Sandra Ketcham - February 20, 2023
If it feels like you’re spending a lot of time and effort on your paid social media campaigns but you’re not seeing the return you want, take a close look at your ad copy.
Writing compelling social media ad copy isn’t just about using the right words; it’s about connecting with your audience in a way that gets them to stop scrolling and pay attention.
Here are some tips to help your social media ads connect and convert.
Tips for Writing Better Social Media Ad Copy
- Write for your target audience. Who are you trying to connect with? What problems are they facing right now? Use language that resonates with your audience and makes them feel like you’re speaking directly to them.
- Stick to a single goal. Solve one problem. Feature one product. Answer one question. This will keep your ad copy tight and compelling and help you connect with the reader.
- Tell readers how you’ll make their life better and easier. Focus your messaging on the wants and needs of your potential customers. Speak to a pain point you know your audience has and show them how your product or service solves their problem.
- Keep it short. You only have a few seconds to get your point across. Wordiness hurts clarity. Be direct, speak in an active voice, and use short sentences. Avoid jargon and technical language, but don’t be afraid to speak your audience’s language, especially if it helps them feel more connected to your brand.
- Trigger an emotional response. In many cases, positive emotional triggers are the most effective and the least likely to backfire. But sometimes, fear and anger might be what you need to get clicks. Use the reader’s fear or sense of entitlement against them or trigger a concern they may miss out or be left behind if they don’t buy what you’re selling.
- Tell a story. Everyone enjoys hearing about people overcoming challenges and succeeding in life. Convince the reader your product can help them do the same and you’ve got a new customer.
- Focus on benefits over features. A feature is something your product or service is or does. A benefit is a positive outcome the user will experience from your product or service. Don’t include technical specifications of a remote start car ignition, for example. Instead, focus on how it saves your readers time or keeps them safe.
- Prove your authority. Anyone can create a social media ad. Use lines from customer reviews, drop names of famous clients or influencers you serve, or mention awards you’ve won to convince readers you’re an expert.
- Include a call to action (CTA). Whether you want to send traffic to your website or boost newsletter subscriptions, using actionable language helps guide potential customers in the right direction. Feel free to get creative with your CTAs, just make sure they are short, clear, motivating, and in alignment with your branding.
Great Ad Copy Takes Time
Remember that social ads work differently than paid search ads. You’re reaching people at all stages of the buyer’s journey, so make sure to test copy variations to connect with those different audiences and to A/B test and adjust as you go. Better ad copy means better campaign results.
