A successful Facebook ad campaign must have a solid ad copy. It should also be complaint to Facebook’s policies in order to be approved. Here are 4 steps that can be done to ensure a successful ad copy.
#1 Write a Clear and Concise Message
When writing a Facebook ad, make sure that the message answers at least one of these questions:
- What is the ad about
- Who is the ad about
- What is the goal of the ad (get someone to call, click on a link, etc.)
For example, let’s say your ad’s goal is to bring about brand awareness for your small business that sells widgets. If the ad answered ‘who is the ad about,’ once you read the ad you would know that the brand is for your business. It also answers what the ad is about – widgets.
So be sure your message is clear. In order to spark a customer’s interest in buying widgets from you, it needs to be clear that you sale that. Or your ad will just be scrolled past and ignored.
#2 Create a Strong Call to Action
When you are putting your Facebook ad together, it is essential that you include a strong call to action (CTA). Facebook CTA buttons can help your customers with contacting you, shopping, starting orders, and booking a service.
Some examples of a call to action include ‘Shop Now,’ ‘Watch Video,’ or ‘Book Now.’ Your call to action will need to be short if you are running a Facebook sidebar ad. If you are running a Facebook Suggested Post ad, you are able to write a longer call to action since there is no restriction of characters.
Here are some tips if you’re not using Facebook’s CTA, but rather in your image or in ad copy:
- Include an action word
- Ask a question
- Keep it short and prominent
- Use the word “Free”
(Recommended reading: How to Choose an Effective Facebook Ad Image)
#3 Follow Facebook’s Advertising Policies
Facebook’s Advertising Policies provide guidelines about which ads are compliant and which are not compliant on Facebook. Be sure to read and understand what not to use in your ad so it is not disapproved.
Keep in mind that during the ad review process, Facebook checks:
- Text – both the ad copy and in the image
- The content on your ad’s landing page*
*Note: Your ad may not be approved if the landing page content isn’t fully functional, does not match the product or service being promoted, or doesn’t fully comply with their policies.
#4 Have Someone Proofread Your Copy
This is especially important if you are new to writing Facebook ad copy. If you want to ensure your ad makes sense, then ask a coworker, friend or family member to read it. Ask them what they think about the ad, what the message of the ad is, and whether they are engaged or not. If you do not get the answers you are looking for, then you should go back to the drawing board and redesign your ad once more.
If you have trouble creating successful ads, there are many companies that are able to help you with your ad design. Also, feel free to leave your questions in the comments section below.