Media Unleashed

Less Is More for Facebook Ads

By: Angela Besprozvanny    July 23, 2019

Beginning August 19, Facebook will be adjusting their specs to show fewer lines of text within the body copy. Currently, Newsfeed ads can display as many as seven lines of text before the “See More” prompt, but that will change to only three lines. Ad copy will need to entice users more quickly than ever to motivate them to continue reading.

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Here are some quick tips for writing Facebook ad copy that can help grab attention quickly:

  • Give social proof: Mentioning the number of people using your product builds trust. It’s a way of saying “everyone else is doing it so, you should try it out too.” People also like to hear from others’ experiences. If you can show that other customers had a great experience, it’s a way that demonstrates trustworthiness for your brand.
  • Focus on a product benefit: By showcasing a benefit relevant to the audience, it gives a reason for the audience to learn more about the product.
  • Speak directly to your audience: If you’re trying to reach a specific audience, don’t be afraid to call them out directly in the copy.
  • Money-back guarantee: If you can offer a money-back guarantee, people will perceive your product as a lower risk and might be more willing to try it.
  • Set an offer with urgency: If your ad says, “The sale ends today at midnight” then people will know that time is running out and they need to act quickly.
  • Use some uncommon words: People aren’t used to seeing uncommon vocabulary in Facebook ads, so using unique language can catch people’s attention.
  • Describe the problem: Find your audience’s greatest challenge and offer a way to overcome it. Show that you understand their struggle and then offer a solution to this problem.
  • Oversimplify: If your ad isn’t understood in a few seconds, people will quickly lose interest in your message. Sometimes it’s best to leave the details on your landing page and keep the ad simple.
  • Win them over: If your product is better than recognizable competitors, don’t be afraid to bring it up and mention your product’s superiority. (This only works if your product is truly better than your biggest competitors.)
  • Start with a question: An open-ended question will get people to think about whether the benefit of your product applies.
  • Don’t make it about the brand: Address the reader as “you.” Suggest that the benefit of the product is for the person reading the ad, not the brand.
  • Include a call to action: By including verbs within your ad copy, you’re letting readers know how and when they need to decide and act.

Even though there is limited space within Facebook, there’s still enough room to get your target audience to relate to your message. Make your copy stand out to your readers and always test a variety of messaging to determine best performance.