Once I read that good for your company: even minor tweaks or drops can change your response rates. (followers on facebook) This is true in every way, and this post will demonstrate it with Facebook Ad Copy. Take a look at some examples of Facebook Ad Library before-and-afters. After we cover the anatomy of Facebook ads, we’ll move on to the examples and give some tips.
Jump to:
- Anatomy of a Facebook Ad
- Copy that is feature-oriented
- Copy of Pain Point Ad Copy
- Testimonial ad copy
- Repetition Ad Copy
- Final Facebook Ad Copy Ideas
Copy 101 for Facebook Ads
Before we move on to the examples, let’s take a look at each part of a Facebook advertisement:
- The primary text is the text that appears at the top of the page, above your account name, and above the ad copy. The first 125 characters of the text will be displayed, but you have the option to write more.
- The image can be either static, animated, carousel, or video. Text can be included in the creative. However, your Facebook ad might not be approved if it is too long.
- Headline: It appears below the image and should not exceed 40 characters. Here are some Facebook headline tips.
- Description: Just below the headline, no more than 30 characters
- CTA: Choose from the dropdown menu (Download, Install. Learn More. Shop. etc.).
Copy for Facebook ads that are feature-oriented
Marketing is all about benefits and features.
Before
The Facebook ad below shows that the peanut butter (benefits) to jelly (features) ratio makes this sandwich a little too sweet. We read:
- Primary text: This app, which is beautifully designed and packed with information, offers you the chance to discover life’s most exciting adventures. Begin discovering today!
- Headline: Every day, new content, size comparison guide, fantastic imagery, and weight tracker
Yes. Writing feature-focused copy for products where the benefits are more apparent, the demand is higher, or the target audience is closer to the bottom of the funnel is acceptable. This could be true for this ad. Even so, Facebook purchase intent is still lower, so it’s a good idea for at least one benefit to balance the equation.
After
Ah, that sounds more like it. We read this in a different Pregnancy+ app ad:
- Primary text: Our Pregnancy+ app will help you prepare for your baby’s arrival.
- Image text: How can you keep your pregnancy under control?
- Headline: Download the most loved pregnancy app
This app is something I am interested in (to be prepared for my baby). The features (health and wellness tips, body changes, and baby development) explain how I can achieve this benefit. The headline calls for Action and includes social proof to add appeal.
Copy for Facebook ads that are values-oriented
No matter how much you use them in your ads, every brand must have core values. This is the best way for industries like healthcare, home services, real property, and real estate where trust is essential. Here, people are more attracted by traditional and safe businesses than to innovation and risk-taking.
Before
Below is a dentist advertisement for a free exam. It has the right idea: to share its philosophy and individual messages from each dentist. The offer is not unique because it places so much emphasis on values.
- Primary text: Let’s say it has 213 words and 1197 characters.
- Image text: Welcoming! From your [town] dentists
- Headline: FREE New Patients Dental Exam
- Description: Schedule your appointment now by calling us!
Although this marketing copy is good, it is too long for a Facebook scroller (Facebook recommends at least 125 characters). It’s better suited to an about us page. (But Ad Espresso’s experiment shows that long copy can be effective in certain situations, so perhaps that was the case with this advertisement.
As mentioned, the genuine offer (free new patient exam and call to action (book an appointment) get drowned by the second call for Action (to welcome new dentists), which is highlighted in the primary text as well as the ad creative.
The takeaway: While long primary text can sometimes work, you will want the first 125 characters of your copy to be compelling enough to convince the user to click the “Read more” button.
After
This copy is so much better! This primary text condenses all 213 words from the Facebook ad copy to just 19:
- Primary text: We believe you deserve to be treated with compassion and respect.
- Image text: Your Health. Your style. Your Smile. // Your Smile.
- Headline: In-Office Dental Savings Plan!
- Description: Get involved in our dental family today!
Example of Facebook Ad Copy – Concise Primary Text
These values are conveyed in a concise primary text and catchy tagline. It’s evident through the creativity that there is a new patient special.
The problem is, the special isn’t entirely clear. Or is it the in-office savings plan for dental care? Or is it something else? This Facebook ad copy could be combined with the creative and primary text.
Copy for a Facebook ad that is pain-focused
While benefits and features are essential, addressing the problems your ads solve is more effective. Emotional copywriting is a great way to make your ad stand out.
Before
This TurboTax (TT) Facebook ad has a great message: TT empowers you to say no, to the pain of waiting on the IRS for your refund. It’s not clear without the primary text.
- Primary text: TurboTax allows you to get a refund advance in as little as one hour after filing an IRS e-file acceptance (est. late-Jan). $0 loan fees and 0% APR
- Image copy: Refund Advance. Do not wait. Next, the woman’s sign says $4,000; talk fast!
- Headline: Don’t wait!
- Description: America’s #1 Tax Prep Service Provider. TurboTax was used to prepare over 40 million returns last year. Don’t Wait..
It could be me, but this is where I get tripped up.
“Don’t wait” alerts me that something could be wrong. It catches my eye, but it doesn’t feel like a problem TurboTax is helping me to solve.
“Don’t wait!” next to “Install Now” sounds more like the “Don’t wait, action now!” call-to-action phrase. This is fine, but it doesn’t convey the message that the TT app can solve your waiting pain.
After
A different version of the ad emphasizes the benefits and lessens the pain. You can get a $4000 cash advance on a refund.
- Primary text: Same as above
- Image text: A $4,000 cash advance could be available on your refund.
- Headline: Don’t wait!
- Description: Taxes reimagined. You can do it yourself or let us do it for you.
Although the benefit is clear, the “Don’t wait!” doesn’t convey speed. I think the description is much better. Although it lacks social proof, it is faster and more memorable.
The bottom line: Testing is the most important thing. Major brands know what they are doing with their ads. These ad variants wouldn’t exist if the ads didn’t produce results. TT knows it’s Facebook A/B testing homework.
After after
Although I have nothing against TurboTax Premier, I thought I would share a solid example of Facebook ad copy. We read:
- Primary text: TurboTax Premier allows you to import investment transactions from hundreds of financial institutions.
- Image text: It’s now easy to file taxes using investments
- Headline: Download the app
- Description: Free File: You can file your taxes independently or with expert assistance.
Example of Facebook Ad Copy: Pain point and intended Action made clear.
This ad can be used to identify the problem (filing taxes with investments) quickly, the solution (TurboTax Premier), and the Action (download the app).
Examples of urgent Facebook ads copy
Copywriting is not limited to Facebook ads, and the phrase “Don’t wait !”–urgency” is a staple. The subtle distinction between “Install” and ” Install ” can make a big difference in performance.
Before
This real estate Facebook ad example has exclamation points that give an air of urgency. But it could be more robust.
- Primary text: Are you house hunting in Port St Lucie? Get pre-approved before you submit an offer. This will give you an advantage in this highly competitive market. Many of our clients have achieved their dream of homeownership. Contact us to discuss your mortgage options. We can prepare you to submit a firm offer. You are now ready to be a homeowner.
- Image copy: Low Down Payment Options Available
- Headline: It’s the Right Time to Buy a Home
Example of Facebook ad copy without urgency
Exclamation points can be added to any item to give it more urgency. Then why is it missing? What is the reason I should buy a house now?
Takeaway: While this is just a side note, you will notice that the ad has a lot of primary text. However, the first paragraph is concise and directs the reader to the main point. The following paragraph provides additional details. This is a tremendous copywriting technique.
After
We’re now talking:
- Text primary: the same
- Image copy: STOP paying your Landlord’s mortgage
- Example of a Facebook ad copy with anxiety, urgency, and reassurance.
The STOP message can be used by itself, without any exclamation points. Now we know the why.
- Acting now can have serious consequences
- Low rates
The “STOP” also leads to the fear-based headline. The headline then shifts to “rates are low,” and then, if you pay attention to the ad, the supporting primary text. It flows well.
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