How to Write a Facebook Ad

Almost 16 years after its launch, Facebook is still the largest social media network, with 2.32 billion monthly active users. Due to its reach across the globe, the social platform is a marketing powerhouse. However, due to the constant changes made to the Facebook algorithm, organic reach is becoming harder and harder to earn, which is why it is important to consider the other marketing options available, like paid ads.

The good news is, once you get the hang of it, Facebook ads are easy to create and generally inexpensive. In fact, some advertisers who use Facebook ads have seen their cost of new customer acquisition decline by as much as 73 percent.

If you’re ready to invest in your business and build brand awareness, check out our guide on writing a Facebook ad now:

Points to Consider Before Writing

Before you sit down to write the copy for your ad, it’s important to establish your audience, consider what you would like to accomplish, and understand the different parts of a Facebook ad that you will need to write copy for.

Audience
It’s impossible to write an effective ad that will convert without understanding who your audience is. How old are they? What languages do they speak? Are they male, female or both? What do they do for a living? How much education do they have? The more specific you can get about your audience, the better.

Goal
What do you want to accomplish with your ad? What is its purpose? Make sure the copy you write achieves your desired goal. In general, the ad should address your audience’s problem and offer a solution: your product or service.

Word Choice
The language you use is going to be influenced by your audience characteristics. However, an important rule of thumb that works for all audiences is to keep your ad short and sweet. Wordy ads will frustrate your audience, especially if they run over the character limit and get cut off. Your ad copy should be concise and intriguing so that your audience will want to learn more.

The Whole Picture
Before you begin writing, consider the entire ad. Do you already have a specific theme or concept in mind? Has the image for the ad been selected? Or will you select it after you write the copy? The ad as a whole needs to work together as one cohesive unit.

Writing the Ad
Once you’ve considered everything above, it’s time to start writing. There are four parts of the ad that you will need to come up with: the headline, link description, ad text and call-to-action (CTA).

Headline
The ad’s headline will sit below the image or video preview, so despite its name, it tends to be one of the last things a Facebook user will read. On average, five-word ad headlines perform the best on Facebook. So, when writing the headline, your goal is to find a balance between concise and memorable. Using numbers, asking a question, giving a command, and inspiring curiosity are also great tactics to use.

Link Description
Your link description goes under the headline and gives the reader more information about what they can expect if they click the CTA button. Facebook recommends 30 characters for this section of the ad, but again, the shorter the better.

Ad Text
The goal of your ad text is to explain the offer you are promoting to readers. Facebook recommends that you limit your copy to around 125 characters. Remember to address your readers’ problem and then present a solution.

CTA
There are over 30 CTA button options for your ad, depending on the type of ad you use. Choose the one that aligns with the goal of your ad and the action your readers to take.

Writing a Facebook ad may sound daunting, but when you break it up into four simple categories, and keep a few easy guidelines in mind, it’s possible to create an ad that will convert into new business for your company. For more tips on writing Facebook ads, check out this ad copy cheat sheet.

P.S. Did you know that you can sync your Infusionsoft contacts with Facebook’s Custom Audiences and market smarter? Learn more now