Failure to this; you’ll be confusing your audience. Both the text and visuals should match. This way, your ad will not fail to convert.
8. Describe how your Product/Service Helps
As I mentioned in the introduction, competition is very high today. So many ads are trying to compete for the attention of your customers. Most ads concentrate on the surface aspects of their products/services like dimensions or specs.
However, people hardly care when it comes to products/service that brands promote. They want to know the benefits instead. Thus, your audience is interested in knowing the end results they will get by utilizing your product/service.
For example, in an image, AdEspresso describes so clearly the benefits a customer will enjoy downloading their free eBook using the words “grow your business 5X more effectively”.
9. Improve your ad relevance score
Have you heard about Facebook Ad’s Relevance Score? If not, it’s basically a relevance score that tells you how relevant your ad is to your target customers.
It does this by assigning a score between 1 (the lowest score) and 10 (the highest score). 
You must ensure that your ad makes sense and is relevant to your target audience. Having a high relevance score helps you reach more customers increasing conversions. Additionally, a high relevance score helps in lowering your costs.
When it comes to written content, you can improve your relevance score by basing your content on the persona of your audience. Test various components of your advert at a time; particularly your copy, to determine what works and what doesn’t.
Conclusion
I hope this article will help you in running FB ads today to optimize their results with quality writing. If you’ve campaigns that are not working effectively, it’s high time you had an opportunity to improve them.
While you maximize the success of your Facebook ad copy, remember to use ConnectExplore by Connectio in targeting untapped and ultra-specific customer interests. It’s your chance to beat the competition.