Copywriting on Facebook: 7 tips to boost your conversions

There are a lot of factors that you should include when writing advertising copy. In this article, we'll cover seven practical tips for creating the best possible copywriting on Facebook.

Although many media are reporting a decline in its use, Facebook remains the number one social network in 2023 with the largest number of monthly active users - around 2.89 billion.

For this reason, Facebook is the first choice for many organizations - both B2B and B2C - when it comes to digital advertising. Indeed, most marketers invest the majority of their media budget in this channel to promote their products or services, but also their mobile application.

Sometimes we forget that an important piece of the puzzle must be taken into account at the same time as the creations, namely the Ad text.

How important is text for Facebook ads?

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The simple answer is, as you might have guessed, very (too) important !

Although the visual part of the ad is the one that has the most impact in terms of click-through rate (CTR) and overall performance, when we spend on advertising, we need to make sure that our ads are 100% effective because every dollar counts.

The text in your Facebook ad is important because it:

• Describes your value proposition and highlights the benefits of the product.
• Show your brand
• Highlight your unique offering
• Give reasons why your target group should choose your brand over your competitors
• Allows you to create effective retargeting campaigns by reaching out to users again and asking them to reconsider your offer.

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Writing a Facebook ad: 7 practical tips

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Below we look at seven practical tips on how to write the best ad copy for Facebook. Let's go!

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1. Define a specific audience and speak their language

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When selling something online, it's essential to write as if you were speaking to someone in your target audience, not the general public.

It is possible to create very specific target audiences on Facebook. For example, we may have an audience of women between the ages of 30 and 39 who are interested in fitness and a specific job. And another audience made up of men between 25 and 28 years old who are interested in cars.

Just like in real life, we need to choose our words wisely and personalize our message for each target audience.

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2. Make sure the ad text is consistent with the visuals

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SMEs and startups sometimes forget that the visual part should go hand in hand with the text and vice versa. This is a “mistake” dictated by a lack of resources and time. However, it is crucial to have a coherent message, both visually and in writing, so that each piece supports the other and reinforces the result.

If, for example, we want to promote a discount for a particular product, it is a good idea to:

• Add a visible sticker to the banner with the percentage of the discount.
• Repeat the same percentage in the text and explain how to take advantage of it.

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Likewise, if we're looking to promote a specific feature of our service, we need to make sure that the visuals and text in the Facebook ad describe the same benefit.

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3. Focus on a call to action (CTA)

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The best Facebook ads have one thing in common: they have a very specific purpose.

The most direct objective of an app marketing campaign is to simply download the app. However, our focus can be very different if we're running engagement or retargeting campaigns. For example, we can push for a registration, a purchase, or even the use of a service.

Whatever the objective of our campaign, we need to communicate it clearly in the visuals, but especially in the advertising text. Otherwise, users who come across our ad may not quickly understand what to do.

The last thing we want in a cluttered digital world is an unsure user who could have used our product or service.

Bonus tip : it is advisable to use a specific button (among those offered by Facebook) associated with the objective of the campaign.

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4. Be concise, focus on the value of the proposition, and create a sense of urgency

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We might be tempted to write a long text to accompany our Facebook ad. Because, at the end of the day, we are paying for this advertising space and we had better make the most of it - by describing the quality of our product in detail.

However, writing long advertising texts on Facebook is counterproductive. After writing and testing thousands of advertising texts, we noticed that short and concise texts (focusing on a value or benefit of our service or product) perform much better in terms of conversion rates.

Also, if we manage to add a sense of urgency to our promotion, we may be able to attract more users. Finding the right balance between rarity and exclusivity is no easy task.

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5. Use language that is easy to understand

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Writers have a particular skill: they can grasp the unique benefits of a service or product in just a few words.

The ultimate goal of a writer (marketing) is to write a simple message that even a child would be able to understand. Indeed, a user who reads our ad must be able to:

• Understand what the offer is
• WIIFM (What's In It For Me) - the benefit for him to take this action
• Understand what to do

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6. Use numbers to get attention

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Using numbers when writing Facebook advertising text (or any other advertising text) can bring very good results in terms of click-through rate (CTR) and conversion rates.

Numbers have a very strong “power” in people's minds. Just think of the impact that the number 9 has when added at the end of the price.

Numbers can be used in all sorts of advertising texts, for example when we offer a discount or want to give social proof. In addition, a trick that is widely used in gaming applications is to add in the text that “100,000 people have downloaded this application” or that “87% of users cannot pass this specific level.”

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7. Test the ad text

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The only real way to become an expert at writing great ad copy on Facebook (and other platforms) is to test, test, and keep testing.

Facebook offers tools in the ad manager to create multiple versions of the same ad: the same image with different text. In this way, we can test and understand which variant is the most efficient with the reference target audience.

It is important to remember that for each test, it is crucial to change one element at a time in order to better understand the impact (positive or negative) that this has on the results.

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Writing an advertising text for Facebook: Conclusion and thoughts

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In a Facebook ad, ad text is essential and has a direct impact on CTR and conversion rate, i.e. on the overall performance of our campaigns.

When writing a Facebook ad, the text should be simple and to the point. Also, we need to avoid complicated jargon and make sure we speak the language of our audience.

Finally, image and text should be viewed as a unique combination and not as separate elements, as they need to support each other to achieve our ultimate goal: The conversion. In fact, here is a guide allowing you to understand exactly How to create the right design and the right copywriting for a Facebook Ads ad that converts.

At Growth Room, our mission is precisely to help you reach this ultimate objective, do not hesitate to book a call with one of our experts to talk !

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