Facebook Ad Copy for Marketing Campaigns

There are several different strategies for creating ad copy for Facebook marketing campaigns. Companies have the option to create unique ad copy which gives small pieces of information to the users of the platform, and which gives users the rest of the information they need on the landing page once they open up the ad.

Companies also have the option to parrot the ad copy from the landing pages they create.

Different strategies will work for different businesses and target audiences, and testing each type of ad copy is the best way that companies can figure out what performs well for them and their target audiences.

Landing Page Ad Copy

When companies use their ad copy from their landing pages, it helps give consumers a seamless transition from the ad they saw on Facebook to the landing page from the business.

When the copy between the Facebook ad and the company’s landing page is too different, the consumers might end up getting confused or lost in the mixed messages, and decide to leave the page instead of following through with the conversion.

That’s why one of the best strategies when creating ad copy for Facebook marketing campaigns is to pull some copy directly from the landing page of the business and to include it in a separate document. Any of the benefits, headlines, subheadings, and lists that are on a landing page should be in a separate document too, which should be used to create ad copy.

When ad copy is created from the text on a landing page, companies should test out using the different headlines, paragraphs, and bullet points in their ads, and should test out different orderings of the information.

Simple Headlines

Generally, the headline of an ad on Facebook should make a promise or tell consumers about the benefit of a product.

Companies can also personalize their headlines with the help of Geo-targeting. They can also experiment with their ad headlines by including different emojis to break up the text of the ad while giving it a conversational tone.

By adding a visual element such as an emoji, companies can help consumers put themselves in the ad experience as soon as they see an ad.

Sensitive Words

The algorithm that Facebook uses picks up on specific target words that have shown to be sensitive to consumers on various occasions.

The result of using sensitive words is getting that ad rejected by the platform, or getting banned from its ad account, even if the company hasn’t done anything that goes against Facebook’s advertising guidelines.

So even when a business is pulling their ad copy directly from their landing page, they might need to change some of the headlines to comply with Facebook’s sensitivity policies.

One sensitive term is the word “you”, or “your”, which makes many consumers feel like the platform is listening, or stalking them, which they don’t like to see.

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