📉 Writing Facebook ads is kinda hard.
Especially those headlines and Newsfeed Descriptions.
How do you convey your selling proposition in such few words?
I browse through a ton of Facebook ads every day. And there’s a common mistake I keep seeing over and over.
Poor Ad copy inevitably includes words like
in the Ads and Videos.
And to be honest – those words mean nothing to your buyers.
The only thing you gain by using those words is… missed opportunities.
So what do you do?
How do you eradicate words like “Perfect” from your dictionary – which add NO value to buyers?
Firstly, for the ads you run, ENSURE your copy is hitting some of the markets pain points.
Say for example – you’re selling to busy mums.
❌ don’t say stuff like –❌
We offer the best product/product name for busy mums.
✅ instead, what you can say is ✅
Here’s a way for busy mums to save time planning meals
Whenever y’all are tempted to use any of these catch-all phrases, just ask yourself –
How/why is this best?
What makes it high quality?
What does “perfect” mean for my audience?
The answer to those questions should ideally be – benefit statements, positioning statements, stories or proof statements.
It’s a missed opportunity in terms of your messaging when you fail to apply this. Its also kinda lazy copywriting if your copywriter tends to lean towards using jargon and catch-phrases like a crutch.
I’m not saying… these words don’t have a place in your Ads. But make sure to use them wisely.
Also, by being specific – you get to drive and attract qualified traffic to your store.
💥 Apply this to your Ad Copy and see your sales go KA-BOOOM 💥
How often do you find yourselves using words like high-quality and perfect in your Ad copy?
You’re selling a product right?
Well, no matter what you’re selling there are features that define that product.
Let’s say you were buying a Macbook Air, and you’re an avid gamer.
And the guy at the Apple store says –
Hey, this Macbook Air comes with an 8th generation Quad Core processor. Has retina display and blah blah blah.
As a gamer – you want to know if DOTA/Fifa is going to run without lags and overheating. What good is the Macbook with an 8th gen processor if it doesn’t give you an out-of-the world gaming experience?
Get the drift?
The i8 processor is the feature.
Will you have an enjoyable gaming experience with it? – thats the benefit
Take a mental leap from features to benefits.
Look back at your own copy. How can you apply this and make more your ads high converting?
When you’re running ad campaigns on Facebook and Instagram, soon enough, you’ll find yourself targeting multiple audiences.
Let me share an example of a client who was selling wall planners with Shopify.
One of their audiences were – mums with kids. The second audience they were targeting for the same product were primary school teachers.
Now… the way you talk to both these audiences is going to be different.
For, e.g. teachers require planners to plan and prepare for term lessons. Whereas mums may need planners to create weekly meal plans.
It’s tempting to use the same piece of copy for multiple audiences.
But with this lazy method, you risk not only losing trust and wasting ad dollars, but you end up consuming a very profitable audience, making very little in sales.
When you highlight the specific benefits and pains for the particular audience, you’re able to create a stronger emotional connection.
And that makes all the difference.
“Need to make money? Go Advertise your product/service on Facebook, and you’ll have new leads and customers tomorrow.”
That’s the popular & widespread narrative I hear today on social media.
It seems that advertising on Facebook is some kind of magic pill – an answer to all your business woes and worries.
And everyone expects success – instantly.
Don’t get me wrong.
The opportunity Facebook presents for marketers is HUGE.
And yet, many e-commerce businesses are struggling to turn their Facebook ads into profit.
So what’s up with that?
Failure to convert Facebook Ads into E-Commerce sales is the result of one of the same three mistakes.
Let’s touch upon those today.
Big Mistake Number One: You’re Not Getting In Front Of The RIGHT People
Facebook’s interest-based targeting can help you get exceptionally focused.
Well, you can get as targeted as – Married men working in medical professions, aged 25 – 32, living in Los Angeles and planning to go to Hawaii on vacation (aloha!).
Yep, that targeted.
But, interest-based targeting can be both a boon and bane, if you aren’t applying it correctly to your campaigns.
Let me unpack it for you.
Many beginners in an attempt to reach larger and broader audiences, pack too many related interests as the campaign audience.
The problem with this approach is that while you do reach HUGE audiences – you end up connecting with no specific group in particular.
Here’s why –
By talking to multiple audiences all at once, your message gets diluted. Which means, your ads won’t speak to any specific segment of your audience.
So what do you do?
Instead of targeting many related interests from the get-go, break it up into multiple smaller audiences with hyper-targeted interests. Create separate campaigns for each segment.
Then write copy to talk to that specific audience group.
Pro tip: Remember to use AND interest targeting wisely over OR targeting. More on that in a future post.
Big Mistake Number Two: You’re Not Saying the Right Things
Once you’re targeting the right folks…getting your messaging right is crucial to achieving the results you want.
Do you understand the pain points of the market you’re selling to? What are the frustrations and desires of this audience? Is your ad copy reflecting them?
In other words, do you understand the motivations of these varied audiences?
If you don’t get this component right – even with the right targeting – you won’t be as effective with making sales.
Big Mistake Number Three: Your Timing Isn’t Correct
By timing, I’m referring to your customer’s journey. Are you meeting them where they are, in their journey?
Let me give you an example…
If you present an aggressive offer to a prospect who’s just encountered your brand for the very first time, there’s little chance he is going to respond to it instantly.
But, if the same offer is presented to someone who’s already qualified, knows your brand, likes and follows your page and needs a solution to his/her problem right away, your ad campaign will work like gangbusters.
When you’re targeting, understand where your prospect is in the funnel. Based on that information, craft campaigns with the right messaging.
There you have it…the BIG 3 high-level strategic decisions you need to act upon right away.
Getting the foundation right is key to your advertising success on Facebook. There are, of course, other nuances (like the use of images, landing pages, chatbots, etc.) that you need to keep in mind. But don’t go about tweaking them without touching upon these three basics first.
P.S. Need help figuring out the right messaging based on your customer’s journey? – Hit me up – https://www.arnabthecopywriter.com/write-to-me/