Improve Your Facebook Copy to Increase Conversions

Facebook has become one of the most effective marketing tools on the planet. You can create custom “audiences” based on the user’s age, geographic location, gender, income and other defining factors, helping you home in on your target audience with razor-thin precision.

But writing copy for Facebook ads is different from writing for other platforms. People use this platform to access news and information and to connect with their loved ones. If they get the sense that your ads are overly promotional or irrelevant, they won’t engage with your content.

Learn how to write effective copy for your ads, so you can make the most of every dollar you spend on Facebook.

Use the FAB Model

One of the biggest mistakes you can make when writing Facebook ad copy is to talk about the features of your products or services rather than the benefits they provide.

Consumers want to know how your products and services are going to better their lives, and the FAB (Feature Advantage Benefit) model teaches you how to turn the features of your products into benefits for the consumer.

For example, instead of writing, “Find the perfect workout for your busy lifestyle” focus on the ultimate benefit for the consumer, such as, “Lose weight and build muscle on a schedule that works for you.”

Using the word “so” is a great way to transition from the feature to the benefit. Here’s another example: “Get instant access to hundreds of online marketing courses, so you can increase the reach of your ads and improve your bottom line.”

Differentiate Your Target Audience from Other Users

The average cost-per-click for Facebook ads is $1.72. That can quickly add up if you’re targeting thousands of users at a time with your custom audiences.

Considering the cost of running ads on Facebook, you need to make sure you’re targeting users that will actually give your business money. Posting a news story or blog post might get you some clicks, but are these users buying your products and services?

To make the most of every click, use language that separates your target audience from the rest of the flock. Asking a simple question upfront can help you winnow the herd, such as, “Are you looking to lose weight on a busy schedule?” or, “Looking for the latest marketing news and information?”

These questions should always be followed with a resounding “yes”. If the user can’t answer “yes” to this question, they won’t click on your ads, so you’re not wasting money attracting users that aren’t interested in your products and services.

Playing the Numbers Game

With so many ads and news stories popping up on Facebook, adding numbers to your ads gives them more authority, so they don’t get lost in the shuffle.

You can cite statistics related to the benefits of your products and services, such as, “Our budgeting software helps you save up to $100 a month.”

A statement like, “Join over 10,000 small business owners,” shows that other people are already using your products and services, so they must be valuable.

Or, you can try focusing on the problem that your products and services are meant to solve, such as “90% of homeowners are looking to lower their monthly expenses.”

Statistics like these create what’s known as social proof, which encourages users to take a chance on your products and services, especially if they’ve never heard of your business until now.

Create a Signature CTA

Facebook users are used to seeing dozens, if not hundreds, of ads every time they log on the platform. To set yourself apart from the competition, use unique CTAs that transmit the benefits of your products and services.

Simple CTAs like “click the link below” or “place your order today” will only get you so far.

Be more specific with statements like, “Join our small business community to increase your bottom line,” or “Start working towards the body of your dreams today.”

These CTAs show users exactly what they can expect to get out of your ads.

Put the Link Right in Your Text

It’s best to give users as many conversion opportunities as possible when running ads on Facebook.

Adding a CTA button is a great place to start, but you can also put the link right in your ad copy, giving users another way to engage with your content.

Seeing a link reminds users to take the next step. Otherwise, they might miss your CTA button completely. Facebook users also copy and paste links themselves, sharing news stories with friends and family, so adding a link can make your content look more organic.


Spend some time optimizing your Facebook ads to increase your conversion rate. As helpful as these custom “audiences” can be, they’re not an exact science. You still need to make sure you’re targeting and converting users most likely to buy your products and services.

Make the most of every ad and start incorporating these copywriting tips into your marketing strategy today.

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