More than 93% of advertisers on social media use Facebook’s advertising system. However, few create profitable ads that meet their conversion goals. A good copywriting on Facebook Ads is essential when it comes to making this advertising format successful. Do you know how to create effective ads?

Write for your target Audience

Don’t write for everyone. A basic principle of copywriting is that you have to adapt your texts to the person you are writing for. Be clear about how your ideal client is. For this, it is extremely useful to make a file of how your ideal client is.

Create a tab as realistic as possible, detail well what that target is like (what they eat, what are their preferences, their customs, etc.). The tab is a common resource in Inbound Marketing when defining your buyer persona.

Before writing an ad, you need to ask yourself three essential questions:

What does the customer know about his problem?

What does he know about your brand?

What does he know about your products or services?

Differentiates several states of consciousness in the client that will help us better focus the message that we are going to transmit to him. They have to do with the level of awareness that people have of the problem and how to solve it:

  • Not aware. Since you are not even aware of your problem, it will be difficult to reach this customer. It is a cold lead.
  • Aware of the problem: You only know what your problem is and what you need to solve it. We must show this person that there is a solution.
  • Aware of the solution: You are aware of the solution; you know that there is a way to alleviate your problem.
  • Aware of the product: You know that there is such a product on the market, that it is sold, but you do not know our brand.
  • Very aware: This is the case of our Facebook fans; they are familiar with our products and services but also with our brand. It is not necessary to sell this person as much. It is a hot lead.

Depending on the degree of awareness of the target we want to reach with our Facebook Ads, we have to adapt that message. The same applies to texts on a website or any other persuasive text.

The colder our lead, the more time we will have to fall in love with, the more we will talk to him from the emotion. Instead, to the user who already knows us, we can launch the offer more directly, with a hook. Understanding how close or “hot” the user is essential in any strategy to attract customers online.

In Facebook Ads, we have to make different announcements depending on the user’s awareness level.

In addition to knowing your ideal client and their state of consciousness, you must be very clear about the objective of your ad. Finally, when launching an ad, go to the emotions and take on the task of overcoming your client’s possible objections.

The hotter the lead, the more we have to talk about reasons and less about emotions.

Data analysis and measurement

When considering this advertising action, you have to adjust to the most real data possible. If you have previously placed ads on this platform then you will have a history of data to which to turn. Without a doubt, this is the best option because it is the one that fits your business.

However, if you do not have these own data, you will have to analyze how the market is on Facebook. Lean on a tool to analyze campaigns from other accounts and calculate a realistic CPC. This market study will be useful to know that if you are below the average, your ad may not work.

You must base yourself on real data, on real campaigns so that your analysis is as reliable as possible.

How to make an announcement in Facebook Ads with Neuromarketing criteria

Before delving into how to create these ads, let’s see what the basic structure of these ads is, and what aspects make it up.

A typical ad on Facebook Ads has a structure that conforms to the following elements:

  • Overview (90 characters)
  • Image and Image text
  • Title (25 characters)
  • Link description (30 characters)
  • Link + Button

According to several neuromarketing studies, the copy (the text) and the image have a lot of weight in the user’s mind. On the other hand, many consider that the title of the ad is important.

However, these studies have shown that what people pay the most attention to in the text above.

The general description

The general description that appears at the top of the ad is the factor that most activates the memory.  Therefore, it is recommended that you work those 90 characters well if you want to impact your users.

When writing it, keep the following in mind:

  • The first 90 characters are the most important
  • Includes a hook that invites you to continue reading
  • Be clear about the goal you want to achieve
  • Make a clear value proposition. It must be a specific and concrete proposal of who you are or what you do. It is a great help in attracting the attention of colder users
  • Use the PAS Formula. The PAS (Problem / Agitation / Solution) is one of the most well-known and easy to apply copywriting formulas. Pose a problem that your audience has, shake it and provide a solution (you, your product/service)
  • Includes testimonials. Testimonials work very well for leads who are not so cold, and who already have some information about the problem at least.

Image and Image Text

We are not going to dwell too much about the image, because this post is more focused on optimizing the text.

However, you should keep in mind that real images are much more successful than images obtained from image banks such as Shutterstock or Pixabay. The real ones are more credible and connect to another level.

Take advantage of the text in the image to reinforce the message but avoiding repeating the same words that you already have in the title or descriptions.


Despite what you can imagine, it is not the image that will activate the memory in the user, but the text, the copy. The title is the second factor that users look at when viewing a Facebook Ads ad.

Be careful not to repeat the same sentence at the beginning of the text and in the title because you would be missing one of the two. It is best to repeat the same idea, but with another text, play with the words and focus on it in another way to reinforce the message.

As in the description, the title of your ad must meet these minimums:

  • Has to catch the user’s attention (includes a hook)
  • Define the main idea of the ad
  • Activate the desire of your ideal client.

The link description

This is the part of the ad that the user least looks at. However, we will also have to optimize it, especially for people who are interested in the product. Here are some of the things you can do to take advantage of this part of the ad:

  • Add more information about your offer
  • Highlight the main idea
  • Have some more benefit from your offer, minor benefits

Reiterate the message, but not the words

Link and Call to Action Button

As the description of the link, according to neuromarketing studies, this is the part where the user is least set. It is the one that least activates the memory.

However, even if the user pays less attention to it, we must pay attention to it, especially the button text. Finally, the purchase decision affects the limbic brain, the reptilian part, which response to the most basic instincts of people.

This means that we must take great care of that button. A button too conspicuous with the word “Buy”, could cause rejection in the user, and not click on the ad.

As hard as the previous points are (title, description, etc.) if the link is not well designed, we could lose our conversion even though we have already captured the user’s attention.

Keep in mind the following tips:

  • Displays the landing page. Create a nice and friendly URL.
  • Choose the button that suits your offer.
  • The text must be aligned with the objective of your ad.
  • When in doubt, choose «More information». Unless it is a direct purchase option, of course. The “more information” button is the one that receives the most visits compared to other possibilities (register, buy now, etc.)

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