How To Make A Good Facebook Ad For A Service Company

I'm constantly on Facebook, scrolling through my feed reading the news and looking at pics of beautiful Pomeranians. I'm not alone—the social media platform averages 1.09 billion daily agile users.

Facebook and Instagram Daily Users (via Pew Research Heart)

Despite talk that Facebook'due south reach is waning, it's pretty clear people beloved the site more than ever—70% of Facebook users in the U.S. log into Facebook on a daily basis, compared with 59% on Instagram, 38% on Twitter, 27% on Pinterest, and 22% on LinkedIn, co-ordinate to stats from Pew Research Heart.

All these users spell out huge potential for marketers, and Facebook has emerged as one of the best advertizement platforms for both B2B and B2C businesses. In the by few years, as organic reach on Facebook has declined, savvy marketers have been advertising on Facebook to get results.

There's a lot that has to come together to make a Facebook advertisement successful—you need the right targeting, a swell image or video, and compelling copy. Today, I'm focusing on why writing matters in Facebook ads, also equally some strategies on how you tin write swell Facebook ads that really convert.

Why Facebook Advertizing Works So Well

There are tons of users on Facebook, but sending an ad out into the void doesn't consequence in tons of conversions. The primal to Facebook's advertising is targeting. Facebook has the best advertizement targeting of any site.

This targeting allows you lot to go super specific virtually what audience your ad reaches. If yous sell garden hoses, you can reach people who are interested in vegetable gardens and habitation comeback. If y'all sell a software-as-a-service (SaaS) tool, you tin target those who've visited a landing page on your website.

Hither are some of the ways y'all can target your ads on Facebook:

Custom audiences – allows you to target existing customers or leads
Location – allows you to target by location (city, state, country)
Gender – allows you to target by gender (male or female)
Interests – allows you to target by involvement (such as fettle, entrepreneurship, manner, literature)

Behaviors – allows yous to target past past beliefs, such equally someone visiting your website
Connections – allows you lot to target by people who already like your page, or who accept connections that do

Cheque out this epic infographic to see all of Facebook's ad targeting options in detail.

All of Facebook'southward Advertising Targeting Options [Infographic via WordStream]

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The Ii Types of Facebook Ads

There are two types of Facebook ads that marketers can employ:

1. Sponsored Posts

Facebook Sponsored posts appear straight in the Facebook Newsfeed. Users come across the ads every bit they are scrolling, and the feature as prominently as posts from close friends. Here's an example of a Sponsored mail from Subcontract Hill:

Facebook Sponsored Postal service from Farm Colina

2. The Correct-Manus Column Advertising

The right-hand column ad appears—yous guessed it!—in the right column of the Facebook feed. These ads are smaller, only they can't be scrolled past like sponsored posts in the News Feed. Marketers oftentimes use right-mitt column ads for retargeting purposes. Here's an example of a right-mitt column ad from Due west Elm:

West Elm correct-hand column advertizing

Note: Sponsored posts include a fair amount of copy, and then I'll exist focusing on copywriting tips for these posts, although the tips can be practical to correct-manus column ads too.

But Does Copywriting for Facebook Ads Really Thing?

Yep! When you envision a Facebook ad, you might recollect of a large image. Images are important in Facebook Ads, just copywriting is likewise essential.

If you're spending coin on a Facebook advertizement, you want to make sure it does its job. Proficient ad copywriting tin can persuade your audience to click through to your website. Skillful copywriting functions equally a guide—it shows people where they demand to get.

Cracking advertising copy can persuade, excite, and entertain. It makes connections, cuts out excess information, and makes the option to proceed seem obvious. Information technology'southward an essential role of a successful ad.

And so here's how to do it: Use these principles to write the best ads y'all tin can.

9 Strategies for Writing Your All-time Facebook Ads

1. Use Facebook Targeting to Narrow Your Audience, and then Write to It

When it comes to selling online, it's tempting to write like you're on phase at a conference. Simply if y'all want to be effective, yous must write as though you're writing to one person—and one person lone.

This person, your target, is the i you need to woo and persuade. Just every bit though yous were an in-person salesperson, you need to focus all your attention on this person and their needs.

On your website, yous take to write copy that speaks to all potential customers, and you probably accept a few different personas. On Facebook, all the same, y'all can narrowly target your audience. What does it look like to implement this Facebook Ad tip? Hither's an example. You tin target your ads to women who are over 30 that live in the U.South. and are interested in fitness and wellness. Then yous can write targeted ads that speak to that very specific audience.

Facebook Audience Definition

2. Write Different Facebook Ads for Different People

This goes along with the thought of targeting. Your customers plow to you for a variety of reasons, and then why would yous use one coating advert? Facebook'due south strength is its ability to target, so don't treat your ad like a billboard.

For example, imagine you're a article of clothing retailer. You sell men'southward and women's apparel, every bit well as shoes, accessories, activewear, underwear, and even bathroom and body products. Many customers will be interested in some of what yous have to offer, merely many will exist most interested in one area. Simply put, women volition be interested in what you have for women.

I love this video advertisement from Erstwhile Navy promoting its activewear. The ad is targeted to those who've listed fitness equally an interest. In this way, Old Navy reaches the correct audience with its ad.

Old Navy's "Go moving in style" Facebook video advert

3. Ensure Your Facebook Advertising Copy Goes with Your Visual

Many smaller businesses—and even larger ones, particularly in the B2B space—don't have a ton of visuals on paw. When it comes fourth dimension to run an advertizing, in that location's a scramble to make certain an image gets attached.

This tin can result in an image that doesn't go together with the copy, which presents a jarring experience for a Facebook user. If the copy and the prototype don't line up, they'll wonder what the ad is actually ad. They'll be unlikely to click, and your advertisement will exist wasted.

Starbucks stitched together 3 images to create a neat visual for its "World'due south Largest #StarbucksDate" entrada. The copy mentions "french printing caffe Verona & a chocolate brownie," which are then visualized in the photos. In this mode, Starbucks reminds its audience what they'll get past coming into the java store, resulting in an effective Facebook advertising.

Starbucks' "#StarbucksDate" Facebook ad campaign

If y'all're struggling to create images for Facebook ads, y'all can use image tools like Bannersnack, Canva, PicMonkey, and Pablo by Buffer to create your ain.

4. Stay Focused with Ane Call-to-Activity

The all-time Facebook ads take a clear goal. Are you trying to increase brand awareness, get a lead, or sell a product? No matter what, your ad should have a articulate call-to-activity. Without it, Facebook users will see your ad, merely they'll have no thought where to click, or what to exercise.

Society6 sells iPhone cases, and they show off their products in their Facebook ads. But the ad is a lot more than an epitome of a lovely iPhone case—it has a call-to-action button ("Shop Now") encouraging users to come to the Society6 website to scan, store, and ultimately purchase.

Society6 Facebook advertisement, with one call to activity

Speaking of calls to action, did y'all know that "Call now" is as well an option? Learn more than about click-to-call ads on Facebook here.

five. Keep it Short and Lead with Value

You lot're paying for an advertisement, and so it can exist tempting to cram in as much equally possible. You accept to explain your product to people, later all. All the same, when it comes to Facebook ads, you need to keep it short, and atomic number 82 with value.

What does someone exit of using your product? How will information technology help them? These are the areas you should focus on in your copy, and you should become these points across in a clear, concise manner.

For example, TaskRabbit helps people hire others to complete personal tasks, simply the value is that users can get everything done when they're busy and overwhelmed. In the following advertizing, TaskRabbit shares its value with the re-create: "Getting everything done is easier than you lot think," "Hire a tasker instead," and "Nosotros've got chores covered." Just 3 sentences completely explain the value of the service.

TaskRabbit's "Hire a Tasker" Facebook ad, with pb value

6. Use Simple Linguistic communication that'south Easy to Understand

Copywriting is not high literature. Maybe you were a poet in college, just flowery language volition muddle your message. It'southward time to cut the verbosity.

Your number one priority should be writing a Facebook ad that's like shooting fish in a barrel to understand—for anyone, even a 5th grader. When someone sees your ad, they should immediately know:

What you're offering
How it benefits them
What to exercise next

That's why I dearest this sponsored mail from SoFi, which helps people refinance their student loans. The copy in this Facebook ad is refreshingly unproblematic: Pay off loans faster. SoFi explains what it offers (refinancing of loans), the benefits (paying off loans faster), and what to do next (use now).

SoFi's "Pay off loans faster" Facebook ad, with simple language

vii. Be Upfront About the Numbers

If you're selling a physical product, people desire to know how much it costs. If yous're running a sale, people want to know what percentage they're going to go off. A copywriting strategy that works? Lead with the numbers.

For example, Brawl Honda, a car dealership in San Diego, sponsors Facebook ads that drive home the nuts and bolts of how much information technology costs to get a car. They share the deal people can become if they lease a CRV, and requite a appointment for when the promotion ends. They don't show the ad to everyone in San Diego—they target those who accept come to their website already.

The ad isn't especially sexy, just it's helpful, and information technology finer reminds people to come to their dealership when they're gear up to buy a car.

Ball Honda Facebook ad, with upfront numbers

8. Go Some Perspective

You're working to market your brand every day, so it can exist tough to stride dorsum and make sure the copy for your Facebook advertizement resonates. Ringlet through your ain Facebook feed and take a look at the ads. Which ones make you desire to click? Which ones do you simply scroll by?

It's a good idea to get some perspective from someone as well yourself. You lot tin can hire a freelance writer or editor to write the advertisement for y'all, or help y'all brainstorm. You tin can also bounciness the ad off a few coworkers, specially ones outside the marketing department, to see if they retrieve it'southward effective. Friends and family—people exterior the business—tin assist also.

9. Test your Advertizing Re-create

The just way you tin better your Facebook advertising copy is if you run tests. Facebook makes it piece of cake to spend a small-scale amount of money to try things out. In the end, the only mode you tin can ensure your copywriting works is through experience.

Endeavor running ii unlike ads—each with the aforementioned image, simply dissimilar copy—to see which resonates virtually with your audience. Which version gets the near likes, comments, and conversions?

For instance, Post Planner posted the aforementioned ad, simply changed up the copy. In one ad, they asked a question. In the second ad, they fabricated a statement. It'southward a subtle copy change, only it can spell out big changes in results.

Post Planner Facebook ad, with experimental advertising copy.

For more help with testing, check out our mail service on Facebook A/B testing on a budget.

Write Copy That Drives Results on Facebook

The best ads on Facebook ultimately lead to sales. As a marketer, y'all need to make sure you're putting the ingredients together to create an advertisement that gets the job done, and strong copywriting is an essential role of a good Facebook advert.

Need more tips on Facebook advertising? Check out these resource from WordStream:

3 Questions Our Facebook Grader Tin Help You Respond
ten Smart & Easy Facebook Marketing Ideas
How to Create Facebook Atomic number 82 Ads that Convert
five Means to Get Tons of Low-Price Conversions on Facebook
The Complete Guide to Facebook Video Ads
Facebook Ads Checklist: v Quick Questions to Ask Before You Hit "Go"