Nopcommerce Social Media Ad Copywriting

P O W E R
Ashley Ward
SEMrush
The Art of Writing Ad Copy That
Converts on Social Media
@AshleyMadhatter
@AshleyMadhatter

2
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@AshleyMadhatter

P O W E R
You can reach thousands of people
for as little as $30 a month.
@ A S H L E Y M A D H A T T E R@AshleyMadhatter

P O W E R
@ A S H L E Y M A D H A T T E R
Understanding
the Difference

• Absolutely no user intent

• Long, very long ad copy options
@AshleyMadhatter

• Long, very long ad copy options
• Purchase may be overtime, not immediate
@AshleyMadhatter

• Speaking directly to a person and demographic
• Sponsored InMail

• Keywords aren’t the primary focus
@AshleyMadhatter

• Keywords aren’t the primary focus
• Results are more immediate due to connections
@AshleyMadhatter

• Most creative platform
@AshleyMadhatter

• Great for certain brands, but not all
@AshleyMadhatter

• Great for certain brands, but not all
• Facebook algorithm controls Instagram
@AshleyMadhatter

• User intent is there

• Shorter ad copy - black & white
@AshleyMadhatter

• Shorter ad copy - black & white
• Keywords are more relevant
@AshleyMadhatter

Facebook Ad Copy Tips
F AC E B O O K T I P S
@AshleyMadhatter

P O W E R
BOFU, MOFU,
TOFU Ad Copy
Create different ad copy for each stage
that your audience is in:
TOFU:
Brand awareness ad copy - you exist
18

P O W E R
BOFU, MOFU,
TOFU Ad Copy
TOFU:
MOFU:
You have a solution
19

P O W E R
BOFU, MOFU,
TOFU Ad Copy
TOFU:
MOFU:
You have a solution
BOFU:
Be aggressive - urgency, discount, promo
20

@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Have Fun on
Facebook
Facebook ads don’t have user intent,
so make it fun to attract the user:
• Add emojis to the ad copy
21

Have Fun on
Facebook
• Ask a question in the copy and have
the image answer it
22

Have Fun on
Facebook
• Ask a question in the copy and have
the image answer it
• Use terminology your demographic
uses
23

Tell a Story With
Your Content
Use the whole ad to tell the story:
1. Define your buyer personas
24

Tell a Story With
Your Content
2. Identify what their pain points are
25

Tell a Story With
Your Content
2. Identify what their pain points are
3. State how your product or service
solves those pain points
26

Don’t Over Tell
the Story
Adspresso examined over 37,000
Facebook Ads
27

Don’t Over Tell
the Story
Preferred length of Facebook Ad
headline:
5 words
28

Don’t Over Tell
the Story
Preferred length of Facebook Ad body
text:
14 words
29

Don’t Over Tell
the Story
Preferred length of Facebook Ad link
description:
18 words
30

Instagram Ad Copy Tips
I N S T AG R AM T I P S
@AshleyMadhatter

P O W E R
S p r o u t S o c i a l
Ideal length for Instagram ad captions:
125 Characters
32

Get to the Point
• Put your main point in the beginning
using as few words as possible
33

Add Hashtags in
the “More”
34
• 5 to 10 hashtags per post

Add Hashtags in
the “More”
35
• 5 to 10 hashtags per post
• Engagement drops after 10+

Don’t Include a
Link in the Text
• No one is going to remember it.
NO ONE
36

Don’t Include a
Link in the Text
• No one is going to remember it.
NO ONE
• #LinkInBio
37

Break All of the
Rules
• It’s a platform that thrives on creativity
38

LinkedIn Ad Copy Tips
L I N K E D I N T I P S
39
@AshleyMadhatter

Keep Copy Short
& Sweet
• Write ad headlines that are under
150 characters.
40

Keep Copy Short
& Sweet
• Write ad headlines that are under
150 characters.
• Keep descriptive copy under 70
characters.
41

Don’t Copy &
Paste InMail
Get your InMail read by:
• Addressing the person’s name
42

Don’t Copy &
Paste InMail
Get your InMail read by:
• Addressing the person’s name
• Taking the time to customize each
InMail body text
43

Put Your
Professional
Pants On
LinkedIn is used by professionals.
Your ad copy should:
• Provide a solution to professional
problems
44

Put Your
Professional
Pants On
LinkedIn is used by professionals.
Your ad copy should:
• Provide a solution to professional
problems
• Use professional terminology
45

Run Micro-
Campaigns
• Practice hyper-targeting
46

P O W E R
Run Micro-
Campaigns
• Practice hyper-targeting
• Multiple ads targeting sub-sections
of your demographic
47

Utilize Video
Content
• NEW: Position yourself as a thought
leader using video content
48

Utilize Video
Content
• Tell your brand’s story
49

Utilize Video
Content
• Share stories of customer success
50

Utilize Video
Content
• Show a quick demo of your product
51

Utilize Video
Content
• Give a sneak peak of your webinar
52

Utilize Video
Content
• Give a sneak peak of your webinar
• Event promotion / preview
53

Adwords Ad Copy Tips
AD W O R D S T I P S
@AshleyMadhatter

Think of Voice
Search
Terminology
Voice search now accounts for
20% of all Google mobile queries
• Use long-tail copy
55
WordStream

Think of Voice
Search
Terminology
56
WordStream
• Write like we speak

Think of Voice
Search
Terminology
57
WordStream
• Write like we speak
• Do your own voice search

Use Organic For
Headline
Inspiration
Use tools like SEMrush Keyword
Analytics to pull organic results:
• Headline ideas
• Subhead ideas
• Body copy
58

Ad Copy Tips - For Them All
F I N AL
T I P S
@AshleyMadhatter

Use Local
Terminology
60
No one is doing this on LinkedIn.
#BetheFirst

Think Timely,
Not Past Tense
• Focus on time periods. Yes, that
means updating your ad copy
each month or each season
61

Think Timely,
Not Past Tense
• Focus on time periods. Yes, that
means updating your ad copy
each month or each season
• Feel more like a human by being
timely
62

Satisfy Both Bots
AND Humans
Ensure that your ad is:
• Receiving engagement
• Still hitting metrics
63

Utilize Emotions
in
Ad Copy
Focus on emotional ad copy just as
much as you focus on keywords.
64

Utilize Emotions
in
Ad Copy
Ad Example:
• Clarifies the benefit
65

Utilize Emotions
in
Ad Copy
Ad Example:
• Has an angry tone of voice
66

Utilize Emotions
in
Ad Copy
Ad Example:
• URL: Cheating-Husband = anger
67

Utilize Emotions
in
Ad Copy
Ad Example:
• URL: Cheating-Husband = anger
68
• Offers solutions: email address,
numbers, and usernames

Know What Are
Your Competitors
Doing
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R@AshleyMadhatter

Competitor
Research
• What kind of ad copy are your
competitors using?
• Their content
70

Competitor
Research
• What kind of ad copy are your
competitors using?
• Their content
• Influencer’s content
71

Competitor
Research
• Follow competitors on social for
their ads to appear
72

Competitor
Research
• Follow competitors on social for
their ads to appear
• Use tools to see competitor ads:
• Adfox
73

Competitor
Research
• Use tools for competitive
analysis:
• Advertising Research
• Competitive Analysis
Domain Overview
74

P O W E R
G E T S L I D E S
Ashley.Ward@SEMrush.com
L I N K E D I N
Linkedin.com/in/ashleyward90
S E M r u s h
www.SEMrush.com
F O L L O W M E

Nopcommerce Social Media Ad Copywriting

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