This article covers 11 specific, practical tips that will take your Facebook Ad Copy to the next level.
If you want to:
Then you'll love the concepts and strategies in this guide.
Let's dive in.
Avoid being verbose.
Respect your reader’s time by quickly, succinctly getting to the point.
And remember: if a fifth-grader can't understand your copy, then it's time to re-write.
Don’t tell your readers about your product. Show them.
Don’t talk about how great your service is. Prove it.
By leveraging testimonials, interviews, client reviews, data, and any other evidence that shows your reader the value of what you’re selling.
The old adage really is true: tellin' ain't sellin'.
Write copy that’s approachable, that makes people want to learn more about your brand and your mission.
Let your brand’s personality come through via your tone, voice, word choice, emojis, and cadence.
Check out this example from JuneShine:
Facebook’s targeting capabilities are amazing, so use them to your advantage.
Know who you’re writing to: their interests, their pain points, and how your product/service solves those problems.
Not intimately understanding your target audience is one of the biggest mistakes you can make when it comes to copy.
Put another way, you’ll write differently to single vegan millennials as opposed to married Dad’s working in tech with two young kids.
Ad copy ≠ one-size-fits-all.
Garmin knows its audience: "If you're going to be the best, you need to run with the best."
Word choice matters.
Be intentional about what words you use to convey your message.
And don’t be afraid to try something out of the box.
Ad copy doesn’t exist in a vacuum.
It’s always paired with some sort of creative (image, video, etc.).
The best writers know their copy is only as good as the creative, and vice a versa.
So work closely with your designer/creatives to make sure your copy complements and enhances their creatives.
Everyone hates spelling mistakes.
They’re unprofessional, and they immediately detract from the credibility of your brand.
Always proofread. Then proofread again.
Before you draft your copy, you should have a deep understanding of your brand’s unique identity.
Successful brands take the time to codify their brand guidelines—the way they talk about themselves—so that every piece of copy/content flows easily from these principles.
Is your brand authoritative, or is it more friendly? Is it traditional, or is it super casual? These conversations must happen internally before you can produce external-facing copy that consistently hits the mark.
The best copywriters have a clear picture of what their brand is before they start typing.
They align their copy with their brand's identity.
For an in-depth discussion on branding, check out this blog post.
Example: Ranch Water, a brand "hailing from Far West Texas," writes like who they are—simple, straightforward, with a little twang.
Hooks and emojis work, particularly when it comes to Primary Text.
Don’t be afraid to write in a way that might “feel” a little cheesy. It’s not. Remember, this is Facebook, not an academic paper.
Ask questions. Get your readers thinking about the pain points that will ultimately drive them towards your product/service.
“😴 Can’t stop snoring?” — a simple headline that’s direct, friendly, and introduces the problem your product solves.
CTAs don't have to be complicated; they just need to be effective.
Effective CTAs aren't just "Shop Now" or "Sign up today!"
Play around with more personal, branded statements that add life and personality to your ad. Write like a real person, not a brand.
For example, this Saucony ad uses the Description section to emphasize that they always offer free shipping—one of the ways they differentiate themselves.
It’s a great resource, and it’s free!
Facebook Ad Library has tons of inspiration for both copy and creatives.
Spend lots of time looking through different copy and creatives to get a sense of the competition in your space and for how you can differentiate your brand.
Great copy can set your ad apart, while poor copy can quickly torpedo your ad performance.
That's why these tactics are so important—good luck, and happy writing!
PS: Stay tuned for upcoming posts about copy tactics and content strategy!