Facebook ads have quickly become one of the most popular and effective pay-per-click marketing tactics for eCommerce businesses. With over one billion active daily users, it’s no wonder eCommerce entrepreneurs are utilizing the platform to reach their audience and attract targeted traffic.
Facebook offers powerful ways to display ads only to your hyper-targeted audience. You can define your audience by age, gender, location, interests, multiple overlapping interests, and much more. You can also create re-targeting campaigns to reach users who have visited your website previously, but did not make a purchase.
This level of targeting can lead to fantastic click through rates, and return on investment, but only if you create engaging ads in the first place. Here are a few tips on how to write effective Facebook ads your potential customers will actually want to click:
A lot of Facebook copy tries to be too clever. While a strong brand voice can be a good thing, being witty at the expense of clarity won’t produce results. A user’s Facebook feed is a noisy place. If they have to read your ad copy twice to understand what you’re trying to say, they won’t.
A Facebook ad is not the place to practice your novel-writing skills. The most effective ads are short, sweet, and to the point. A good formula to try is to ask a question that your customer might be asking, then provide a solution with a link. Simple!
Don’t Mention Your Brand
It may seem counter intuitive at first, especially since you are writing a Facebook ad to promote your business, but don’t talk about your brand. People don’t really care about your brand, especially people who have never heard of you that you’re trying to reach. Instead, focus on your customer’s wants and needs and get them to click for more.
Speak Directly to Your Customer
As mentioned, the targeting tools for Facebook ads are powerful, and your ad copy should fully harness their capabilities. Make sure you are talking directly to your customer in your ads. It helps to ask them a question that they can easily identify with. If they can answer, “Yes, that’s me!” then they will be much more likely to click.
Don’t be afraid to alienate people that are not your target customers. If they don’t have the issue that your products addresses, then you actually don’t want them to click. It would only bring your conversion rate down and cost you money.
Ad copy is mostly about emotions. While you are selling a product, you are also selling the feelings and emotional benefits that go along with that product. It’s easy to play to emotions in certain industries like fitness, nutrition, self-help, or personal finance, because the problems that people are facing in these areas are very personal and emotional. However, every product addresses some kind of need or desire,
Match Your Copy to Your Visual
Don’t forget about your image! A strong, compelling image can be the perfect complement to a well-written ad. With free tools like Canva, there’s really no excuse not to create professional-looking ad images regardless of your design abilities. Plus, ads with images are much more effective than text-only ads, so don’t leave it out!
There are so many different ways for eCommerce entrepreneurs to bring in targeted traffic to their enterprise eCommerce platform with Facebook ads. The best way to approach Facebook advertising is like an ongoing experiment. Just make sure you go back and analyze your results so you can see what’s working and what’s falling flat. The more you experiment with Facebook ad copy, the better you will be at connecting with your audience and getting that click.