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?
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:
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:
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.
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:
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 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:
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:
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:
Reiterate the message, but not the words
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.