How to Write Facebook Conversion Ads: 21 Tips and Expert Examples | data box blog (2023)

Organic reach on FacebookIt may be life support, but Facebook ads are still a great way to drive traffic and conversions.

In some of our recent research, we found the following:

• 54% of marketers believeFacebook ads are very effective in generating sales.
• many haveaverage click rates above 10%.
• more than half hardCustomer acquisition costs of $10 or less.
• Agencies and small businesses alike find Facebook ads more effective than boosting posts, so much so that80% of your budget is spent on advertising.

So for our latest research, we decided to find outandMarketers optimize your Facebook ads to increase clicks and conversions.

Most of the responding marketers create their Facebook ads in-house:

And nearly two-thirds say conversions are the number one goal of every ad campaign they run:

These experts have shared their best copywriting tips for creating Facebook conversion ads.

Use these 21 tips (and sample ads) to optimize the copy for your next Facebook ad campaign.

Before you start writing, keep these best practices in mind

Before we dive into ways to optimize specific sections of your Facebook ad copy, consider these tips for optimizing your ad as a whole.

1. Know your audience

Aneesh Babu debacklink thoughtssays there are two things you need to do before creating Facebook ads: "Conduct competitive analysis and understand your audience."

OptimizarPrimeHarris Schachter of , agrees, and recommends considering how you've built your audience when determining what to include in specific ads.

“Is it built from a similar audience? If so, send them a survey and find out what's important to them."

“Is it a retargeting campaign based on a section of your website or (hopefully) on a specific page/topic? If so, consider what other retargeting information you can use in your copy."

2. Think about how your published ad will appear

So your Facebook ad headline is not necessarily the first copy that appearsCardeal Marketing DigitalAlex Quince at , recommends considering the placement of your copy in published ads to determine where to place specific information.

“In certain types of Facebook ads, the headline actually appears below the image (or video), so I recommend using your marketing copy in the body of the ad and including your call-to-action in the headline. ”

"Depending on the title's position, it's the perfect place to display special prices, discounts, or prompt users to take action or book now."

3. Set goals for each component of your ad

big seaAutumn Sullivan of Autumn Sullivan recommends "breaking down a Facebook ad into its components (text, headline, description, image, CTA) and then defining the purpose of each component."

“Writing should address customer pain points and offer solutions. The headline should grab their attention and keep it. The description provides information and builds trust.”

"Facebook CTA options are limited, but I try to pick the one that is closest to the action I want the person to take."

4. Select the most important component

Finally, Robert Johns ofEXCLUDEDrecommends viewing your ad as a whole:

“Writing copy for Facebook ads is a lot like writing copy for pre-Internet print ads. In our experience, copy and creative need to work together, and only one can do most of the work."

“Do you have a powerful creative like an energetic video? Keep your text short and to the point so that the video does the work.”

"If you don't have a great creative piece, focus on writing a strong headline and backing it up with a second copy."

Follow these tips to create attention-grabbing headlines

card changerStephen Hart argues that the headline is “the most important piece of text when it comes to a Facebook ad. That draws attention and makes the difference between potential customers clicking your ad or not.”

Most respondents to our most recent survey agree that your Facebook ad headline is crucial:

Hart recommends “Use simple and powerful language that elicits an emotional response from the reader. Make sure you focus on a single thought or idea and make it bold.

Our other respondents made several other suggestions for optimizing Facebook ad headlines.

5. Use powerful words

BOOM Marketing agent's colleague Arion Adamecz says you need to use powerful words and stories in your ads, "something that wakes people up and pulls them away from reality. It's important to act on feelings, not on the brain."

And according to Jeff Rizzo ofder Resthof, “The word 'exclusive' must be included in your copy. We ran almost $50,000 worth of ads, and those that included the word 'exclusive' performed significantly better."

6. Include numbers

Solutions for National Healthcare ProvidersMackenzie Thompson recommends "using numbers, percentages, or other data/numerical facts to grab the audience's attention."

“Think about how you would design your resume. You want attention, so show impressive numbers to captivate your audience.”

7. Use duvets

Find HaydenATYNTKsuggests using square brackets in your copy.

"Sounds simple, but using brackets in sentences has been proven time and time again to get attention, especially in ad copy."

"We often use terms like '[last chance]' to create urgency and help drive more clicks."

8. Ask a question

"Ask a question to engage your audience," says Jake McKenzie ofauto accessories workshop. "Questions are always more effective than statements."

rush-of-design, Angelina Harper agrees: "Usually I write a question that makes my audience think, and my product is the answer."

And Ollie Roddy outCatalyst Marketing Agencysays that questions are particularly useful for carousel ads: “Starting with a question is a great way. With Facebook Carousel Ads, you can ask an important question and answer it in the next few slides.

9. Call your audience

Tiago Marquis oficonic geniussays, "For me, calling my audience in the headline works best."

“For example, if I were a real estate agent, my ad would start with the question: 'Would you like to sell your house for more than it's worth?' People interested in selling their houses will think: "Yes, of course!". Now I have the attention of interested and qualified prospects and better yet, I already said yes to myself.

“The other example is more local. Let's say I own a restaurant and live in Raleigh, North Carolina. I would start my ad with the words Attention Raleigh! What it does is draw the attention of everyone who lives in that area.

"These two strategies brought my clients more clients."

Consider these tips to create a body copy that converts

Once you've chosen the right ad type and found the perfect headline, it's time to focus on the rest of your ad copy. Our respondents made several different suggestions for writing compelling Facebook ad copy.

10. Spend most of your time on the first 200 characters

Chris Mechanic'sWebMechanixrecommends that you "spend most of your time writing the first 200 characters of your text."

“Think of it as the title of your ad. It is the only thing that users will see. If you can engage them and get them to click the 'Show More' button, you'll increase their dwell time, which will have a huge impact on relevance scores."

"If you have an hour to write an ad, spend at least 30 minutes creating the perfect lead, one that drives people to your post and compels them to spend time on it."

11. Use the language of your customers

"When it comes to writing Facebook ads," says Steve Jamescreative flow, "Nothing Beats Customer Voice Data."

“We do this by listening to sales pitches, reading online reviews, reviewing historical social media comment threads, and analyzing contact form submissions so we can better understand customer pain points and speak their language.”

"The use of customer voice data ensures that our headlines and body copy reflect the true terms, tone and emotion behind actual customer or prospect questions and concerns."

12. Keep it casual

"One technique we use is to write as we speak," says Mitchell of CohenBroadway-Labor.“

"Using more informal language, as well as using bold or capital letters, makes it much easier for the reader to quickly understand the message."

"Since applying this simple concept, we've more than tripled engagement with our posts."

13. Use short words/phrases and add emojis

"If you want your ad to be read, use a conversational tone," says Alexandra Zelenko ofIDD Development. "Imagine telling a good friend about a new product or service while you're writing your text, and don't forget to use the appropriate emojis."

"When you've finished writing your copy, read it aloud, pointing out places where you should stop and take a breath. These are places where you could probably use shorter words and phrases."

"Notice any phrases or sentences that sound weird or feel like a tongue twister and clean up those areas."

14. Make it scannable

Jonathan Aufray ausgrowth hackerrecommends making your copy scannable.

"It has to be easy to read. Don't be shy with spaces. Write a sentence, add a line break, write another sentence, add another line break, etc.

"I also recommend adding bullet points to your copy where possible and relevant."

15. Focus on specific pain points and benefits

"Don't beat around the bush," says Taylor Hurff1Soporte SEO-IT y Marketing Digital. "Go straight to your customers' pain points and talk about the cost-saving benefits of your products when necessary."

"For example, an auto repair shop might have an ad that says, 'A breakdown on the road can cost more than $[value] before repair. Pay [company] only $[amount] for a replacement! oil, adjustment and inspection to keep your future maintenance costs to a minimum!'”

"It grabs the reader's attention, makes them think critically about the vehicle and the cost of a breakdown, and provides an affordable alternative to the problem they're concerned about."

16. Include social proof

click's Josh Spilker says, “You have to show some kind of social proof. Mentioning positive reviews, including quotes from reviews, or mentioning specific users will rank your ad at the top.”

"If you've done your targeting right, you already have an audience interested in your product/service, and the reviews will drive them to click."

17. Tell a story

Solutions for empty tablesBrittany Hardy has a specific term for her copywriting approach: 'selling stories'.

“Our goal when writing ads is to tell a story. We use story selling to get our potential customers on the same page and make the story relatable to them.”

“After we told the first part of the story, we tried to figure out how to give them their own 'aha' moment at the end. Then we introduce the CTA to learn how to help them.”

"Often these are soft sell ads trying to get potential customers to sign up for a webinar, download free content, etc."

18. Be aware of the costs

"Being vague about the cost of your product or the percentage discount you give is one of the worst things you can do for your Facebook ads," says Facebook's Grace Carter.UK sources. "People want to know in advance how much it's going to cost because price is one of the main factors in the decision-making process."

“Instead of being vague, start with those numbers. Show them exactly what you are offering. They will trust you more and the price might even get their attention.”

"It may not be the first thing that comes to mind when you think of big letters, but it's one of the best things you can do. Ads like this are useful and useful to the customer and make it easier for them to make decisions in the act".

19. Talk to people

"Always address your audience as if you were addressing one person," he says.small pdfHung Nguyen. "Use 'you' instead of 'all of you' or 'our users'."

"Personalization maximizes engagement, minimizes CPC, and helps you stand out from the crowd of ads people see on Facebook every day."

extended B2BJesse Särmö of , agrees: “Clean up your audience, talk directly to your buyer persona, and run different ads for different people. Instead of telling them how great it is, tell them how they can benefit from your product/service.

What is the ideal length for the text of a Facebook ad?

Our last two tips relate to how long your Facebook ad copy should be, and both tips contradict each other.

20. Self short

"There is so much content that Facebook users have to check it every minute," says Stephanie Sharlow.DesignRush. "That's why ads need to implement short, fast, and unique copy to engage potential consumers without wasting time."

“My favorite technique is to get ahead of the main message and keep the copy as short as possible. Sounds simple, but you'd be surprised how many brands and agencies write multi-sentence captions and ad copy that don't provide instructions to consumers."

"When in doubt, tell them exactly what they need to do or know," says Sharlow.

lamp media, agrees Lewis Kemp: “Attention span is at an all time low. Stop wasting valuable characters on corporate jargon and simplify what you're trying to say."

“Your product or service is meaningless if you can't show how it directly benefits the customer's life. If you can't do this in two sentences, you probably need to re-evaluate the USP of your product."

21. Write Long Ad Copy

James Pollard ofthe consultant coachIn fact, he recommends the opposite approach: "My copywriting technique for writing great Facebook ads is to use long text in story format."

“In almost every test I've done, long text wins over short text. Writing your ad in story format helps attract readers and keep their attention." Find out what length works best for youSocial Media Dashboard Software.

So what is the correct answer?

So which is better: short Facebook ads or long texts? Unfortunately, our survey respondents cannot answer this question for you. It depends on a lot of different things: your target audience, your product, your writing skills, what time of day your target audience sees your ad, etc.

The only way to find the right answer for your business isDo an A/B test– or more – and see which version gets the most clicks and conversions with asocial media dashboard.

And that goes for all the advice from our respondents. Consider these tips for inspiration, then try them out to find the ones that work best for your business.