How To Write A Facebook Ad?

Did you know that 9 out of 10 active users on the internet use social media platforms? In addition, approximately 410 million new users set up their social media networks in 2021, equating to 13 new users every second! This makes social media an incredible platform to surge traffic for your business, generate leads, and make reliable customers.

Here are some more cool stats for you!

According to Statista , 3.51 billion users use one social media network. There are approximately 2.89 billion active users on Facebook, which makes it the most popular network worldwide. An average user spends around 2.5 hours daily on Facebook, which takes approximately 75 hours in a month.

Added together, the total active users around the globe spend more than 9 billion hours using Facebook each day! This is the equivalent of nearly 1 million years of human existence. This makes Facebook one of the most powerful advertising outlets worth pursuing B2B and B2C businesses, helping advertisers obtain more organic impressions on their Facebook ads.

You need more traffic from various sources to generate more relevant leads and build your brand's awareness. If you are wondering how can you get better traffic, here are the three sources:

Organic Traffic

You can generate organic traffic through search engine optimization (SEO) and other unpaid content marketing efforts, like social media platforms.

Referral Traffic

Referral traffic can be generated when your brand is promoted via affiliate marketing and endorsements.

Paid Traffic

You can generate paid traffic if you spend money on paid campaigns or advertising campaigns, like, purchasing Facebook Ads on other high-traffic sites, etc.

So, this means that to get a better ROI, you need to make effective Facebook ads. Did you know that the average user watches over 1,700 Facebook ad banners every month? But how many of them do you actually remember watching in the last month? Definitely not even half of it, right? Or how frequently do pop-up ads or Facebook ads appear, and you just scroll away without giving them a second thought?

You only remember a small percentage of the ads you see. So your subconscious mind filters the remaining ones as unnecessary and ignores them. Actually, your brain has fundamentally been trained to filter out unimportant noise!

But this raises an important question that if ads are a significant aspect of generating ROIs, why are we just watching such a small percentage of them? How to write a Facebook ad in such a way that it gets noticed and people actually scroll through the ad?

To initiate a Facebook marketing or ad campaign, you need to perform the below mentioned five steps in order to generate better ROI:

  • Identify your business goal
  • Identify your target audience
  • Choose a topic
  • Choose an image
  • Write your copy

Why Facebook Ads Perform So Well

With over thousands of concurrent active users on Facebook, initiating a Facebook ad out into the void won't result in millions of conversions. Ad targeting is crucial to Facebook ads. This allows you to get precise and exact information about what users your ad will target. So, let's look at a few ways of targeting your ads on Facebook:

1. Location

The location allows you to target users by their geographical location, i.e., city, state, or country.

2. Custom Audience

Custom audience allows you to target your existing customers or potential leads, probably those who have visited a landing page on your website.

3. Gender

Gender allows you to target the users by gender, i.e., male or female users.

4. Connections

Connections allow you to target people who have previously liked your page or have connections that have liked your page and visited your website.

5. Interests

Interests allow you to target the users by interest such as technology, entrepreneurship, fashion, literature.

6. Behaviors

Behaviors allow you to target the users by their past behavior, such as someone visiting your website or Facebook page previously or making an order online through your Facebook page.

Types of Facebook Ads

Once the advertisers have identified their audience, the users can be targeted using two different types of Facebook ads:

Sponsored Posts

Sponsored posts emerge directly in the news feed that can be seen when a user is scrolling the newsfeed, and they appear as flagrantly as posts from the user's close friends.

The Right-Hand Column Ad

The right-hand column ads are smaller but more effective, and they appear in the right column of the newsfeed. The user cannot scroll past the right-hand column ad like the sponsored posts in the News Feed. Advertisers mostly use these ads for retargeting purposes.

Facebook Ads Framework

The Facebook ads framework is usually divided into three parts:

1. The Opening

The most important part of your Facebook ad copy is the opening. This part is crucial when a user looks at your ad on a smaller device, preferably a smartphone. The opening of your ad copy should comprise of two things: call out your audience and pique their curiosity.

2. The Transition

The transition is a process where you transit from the overview to the customer's pain. In this part, you need to tell the customers that you understand their problem and build a conversation with them. This is where you can be empathic with your potential audience.

3. The Call to Action (CTA)

The call to action (CTA) shall be precise, ideally less than or equal to three sentences only. This is the process where you sell the customers the solution to their problems. Potentially, you should add the benefits in the CTA to attract users and make them click on your call-to-action (CTA).

The Essentials of Writing Facebook Ad Copy

To reach your potential audience and generate better ROI, here are the best Facebook advertising tips for you. Your Facebook ad copy should include:

  • An image that is relevant to the text
  • One main headline of 30 characters
  • The main copy that ideally comprises 90 characters
  • One secondary copy which can also be around 90 characters
  • An effective CTA

How To Write a Facebook Ad

Facebook has a vast audience and plenty of targeting choices to narrow down and locate the right users for your ad. This helps in reaching out to the audience who is already searching for the products or services that your business has to offer rather than bulk marketing your messages.

Let's look at 11 strategies that can help you write better Facebook ads:

1. Establish a Goal

Whether you want to reach out to users to sell something or want to target your potential audience to create brand awareness, you need to have a goal in order to write an effective Facebook ad copy. This will regulate you to write your exact Facebook ad and will help you create an inclusive tone and plan.

2. Target Your Audience

The greatest fragment of Facebook ads is their targeting capabilities. Once you have drilled down your users to a specific mark, you need to modify the text of your ad to the specific person. The best practice is to write directly to your audience, their problems, and how your business can solve their problem.

The users on Facebook can be segregated and filtered by:

  • Custom audiences
  • Location
  • Gender
  • Ethnicity
  • Generation
  • Interests
  • Languages
  • Education
  • Relationship status
  • Politics
  • Behaviors
  • Connections

3. Test your Ad Copy

The best way to check the performance of your Facebook ad is to run split tests by trying two variants of the same advertisements. First, you must alter the text copy to see which one gets a better click-through rate, impressions, engagement, and leads.

From adding an emoji to making major adjustments like modifying the text from a phrase to a question, see which experiment yields the best results.

4. Keep it Precise & Modest

When you have to write an ad, remember that not everyone is an Oxford scholar. Hence, it's best to use everyday language that is easy to comprehend. Your users should not have to decrypt what your Facebook ad has to say. If they can't grasp the message quickly or if your text is too lengthy, they will scroll without clicking it.

5. Focus on a Clear & Concise Call To Action (CTA)

The Call to Action (CTA) is a critical element of a Facebook advertisement, and it should be concise and clear. Though your Call to Action (CTA) is going to vary depending on your target, the more options you provide the user with, the more unclear your ad can be, and that can lead customers to bounce.

6. Provide the Benefits, Not the Features

The rule of thumb in sales is that users don't purchase products, they acquire the solution to their difficulties.

That's why big well-known brands like Adidas don't write their Facebook ad copy on their shoes. Instead, their key emphasis is on the performance of the shoe they are selling. Your target audience wants to know how your product can help them in making their life better.

So, when you write an advertisement copy, your primary focus should be to answer their concerns. What is in it for them, or how can this product solve their problem?

7. Display Social Proof

What do you do when you come across a Facebook ad for a product that you want to purchase from an unknown business? You might feel a little hesitant as you have never dealt with this brand before.

So what should be your next step? The foremost step should be to look for online reviews and comments for that business. When you look for the reviews of their products and their service, and you see something negative, you would no longer want to do any business with them.

8. Ask 'Yes' Questions

Asking questions gets users to stop by your ad and think. If you include yes questions (the questions with only one answer: Yes) in your ad copy, it will knob your audience and will eventually lead you to find the right customer.

This approach is suitable if you aim to target users struggling with something.

9. Include Your Website URL

The best thing about Facebook is that it entails you to incorporate links such as your website or any other landing page URL in the website box. However, it is considered to be a decent practice to incorporate your link with your ad. The more choices your audience has to click, the more chances are to convert them into a customer.

10. Understand the Audience's Association with Your Brand

Since Facebook offers tailored ad targeting, it is necessary to connect to your users and understand the audience's association with your brand. The users go through a long journey before they are converted to buyers.

As a business, it is essential to write your copy in accordance with the user's journey or match your advertising flow to their journey. You have three different types of ad visitors online:

Cold Traffic

Cold traffic comprises users who are yet to make a purchase or are moderately unaware of your business.

Warm Traffic

Warm traffic contains users who were involved with your business previously through ads, video, or website visits.


Customers are people who have bought products or services from you or otherwise have an association with your business.

Knowing the type of ad visitors online will help you connect with each user differently. For example, let's say you can be slightly personal and casual with your customers while you must be a little formal with cold users.

11. Embrace Urgency

Occasionally it is suitable to play on the urgency element. For example, it can be for a one-time offer or an occasional sale, but you can incorporate an ad copy that influences users to act as soon as possible.

Advertising is not about being noticed; it is all about converting to a sale. Therefore, the best practice that you can use before writing your Facebook ad is to look at what your competitors are doing to make you want to click.

How to Write Your Facebook Ad Headline

Facebook headlines are merely intended to seize your viewer's attention to make them click. They are not entitled to tell your complete story.

Creating longer headlines could result in a loss of emphasis and attention of your potential audience. As an alternative, you should intend for a clear, precise, and Unique Value Proposition (UVP) focused five word headline and incorporate the left-over relevant information in the description.

When you create a headline for your Facebook ad, you need to:

1. Write for the click

Your Facebook ad headline must be a Call to Action (CTA) all on its own. Fundamentally, you need to start with making the first word the imperative form of a verb.

2. Connect "What" with "Why"

Your Facebook headline must state what to do (ideally click on your CTA) and then state why (ideally stating how their problems will be solved).

3. Focus on a single, explicit thought

Users can either save time, or they can save money. It's practically impossible to save both. Simplify this thought in your ad to promote your brand awareness.

Use numerals and special characters

Your headline needs to draw the user's eye. So, use numerals and special characters. For example, instead of stating that you can save a thousand bucks, say, you can save $1000. This tactic can catch users' attention and make them click.

Show empathy

Try to utilize users' emotions in your words to make them feel emotionally connected and to make them think that you actually want to solve their problems.

Keep it precise

A study shows that headlines containing five words have a higher click-through rate.

Make a promise

Make a promise to the user but make sure to keep up with the promise to make them a recurring customer. This promise can be anything like a sale or a discount.

How WSH Can Help You Generate Facebook Ad Copies to Get Maximum Leads

An effective text ad copy on Facebook can eventually lead to sales. But, as an advertiser, you need to make sure that you tick all the checkboxes to make an ad that checks all your boxes!

You have to keep the standards of your ads high in order to match the user's expectations. Make sure to include a unique value proposition (UVP) in your headline and keep it to 25 characters ideally. Combine this with an appealing visual to support your text and a precise copy that can persuade the users.

Creating an engaging Facebook ad on your own can be exciting, but it can also get complicated with a lot of room for errors. Therefore, it is always a good idea to outsource for your paid search campaigns to get an effective text ad copy.

Writing Services Hub has a team of qualified and skilled ad copywriting services experts with a track record of excellent results. The WSH team masters writing services and advertisement intelligence based on proven conversion principles. So, if you are looking to generate ROI using Facebook Ads, WSH is here to help you to convert your leads into sales. Get in touch today!