Copywriting Techniques for Writing Ads on Facebook Ads


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One of those “all-in-one” articles that allows you to build an advertising campaign from scratch, without having to resort to a paid course or go crazy reading fragmented information in different posts loose throughout the network.

Well I’m sorry to tell you that here you will not find information on how to configure campaigns, segment audiences and optimize ads. But you are going to find something much better: I am going to teach you a series of proven techniques that will help you to write better online advertisements.

If what you need is to learn how to write ads online- one of the most difficult parts and that almost nobody explains correctly- then read on because everything I am going to tell you in this article is essential for the success of your Facebook Ads campaigns and Instagram Ads.

However, if you want to learn how to set up online campaigns from scratch, then you can better read articles like this before.

Know your Potential Client Better

Platforms like Facebook Ads or Instagram Ads have become a panacea for many online businesses.

And not only that: the power of these tools is so high, that any business can get in touch with a large audience of potential customers with total ease and without large investments.

Despite this as I don’t think your intention is to give a new mansion to Mark Zuckerberg by putting money and more money into ads that don’t work you will have to make an effort to optimize the campaigns and manage them in the most efficient way possible.

Only then will the results be more positive; and the cost for each sale, for each new click on your links, or for each lead you obtain, will be lower.

Although, as I have already explained in the introduction, it is not the objective of this post to give you a complete guide from scratch on how to configure these types of online campaigns, it is advisable to have some clear things before you start writing ads.

The first thing you should do, therefore, is an introspection exercise prior to the development and execution of the campaigns, which will allow you to improve your advertising action.

And that reflection has a lot to do with getting to know your potential customers better. You have to know how they think and why they buy your products and services when on many occasions they could do it in competition.

With that information, not only will it be easier for you to configure the entire campaign from the beginning, but also the text of the ads will flow more easily and will be more effective.

The Big Change in Purchasing Processes

It must be understood that the purchasing processes have given a radical change.

Whereas before it was companies and professionals who “sold” their products and services to their potential clients, now there are clients who “buy” the products and services they need.

This means that almost all buyers are immunized against the sales techniques employed by sellers.

It can be said that western society today is made up of more mature consumers and less permeable than before to advertising and sales messages.

In fact, the volume of the impacts has multiplied so much that now they go unnoticed and we live with them without hardly realizing their existence. And it is that Internet users are able to browse the web without paying a moment to the ads they show us.

So today it is more important than ever to understand what the new consumer likes.

Until a few years ago, it was usual to sell a product and service. And only value was delivered to those customers who bought said product or service.

But today the process has changed: it is now necessary to deliver a lot of value to customers before the order occurs.

This implies that the seller should not put excessive pressure on his potential customers.

Instead of using aggressive techniques like those of yesteryear, now they only sell businesses that are more subtle, that deliver a lot of value and that seduce their clients, showing every moment how they can solve their problems.

Before you Start Selling, you Should Do the Following:

Give More Information: You must understand that it is impossible to sell without informing. Many clients can reach your website with the sole intention of expanding information. And if this information satisfies them, then they may decide to buy.

Deliver More Value: I do not know if you have noticed that any expert who sells his services on the Internet spends all day explaining and teaching what his work consists of. Logically, that type of value would only be delivered to customers who are willing to pay for their services.

But we are so saturated with information that clients today only contract services (or products) to those professionals who have previously provided them with a lot of value in a disinterested way and without expecting anything in return.

Advising Before Selling: Whereas before when professional advice was necessary the most common thing was for an expert to charge for it, nowadays we have all become used to solving many of our clients’ problems for free.

And when the client feels that you have advised him well, then he will be willing to pay for other services that he can no longer solve on his own.

Earn the Trust of your Potential Customers: Trust is essential to sell your products and services. That’s why social testing and testimonials from satisfied customers are more important than ever today.

The Temperature of your Leads

Many clients, when they ask me to write their ads, always explain to me that their objective is to sell more.

In those cases, I ask them: who exactly do you want to sell to? To people who don’t know you at all or to people who buy from you with a certain frequency?

What I really do is ask the client a series of questions to know the audience that see the ad.

Because it is not the same as Facebook showing an ad to someone who does not know your business or your products, to someone who visits your website regularly (as is the case with retargeting campaigns ).

In short, before you start writing the copy of your ad, you must know what audience you are targeting and what is the temperature of the traffic you are trying to attract.

And depending on that temperature, you will have to use more informative texts, so that they can know you, or more persuasive texts, so that they can buy from you.

There are three types of potential leads that can reach your website:

  • Cold Leads: These are usually people who don’t know you at all and don’t even know what you’re selling. Everyone, before coming into contact with a brand, first came to that brand as cold traffic.

They may have references from you for your activity on social networks, by word of mouth, by specific ads that lead to your website, etc. It is difficult for those people who do not know anything about you to sell something on the first visit.

In these cases, your goal should be to provide them with value, so that they know that you are an expert in your business and that you are truly trained to help them to solve their problems.

  • Tempered Leads: Tempered leads are people who already know you. Perhaps they have subscribed to your mailing list (after downloading your lead magnet ) or are followers of your social networks.

They generally visit your website with some frequency and read your publications. As a person goes from cold to temperate, the possibility of selling something increases but the advertising message must be different and adapted to that type of audience.

It is difficult for you to sell expensive products or services, although you can sell cheaper ones.

  • Hot Leads: These leads already know you well and are interested in the solution that you propose. They know they have a problem and that you can solve it with your products and services.

The key to considering him hot is that he begins to trust you. Since he is willing to buy your products or services, you have to adapt the message to be persuasive enough and convince him to place the order now and not leave it for later.

The Buyer Persona

Now that you know what type of message you should write based on the temperature of the audience you want to target, you have to reflect on how your ideal client is.

You have to use your sales records and sector studies to understand how the customer is who usually buys your products and services more frequently.

You must think about whether he is a man or a woman, how old he is, what his family and professional situation is like, how much he earns, what problems overwhelm him, what unmet needs worry him and what his hobbies are.

Knowing the situation of the clients, you will be able to establish a more specific message that will directly impact your heart.

When a person clicks on a specific advertisement, they do so because they feel that it has been written with their concerns and needs in mind. It is then time to explain how your services or products can solve their problems.

But if you do not know what their main problems and concerns are, it will be very difficult to notice your ad.

For example, if you are selling an application to manage a company’s social networks, there is no point in going to retired petanque fans. The logical thing is that you focus on the social media manager collective, right?

And in Facebook Ads (the same as in Instagram Ads), you can target your campaigns specifically to that segment.

But you have to go further, it is not only important to segment the campaigns so that your ad only appears to your specific target but you must also target the copy of your ad so that this social media manager would be attracted to your message and click on your ad.

The Perfect Structure for Facebook Ads and Instagram Ads

If you have already run a campaign, these concepts probably ring a bell.

But you should be clear about the ideal structure of an ad in Facebook Ads or Instagram Ads because when writing, you have to know where in the ad each item is placed.

The Most Common Format in Facebook Ads

Although the advertising formats offered by Facebook are more and more varied, I am going to focus only on the type of ads that provide the best results (and that contribute the most to making the most of the investment).

This is a format similar to that of a post in the feed.

As I said above, we are so used to ignoring online advertising that we have used our view to be selective.

And for that reason, everyone agrees that the ads that work best are those that look like a normal publication, like the one that any of the people we follow would do.

What it is about is getting minimal attention from your potential leads. And it is easier to achieve it with an advertisement embedded in the feed, which is the Facebook area that is most consulted because in it the publications of the contacts and followers appear.

At that point, when a user looks at your ad, it is a good idea to show them a copy that is attractive enough to hook them and continue reading the rest of the ad.

Let’s see what are the main parts of a normal ad in the Facebook feed:

  • Image: One of the most important graphic elements of the ad. Depending on the type of image you use, the clicks will increase or decrease a lot.
  • Headline: Even if you have introduced a headline in the photograph itself, the second headline that has the mission of generating user interest is the one that goes in the headline.

If it is not very attractive, those who see the ad will ignore it and continue browsing for other posts.

  • Main Text: Main texts are the paragraphs that are at the top of the ad, above the image.

Keep in mind that only the first sentences are shown at a glance, since the rest of the text appears when you click on “see more”. In this text, you have to be very persuasive to achieve the objective of your ad.

  • Description of the Link: A small text under the heading that serves to expand the information or to create urgency. However, this text is less and less displayed in Facebook ads. It may even end up disappearing.
  • Call to Action: Facebook includes a button with a CTA that you can select from a wide variety of options. But not all have the same result at the level of conversions. That’s why you should analyze your own ads and see which of the possible CTAs work best.

It is important that you do not neglect any of these elements, because if any of them is not well optimized, the failure of that announcement is guaranteed.

Special Features of an Instagram Ad

On Instagram there are two formats that work best, above all others:

Stories: Instagram stories are ephemeral posts that can only be seen for 24 hours. It is a format that allows great creative freedom, with which you can create very striking and memorable ads.

Also, people are very amused to browse other people’s stories. Its format is vertical and they are shown in full screen.

For this reason, Instagram Ads allows you to enter an ad in story format, which will be shown throughout the duration of the campaign (and which allows you to click on a link through a call to action).

Feed Picture: Instagram began as a social network in which people share their best photos. The instagramers keep coming daily in your feed to see new photos that are published by the people they follow.

This ad format is quite similar to the normal feed, which is why many people think they are seeing other people’s photos. However, an Instagram Ad allows you to include a clickable link with a CTA.

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