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Digital Marketing

11 Tips for writing perfect Facebook Ads

11 Tips for writing perfect Facebook Ads

When many think of Facebook ads, they think of eye-catching imagery. However, the text above, below, and all-around the imagery can be the do or die to your Facebook ads’ success.

Firstly, let’s look at how Facebook Ad copy is structured.

Facebook Ad copy is segmented into four sections:

  • Primary Text
  • Headlines
  • Descriptions
  • CTA

The Primary Text will be the first thing your audience see when scrolling through Facebook or Instagram, which is why it’s so important to get it right. As you’re writing your copy, this should be the first and most important section to think about. Make sure your key message is here.

It’s also important to bear in mind that the Primary Text only shows three lines of text before the fold (See more…). This means that your opener should grab your audience’s attention immediately. 

Then, your Headline sits just beneath your image(s), and the Description just below that. Again, less is more, so make sure your main message is clear.

There is one more part of your ad that isn’t technically copy… Your Call To Action button. There are many options here, and choosing the correct one will help with your click-through-rate. Make sure your CTA matches what you want your customers to do.

We’ve previously seen evidence that the best-performing CTAs for conversions are:

  • Shop Now
  • Get Offer
  • Sign Up

Clear, simple CTAs that tell people what happens when they click.

Barc London ads screen shot

Now we have the basics out of the way, how can we optimise our copy to make sure our Facebook ads are performing well?

1. Be personal…

Facebook Ad Manager’s most valuable tool is its very specific targeting. You can target multiple niche groups of people, and therefore your ads copy should reflect its audience. If, for instance, you’re targeting female cat-owners in West London, and male bicycle-enthusiasts in Frankfurt, you’d expect to see unique ad copy for each audience.

Make sure that even if you’re running one ad for multiple audiences, you still personalise the copy for each. One example is to update your currency. If a US audience receives ads that include ‘Only €39.95’, they’ll think the ad isn’t for them (which it isn’t!).

2. …but not too personal!

Although we can target very specific groups of people, it’s against Facebook’s ad policy to refer to any personal attributes such as gender, finances, religion, etc…

Tip: If you are seeing your ads being consistently rejected, try rewording your copy to speak indirectly to the audience. For example, changing, “Are you young and looking for a summer break?” to “Looking for a summer break?” Not only does it remove any personal details, such as age, but it’s also snappier content!

Wondering what else you need to know? Read more about Facebook Ad Policies.

3. Got a question?

One of the quickest ways to grab attention is to ask a question. It may seem obvious, but the key to this marketing strategy is to answer the question. 

“Struggling to redesign your kitchen?”

This is a great attention-grabber and, if targeting the right people, will make someone stop scrolling. Now’s the time to show them how you (and only you!) can answer that question for them with your products or services.

E.g. “Find premium interior design inspiration from our monthly newsletter.”

4. Trial and error

As Facebook advertisers, we are constantly A/B testing. We test new audiences based on interests, locations, behaviour, and so much more. We also test multiple creatives based on images, formats, destination URLs, etc. 

The variations of ads are endless and sometimes you may find out what doesn’t work first. Either way, you’re learning how to best reach your audience.

Why not run two ads simultaneously with a differing copy to see which your audience prefers? You’ll get vital information on how to write for your audience in future ads.

5. Know how much to write

This is a big one. I have seen so many different answers to this question. 

How much should you include in the Primary Text? Well, it depends on two factors:

  • What you’re advertising
  • How much you’re asking of your customer

If your products have a premium price tag or require more actions from the customer, such as further enquiry, filling out a form, or being added to a waiting list, for example, your copy needs to alleviate those pain-points.

If your customer’s journey will be quick and cost-effective, then you won’t need to spend as much time reassuring them. The bigger the decision they have to make, the more you have to work for it.

6. Quick, make it urgent!

Using time-sensitive language can add a sense of urgency to your ads. Nothing will get clicks as well as the threat of FOMO, and the easiest way to implement this is by introducing a level of scarcity to your copy.

“Offer ends on Friday” or “For this week only” could persuade your audience to take action.

P&co Facebook ad

7. Show value

If the sole purpose of your ad is to get your audience to click through to your website, it means that your website can do most of the talking. Your ad just has to get them there. The quickest and easiest way to get someone to click through to your product or service is by showing them how they will benefit if they do.

Therefore, instead of saying what your product is or does, say what your audience can get when they purchase. It’s better to say why your product’s features matter, for example than just stating the feature itself.

For instance, instead of saying, “Our desk lamps have a variety of brightnesses and colour modes,” you could say, “Our lamps help alleviate eye strain by offering a range of colour modes.”

8. Be specific

In the first three lines (above the fold), you need to make it completely clear what you’re advertising. It’s easy to forget that your audience may not know what they’re looking at since they’re not as immersed in the brand as you are.

Always take a step back, put yourself in the shoes of your audience, and re-assess. Don’t forget that it’s always best to get a second (unbiased) opinion from someone else if you can.

The image will do a lot of the talking (hopefully), but that doesn’t mean the copy should be ignored. Someone scrolling through their feed may miss the image, the headline, or the description, so each part of your ad is vital.

9. Use your space wisely

Headlines and descriptions are there for a reason. Don’t underestimate them. If your ad’s headline is simply your company name or your website, it’s wasted space. 

If your audience has stopped scrolling to look at your ad, you’ve already done the hard bit, so make sure you give them all the information they could need in a few seconds. Your prospect is more likely to read three lines of Primary Text and the Headline, so make sure all key information appears early in your ad copy.

Here are some options for messages you’d want to put first:

  • Brand mission statement
  • Discount codes / limited offers
  • Service USPs (such as free shipping)
  • Product features (and their  benefits)

Carousels can be great for showcasing multiple products, but one overlooked tip is to use the cards to show multiple USPs in headlines and/or descriptions.

p&co Facebook ad

10. Call to action

Your choice of CTA button should dictate what you use in your copy. Stick to one. It’s easy to muddy your ads by using ‘Shop Now’ and then ending your ad copy with ”Learn more on our website.” 

From your audience’s point of view, the intent of their click becomes confused. They might wonder, “When I click through, will I be able to buy the product or will I just be learning more about it?”

A simple optimisation for your ads is to ensure that your messaging for the customer is consistent. The easier the customer’s journey, the more likely it end in a sale. Always include a CTA in your Primary Text to make it explicitly clear what you want your customers to do, which your CTA then reinforces.

11. Let the numbers do the talking

This one really depends on your products, prices, and what your aim is, but one option is to be upfront with your pricing! If your customer is looking at your ad, it is quite likely they’ll want to know the cost of your product or service.

If your pricing is competitive, don’t hide it! Even if your prices are on the higher end, not including the prices in the initial ads may result in a high bounce rate as potential customers are shocked by the price. Using this strategy for premium products may result in a lower click-through rate, but higher quality leads with more intent to make a purchase.

If your products are on sale, then use Carousel card descriptions to compare the normal and sale prices. There’s no better benefit to your customer than saved money (even if they’ll save more if they don’t purchase anything, but don’t tell them that…).

If you want to utilise the Descriptions for USPs, then consider showing pricing in your creative, just like we did with GymPro Apparel:

Gympro facebook ad

Ready to perfect your Facebook Ads copy?

When I first started creating Facebook Ads, the ad copy was the one area that always slowed me down, but with a focus on the strategies outlined above (and a bit of practise!), what used to take me hours now only takes minutes. 

Keep these tips and tricks in mind when you’re next working on Facebook Ads and you’ll see how, with the right ingredients, your Facebook Ads may perform better than ever before. If you need any more help, we’re only a message away!

Chris Thomas


Chris Thomas

CEO & Founder

Chris has been at the forefront of eCommerce and a pioneer of online retailing since the early 00s. A 5-time Drapers Award winner, Chris has extensive experience in developing fashion brands online.

Chris founded Cake in 2016. Based in Birmingham, with offices nationwide, Cake specialises in helping fashion brands understand their market online and then helps to develop appropriate strategical direction to achieve their plan, all backed by his 20 years of operating in the retail market.