Craft a message for Facebook ads

1. Conduct research on your buyer persona and their pain points, challenges, frustrations, and desires to determine the focus and language of your ads.

Search for blog posts, read the comments and make notes about the problems or issues that users are facing. Join Facebook groups and read posts about people commenting on the relevant topic. Focus on the problems they have. Read Amazon reviews on the books from that same topic. Focus on the language people are using and their emotions. Try to use that later in your copy as this is how your ideal clients feel and communicate.

2. Choose a single pain point, frustration, or challenge to address in your ad and the solution that your product or service is providing.

Think of the audience your product or service is meant for and the pain points this audience is facing. Focus on a single pain point or challenge per ad. This way, you’ll be able to craft a story around your audience’s problem and grab their attention.

3. Write 2-3 drafts of the ad copy using language from your landing page that addresses the selected angle, and add a strong call to action (CTA).

Separate your copy into a primary text, a headline, and a description that follow Facebook’s guidelines for character limits. Be transparent and clear about your offer which will better prequalify prospects. It’s not possible to answer all objections your audience will have when reading your ad. Try to overcome these objections with your landing page text. Your ad should just grab your audience’s attention; your landing page will do the heavy lifting. Describe the end result that they will get when taking action on your ad. For example, will they be downloading a PDF when they click on the link, or learning more?

4. Review your landing page to find powerful keywords and phrases which can be added to the ad copy.

Align ad copy with the landing page in both style and content. Don’t overpromise on the ad and fail to deliver on the landing page. This will lead to more clicks and higher spending, but low results.

5. Read the drafts out loud and edit it until it flows well, correcting any mistakes as you go.

Check for false and unsubstantiated claims used in the copy. Check that the CTA is clear enough and expresses the action you want your prospects to take. The character limits on Facebook ads restrict the length of copy and cannot be overridden. Try to work within those limits and be as specific as possible to attract the right audience.

6. Match your text with a striking visual, either video or image, that suits the context of your copy.

Check the Ad Preview to see how your ad would appear with the image or video in different types of ad placements.

7. When you are happy with how the ad looks, publish it and monitor the metrics.

Monitor metrics like impressions and click through rate (CTR). A high level of impressions means that your ad is getting attention and is appearing to more people while CTR tells you that people are clicking on the link to go to the landing page.

8. Create and test variations of your ad, with different hook, primary text, and media.

Monitor the metrics after one to two weeks to see which performs better. For example, you can compare impressions versus clicks across your ad variations. High impressions with low clicks can indicate inadequate ad copy, while the reverse could mean that you should update your headline and image/video to grab more attention.