, Advertising Team Lead at SocialCode, who is responsible for the development, implementation, management, and optimization of ad campaigns for leading global brands on  Facebook and Twitter says she’s seen great variance in performance across different text elements. In her article in Marketing Land, titled Writing Effective Facebook Copy, she points out that Standard Click and Like Facebook Ads offer great opportunities for creative control consistent with the unique creative approach required by the medium.

1. Keep The Objectives In Mind

  • Since creative should be tailored for each unique campaign to solicit a specific desired response, Emily says that the the plainer you can be about exactly what you need him/her to do, the better.
  • Also consider what kind of data you hope to gain from the campaign, and write creative that allows you to do that.
    • For example, a campaign around a new product should include multiple creatives, each focusing on one of its major features, so you can determine exactly what aspects are driving the most interaction.
  • Be sure to incorporate any existing messaging about the product or brand to create copy that is both relevant and brand-appropriate to tie your Facebook campaign into other marketing initiatives.

Best Practice: One effective way is to create copy categories and work from them out. Working with categories allows for more specific headlines and text, focuses efforts on the specific campaign goals, and enables testing both across categories and different campaigns.

4 Copy Strategy Examples  

i. Direct: Here is the simple creative for a campaign designed to drive “likes: to a well-known brand. It is as succinct and clear as possible, telling the user exactly what to do with a strong call to action. Direct copy tends to be extremely successful when targeting users who recognize the brand advertised.

ii. Incentive: Coupons and offers can be used to encourage people to “like” your page if you are clear about what benefit the user is getting and deliver on what you are promising.

iii. Question: Asking users a question can be a good way to involve them in the campaign by reaching out to them directly and soliciting their responses.

iv. Product Innovation: Highlighting a new product or feature gives the user a reason to like the page. It’s also a good way to leverage the brand’s existing reputation.

2. Incorporate Headline Strategies

For a fan campaign, the headline is already incorporated in the name of the page. However, for Standard Click ads, a category headline is needed.
  • Headlines can be categorized in the same way as body copy: categories are informed by the campaign’s objectives, and are specific to an applicable campaign.
  • You can create a variety of headline treatments, to help you evaluate exactly what drives performance.
  • There’s also need for variety within those categories.
    • Changing elements like length or word count, call to action, capitalization, and punctuation can make a difference.

3. Use A Variety of Copy Element Approaches

Copy element impacts can vary for different types of campaign objectives:  The graph below showing the results of a fan campaign.

  • Click-based Action Rate measures conversions
  • CTR (Clickthrough rate) measures number of clicks divided by the times an ad is shown (impressions), as a percentage.
  • Impression-Based Action Rate measures number of times an ad is shown and “liked.”

The results show that:

  • Campaigns with the goal of driving Page Likes benefit from shorter, more concise creative.
  • Conversion-focused campaigns tend to do better with longer text that spell out exactly what action needs to be taken.

Different copy can affect results: Different calls-to-action can yield differing degrees of success. For instance, you can write: “Click ‘Like’” or “’Like’ us.” Placement of the call-to-action, punctuation and capitalization can all affect conversion rates.  The strict limits of Facebook ads (90 characters for the body, 25 for the headline) means that every character counts, so misspellings, wasted space, and bad formatting can all impact results.

Tailor and Test: Part of what makes successful Facebook advertisers is the ability to tailor their creative approach for every unique campaign, and the willingness to test a variety of different things. Not only will copy impact the campaign’s results,  but it can be used to inform future media buys on other channels as well.

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