Facebook has over 2.9 billion active monthly users. With such a broad audience you would think it’s easy to attract attention and convert some of those users into customers.
Unfortunately, just sending an ad out into the void doesn’t always result in high conversions to sales. There is a lot that has to come together to make a Facebook ad successful. You need the right targeting, a great image or video and strong copy.
How much of a role does copywriting play in the success of Facebook ads? Good copywriting acts as a guide to show people where to go. If you’re not satisfied with the performance of your Facebook campaigns, speak to King Kong and find out how they might help you.
Facebook Targeting
One of the reasons Facebook is so popular and effective with marketers is its ability to be specific about what audience your ad reaches. Unlike other platforms, you can narrowly target your ads to reach those most likely to be interested in your product or service.
You can target audiences by:
- Location – by city, state or country
- Gender – target male, female or other
- Interests – target users who have expressed an interest such as gardening or fitness
- Behaviours – target by past behaviour. Someone who bought a similar product or visited your website
- Connections – target people with connections to your website or contact with others that do
Write To Your Audience
To be effective you have to write your copy as though you are talking to one person. Don’t come off as though you are addressing a conference or a group of people.
You need to focus your attention on this person and their needs. Identify your ideal customer and write your ad as though you are speaking to them directly. What problems are they experiencing? What difficulty are they trying to solve? How can your product or service satisfy their needs?
Match Your Copy with Your Visual
If your ad copy and your visual are not in synch you can create a jarring experience for users. Potential customers are not likely to click through to your site and your ad will be wasted. You don’t want to confuse users by not coordinating your visual image with your ad copy.
As a marketer, you need to make sure you are putting the ingredients together to create an ad that is compelling and drives sales.
