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How To Write Facebook Ad Headlines That Convert? (With Examples)

Facebook has around 1.09 billion active users. And 70% of them engage with the platform on a daily basis. That’s a large ready audience for any brand to target online. But there is one challenge. On an average, people see about 1,700 online ads every month. This means it’s going to be difficult for you to grab your audience’s attention on Facebook. Luckily for you, we’ve already written a blog on how to make effective creatives for your Facebook ads online. In this blog, we’ll cover how to write an effective Facebook ad copy and how to write Facebook ad headlines. Let's take a look!

How to Write Effective Facebook Ad Post Copies and Headlines

When it comes to your Facebook ads, your post copy is what your audience will first notice. As users scroll through their feeds, they see the Facebook ad post copy first alongside the brand image and name and then they get to see the ad creative and headline. So sequentially speaking, your Facebook ad post copy is extremely important as that’s what your audience is first going to notice about your ad.

Now, when it comes to writing an effective Facebook ad copy, it helps to break it down into 3 parts - the hook, the body, and a call to action (CTA).

Facebook ad post copy hook

The hook is what draws your audience into your Facebook ad. It’s what grabs their attention and piques their curiosity into engaging with it. Take a look at this example from Mindvalley.

This hook opens up a loop that the viewer can only close by engaging with the ad. What’s more is that this hook also teases the user by opening a loop that is also obviously a pain point for their users - distractions. There’s no way that anyone who’s riddled by distractions will not click on this ad because obviously they want to know what’s the cause of their problems and what could be a solution.

A great hook can do wonders for your ad. As you saw in this example, keep your hook short - not more than 125 characters so that it doesn’t get cut off by Facebook’s “Read More” truncation - and keep it to the point. Stress on any pain points if you can. And, always open a loop that the viewer feels compelled to close by engaging with your ad. If you can do that, the purpose of your hook will be served.

Facebook ad post copy hook

An effective Facebook ad copy body

Once you’ve got your hook, use your Facebook ad post copy body to add context or elaborate on the pain point(s) that you raise. Remember that your Facebook ad post copy body along with the hook, the CTA, the creative, and the headline are part of one big story. The body, as the name suggests, is the part where you’ll be fleshing out the bulk of this story. This of course does not mean that you dump all the information here while you run your ad. Brevity is key. Keep things short and sweet.

Make sure you contextualize the loop you open up with your hook and help the viewer transition towards your ad creative and headline. Remember, your post copy is also going to include a CTA at the end. This obviously means that the user must be so compelled by reading your Facebook ad post body copy that they feel obliged to take the action that you’re suggesting.

One framework that you can use to make your Facebook ad post copy body more compelling is Eugene Schwartz’s 5 levels of customer awareness.

Eugene Schwartz’s 5 levels of customer awareness

Think about how well your customers know your product and then depending on their degree of awareness you can tailor your communication to include what is most likely to convince your target audience. Schwartz’s levels of awareness give you a tried-and-tested framework to customize your Facebook ad post copy for audiences at different stages of the customer journey. Make the most of it by creating different ads for different target segments within your overall audience.

Facebook ad post copy call to action

Think of your call to action or CTA as the definitive momentary solution that your ad provides to your audience when they see your ad. You’ve opened a loop with your hook and given more context or touched upon their pain points in greater detail with your Facebook ad post copy body. Now, it’s time to close the loop with a definitive call to action that lets your audience know what it is that they’re expected or supposed to do when they see an ad that resonates with them.

Once again, make sure that the CTA is in line with the narrative of your overall Facebook ad. For instance, if you’re advertising an event that can solve one of your customer’s problems, the CTA could ask them to directly “Book a Seat”. Or, if you’ve advertised a low investment product like a T-shirt or a lip stick, you may be very direct and ask your customer to “Buy Now” by redirecting them to either your own website or to a partner e-commerce channel.

However, if you’re advertising something that requires a considerable amount of investment from your customer, it may be wise to not be as direct with your CTA. You could, in such cases, opt for a more indirect approach to completing your sale by allowing your customers to take baby steps towards making a purchase.

For instance, if you’re advertising an upskilling course that requires a significant investment from your customer, you could probably ask them to “Download a Brochure” or “Reserve a Seat” at an event that explains the program in greater detail.

You could also keep things simple and round off your ad by including non-threatening CTAs like “Learn More” or “Know More”. These CTAs do the work of gathering leads for you while still offering a non-intrusive baby step for your customer to take towards their purchase.

Tips for Writing Facebook Ad Post Copy

Writing Tips for Facebook Ad Post Copy

As we’ve already mentioned, your Facebook ad headline won’t be the first thing that your audience sees in your ad - it’ll be your Facebook ad post copy. Nonetheless, the headline is still an important part of your campaign and can help you increase conversions if you write it properly. Here’s what you should and should not do - how to write the best headlines for Facebook ads.

What you should not do

  1. Do not skip writing the Facebook ad headline because Facebook says that this field is optional. It is true that your ad does not need a headline. Having said that, it’s always better with it. So, do not make the mistake of running an ad without a headline.
  2. You also don’t want to be lazy while writing your headline. Don’t simply put your brand name as your headline. Instead, try and reinforce your overall ad’s message by either highlighting a USP or mentioning a discount or something like that.
  3. Don’t randomly include a fact that may be related or relevant for your brand but doesn’t go with the general narrative of your particular ad.
Best Headlines for Facebook Ads

These are 3 common mistakes that many advertisers make. If you can steer clear of these, you’ve already won half of your Facebook headline battle. Now, let’s look at how you can win the other half by seeing what you should do while writing your Facebook ad headlines.

What to write in your Facebook ad headlines

  • Reinforce your main message: your headline is a great place to reiterate your brand’s core message. If you sell comfort clothes, talk about how comfortable your customers can feel in your clothes by writing a headline like “Feel Good in These Shirts”.
  • Share discounts and offers: everybody likes to save money while buying the things they want and love. So, when a headline explicitly states a good offer - “Get 60% Off on New Arrivals” - next to the CTA, it’s hard to turn those ads down. Emphasizing on the deals that you offer in your headline is a great way to increase the click through rate of your ads.
  • Highlight a USP: what’s your unique proposition? Make sure your customers know by making your headline about that. Here’s a great example. Outdoor furniture is usually expensive. So, when a brand decided to make them affordable, they stated just that in their headline. What do you think their results were like?
Writing Effective Facebook Ad Headlines
  • Describe your product: since your Facebook ad headline plays a secondary role in your ad, you could quite simply describe what your product or service does for your audience. For instance, you could simply say “An app that helps you reduce your calorie intake”. Messaging that’s direct like this one, helps your customers cancel out the noise and focus on what they stand to gain from your product or service. It helps them relate to your brand and make space for it in their lives.
  • Ask a question: according to Social Influence, including a question in your headline increases click through rates by 150%. What’s more? This number goes up to 175% if the question includes the word “you” in it. In other words, headlines that directly ask your customers pointed questions like “Are you tired of losing sleep?” or “Do you want to get richer, faster?” may be the best way to grab the attention of your customers.
  • These are 5 simple ideas that you can use to write better headlines for your Facebook ads and increase your conversions. Before we end this blog, we have one small note on writing Facebook ad headlines for carousel ads.

Writing Facebook ad headlines for carousel ads

Carousel ads have multiple cards. It’s important to remember that each card requires a separate headline. If you write the same headline, your audience is most likely to be put off by your ad. Instead take the opportunity to either talk about separate unique features of the same product or to advertise different products by emphasising on their USPs individually.

Another great way to write headlines for your carousel ads is by including snippets from your reviews that potential or existing customers can relate to easily. Each card could, in this way, be used to highlight how your various target segments benefit from your products and services. This approach helps different audiences relate to your brand differently - in their own unique ways.

Tips to Write for Facebook Carousel Ads

Mediaqart is arguably the first performance advertising, ad-tech platform to include over 50,000 ad copy text templates that describe and market products and services from 30+ industries. This means that if you had to write a Facebook ad headline or post copy, all you’d have to do is choose from one of the ready-to-use templates and perhaps modify them slightly to really customize them to your needs. Easy, right? Visit Mediaqart to learn more.