Facebook ad copy


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Writing ad copy for your PPC (pay per click) campaigns can be though. It has to motivate attract attention and affect your prospects' decision to take action to click on your ad. On April 23rd I presented my top 5 tips for writing effective Facebook ads. Followed by Josepf Haslam (Google ads expert) presentation.

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  • Facebook ads can reach anyone and everyone on Facebook, now more than 1 billion people worldwide. Facebook is the most affordable way to reach a huge number of potential customers and make them aware of your company (products/ services). It’s like TV in potential reach but can scale down for companies with smaller budgets that could never advertise on TV.
  • To figure out what your objective is, ask yourself these questions:What exactly do you hope to get out of your ad? If you could have only ONE outcome from this ad, what would it be?What’s your MAIN reason for running this ad? In order to write an effective FB ad, advertiser needs to askWhat do you want them to do?Do you want them to become a fan?Do you want people to opt-in to your mailing list?Do you want them to buy something?
  • Facebook ads now come in several varieties.Despite Facebook’s increasing focus on native ads and keeping traffic on its site, you can still be successful sending users to your website.Many of these options are only available on Facebook. After creating an ad, you set a budget and bid for each click or thousand impressions that your ad will receive.
  • Facebook ads are sometimes paired with social actions your friends have taken. For example and ad for a sushi restaurant may be paired with a news story that one of your friends likes that restaurant’s FB page.
  • When creating an ad, you have two options: broad categories or precise interests.Broad interests may seem like an efficient way to reach a large audience. However, these users often cost more and spend less. Avoid using Broad Category targeting.You’ll find the best ROI using Precise Interest targeting.Facebook has an amazing array of interests to target from Harry Potter to underwater rugby. The hard part is choosing the right ones.When targeting precise interests, Facebook provides the size of the audience and other suggested likes and interests. You won’t have any competitive data. Once you select interests for an ad, Facebook will show an aggregate suggested bid.Many marketers target the largest groups possible. This is a mistake. These groups are more expensive and less targeted.Rather than target broad terms for your niche like “yoga” or “digital photography,” focus on specific interests. Research which magazines and blogs your customers read, who they follow on Twitter, and which related products they buy. If you use laser-focused interests like these, you’ll reach the people who are most interested in your topic and the most willing to spend money on it.
  • For example, when I added a new DJ course, I didn’t just target the interest “disc jockey.”Instead, created ads targeting DJ publications like DJ Magazine and Then created another ad targeting DJ brands like Traktor and Vestax.
  • The most important part of your ad is the image. You can write the most brilliant copy in the world, but if your image doesn’t catch a user’s eye, you won’t get any clicks.Don’t use low-quality images, generic stock photography, or any images that you don’t have the rights to use. Don’t steal anything from Google Images. Unless you’re a famous brand, don’t use your logo.Close-ups of attractive faces that resemble the target audience.
  • After seeing your image, users will (hopefully) read your ad text. Here you can sell them on your product or service and earn their click.Despite the 25 character headline and 90 character body text limits, we can still use the famous copywriting formula AIDA
  • When writing your Facebook ad copy, end it by telling people exactly what you want them to do.
  • with 15,093 views 120 registeredOptimal CTR 0.11%- 0.16%Average 0.04%-0.05%We got Above Average 0.08%HTC (A)ttention: Draw users into the ad with an attention grabbing headline.(I)nterest: Get the user interested in your product by briefly describing the most important benefit of using it.(D)esire: Create immediate desire for your product with a discount, free trial, or limited time offer.(A)ction: End the ad with a call to action.
  • First the image is only text, Second the image is exactly the same as headline which is wasted opportunity and third the ad is blue and so is Facebook The best practices suggest using contracting color for FB.
  • Answer no.4The first set of four are running to an estimated 23,000 people: Age 24 and up, in New Hampshire, who fall under the “Small Business” Broad Category Targeting area of Facebook. The second set of four is running to an estimated 3,000 people: Age 24 and up, in New Hampshire, who are already Likers on FB.
  • Audience 27, 860Who are not connected to OmisemWho live in USA Who live within 10 miles of NYWho are small business owners First ad 50 people clicked Second ad 223 people clicked 0.08 CTR
  • You know the age, gender, and interests, so show him or her a page that will solve their problems.
  • Facebook ad copy

    1. 1. Top 5 tips for writing effectiveFacebook adsApril 23rd Webgrrls NYCWriting PPC ad copy that gets resultsPaulina Podbiellop.podbiello@omisem.comwww.facebook.com/omisem
    2. 2. Why Facebook?• Facebook ads give a powerful and affordableopportunity that can boost any business andcreate profit.• You can start your campaign with as little as$5.
    3. 3. Why do you want to run an ad onFacebook?• Likes• Sign ups• Buy
    4. 4. Tip 1 Choose the type of Facebook Ad• Promote your Page• Posts on your Page• Website• Actions users took
    5. 5. Actions User Took
    6. 6. Tip 2 Precise Interest Targeting• Broad Category TargetingBroad categories include topics like Gardening,Horror Movies, and Consumer Electronics.• Precise Interest TargetingPrecise Interest Targeting allows you to targetusers based on information in their profileincluding listed likes and interests, the pagesthey like etc.
    7. 7. Precise Interest
    8. 8. Tip 3 Great Image• Images of people work best.• Preferably their faces.• Don not use a blurry or dark picture.
    9. 9. Examples
    10. 10. Tip 4- Great Ad Copy25 character headline and 90 character body textuse the famous copywriting formula AIDA.(A)ttention: Draw users into the ad withan attention grabbing headline.(I)nterest: Get the user interested in your productby briefly describing the most important benefit ofusing it.(D)esire: Create immediate desire for your productwith a discount, free trial, or limited time offer.(A)ction: End the ad with a call to action.
    11. 11. Tell people exactly what you want them to do!Use : Click here, Act now, Buy now, Sign up, Try this!Also tell them what’s going to happen when theydo take action:• Click here for full details• Act now to get yours today• Buy now at this low price• Sign up for the latest news
    12. 12. ExamplesPosts with most engagement
    13. 13. Good Example
    14. 14. Bad Example
    15. 15. Which one is the best?
    16. 16. Tip 5 – Testing• Testing is the best directive you can get toachieve success. Do not just place a single adand have it run for the rest of its lifetime.• Instead, dispatch different ad units whichdiffer in the ad copy, ad image, etc.
    17. 17. Examples
    18. 18. Summary• Getting a click is only the beginning.• You still need the visitor to convert.• Send your prospect to a targeted, highconverting landing page.
    19. 19. Let’s connectPaulina Podbiellop.podbiello@omisem.comwww.omisem.com/news.htmlDaily tips on Social Media @yelayaawww.linkedin.com/in/paulinapodbiello