Did you know Facebook ads can (seriously) boost your conversion rate?
It's easy to assume that Facebook might become obsolete with the rise of other platforms, but that's not the case. In fact, according to Hootsuite, Facebook has a membership of over half of the world’s social media users — and is the world’s third-most visited website.
This article gives information on Facebook ad campaign regulations, a guide to creating approved ads, and methods for making ads as relevant and clear as possible.
Before we dive into the steps of writing high-converting Facebook ads, it's important to understand why all this hard work is worth it. Because let's face it: these ads are tricky to write.
Most business leaders and marketers take one look at the process and run for the hills, handing the project to a qualified copywriter. And while that’s definitely a smart choice you could make — mastering these ads yourself could come in handy.
See, Facebook ads tap into a very specific audience. There are a lot of people on Facebook, but these ads can be targeted to reach the exact audience you need.
You can actually gain brand recognition, conversions, and loyal customers over time if you play your cards right.
Here's a quick rundown of how to make these ads work for you:
Are you trying to sell a product or service? Using a promo code for Facebook ads makes it easier. You can link directly from your homepage or even include the text in an image, which is becoming increasingly popular due to its success.
According to AdEspresso, including a CTA in an image increased conversions by 52 percent while lowering click-through rates by 16 percent.
In the months and years ahead, Facebook ads will continue to focus on driving traffic back to your website. For example, if you have a fresh content piece published on your blog, you can boost your articles or website pages to reach more people on Facebook.
And if you’re running a Black Friday promotion, you can target users who like your page and custom audience for additional exposure.
Don’t get caught up in the excitement of having 1+ billion monthly active users. You should be aware of — and even wary of — the many other marketers on Facebook.
With so many marketers fighting for attention and looking to gain likes and followers, it can be easy to slip by unnoticed — especially when there’s a massive audience at play.
But how does this apply to your business? Well, depending on what niche or industry you’re in, there are likely hundreds of other businesses just like you trying to promote their product or service.
So what can you do?
Monitor them using apps that track Facebook ads — and adapt accordingly. When it comes to winning at social media marketing, you have to stay one step ahead of your competitors to improve conversions and increase revenue.
But don’t worry — there are plenty of ways for small business owners to get an advantage over competitors, including discussing ad strategies with others or posting unique content on your own page.
By establishing yourself as a leader in the industry, you’ll attract more users online while boosting your brand recognition. And when all is said and done, this will translate into more social media followers and conversions when advertising your product or service.
With Facebook's ad exchange, brands can buy inventory across the entire social network in real-time, based on user interests, demographics, and location. If you target only those likely to be interested in what you have to offer, you can reach more people with relevant ads at a low cost-per-click.
For instance, if you sell shoes online, an FBX campaign could help users who frequent sports websites, news websites, or fashion blogs find your brand — with no additional effort on either party's part. With Facebook's flexibility, small businesses can advertise their products and services more efficiently than ever before.
Of course, there's always the option to grow your reach organically and naturally. Paying for advertising isn't your only option — there are ways for your business page to become more visible without spending a penny. Moreover, it is free, so you can get started right away.
You can, for example, push relevant articles from your blog that employees and customers will want to promote through their personal profiles. Or, if you publish industry insights or research, post links on social media to attract new followers and likes.
Effortlessly executed Facebook ads will continue to grow in popularity as marketers discover new strategies. And as Facebook evolves, so will the opportunities available to businesses across a variety of industries.
Now, as we established earlier, Facebook ads are a bit tricky. It’s not that they’re particularly hard to write — they just need to be compliant. And depending on the rules that week, it can be a little tough.
Yes, that week. Compliance guidelines change all the time, it seems, so checking those guidelines before you write anything is the safest way to go.
However, their reasoning behind this is pretty commendable. It makes sense. After all, Facebook's primary goal is to increase user safety.
This protects them and protects millions of users around the globe from potentially harmful messaging, spambots, and even more unsavory risks from the depths of the internet.
With this goal in mind, Facebook created ad compliance standards used to evaluate ads before posting. These standards are dynamic and have undergone several changes in the past few years.
Here are three of the most common reasons why your ad may be denied, along with a few solutions to get you back on track.
Learn how to write compliant Facebook ad copy here.
That’s right — Facebook works similarly to Google in how their algorithm can tell if you are “keyword-stuffing” or being too aggressive with your audience.
Speaking too heavily to the reader (such as repeated instances of you, your, you’re) can set off their ad approval system. Although ads are meant to generate sales, you want to avoid being too sales-oriented in your copy.
Facebook is also sensitive to precarious topics surrounding health, weight loss, mental health, and anything to do with personal wellness. These topics are risks for false claims and added liability.
This restriction has gotten more strict in the post-pandemic era and can also raise flags for your Facebook Ads account.
As a part of Facebook's effort to minimize spam, the company requires ads to be relevant and have relevant copy. Most users won't have this problem, but some users may take unconventional approaches that won't apply to your audience.
Something as simple as capital letters can limit your ad’s reach. It may be considered spam and can raise concerns with Facebook’s algorithm. So be cautious of overusing capital lettering in both your copy and images.
You may feel overwhelmed by their restrictions if you're new to Facebook ads. The good news is that the algorithm can be easy to work with once you know the key risks that can lead to ad removal.
The following are 12 steps you can take to write Facebook-approved ads without revisions:
If you intend to advertise on Facebook or any other network, you should familiarize yourself with their advertising policies. After all, compliance doesn’t care about anything but the rules that keep people safe.
If you need a refresh, check out their compliance page. It updates all the time, so it’s a smart idea to check it before writing your ads.
Once you know the rules, create a compliance plan. This plan should include what types of ads you’re going to run, what targeting criteria you’ll use, and how you will measure success. Having this document in place will help keep you on track and ensure your ads are compliant.
And don’t worry — this doesn’t need to be elaborate. Scrap paper notes are fine since compliance guidelines get changed all too often. As long as you know what to do and not do before you write your copy, you’re in the clear.
While this may seem like common sense, Facebook is sensitive to certain industries:
If you work or sell in these industries, your ad is more likely to be rejected. If you don't want to risk ad rejection, consider alternative marketing methods beyond Facebook ads.
Keep it simple. When you sit down to create, let images be images — don’t cram them with text to get your point across. Alternatively, don’t make your copy CAPS-filled or bursting with claims, profanity, or exclamation.
Consider what you would say to someone sitting across from you in a pitch. You ultimately know your customer the best.
Your ad copy should be short and to the point. No one wants to read a long, drawn-out advertisement. So get straight to the point and state what you’re offering in as few words as possible.
As a rule, regular Facebook ads have 250 words max. Micro ads have 125. Meanwhile, headlines should be no more than 25 characters long — 30 characters for descriptions.
It’s easy to waste large amounts of money when you target the wrong people for your ad. So, spend time researching your demographic and checking your audience. You don’t want to waste any cash on lapsed customers or users who have never been interested in your product at all.
Create your ad copy by speaking to your ideal client, but don’t use what Facebook calls personal attributes. Individual attributes such as race, sex, religion, and gender are considered protected classes of information.
You can avoid this by selling your product — and by avoiding sales techniques that rely on the "you, your, you're" language or a more personal approach.
You should be clear about what you’re selling and what people can expect when they click through to your website or landing page. Avoid misleading headlines or images in your ads — they’re not compliant.
Marketers rely on timely events as examples or hooks for their ads to stay on-trend. It’s a powerful technique but stay away from risky topics such as politics, healthcare, pandemics, and anything related to your personal attributes as outlined above.
You can avoid this by using product-related memes and focusing on the everyday life of your ideal client or cultural trends.
Images are essential for grabbing attention and motivating people to click on your ad. Just make sure your images are high quality and compelling.
This means sticking to images that relate to your copy and audience. Images that clearly help your readers imagine themselves using your product or service.
Also, make sure they’re compliant. As previously stated, compliance guidelines get updated regularly, so it’s best to double-check those whenever you’re selecting ad images.
Always test your ads before launching them. This will help you determine which ones work best and allow you to make changes if needed.
This should also help you notice any glaring issues or mistakes ahead of time too, so you don’t run into any embarrassing problems. You’ll also be able to take note of any compliance rules you’re accidentally breaking if any.
Copywriting and graphic creation aren’t easy. If you’re finding yourself busy running the operational side of your business, reach out to a professional copywriter or graphic designer. Both can assist you in creating conversion-friendly ad copy.
Always keep records of all your ads and campaigns. This will help you track their performance over time and make sure you’re staying compliant.
It’ll also act as a nice shortcut whenever you need to write more ad copy. Assuming there aren’t very many compliance updates between ads, you can always use your latest ad as a template for a new one.
Just make sure you’re changing up all the words and information. You want a brand new ad each time.
Some of us are super uncomfortable unless we take an extra few cautionary steps to ensure things go smoothly.
For instance, buying extra deodorant during a sale isn’t necessary, but it’s smart. Suddenly, when you’re in the middle of a hectic week and run out of deodorant, boom. It’s right there. And you saved money while doing it since it was on sale.
Well, the same goes for Facebook ads. While you could work on the 12 steps listed here and call it a day, you could also take a few extra steps to ensure things go smoothly.
More importantly, these additional steps are designed to help you stand out. That’s precisely what you want since Facebook is one of the most used platforms of all time. It’s possible to get a massive return on your investment.
Here's how to write high-converting Facebook ads.
Once you build up a large Facebook presence, it's easy for people to recognize your brand and see past images and copy — which means they pay less attention to what you are saying.
Try tweaking and releasing new versions of creative that has been proven to work on Facebook time after time again if you want to keep their attention.
It may not always be a success right away, but if you trial runs often enough with minor adjustments, you can build a following of customers who pay attention to your ads every time.
There are a variety of grammar checkers online that can help you avoid cases of inconsistency and grammar errors. Some tools even offer tone evaluation and reports so that you can see how each piece of copy performs.
These tools are often either free or inexpensive and can go a long way when it comes to verifying and editing your work.
For example, a tool many copywriters use is Grammarly. Sure, there’s a Premium version that’s well worth the investment, but the free version is enough to clean up your copy pretty quickly anyway.
The thing about Grammarly is that it can be used as a browser extension, so you can edit and write in the same document. It makes everything quick and easy since you don’t have to copy and paste your copy multiple times between tools.
Before you run for the hills, let’s put it this way: video takes more effort, but it has a bigger impact than just about anything else. It goes above and beyond images and copy put together.
Video ads hit the scene in February 2015, and they’ve been consistently growing in popularity by roughly 20% month to month.
Video drives engagement, and it builds brand awareness that much easier when people share your content with their own friends after watching your ad for two seconds.
So if you have the equipment and skills to create a video ad, do it every and then. Track your metrics to see how it compares to traditional ads. You might find it’s worth the added effort.
A huge part of running ads is testing things and making adjustments. It’s a science, really, so you’re bound to tinker around here and there.
With the Facebook ads manager, you can run concurrent content and see how each ad performs. This data can be used strategically to align your marketing strategy and perfect your unique ads formula for success for your offer or service.
Just remember to test things out one at a time. You might not fully know which change caused a particular effect (good or bad) if you change too many things at once.
Know how to audit your copywriting here.
Your call to action is the messaging that your clients get to take action on something. It could be the click of a button or a “hit reply.”
But either way, you may want them to read more, learn more, visit your site, or buy your product.
So, consider using just one call to action. After all, nothing kills interest in your offer quicker than a messy, confusing CTA.
Just think, if your call to action is that pushy or complicated, then your offer might be difficult to use and solve nothing. At that point, your audience is suspicious and thinks, “It’s not worth the gamble.”
If you’re not using Facebook ads, you could be missing out on serious conversions from qualified leads — and even existing customers. Skipping over the all-powerful ad platform is setting yourself up for failure.
With more than 1.9 billion monthly active users, Facebook is an active channel for advertisers to find new leads at a low cost-per-click. In fact, Facebook has the largest audience in social media and represents roughly 20% of all site traffic in the United States — and that number continues to grow with each passing day.
So, don't worry if writing these ads feels complicated to you. Facebook ads don’t have to be difficult. You can ework within Facebook’s algorithm and standards to get a consistent return on investment and boost your conversions.
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