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How to write Facebook Ad Copy - Cheat Sheet with examples

How to write Facebook Ad Copy - Cheat Sheet with examples

Bombarded by thousands of ads every day, people around the globe developed the so-called "banner blindness". This article will give you step-by-step recommendations about how to skip it. By improving your ad copy, you'll write the ads that'll stand out and sell.

Did you know that an average individual sees over 1 700 banner ads per month? Remarkably, the number has significantly increased during the last 5 years. Under such conditions, people learned to block out a huge part of online information.

But any business needs ads to let people know about their product and thus prosper. A British politician and historian, Thomas Babington Macaulay, wrote in the 19th century, “Nothing except the mint can make money without advertising.”

So what can the business do then?

Creating effective, original, audience-oriented ads is the best (the only) way to draw people and make your product stand out.

This article introduces step-by-step guidance on creating a compelling copy and making your traffic sky-rocket.

Essential elements of the Facebook Ads copy

To write the ad that’ll work, you need to focus on all the copy elements equally:


Facebook headlines are different from their analogs on other platforms. This derives from the fact that they are placed at the very bottom of an ad, which decreases their significance. However, it's still essential to approach them responsibly and so boost the overall impact of an ad.

Characters limit: 25.

Link Description

When thinking about the most effective link description, ensure it contains a different thesis than the headline. Thus it would bring extra value rather than repeat the same idea. Some brands choose to show their prices here, while others prefer to highlight specific features and benefits of their products.

Characters limit: 30.

Ad Text

When working on the part, pick a single idea and develop it. Your main aim here should be to force a person to click the “Call-to-Action” button. Thus, the ad text should be catchy, introduce the solution, and show the value.

Characters limit: try to restrict it by 125 characters to make all the text visible.

Call-to-Action Button

The button works to take users to their ultimate destination, where they would take action to meet your business goals.

Facebook offers a variety of CTA buttons: Apply Now, Book Now, Buy Tickets, Call Now, Contact Us, Donate Now, Download, Get Directions, Get Offer, Get Quote, Get Showtimes, Install Now, Learn More, Like Page, Listen Now, Open Link, Order Now, Play Game, Request Time, Save, See Menu, Send Message, Send WhatsApp Message, Shop Now, Sign Up, Subscribe, Use App, View Event, Watch More.

All variants give users a push to act and work better than skipping the CTA button.

Top-3 mistakes when working on the Facebook Ad Copy

  1. Writing lengthy paragraphs

    Your decision on the length of the ad copy should depend on your business peculiarities.

    But it's never a good option to put the long paragraphs at the very beginning of your text.

    If they are essential, they should be introduced gradually.

    For instance, if you want to share the philosophy of your business and thus attract clients. Then you should prepare them first by writing short paragraphs that shape your opinion. And only after that move to more specific lengthy descriptions. So, you'll increase the success of your ad and make your copy more catchy.

    It was a long paragraph, but surely you read it 😉

    But what would happen if we placed it at the beginning? Probably you'd skip the whole section of the article.

  2. Making it too selly

    You’ve probably seen the ads that directly declare that they want to SELL you something. Usually, they are rather straightforward and use the words like sell, buy, the best, join, etc.

    But this kind of ad doesn’t work anymore.

    It happens because people become much smarter and often react to them as scams.

    Thus, when writing the ad, focus on building trusting relations with potential users. Don’t try to sell them something right away, but make them interested in the product.

    Show them the value, and soon they'll want to get it.

  3. Being vague

    You should be clear about your aims.

    We all sometimes get tempted by the wish to use metaphors, puns, hide the true meaning, and sound clever. But it rarely works.

    Facebook is a crowded space with thousands of messages and ads. Thus, your information should be straightforward to get the chance to be heard.

Step-by-step Framework for Writing Effective Ads

  1. The Catch

    Your ad is the first interaction of a potential user with your business. So it's vital to make it stand out and cut through users' blind zone.

    The catch is the first and most critical part that'll help you reach the goal.

    As we've mentioned above, the headline in Facebook ads is placed right at the bottom of the ad and doesn't carry the primary importance.

    The catch, on the contrary, is the most significant idea of your ad and its top message, so it should be placed at the very top of it, usually in the first sentence.

    Remember, you have up to 125 characters for your catch — the rest will be cut off by the "Read more" option.

    So, there are 125 characters to grab attention, produce curiosity, and make people interested.

    As we see in the example, the catch sentence tells about all the top values. It catches the attention of potential users and forces them to take further actions with the product.

  2. Ad Body

    Ad body includes the whole ad text but of the catch.

    If the catch aims to make the ad stand out, then the main ad text presents the solution and makes a person click the CTA button.

    While working on it, remember one rule:

    There are no strict rules!

    Recommendations on writing ad text differ depending on the business aim, the business sphere, and users' awareness.

    The foremost criterion that estimates the ad text's success is its length.

    Remember that the audience's awareness may variate on the scale from totally unaware to interested in the product and well-aware of it.

    Suppose the audience is totally unaware or scarcely aware. In this case, your aim is to inform it about the benefits by telling the story, presenting evidence, providing the explanation. And so, the ad text for the type of audience would be lengthy and detailed.

    Should I use emojis?

    Using emojis may become an excellent option to attract attention and highlight the specificity of your ad. They are one of the tools to catch a user's eye and make them click the CTA. However, you should implement emojis harmoniously into the brand's tone of voice and avoid overusing them.

    A quick sum up: if a user doesn't know your product, tell them about it. Don't force them to invest in the unknown. Build trust first.

    But what if a user already knows your product or has even already shopped with you? Then your top priorities become intensity and motivation. Your aims thus will be to remind them about who you are and fortify your public image.

    If the user is well-aware of the product, a one-sentence ad text may be enough to make them shop.

  3. Call-to-Action

    When you’re working on the ad text, it’s helpful to devote one last sentence to forcing users to act.

    In the example above, the last sentences are used to remind users about the value, show the solution, and afterward provide the direct link for taking action.

    Make your CTA clear and straightforward. Users should be aware of the actions to take.

  4. Ad Creative

    Obviously, the ad creative relates more to the domain of design.

    It’s undoubtedly the most potent part of the ad that catches attention and forces the users to learn more.

    The secret of the compelling ad creative text is to keep it short but implement a powerful hook in it.

    In the example above, Slack posts its main message on the creative and underpins it with statistical data. So, it gives value to the most significant and eye-catching part of the ad.

  5. Ad Title and Description

    The ad title and description in Facebook ads are placed at the very bottom, below the ad creative.

    The most common mistake when writing the two is to implement a single idea or, even worse, use only the headline and skip the description. The problem here is that it literally means missing an additional option for engaging the users.

    The universal formula for writing headlines and descriptions is “25 and 30”, which corresponds to the recommended number of characters.

    Facebook headlines and descriptions may not be placed on the top of the ads, but they still remain crucial parts that make your ads work.

    Let’s figure out the key success points about writing headlines:

    1. Write it in imperative

      Put the first verb in the headline in imperative. Let it serve as the CTA.

    2. Stay focused

      Choose a single idea and follow it through the main text, ad creative, headline, and landing.

    3. Use numerals and specific characters

      Your aim is to draw the eye. Using numerals and specific characters is the most effective way to do so.

    4. Use the words of excitement

      New things always thrill people. So don’t fail to fuel their interest with the words like “new”, “free”, “instantly”, “now”, “only today”.

    5. Write it short

      We put the most powerful rule as the last one. Make sure that all ad headline is visible.

To sum up

Dozens and dozens of ads appear to users every single day. And the only way to keep your business afloat is to adjust, stay original, experiment. Remember that your ad will have less than 2 seconds to catch the attention, so use all the resources you have.

All elements of a Facebook ad copy are equally essential. Thus, it's vital to plan each of them and make them complementary to the overall effectiveness.

Remember that constant, consistent testing is the ONLY way to develop the perfect ad recipe.

Utilize AdBraze to make your ad development and testing process most efficient and smooth. Its easy-to-use features allow to launch multiple hypotheses and analyze them simultaneously.

And don't forget to use this 5-step guidance to create the most grabbing and selling ads.

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