Good and successful advertising on Facebook - a good topic to discuss today on our blog .
Over time, Facebook has come a long way from a means of communication with friends to one of the main communication channels of business. It has also become a place to reach the target audience, promote the brand and attract new customers . It can be said that advertising on Facebook has taken a central place in the marketing policy of companies. In order to achieve its goals and be successful, it must meet a number of rules in terms of design, vision and text.
What are the golden rules for Facebook ad copy?
Let's look at some of the proven mandatory rules when it comes to our Facebook advertising.
The text should be short.
Facebook is so rich in information that the time an advertising message has to reach the user is minimized. You have seconds while the user is scrolling to impress him and attract his attention. Facebook users massively avoid long texts. Regardless of their content, they react more to photos accompanied by short text.
Long posts are the easiest way to waste your money on an ad that will go unnoticed, if your post is even allowed. Facebook has a limit and rules for the number of characters in an ad text – 125 for the text and 40 for the title. A slightly larger number of characters is permissible, but the effect of the ad and the number of views suffer, the audience reach decreases and their attention is diverted from the visual part of the message.
If there is text on the photo, it should not take up more than 20% of the visual content. All of this makes creating ad copy for Facebook a difficult undertaking, best left to a professional in the field.
Messages should be clear but also intriguing.
Too vague, hidden and veiled messages will remain misunderstood. The text for advertising on Facebook should be clear, easy to read and perceive, but also contain an element of surprise and tickling curiosity. We are curious people, remember this when creating your text. Boring appeals and dry text written in a high style are not what attract users to this social network.
Content, language, and style tailored to the audience you will be targeting, as well as the focus of the marketing funnel
Facebook is the place where you can speak the language of your audience and use their slang without looking ridiculous.
Informativeness and usefulness of the text
The text should contain brief information about the product or service you are advertising. Omitting it is a minus for the advertisement and does not help achieve the goals.
Aligning the text with the goals set
What are you aiming for with your Facebook ad? Sales, traffic, engagement, sharing, app installs, popularity? Clarify your goal and tailor your copy to it.
Fun content and a sense of uniqueness
The content should be engaging, fun, and make you smile. Facebook is a place where people have fun. The ad should be positive, fresh, and make you feel special by using the product or service.
Call to action
Having a button that prompts users to do what you aim to achieve through the ad is relevant in Facebook marketing. The advantages of the button are manifold – convenience for the user, quick access to an order page without having to make an effort to find your site, a link to your store to view other products, a link for the already interested user to a place containing comprehensive and rich information, photos and videos about the product or service.
Text in harmony with the vision
The visual is the first thing the user notices in a Facebook ad. The text should follow the design and be in harmony with it, complementing it.
Limitation strategy
Text that creates a sense of timeliness and urgency has distinct advantages. If you include a message in the text that users can take advantage of a special price or gift right now, this will make your Facebook ad more successful, compared to another one that does not contain a time limit.
Don't forget to look at your competitors' campaigns and note which ones have the most interactions, as well as analyze yours when it's finished.
