Facebook, a platform that was created for students to connect, has now become the most important part of digital media advertising.
With 2.7 billion active users around the world, it is the largest social media network that is no less than a gold mine for a digital marketer. However, to reap the benefits, one must be aware of the skills required for creating high engagement ads.
There are two key elements that go into the making of an ad, be it digital or conventional print ad:
– Design
– Copy
In this article, we will only focus on the writing part by giving you the copywriting examples that you need to follow to ensure a high ROI.
Precise and Informative
Like a picture, a good ad copy is also worth a thousand words. The key element of any ad copy is that it should be precise, but it shouldn’t compromise on the clarity of the message.
We live in an age where less is considered more; due to the availability of multiple options, the attention span of a consumer has shrunk to a point where the ad has only a few microseconds to catch the attention. A copywriter cannot afford to write a lengthy ad copy because it will fail to grab the attention.
While writing ad copy, a writer must prioritize information over creativity. At the end of the day, advertising is not an art; on the contrary, it is a part of the marketing mix, which aims to gain consumer’s interest. It is a fact that the information provided in an ad makes it more persuasive. One of the greatest copywriting minds, David Ogilvy, said:
I do not regard advertising as entertainment or an art form but as a medium of information.
Keep It Simple but Significant
The ad world is full of copywriting examples, where simplicity outdid complexity.
Advertising messages are directed towards the masses; therefore, it is essential to write the ad copy in simple words, which everyone can easily comprehend.
Technical words are challenging to understand and can undermine the effectiveness of the ad. Besides, simple language is more memorable. You need to always remind yourself that you are not writing your English literature thesis; you might be a poet at heart, but all that philosophy can ruin your ad campaign.
It doesn’t mean that you don’t have to be creative; what it means is that you can’t write in a language that your audience doesn’t understand. The copy should be so simple that even a 4th grader can understand it.
The verbosity doesn’t make a copy brilliant; it is the idea behind the words that makes it significant.
Write For the Right Audience
As they say, if you want to please everyone, sell ice cream.
You can’t entertain everyone because every individual has a unique perspective, but what you can do is tailor your entire ad campaign around your target audience.
When you are delivering a generic message, no one will ever take you seriously. Not everyone is your customer, and as an ad copywriter, you should only write for your audience. The only winning ad campaign is the one that is carefully structured around potential customers.
Moreover, Facebook ad tools allow you to explore even more. You can directly talk to your customers as if you are a salesman. You can even divide your target audience further into different segments and make different ads for different people.
For example, let’s say you are creating ads for a clothing brand. There will be some who are looking to buy a shirt, while others might be more interested in buying new shoes; with the help of Facebook, you can create personal ads and can make your campaign even bigger success.
Know Your Purpose
You can go through evergreen copywriting examples of all time; you will find these elements in it. Every ad should contain these three aspects:
- What are the offerings?
- What are the benefits of the product?
- A strong call to action
While the first two aspects remain the same, the third one changes depending on the purpose of the ad. Usually, there are three purposes of a digital:
- To gain reach
- To gain engagement
- To gain conversions
- Retargeting ads
It is crucial to determine the motives of your ad campaign before you write an ad copy. The tone changes altogether depending on your target. It is recommended that an ad campaign should be a mix of all these ads because each is crucial at different stages of the buying process.
Compliment the Visual
An ad copy is the pillar of an entire ad campaign. What it means is that it should support the design element of the ad; otherwise, the entire ad will collapse. Design and copy are like husband and wife; they complete each other.
As we have discussed earlier, the attention span is very less; an ad with synced design and copy creates an immediate impact that is hard to ignore. You can use one element to create a temptation and the other to fulfill or tease the temptation even further.
The visual element grabs the subconscious part of the mind, while the copy directly engages the viewer; in short, you need both to run a hooking ad campaign.
A/B Testing
Usually, at the beginning of an ad campaign, there are multiple options, and it gets confusing which one to run. This is where A/B Testing comes in handy.
In this method efficiency of two different ads of the same campaign is measured by monitoring them. Digital has given the freedom to use this tool, which otherwise would have been impossible in conventional media.
Initially, you can spend a lower amount to run both the ads, and once you get the results, you can further invest in the ad which performed the best.
Explore Different Ad Formats
Facebook provides you different ad formats that you can avail of, depending on your objective. The platform has transformed itself into a digital platform that offers a wide range of ad format options.
Image Ads
A high-resolution image of your product can help you create an appeal. It is an easy and convenient option for beginners.
Video Ads
Adding motion to ads is always welcomed. It creates an eye-catching ad, which will surely hook the viewers, scrolling down their newsfeed.
Carousel Ads
Using this format, you can create a slideshow of up to 10 images showcasing your product range. Each image has its own link.
Instant Experience
It is the format most effective for the mobile audience because 80% of the traffic is coming through a cell phone. Using this format, you can create a full screen experience when someone taps on your ad; this format enhances the visual experience by highlighting your product or services.
Collection Ads
This ad format showcases your entire product range and creates an instant experience for the viewer when interacting with it. It allows the customers to shop from their cell phones while enjoying the visual quality of the displayed ads.
Wrapping It Up
The central idea of this article is to write a copy that is simple, memorable, informative and inviting. Create ads that can be made copywriting examples for the digital advertising world.
Facebook is the medium of the youth, and this generation is more demanding than the predecessors. Digital copywriters need to understand the dynamics have changed, and the stakes are high.
A copywriter’s job is to put information in the ad relevant to the target audience, as Carlos Ghason said:
We don’t want to be something for everybody; we want to be everything for some people.
About The Author
Tahha Ashraf
Tahha Ashraf is a Digital Brand Manager, a popular digital agency. He loves chipping in creativity and ideas that are worth execution. He loves to build brand persona and strategies that are poised to skyrocket the brand's success. He writes and read poetry in his free time.
