How to Write Effective Social Media Ad Copies 

Feb 5, 2020 | Marketing

Good social media ads are not simply quality images and 45 seconds videos. When creating an ad copy you should know that it has the potential to make or break your engagement rate. Therefore, an ad copy should both inform and entertain the audience. Here are the tips that will help you write more effective ad copies.

  1.     Extend the brand voice to ad copies 

Each business requires a unique brand voice that should mimic the voice of your followers. When a person scrolls down your feed, they should be able to recognize the voice of your brand immediately. For example, if you have been concentrating on a t-shirt and cargo short vibe, you have to avoid words that reflect the suit-and-tie mentality. 

The wording has to mimic all the other posts including the language your audience uses. Remember to incorporate slang, lingo and grammar to match their language. The spelling of words will highly affect the step your audience will take after reading. The same applies to B2B businesses that use more professional and business-like languages when writing and speaking. Mimic the style in every copy. 

  1.     Communicate the what, who, where, when and why clearly 

All your social media ads should include a call to action and answer the what, who, when, where and why clearly. By communicating these details, you can be certain that your readers have the information they need. In other words, your audience will not be casual likers who double click on everything they find. To know whether your ads have covered the five “WH”, revisit all the ads and try to answer the questions yourself. 

  1.     Test the length of each ad copy for performance 

Various social media platforms offer you the option of using long ad copies, but that isn’t always the right path. If three or five words will help you communicate your message clearly, stick to them. Some social media-marketing experts believe that shorter ads are better than the longer ads. Split testing will help identify the best length of ad copies to go for. Stick to the point and ensure that your audiences understand your messages. 

  1.     Combine your copies with complementary targeting and visuals

Most people opt for social media platforms, because what they see and read entertains them. For them to get your messages, ensure that your content and text space are harmonious. Enhance the text because that is important. You should use the text to make the call to action and the visual components to communicate your points. 

  1.     Align ad copies with sales funnel targeting 

The ad copy is fundamentally sales copy. However, social media ads do not feel the same as sales copies. Developing a hard sell as you would on Adwords is very difficult. That is the key reason why the conversion cycle for most social media ads takes longer than that of other marketing channels. To get through the involved hassles, think about Top of the Funnel (TOFU), Middle of the Funnel (MOFU) and Bottom of the Funnel (BOFU). Even though that involves creation of many custom audiences and custom ads, the results are worth your efforts. 

TOFU ads are harmless, light and friendly. They should help the target customers know that your business or brand is in existence and you are just saying hello. Your goal is not to sell any product to them, but just to get your company in front of them. 

MOFU should let the customers know how your business exists. They have already heard the voice of your brand and seen the imagery. MOFU ads should let them know the products you provide and the points you can solve. You should not use the MOFU part to sell. 

At the BOFU part, this is where the selling starts. Include the discount codes, the call to action and the full story. At this point, you will have a warm audience that understands your brand and the products you offer.


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Alexander Hatala

Alexander Hatala

Co-founder Custom Design Partners

Alexander Hatala is the co-Founder at Custom Design Partners. He specializes in e-Commerce operations, performance marketing strategies, and behavioral analytics.


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