Writing & testing for effective ad copy (i.e., text), catchy headlines and persuasive pictures and videos is often overlooked. Yet it’s extremely important and is absolutely instrumental for understanding how to make a good ad.

This article will review best practices, tips and things to consider when writing your copy as well as choosing your creatives. Ultimately, like everything else with running effective ads (and you’ll read this many more times on my site), it’s important to test, test and test some more!

Beyond ad efficacy, there is another important reason that you should ensure your copy is on point – compliance.

Although some policy may come off as obvious, it’s important to always ask yourself whether someone may be offended by what you write.

Even misusing the word “you” can cause your ad to get disapproved, which is frustrating and inconvenient and takes up valuable time troubleshooting a solution.

But don’t worry, by the end of this article you’ll have a firm grasp on how to write effective ad copy and how to avoid compliance issues.

So let’s dive in to this topic more!

*This post contains affiliate links, which I may receive compensation from. This is at no cost to you and lets me keep the lights on. Read more here…

Facebook Compliance & Policy

For starters, it’s recommended that everyone take the time to read through Facebook’s compliance policy. It’s really not that long and can be read here.

But to be sure your copy isn’t potentially offensive or inappropriate for some viewers, here is a list highlighting some of Facebook’s compliance guidelines:

  • Of course, always be truthful & hones
  • Don’t be clickbaity & Don’t be spammy
  • Be clear and transparent (such as extra costs – like shipping if you’re giving away something for free)
  • Don’t call out specific health conditions
  • Don’t specifically address the reader (even misusing the pronoun “you”)
  • No trigger words or unbelievable/outrageous claims
    • Hint: Keep it personal. For example, “How I** Make $500 A Week Online” is way better than “How You* Can Make $500 A Week Online”
  • No offensive language and be careful with potentially sensitive topic

Again, perhaps some of these guidelines seem like common sense, but they’re important to remember nevertheless.

In the event that your ad was disapproved – potentially due to the ad copy – you’ll have two options. First, you can appeal the decision. However, this can be a bit of a hassle and I’d recommend saving this for more serious and necessary situations.

And then there’s the second option, where you simply update the ad copy by double checking the guidelines and rewriting or rewording it. Then you can resubmit the campaign/ad for approval

Creating The Offer – The “Write” Mindset

OK, maybe the picture is a little intense, but getting yourself in the “write” mindset is key before you get going! And now that we’ve covered the dry, compliance and policy topics, let’s move onto some more positive and interesting things.

The following are general introductory points for getting started and creating a more effective ad.

  • Be consistent in your messaging
    • Make sure your headlines match your copy, your website/funnel Landing Page title and are related to your core offer and match the advertisement)
  • Test, test and test some more
    • Besides testing different images, videos and audiences, it’s also good to test different headlines and copy; you can even test different website landing pages!
    • This topic of testing will be covered in detail in another post!
  • Finally, follow others and use their successful ad campaigns as inspiration (don’t steal though!)
    • Here are some good resources and ways to get started:
      • Swiped
      • Ad Espresso
      • Do a Google search for (preferably free) “ad spy” tools
      • Do a Google image search for “(industry/niche) Facebook ads

I want you to enjoy writing ad copy, as it should not be something that is stressful or takes up all of your time. As long as you avoid compliance issues and make relevant and enticing text, you should be good to go.

Regardless, when in doubt, just keep it short and sweet and to the point.

For example: Here’s this thing I have + Here’s how it solves your problem pain + Here’s the special offer I’m giving you.

OK, now that we have a general idea of how to approach writing effective ad copy, let’s break the process down into pieces; first, creating your headlines, then creating your body text

Crafting Your Headlines

As people are scrolling through their feed, they’re not likely to read the body text of your ad first. Naturally, we are first drawn to the image/video and the headlines. As such, it’s important to make this clear, concise and on point.

Below are some rules of thumb for writing a good headline.

  • Have an enticing hook (the thing that makes people want to click on your ad)
  • Understand your audience and your offer and include specific examples of how/why your product can help
  • Include time-frames
    • Example: “How (this product) solved my (annoying problem) in (30 minutes)” OR “Free (gift) Inside: Limited Time Offer” OR “Get 10% Off All Merch This Weekend With Code GETMESOME: Claim Your Special Now!

If you’re stuck, check out the websites above and these below for some more inspiration:

Regardless of your offer, niche or audience, it can be beneficial to write down your ideas in an organized way. This will give you reusable scripts that you can replicate and simply swap out the information for your next ad.

No doubt, you’ll get better with headline copy as you move forward, so don’t stress too much. As long as you have a good offer and you communicate that clearly, you should be fine!

Let’s talk about the actual body text now.

Crafting Your Copy

No matter what you’re selling or offering (even if it’s something free), customers consume products/services because of the transformation they believe will happen from buying the product. Specifically, we as consumers buy products and services because of the after effect that will occur from the purchase.

So we should try to appeal to this emotion when presenting a product, service or offer.

Only talking about your product’s details and specifications, while ignoring how it will make your customer’s life better will always have lower conversions.

So, to write a good ad, talk about these 2 things:

  • The current pain your prospects are in/the issue they’re having
  • And how nice it will be when they are out of that pain (after taking your offer)

If you create copy around these core ideas, you’ll always be aligned with one of the oldest marketing tenets – solving your customer’s problems.

But to further improve your copy, you can also consider the following as predictably effective ideas:

  • Use social proof – perhaps a case study to grab attention (reviews are extremely helpful for both customers and businesses!)
  • Make a shocking/interesting/attention-grabbing statement (careful though, nothing clickbaity)
  • Leave a cliffhanger (you can research for examples, but again, don’t sound clickbaity or spammy)

Extra Thoughts

The following list provides a few more considerations for creating effective copy. Of course, these are just a few additional ideas, please don’t feel overwhelmed or like you have to meet every single points covered in this post.

Remember, keep it honest, simple and specific. But here are a few more points to consider:

  • Tell a story with your business, product, service and/or offer
    • Creating your brand’s story is something you can cultivate with each ad
    • Some of the most successful ad campaigns/brands tell effective stories that captivate people
  • Give clear Calls to Action (i.e., “Follow this link now” or “click here now to claim…”)
    • Also, make sure you put in clear Calls to Action on your landing pages as well (both at the top and at the bottom)
  • Keep your copy short + simple if your offer is something free/uncomplicated
    • Just build interest and provide clear calls to action
  • Add emojis to your copy. This can make your ad come across more appealing, emotional and human
    • But go easy on the emoji count, don’t use so many it becomes obnoxious

OK, if you’re still with me, thank you for reading this far! I really hope that this is providing value and clarity for crafting effective ad copy.

Before we finish, I’d like to briefly discuss choosing your creatives to go with your copy. Since these two elements are strongly connected, it seems appropriate to add into this post!

Choosing Creatives

For starters, although this may come off as obvious, choose pictures, videos or graphs that clearly represent the product, service or offer. This should go without saying, but I felt it needed a quick mention!

And as promised, I’d like to reiterate that you should always test the performance of different creatives within an ad set.

You can do this by:

  • Duplicating your ad after it’s finished
    • There is a “duplicate” button if you hover over your ad link inside of your Ads Manager
  • Then selecting the copied ad and simply changing out the desired creative (or copy) you’d like to test

(if this seems confusing, don’t worry, this strategy is covered in my my post on duplicating ads here)

And finally, if you need images or videos for your ads, then I recommend checking out one of these completely free resources:

  • Pixabay (my personal favorite!)
  • Canva (another fantastic resource I use all the time for anything creative, from logos to ads to banners)
  • Wave.video (this is a powerful software platform that let’s you build beautiful, modern videos for your brand – completely for free! Check it out!)

Lastly, if you’d like a more detailed review for choosing creatives and (more specifically) learning how to create professional quality video ads quickly and affordably, then check out my full post on How To Create A Video For Facebook!

Application – Let’s Write!

The following steps may seem redundant or too obvious. But I want my tutorial posts on this site to be interactive and engaging.

And the best time to implement something you’ve just learned is immediately! So let’s write some ad copy and get the ball rolling on your Facebook ads.

Again, the following steps are seemingly very simple and straightforward, but they will be very useful for you down the line. You’ll be able to use this information to simply copy/paste into your actual ads.

  1. On a separate piece of paper (or in a Word/Google Document), think about your offer and write out some enticing headlines
    1. If you’d like to reference my post on creating irresistible offers, click here!
  2. In the same document, write out some potential ad copy (i.e., the body paragraph for the ad) to draw in your prospects/create interest and curiosity
  3. Choose/download some pictures/videos (relevant to your offer) that you want to use for your ad

OK that about does it for me today! Leave a comment below and let me know of any other writing strategies you find helpful!

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