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How to write Facebook ad copy that gets quality clicks

With a massive reach (over 2 billion people worldwide at last counting) and some of the best audience targetting options in the digital world, the question of whether or not to advertise your brand on Facebook has become a no-brainer.

Facebook’s game-changing social networking platform is a fertile ground for generating and nurturing leads for almost any B2B or B2C brand. The ability to target Facebook users based on their age, location, gender, interests and even behaviours offers advertisers an unparalleled opportunity to engage the right people with the right ad on almost any budget.

But that doesn’t mean that creating successful Facebook ads is easy.

On an advertising channel with this much potential, there is bound to be plenty of competition. In April 2017, Facebook announced that it had 5 million individual businesses using its ad platform. With a notoriously fickle user base and more advertisers looking to engage that user base by the day, simply being present on Facebook just isn’t enough anymore. Sure, reaching your brand’s target audience on Facebook is relatively easy, but cutting through the advertising noise, actually engaging that target audience, and earning quality clicks is another matter entirely. In fact, according to data collected by WordStream, the average click-through rate (CTR) – meaning the percentage of users who see a Facebook ad and then click through to the advertiser’s website – is less than 1%.


1) Stay on-brand

You’ve worked hard to build your brand. You’ve invested the time, money, and effort necessary to ensure that your brand is viewed positively by everyone you interact with. Are you going to throw that all away for a few extra clicks?

Remember: even the most successful Facebook ad campaigns will still only produce a small percentage of clicks-through, but even the ad views that don’t result in clicks will still leave an impression. Using spammy, pushy, or obnoxious copy in your ads can damage your brand and negatively impact future ad performance.


2) Cater to your audience

Your brand is unique, and so is your audience. Paying attention to the types of language your audience responds to can be invaluable in constructing effective Facebook ad copy.

Do all you can to understand who you are talking to with your Facebook ad copy, and why they should care about what you have to say. All the audience targetting in the world won’t make one lick of difference if you don’t have anything relevant to say to that audience once you’ve found them.

Learn the words, phrases, and sentiments that engage your audience and build your Facebook ad copy accordingly.


3) Offer value

Once you’ve figured out how to speak to your audience, the next thing you have to figure out is what your audience wants. Once you have that, there’s nothing left to do but offer it to them!

Put yourself in your audience’s shoes. What value could you offer that would make it worthwhile for a user to pause that cute cat video for a few minutes and check out what your ad has to say? Competing with cat videos isn’t easy, so you’d better be offering something just as good (or better) if you expect to get results.

Note: This is not an invitation to make outrageously appealing offers of value that turn out to not be quite as good as advertised once a user clicks through to your website. Dishonest or misleading ad copy will accomplish nothing except ensuring that you’ll never get a click from that user again.


4) Split test!

What works for one brand may not work for another, and what works today might not work tomorrow.

Like we said, Facebook users are notoriously fickle and hard to engage creatures. Investing the money to launch a big Facebook ad campaign without first split testing a few different versions of that campaign is a bad strategy.

Human language is complex, leaving you with millions of different ways to compose your Facebook ad copy. The odds that you’ll get your copy right based purely on gut feel are not good. Most Facebook users will do little more than glance at your ad for a second or two, so it’s imperative that you make those seconds count. Finding just the right combination of words to deliver your marketing message to your target audience can mean the difference between Facebook ad success and Facebook ad failure.

Test, test, and test some more. Every campaign, every ad, every time. It’s the surest way to get the most bang for your Facebook ad buck.


5) Track your Facebook ad performance (and learn from it)

If the digital age has taught the world anything, it’s that there is power in the data. This is just as true when writing Facebook ad copy as it is anywhere.

With every passing Facebook ad campaign, there are learnings to be gleaned which can inform the way you construct every subsequent campaign. These learnings can help your brand advertise more effectively to your unique audience and build a robust strategy to keep Facebook ad engagement high and those precious ad clicks coming in.

If you don’t have a solid plan in place to track your Facebook ad performance and learn from your results, you’re missing out on a key opportunity to optimise every aspect of your Facebook ads, including the copy you use.


If all this split-testing, performance data analysis, and on-brand language optimisation sounds like a lot of work, that’s because it is. Luckily, there are awesome AI marketing tools out there that can do it all for you, in real time, at scale, leaving you and your team free to focus on other things.


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