Too often the images in ads on Facebook get all the love, with the text being an afterthought. This is a huge mistake, because what your ad says is almost as important as how it looks. We’re here to share ad copy templates to inform and inspire your campaign.
The Ultimate Ad Copy Template for Facebook
What’s one of the hardest parts of designing a new ad campaign for Facebook? Writing the copy. It’s not just about being a wordsmith, either. With the ad design taking center stage, there's typically not a lot of room left over for text. That’s why your ad copy needs to be original and brief at the same time, so it can hit all the right buttons and give customers the extra push they need to convert.
Achieving the perfect ad copy involves a delicate balancing act between the following factors: your industry, your campaign objectives, the target audience, and the ad type. The good news is that you’re in luck! In this article, we break down everything you need to know to prep your own ad copy template so your advertisement gets results!
Ad Copy Template Ideas For More Clicks
Is your ad copy intended to increase clicks and engagement for brands on Facebook? If you answered yes, then it needs to contain text that piques the interest of your audience. The first element to consider is whether you have an attention-grabbing headline that creates suspense and leaves users wanting to know more. This could be in the form of a divisive or controversial statement, a hard-to-believe statistic, or an intriguing question with the promise of an answer—if they click on your ad.
Tip #1: Use Engaging Visuals
If your ad objective is to generate more clicks, then your creatives should be in sync with your copy by being designed with the intention of ramping up interest. Your image or video should be intriguing without giving away too much information. This triggers the user's sense of adventure and curiosity which leads to clicks.
Tip #2: Carefully plan your headline
While creatives typically get all the love, marketers tend to forget that an ad's headline follows a split second later. If there’s a disconnect between text and image, you risk losing the attention you grabbed. If your image or video inspires curiosity in your audience, then the headline better match up!
Ad Copy Template Ideas For Conversions
Ads to directly boost conversions are mainly targeted at a warm audience. These are the users who are already familiar and have already interacted with your brand. That means the ad copy needs to give them the extra nudge they need to make a purchase.
First, be mindful about addressing them directly, letting them know they're familiar with your brand by using phrases like “Hello again!” or "it's been a while”. You can then follow up by showing them a product they've previously checked out or something similar.
Tip #1: Be smart about the CTA button
Your CTA button is an absolutely critical part of your ad copy. It needs to encourage members of your audience to make a purchase. Facebook gives you a range of CTA buttons to pick from like "Sign Up", "Learn More", " Join Now", and so on. The CTA button you choose needs to match the tone and objective of your ads to maximize conversion.
Tip #2: Speak to where they are in the sales funnel
Ad copy should always reflect the funnel stage at which a user currently is. For mid-funnel customers, your ad copy should include a breakdown of benefits or features to increase their knowledge of your product and restart their journey. For users in the latter stages of your funnel, your text should tell them why they should make a purchase from you instead of other brands, which might be in the form of your offers, shipping times, and other selling points.
Ad Copy Template Ideas For a Flash Sale
Flash sales are a great way of pushing mid-funnel customers further along their buyer's journey. Your ad copy for flash sale ads needs to feature the discount or promo offer at least twice, ideally as part of the ad heading and the description. The ad copy should also include a product testimonial from one of your customers. Discount + testimonial is a winning ad format!
Tip #1: Make your discount offer clear
For a flash sale effort to work, your promo offer needs to be crystal clear to your audience. Vague promos can result in skepticism and even reduce conversion rates, so ensure what you're offering is clear by including it twice on your ad in bold or a different color palette from the rest of the ad.
Tip #2: Inspire impulsivity
Since the entire point of a flash sale is to encourage impulse buys, make sure your wording encourages customers to act quickly. Appealing to a sense of urgency or loss is an ad copy trick that all the big brands use because it works. Customers don't want to feel like they're missing out on an offer or deal, so using your ad copy to suggest a potential loss can help increase conversion rates. Including phrases like "Limited Offer" and "Hurry, before we run out!" can help give the customer an added incentive to make the plunge and purchase your product.
Ad Copy Template Ideas For Lead Gen
Lead generation is an important part of running a successful business, and Facebook ads are one of the best ways to do it. Effective copy for a lead generation ad needs to have a compelling enough lead magnet to convince the audience to share their details with you. For example, a company advertising a new app can offer a 2-week free trial in exchange for a sign-up from the customer.
Tip #1: Address a customer pain point
Simply offering your product to your audience for free might not be enough to get them to sign up. After all, lead generation involves the exchange of personal and valuable details. One way to eliminate the customer’s hesitation is to offer a solution to an audience's pain point.
For example, does your energy drink have health benefits? That’s great news for people worrying about eating better. Or does your fitness app also contain a diet plan? Customers concerned about their waistline will take note. Addressing and audience pain point into any product you're advertising to increase the likelihood of signup.
Tip #2: Use exclusive offers
Since tapping into your audience's sense of urgency is a great way to get them to take a specific desired action, always let your ad audience know that your lead magnet is an exclusive offer to inspire them to take immediate action. You could use a time limit like "1-day only!" or "offer ends in X days" as part of your copy to drive sign-ups.
Ad Copy Template Ideas For E-Commerce
Advertising is vastly different from traditional multimedia. Unlike radios and television, people can scroll past your ads easily on Facebook like they never appeared on their feed. That’s why grabbing attention, keeping it, and introducing a user into your funnel is a demanding process.
How can your ad copy help with E-commerce?
The most effective copy needs to focus on the benefits of the product. Your ad design might get attention but your copy needs to keep it there by showing your prospective customer something they think is valuable. To do this, you need to mirror the objective of your audience: think of your audience and what they want, then phrase your copy to appeal to their needs.
Tip #1: Concise headline and body
When advertising your E-commerce store, it's important to remember that you're in a race against tons of other marketers. For all you know, your ad is the 5th or 15th ad a user is seeing that day. Which makes it important to be straightforward with your copy. Use a short headline that includes your offer/product and the body of your ad copy should also pass messages across in as few words as possible.
Tip #2: Add a number or statistic
Following up on the previous tip, numbers and stats can greatly help you in being more direct with your copy. You obviously need to let your audience know how incredible and reliable the product is. Well, you can do that while cutting down hugely on word count with a single stat or number about your product.
For example, a law firm including "legal counsel for $20'' in their headline immediately eliminates the need for telling the audience their services are cheap in the body of the ad. You might also opt for a stat, like "85% of our customers are repeat buyers", which signifies brand reliability and product value.
And Our Final Pro Tip: Eliminate the Guessing Game
Each ad campaign requires a different approach to crafting successful ad copy templates. Even one teeny tiny change in the campaign, like the objective or demographic of the audience, could require a total rewrite. That’s why working with experts who know the ropes of writing high converting copy is your best bet for maximizing your ROI.
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