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:
etc. etc. 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 are…
So what do you do?
How do you eradicate words like “Perfect” from your dictionary – words that add ZERO TO NO value to buyers?
Firstly, for the ads you run, ENSURE your copy is hitting some of the market’s 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 product the 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, unique selling points, stories or proof statements.
It’s a missed opportunity in terms of your messaging when you fail to apply this.
It’s also 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.
By being specific – you get to drive and attract qualified traffic to your store.
Apply this to your ad copy and watch your sales go KA-BOOOM!
If you’re looking to save on cost per ad action and 3-4xing your ROAS with scroll-stopping copy in your ads,
Let’s chat ––> https://www.arnabthecopywriter.com/book-a-call-with-me/
So… you’ve gotten into eCommerce with a dream of building a lifestyle business.
And you want to learn from the most experienced folks out there so that you can make money fast.
“You need a winning product!”
… Is the advice you can’t ignore… no more.
And so you invest a massive amount of time researching winning products for your store.
Obviously, you’ve looked at your competition to learn what’s doing well for them.
And based on what the data says and your own gut feeling.. you’ve chosen a product, set up your Shopify store, and are now driving traffic through Facebook Advertising.
A week passes, and your ad performance looks sub-par, i.e. zero sales.
You ask around on forums about what other entrepreneurs have to say about your product/niche.
And almost everyone tells you it’s too saturated and not worth going after.
Judging by your ad performance, you’re convinced that you stand no chance against more established businesses already operating and winning in the same space.
Here’s an insider industry secret for a situation like this.
Most of your success with Facebook advertising and eCom happens because of what you do outside of Ad Manager.
Listen – Not saying Ad manager ain’t important.
But a LOT of your success hinges on –
How much you know about your target market, aka – who you are selling to.
If you’re working within a saturated niche, here’s an exciting perspective:
There aren’t necessarily any wrong niches out there, just niches that aren’t niche enough.
“Huh? What does that mean?” I hear you say.
It means… that within every niche, there potentially exists numerous unexplored customer segments or sub-niches that you could be targeting with your ads.
Here’s a quick example:
Let’s say you’re selling a portable dog water bowl.
Instead of broadly targeting dog owners, (like you may have been thinking of initially) you could be niching down based on a breed and lifestyle.
A portable water bowl for fitness-conscious couples with retrievers.
So, even if your product is saturated within the broader niche (pet owners), you can creatively target sub-groups and create ads that speak to them specifically.
Get the drift?
Another example could be targeting by cause. A lot of dog owners strongly support animal causes.
So you could be, for example, marketing your portable water bowl to an audience supporting rescue dogs and customise your messaging based on that.
Your offer could even suggest donating a percentage of your sales to animal shelters.
Now, you’re targeting broader breeds but niching down by cause.
Do you see what you did right there?
You worked inside a saturated niche but found a bunch of new audiences to sell your products to.
You’ve created a blue ocean and side-stepped all that competition, as a byproduct.
Now that you’ve solved the niching puzzle, how would you like to have your ad messaging triple and quadruple sales for your eCommerce brand?
Book a free, no-obligation call and let’s get you rocking!
When done correctly, Facebook Advertising can transform your eCommerce brand into a powerhouse.
A powerhouse that generates hundreds of thousands of dollars.
Every. SINGLE. Month.
In fact, so many of the wildly-successful eComm brands will attest to this fact.
But here’s the #1 question that’s on everyone’s mind – how do you create ads that transform this dream into a reality?
How do you inspire buyer confidence in your product/store?
How do you gain their trust?
Now, while there are many winning strategies for making Facebook ads convert better…
If you’re looking to make sales on social media, social proof is non-negotiable.
Especially the right social proof.
Lemme break this down for you.
While your ad needs to factor in customers vouching for your products or brand…
You’re also interested in integrating reviews that align with the audience’s level of familiarity with your store/products too.
After all, isn’t advertising on Facebook all about targeting the right person with the right message at the right time?
So, if you’re looking for clicks and traffic, product reviews are the way to go.
Reviews of top-rated, top-selling items, for example, will work well to attract the attention of first-time visitors.
Alternatively, when someone leaves after clicking through to your website
… You could be sending them retargeting ads containing site reviews or social proof like… “5000+ customers worldwide.”
Information like this is useful for developing trust and works well to inspire confidence in your brand.
While selecting a review, also ensure that it refers to the personal experience of a buyer.
For example, a review that says, “I gifted these earrings to my daughter, and she loved how they complimented her evening dress,” will work better than saying, “these earrings arrived quickly.”
Remember, not all testimonials are created equal!
Audiences on social media are keen to read about people’s personal experiences.
Which is why the use of personal pronouns like ‘I’ ‘me’ ‘we’ feel instantly authentic.
Lastly, don’t forget to take advantage of your ad copy.
Laser-focused ad copy + the right kind of social proof is a winning combination and one that will help your CTRs and conversions soar.
If you’d like to go wayyyy past breakeven ROAS without wasting time tinkering with your Ad copy and messaging… Book a call and let’s chat
You’re a beginner to intermediate dropshipper, you’ve got a cold pixel.
And you want to run a Video Ad Campaign to sell your product.
We all know that DS and Facebook Ads go hand in hand.
And Facebook ads can be amazing at driving store traffic.
But they’re also great at driving you crazzzzy.
Should CBO be on or off?
Should you use Mobile Ad placement OR should you choose automatic placements?
Should you run engagement campaigns or conversion campaigns?
Facebook ads are soooo difficult to learn precisely because there isn’t one formula that works for all.
But where do you start?
Audience or Ad creative?
The answer is both.
Both are equally important.
When you think about the audience, determine the major pain point that this product solves.
What are their biggest fears?
The biggest pain-point or fear is what is going to hook your audience.
And it needs to be right there at the beginning.
Either as a video intro or in the First 3 lines of Ad Text for your ads.
Design the creative based on what’s going to hook your audience (the fear/problem), and that’s what’s going to stop the scroll.
Pick a soft CTA.
Buy now can be a BIG commitment for many.
How about Pick a size or Pick a colour?
Buying psychology says people are less afraid of taking smaller commitments.
And the goal of your ad is to generate a high CTR and nudge them towards a sale.
The goal of your ad isn’t to generate sales.
That’s the heavy lifting your website needs to do.
And that’s how you start thinking about building your ad.
Looking for support to create high converting copy for your Facebook Ads? Book a free 45-minute consult and let’s get you rocking!
This has been making headlines for a while now:
“Facebook is getting stricter with its policies on approving ads.”
Now you’ve worked hard to get…
- the image/creative perfect,
- the copy – aligned with the target group
- the targeting nailed
You hit save and submit your ad for review, twiddling your fingers as you wait for the dreaded approval process to OK your ads…
Only to receive a disappointing notification that says that your ad has been rejected.
Navigating the minefield of Facebook’s approval process can feel hard.
Now, there is a list of negative keywords, implying a definite ‘no,’ which is easy to follow.
This includes everything in the realm of drugs, tobacco, swear words, discriminatory or sexually-explicit content, illegal products, weapons and violence.
Most of you won’t have trouble with these.
What makes writing approval-friendly copy hard are the grey area keywords.
Take weight loss for instance, or let’s say you’re making some health claim or guarantee.
Perhaps implying negative self-perception and negative emotions.
And pointing fingers at your audience using words like ‘you’, ‘your’ in the ad copy.
Something to the effect of …
Example: Do you have an autoimmune disease? Are you struggling with losing weight?
One of the reasons Facebook doesn’t want this messaging on its platform is because,
It doesn’t want its users to know that they’re being targeted based on those attributes.
How would you feel if you knew you were being shown an ad for slimming products (for, e.g.) based on your own body image complex?
Coming back to the question though:
How do you write ad copy that’s persuasive, creative and also something that gets Facebook’s stamp of approval?
Here’s the thing.
Writing copy for Facebook Ads IS VERY different from writing copy for other platforms.
Standard copywriting wisdom says – talk to your audience with words like you and yours.
But on Facebook, relying heavily on these practices could mean getting your ads disapproved.
An effective way around this is by describing the pain through the perspective of a client.
Or leveraging a hero story by using the “I was struggling with…” angle to get Facebook nodding.
Even saying something like, “Most women believe that *insert struggle*…” will work to avoid Facebook’s review of grey area keywords.
In other words, use first person or third person accounts instead of using words like “you” and “yours”.
Now, if you’re selling earphones or planners or something that straddles neutral territory, it’s OK to say ‘you’ occasionally…
And Facebook isn’t likely to mind.
The second tip is using creative turns-of-phrase that your audience will relate with.
In other words – if something has a negative connotation – put a twist to it and say it positively.
So instead of saying lose weight, you could say, ‘slim down’ or ‘get toned and lean.’
The idea is to stay positive, clear but also exercise creativity and walk that line confidently in your ad copy.
Have you struggled with your ads getting disapproved?
Hop on here to book a free call with me https://www.arnabthecopywriter.com/blog/.
Let’s get those ads approved + 3-4x your ROAS on Facebook Ads in 2020.
Here’s a scenario many of you may have experienced before.
You’ve got an amazing product
You know the customer niche you want to target.
So, you get your Facebook ad publish-ready
Hit run and wait with bated breath.
A few days pass and you notice your ad is failing to drive any traffic to your website.
Your targeting is on point; you’re reaching the right audience.
You’ve overlooked the messaging completely,
And your copy is failing to create an emotional connection with the buyer.
Despite the eyeballs, it’s unable to persuade your audience into clicking.
And you are wringing your hands, watching those precious ad dollars burn.
There is however an effective way to create appeal with your offer.
And that is to simply write copy that speaks in the voice of your customer.
Using the terms and phrases they’re constantly using to describe their pain points.
When you do that, they’re going to read your ad and go…” hey, this looks like it was made for me.”
Which begs the question,
How do you enter the conversation that’s already happening in the mind of the customer?
How do you speak in their language and get that top-of-mind status?
Now, there is an amazing repository of writing that captures the voice of every imaginable type of customer.
No matter how niche or specific your audience is, there’s a massive pool of language for you to borrow or be inspired by.
And that my friend… is Amazon.
Renowned copywriter, Joanna Wiebe calls it – Amazon review mining,
So what you’re doing is simply discovering the language your customer is speaking in by researching reviews – of your products, products just like yours and even books.
Interestingly enough, there is a book in existence for practically every type of subject or industry, so make sure to tune in to see what readers are saying.
Now when you think of crafting your ad, ideally you’ll want to fit it into the problem + agitation + solution framework.
Reviews will provide you with an endless source of customer problems.
Agitation can be found in the specifics of the problem that a person has experienced.
So look for stories or examples of how people have experienced pain and what led them to seek a solution. What challenges specifically did they encounter?
When you incorporate these details, your ad becomes a mirror of your customer’s mind.
Making it so much easier to get them nodding and saying yes to your offer.
Finally, when you’re sharing a solution, describe the value or benefits that your audience stands to receive and how choosing your product makes their life better.
If not Amazon, your audience could be hanging out on Reddit, Quora, specific Facebook Groups, even competitor pages.
Make it a point to really go where your audience is and discover that customer-speak.
Let your ads communicate with them using language that they’re all too familiar with.
That’s another one of my secret sauces to writing eCommerce Facebook ads that convert like crazy.
Over to you now!