You may be wondering, “How important is it really to split test my Facebook ad copy?”
After all, as long as you’re offering a good product, people will buy it, right? \
When it comes to crafting effective Facebook ad copy, it’s all about connecting with your customers. From the tone you use to the benefits you highlight, there’s really no way to know what’s going to resonate with your audience until you test messaging variations.
For example, do you think your customers would prefer a 10% discount or free shipping? How about telling them how amazing their life would be with your product versus how terrible it currently is without it?
Even if you think your copy is compelling, and the offer you’re advertising is enticing, it could be way off from what would actually compel a user to click through and — ultimately — buy what you’re selling.
USE POWER WORDS
As mentioned in this post by The Balance, there are several attention-grabbing words that you can start using to attract your users.
Some examples include:
What makes these power words? They each help to frame the message in a specific way — whether it’s creating a sense of urgency, offering a special incentive or creating a personal touch.
You can start by incorporating these words into your copy, then test them to see which terms resonate most with your target audience.
Which do you think would resonate with viewers more, $1 shipping or free shipping?
Most people would say the free shipping because it’s free, right?
The answer is: well … sometimes.
For example, in some e-commerce situations, customers would often rather pay very little for something, than to get it for free.
This is true not only with promotions offering $1 shipping (which are very successful), but also with promotions like:
- 10% off (vs. its dollar equivalent — $10 off)
- Buy 2 get 1 (vs. $1 T-shirts with a purchase of 2 T-shirts)
- Coupon codes like SAVE10 (vs. a less personalized one like XQ4L73KE)
SOLVE YOUR AUDIENCE’S PROBLEM
You may think people always want to know how your product can make their lives better. This is true. But what actually sparked their interest in your product in the first place? A problem they’ve had.
Framing your copy in a way that agitates that problem is a great way to showcase the benefits of your product.
- For example, instead of using headlines like:
- “Get the Best Shave of Your Life”
- “The Comfiest Sweater You’ve Ever Worn”
- Try these variations instead:
- “Never Get Razor Bumps Again”
- “Tired of Itchy Sweaters?”
ASK A QUESTION
Humans are naturally curious creatures, so posing a question in your copy is a prime technique for drawing the user in. Questions also make the user feel like they are part of a conversation.
Try asking for their opinion about something related to the nature of your product.
So instead of: “How to Make the Best Sweet Potato Casserole”
Try: “Want to Make the Best Sweet Potato Casserole?”
Ads with questions as their headline also tend to get a lot more engagement, which creates one of the most valuable forms of marketing currency: social proof. This helps to legitimize your brand and product to other users.
REINFORCE SCARCITY AND URGENCY
For example, if you’re running a flash sale, include the timeframe, like “This Weekend Only!” to increase the sense of urgency.
If you’re running a sale on clearance items, using phrases like “While Supplies Last” or “Only 50 Left in Stock” creates a sense of scarcity, which simultaneously increases urgency.
This Shopify post highlights several techniques that you can use beyond ad copy to reinforce the sense of scarcity and urgency.
SHOW TESTIMONIALS AND SOCIAL PROOF
If you’re running Facebook ads to users based on interests, demographics, behaviors and look-alike audiences, this means that the people you’re serving your ads to have likely never heard of your brand.
Adding proof that your product or service works can be the key to getting someone to give your brand a try for the first time.
- “Trusted by Over 5,000 Brands”
- “As Mentioned in Forbes Magazine”
- “#1 Rated Development House”
Old but gold, this post by Kissmetrics explains the importance of social proof and how it can be leveraged to ease the minds of worried customers.
Because if it worked for someone else, it might just work for your potential customer too.
TEST FACEBOOK’S NATIVE BUTTON OPTIONS
If you run an ecommerce store, you may find that “Shop Now” is the best option for you. This is a bit of a harder sell versus something like “Learn More”.
When you use copy like “Learn More” you might find that your customers are more likely to click on your button because they don’t feel like they’re being as pushed into buying something.
To determine which is most effective for your audience, keep the same ad copy and test different CTAs to see which works best.
But the button isn’t the only place you can put a call to action…
LEVERAGE YOUR BODY COPY
Try adding these same types of short phrases to your body copy to give users that extra push as they’re reading it.
“Clearance sale this weekend only. Shop now and get yours while supplies last!”
“Learn more about this limited giveaway on our website right now!”
“Create your own subscription box today!”
As you can see from these examples, call to action words are incorporated throughout the copy. “Shop now”, “Learn more”, “right now” and “today” all create that sense of urgency that will ultimately drive traffic to your ads.
Yes, there are many combinations of tests that you can run across every field of your Facebook ads and being able tell what’s working can get complicated.
For that reason, remember to keep track of the different copy variations you’re testing so that you can go back later and actually derive valuable insights from these tests.
Also, keep in mind that Facebook will auto-optimize your ads for the ones that are performing best, but if you’re running the same tests over and over again you’re not going to get meaningful results.
Be patient and try to really drill down on your analytics to find out exactly what variations are making your ads successful.