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Facebook Ads Copywriting
How to create the perfect Facebook Copy
In our Facebook Ads Copywriting guide, we’ll show you how to create perfect Facebook Copy. This refers to the captions of the advertisements that describe the image/video or the service behind it in more detail. Read more in our Facebook tutorial.
Facebook Ads Copywriting - What is it?
Today we want to talk about copywriting. Why copywriting is so important in media buying, apart from of course keyword-based platform like Google – is related to the fact that copywriting has a crucial effect on CTR. CTR refers to the click through rate, i.e. your text ensures that customers feel addressed in their emotion and click on your ad. Provided, of course, that the creative you’re using, either an image or a video, picks up the customer enough to read through the copy. Because as you know, Facebook is so that now times the image catcht first and then you deal with the copy that is in the top.
What makes a good copy?
Well, what makes a good copy? Of course, this depends on the product or service you have to offer. Basically, of course, the creative counts beforehand to stop the customer and then it’s on. You could use the setup of attaching a negative belief set to emotionally pick up the client where they are currently or what they are feeling, briefly reinforce that belief set again, then offer a solution. And once you’ve done that, you put another benefit on top of the solution, and another benefit, and another benefit. This would be a possibility. Another option, of course, would be to tailor an offer so that it sounds irresistible. As an example, you sell sneakers and you additionally offer these sneaker lace holders, or just other different colored laces for example two pairs. If you now specify what the sneakers actually cost, what the laces actually cost, that you get the laces for free and maybe the sneakers are still reduced, then you have put together an offer that may not exist elsewhere on the market and also you have collected data records. That’s why it sometimes even makes sense at this point to waive the margin to trigger a purchase, to know who the target audience is in the first place, in order to address them again later via retargeting or lookalike audience.
Facebook Ads Copywriting - Business Manager Insight
With copywriting, I’ve actually lifted my own CTRs from the “0,…” range to double-digit percentages. To do this, let’s just buy into the Business Manager and I’ll show you what I did there.
Let’s go into a sample project of mine and as you can easily see here already, the CTR is sometimes on average in the “0,…” range, which of course is not good at all. If we now arrange the CTR according to the best row and go into this campaign, then we see that here a CTR of 13.89% on average was achieved in the best case even 17. Let’s just take a look at what I did there. Since the copys here are similar, all I have to do is take an ad and just go for it. As you can read here, I wrote “Do you know that? When your grandparents give you a wonderful heirloom? A handmade bag or a piece of clothing? The truth is, in our consumer society, such a thing no longer exists. No heirlooms that last for generations. Everything is manufactured industrially and cheaply. Mostly they are not produced for longevity, so we have to buy the product again soon. Trends prevent us from keeping the same item for years. Unless you decide against “throwaway consumption”! Choose quality over quantity! Add value and leave a wonderful heirloom!”.
Yes, as you can see here, I did a little storytelling and tried to pick up the customer emotionally and added some benefits on the back. I wouldn’t recommend using quite so much text today, but of course you need to convey your story. I tried different copies and here, for example, I started with a question, and then evoked a negative emotion, and then of course later offered a solution. Here, of course, I also mentioned myself and my name to generate some trust and at the end again the benefits.
Get Facebook Ads from eBakery
So since I originally tested I think five copys, these two turned out to be the most promising and these are the two I used. As you know you can of course use many different headings, there I also tested several and stayed with these two after testing. I hope I could give you a little insight. I would ask that if you have any issues with copywriting or testing creatives, or audiences, please contact eBakery. We are happy to help you as a Facebook Ads agency. Make an appointment with our experts directly here.
Do you have questions or need an individual offer? Do not hesitate to contact us.
Haben Sie Fragen oder brauchen ein individuelles Angebot? Zögern Sie nicht, uns zu kontaktieren.
