Facebook ad texts are one of the factors that influence the success of each ad. When creating ad texts, it's important to focus not only on brief messages with a clear CTA (call to action), but also on a well-chosen communication style, ad targeting, and, last but not least, the length of your text.
Based on our experience and generally known rules, we've come up with 5 tips for you on writing ad texts on Facebook.
1. Write briefly and concisely
Facebook users browse the feed very quickly and, in most cases, do not want to read long novels. Try to make a key statement in your text and to make it briefly and clearly. Make it easier for your customers by using short sentences and avoid lengthy sentences with challenging sentence structures. Even when writing an ad text, a simple rule applies: less is more. Do not overwhelm your customers with unnecessary and duplicate information.
TIP: Before you start writing, make sure you understand what you want to achieve. Write down this goal and think about it when writing the text. This simple step will help you figure out what the text should express.
2. Respect the number of characters
Follow the recommended number of characters in Facebook ad texts. This applies especially to the headline and the description. If you use more characters, your message will be chopped and unfinished (you will see an incomplete text with three dots). It may happen that the message will not make sense. Your customers will be confused and will not understand what you want them to say.
Once you've written an ad text, you'll see a preview of your ad immediately. If you can see here that the text is crunching, please edit it. Also be aware of how the text is displayed in each placement. Though the text is usually seamlessly displayed in the Facebook feed, there’s sometimes a problem in the right column. Think of this fact and always give important information right from the beginning.
If you're preparing a lot of ad text in advance and want to look at the number of characters, create a simple spreadsheet in Google Docs. Type the required text (for example, subtitles) in the first column and use the "Length" function in the second column with the cell reference in the same line as the text. This function calculates the number of characters of the text. You can also use conditional formatting in the table to indicate which titles are within the recommended limit and which are over the limit.
3. Write your texts in the language of your target group
Write your ad texts in the language your target audience uses. They will better understand you and there will be no unnecessary misunderstanding. The target language is also associated with ad targeting itself. For example, if you run an e-shop with men's and women's clothing, fashion accessories and sportswear, you will have customers divided into several segments. Each of these segments has its own specifics and is interested in a certain part of your offer. When you create ads, think about and write your ad texts according to which segment you are targeting at the moment.
Adapt the texts to which stage of the shopping process your customers are in. In the case of acquisition campaigns, focus on delivering the most important information and competitive advantages about the product or service. Conversely, in remarketing campaigns, refine texts with more detailed information to help customers make their decisions.
4. Tell people what to do
If you already have a goal for your ad, your customer should understand what you want to tell them when they read the ad. Do you want to engage customers in a discussion, bring them to the blog, or sell them products? Whether it's any of these goals, you need to tell your customers what to do after viewing your ad. Take advantage of a clear call-to-action (CTA) that will guide customers to the next step. Without a clear CTA, users will not know where to click or what to do.
You can use many CTA buttons in your advertisements that you simply add to the ad. You can choose from the following CTAs, which clearly tell the customer how to proceed:
- Get an offer
- View showtimes
- More information
- Ask about times
- Display the menu
- See more
- Contact us
Simply select these CTA buttons when creating an ad under the "Call to Action" option. In the ad, the CTA button is then displayed at the bottom right.
5. Adhere to a unified communication style
Your ad text should stick to one communication style that should be consistent with your brand identity. It is very important to determine the characteristics of your style. Will you communicate formally or informally? Will you address them by their first name or surname?
In addition to these basic features, you should also think about the tone of your communication. Do you want to communicate in a funny and playful way, or do you prefer to keep a professional tone? The communication style also includes the use of emojis. Does your brand use any special words? If so, use them. This will distinguish you from your competitors.
TIP: When choosing a communication style, create a communication manual for yourself and your colleagues, in which your communication style will be outlined together with text examples. This manual will come in handy when the ad text will be written for you by someone else. For that person, it will be much easier to follow the established communication style.
Our final advice
Test, test, test! With dynamic ads, it's even easier to test not only different image creatives, but also different subtitles, lyrics, labels, and CTA buttons. Based on the results of the test, you will find out which texts are most effective, and you can take inspiration from them when writing other ad texts.
Published: 19. 12. 2018, Newsfeed.cz
Facebook Ads Specialist
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