You have set your target group, budget and objective and are ready to start advertising on Facebook. You only have to write an ad text… And that turns out to be more difficult (and more important) than you think! Why does one Facebook ad get a lot of clicks and another not? Your Facebook ad stands or falls with strong ad text!
The Facebook settings ensure that the ad appears to the correct audience on their timeline. But how do you make sure a potential customer takes the time to read the ad and doesn’t scroll further? I share 7 tips for you Facebook ad.
1. In the Facebook ad, take the advertising policy into account
It’s not the best thing to start with, but the most important thing: take it Facebook-advertentiebeleid well through. This will prevent you from having to start writing again or that your advertising account will be blocked. Concepts related to earning money often do not pass the check. And Facebook is also careful with topics such as ‘losing weight’.
You want to avoid phrases such as “earn money quickly” or “lose weight quickly”. Use your creativity to work around this: “Achieve a healthy weight” and “more freedom and independence” are alternatives that make Facebook happy.
2. Identify the client’s problem or pain point
The customer runs into a problem and your product or service offers him the solution. Take advantage of this pain and ensure that the customer recognizes himself in this. If you advertise with writing tips for Facebook ads, a potential problem for the customer is that he or she is not getting enough clicks. Either pumping a lot of money into Facebook ads to no avail or simply not knowing where to start advertising.
Please mention this at the beginning of your ad. Asking questions to which you already know the answer works well here. Do you also want more results from your Facebook ad? Of course, who not!
3. Personalize your Facebook ad
The best performing Facebook ads often feature a story with real people and real events. That makes the story personal and recognizable for the reader. You probably once encountered the same problem as the customer, and your product or service arose from the solution. Turn this into a narrative ad.
These ads are often one to three paragraphs long, give you the opportunity to immediately bond with the customer, and also allow you to persuade in a more subtle way.
4. Emphasize the added value of your product
The call to action tells the customer to click on the ad, and the ad text explains why. Explain why your product can contribute to solving the problem, and do not hesitate to mention best practices or your own results. This serves as proof or social proof and can give the potential customer just that little bit of extra confidence.
5. Test with different ad texts
There are different types of texts, and it differs per product which is the most effective. Sometimes a long ad consisting of several paragraphs performs well, and other times a list with only pain points and benefits works better. We usually test with 3 different texts.
Present the product or your company in a story form, limit yourself to concrete bullet points or do both. An ad text must be short and to the point. This does not mean that you should limit yourself to 3 lines of text, but that you keep the sentences short and ensure a clear structure.
6. Draw attention with the headline
In the header you should preferably state the benefit of the product, and not necessarily the product itself. More clicks from your Facebook ads is more concrete than a list of tips, and achieving your dreams and goals is more attractive than a coaching journey. Always keep the customer’s end goal in mind.
7. Provide a strong call to action
The call to action prompts the reader to take action. Make sure it is clear what is expected of him or her. Do you want the reader to buy the product now or download an e-book now? Keep it short.
Your Facebook ad: keep testing
Your product or service can be so strong, and the settings of your Facebook ad so good … Your ad stands or falls with the ad text. The tips above will help you write strong text that will draw attention and generate clicks, but remember that finding the right text and strategy is always a matter of testing. Good luck!
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