Write the Best Facebook Ad Ever That Actually Work

facebook ads

Facebook has the best targeting options for all other ad networks. You can narrow your target audience to the exact specifications you want. we provide best practice to write a perfect facebook ad copy

The biggest reason that Facebook ads work better than all other advertising platforms is that Facebook allows you to target your audience.

Facebook has the best targeting options of all other ad networks.

Writing ad copy is a big part of my job. A lot of people hate it just as much as I do, so they are happy to hand that part over to someone else. And thanks to my dear customers, who depend on me and my skills to get results, I am doing something I hate.

The average reading level in the USA is grade 7 or 8. This means that you need to make your advertisements very easy to read. If something is complicated and difficult, people will read the first few sentences and just keep scrolling through their news feed because it is too hard.

When you write your ad copy you need to find a way to sweeten your offer - and do it in such a way that people don't feel like you're selling them something. As Brian Clarke puts it, "The great copy doesn't sound like an ad, it feels like a favor". You must understand the placement before writing an advertisement. Where your ad will be shown to your audience

There are three types of Facebook ads that marketers can use:

facebook-ad-placement, facebook-marketing
1. Sponsored Posts

In our experience, these advertisements have more busyness than the right column ads , but they can also be more expensive.

Facebook posts are content that a company has paid to promote. These sponsored posts originally appear as organic content on the company's Facebook timeline but have been able to receive a boost.

facebook-ads, sponsored post

Sponsored content appears in the Facebook user’s news feed just as any other post from your brand might. This helps create a more seamless experience for the user as it doesn’t disrupt their social media activity

2. The Right-Hand Column Ad

Right-hand column advertisements are advertisements that appear on the right column of the Facebook platform. Traditionally, you can target location, demographics, interests, behavior, connections, as well as custom audiences.

Marketers often use right-hand column advertisements for retargeting purposes. When using these ads we often see less expensive clicks and conversions. In order for a right column ad to be successful, it needs to be relevant, have a value proposition, a good visual, and have a call-to-action.

facebook-ads , right-column-ad

This placement is only available to show consumers on laptop or desktop computers. Right column ads typically have less expensive clicks and conversions, and they also appear smaller and look like traditional ads.

3: Mobile news feed

Facebook mobile news feed ads are a hit with advertisers and they are the most efficient way for Facebook fans to buy, say five of the five major Facebook ad-buying software startups. Like the desktop News Feed ad, this type of ad appears in the user's mobile News Feed and displays like an organic post from the people and Pages they follow.

mobile-feed , facebook-ads

Advertisers will have only three lines of text and a short image or video to hook potential customers, making it more important to engage their creative assets by letting users slide through their feeds.

Advertisers who want to include more imagery in their ads can try Facebook's Carousel format which can be swiped from right to left to show 10 photos with text.

Here we provide best practice to write a perfect ad copy.
perfect-ad-copy, specific-audience

Great advertising copy can persuade, excite, and entertain. It makes connections, cuts out excess information, and makes the choice to proceed to seem obvious. It’s an essential part of a successful ad.

Understand Your Audience

Before starting your short copy project, keep in mind that the most real work you can do to start making an effective short copy is before you start writing! Have a deep understanding of psychology, stages of awareness, and use to write words to specific audiences that get people to take action.)

know-your-audience , target-audience

First, make sure you know what is important to your intended reader. Research the demographic you are targeting well. Get to know them well before writing any copy.

Here are some example questions:
  • What exactly makes my target audience happy?
  • What makes them crazy?
  • What is their biggest problem?
  • What keeps them up at night?

One of the prettiest things around ads on Facebook compared to "traditional" advertising? You can narrow your target audience to the exact specifications you want. This means that when you narrow your audience, you can copy your copy to make it perfect for that ideal customer. Facebook makes it easy for you to create different types of ads so each one is customized for every audience you want to target.

know-your-audience , specific-audience

Realizing who your audience is and they need your help can change your copy. Luckily you can use the power of A / B testing to find out which ads are resonating with your audience.

The more you consider your audience better advertising - at least when it comes to Facebook ad copy.

Write a clear and conversational headline

As you might have noticed in Facebook’s ad builder, the ‘headline’ appears in the third position in the ad under the image. This would make the headline the second thing you read in the ad—so not a headline at all.

ad-copy, ad-headline

If you enter copy in the “text” field, treat this as your headline. It’s the first thing your prospects will see and the “headline” functions more like a subhead for additional information. “The text should address customers’ pain points and offer solutions. The headline should get—and hold—their attention. The description provides details and builds trust.”

If you want to create powerful Facebook ad headlines, your headline should be:

* Write for the click. Your ad headline should be a CTA all of its own. Basically, make the first word the imperative form of a verb.

* Connect “what” with “why.” State what to do – and then say why. What’s the benefit or outcome of acting?

* Using voice-of-customer data ensures our headlines and body copy reflect the true terms, tone, and emotion behind the real questions and concerns customers or prospects have

A great example of a powerful headline is this ad by Asana:

facebook-ad, facebook-ad-headlines

A headline should not tell your life’s story, it is just there to grab their attention, to let them stop scrolling. If you make your headline too long it can cause people to lose focus and attention. Make your headline clear, concise and focused around your value proposition.

Focus on It's visual.

In Facebook ads, the rule of thumb is for marketers to focus on the image. It’s not about copy and design working together. The image is the most important thing. if your text falls over the gridlines, Facebook may misread your image as text-packed when in fact it meets the 20% rule.

facebook-ad-tips, ad-tricks

Your copy needs to be related to your image in some way. If readers do not quickly and easily understand what you are trying to tell them, they do not stick around to find out for long. Your eye goes to the image in both a print ad and a Facebook ad. Their common creations are similar, with copy and art in them. Both can be used to attract prospects at every level, from the unknown to the coupon-shopping.

best-facebook-ads, ad-copy

If you’re struggling to create images for Facebook ads, you can use image tools like Canva, PicMonkey, and Pablo by Buffer to create your own.

Add a clear call-to-action

The best Facebook ads have a clear goal. Are you trying to increase brand awareness, get a lead, or sell a product? No matter what, your ad should have a clear call-to-action.

call-to-action, ad-copy

Don't be afraid to include copy-ups, which may seem too obvious like "click here to sign up" or "move your free guide to:" to many: " Step-by-step instructions are needed - give them "what they need!"

Facebook gives you the option to test various call-to-action (CTA) buttons. And the choice of your button can have a big impact on the performance of your ad.

Some of the CTA choices available include:

  • No button
  • See Menu
  • Apply Now
  • Book Now
  • Contact Us
  • Donate Now
  • Download
  • Learn More
  • Send Message
  • Request Time
  • Shop Now
  • Sign Up
  • Watch More

None of that one button will always perform best. It depends on your offer.

Split-Testing Your Ad Copy

An A / B test is, quite simply, an exercise that compares the performance of two advertisements. While you can use this strategy to optimize a range of Facebook advertising assets - your target audience , your call to action, etc. - A / B testing works particularly well when refining your ad copy. Does.

multi-product , facebook-ad

Try running two different ads - each with the same image, But different copy - to see who resonates with your audience the most. Which version received the most likes, comments, and conversions?

Split testing will help you find out what length your audience prefers. The most important thing at this point is to make sure that users are understanding your message.

Any advertisements that achieve better engagement or more positive engagement will be ads that drive the duration of an advertising campaign. This can help narrow a message for the brand as a whole while running ads in the future and make you believe that you are using your budget on advertisements that you know will be effective.

Remember, the test never ends. People's preferences change as technology changes. When photography gets better, and videography becomes more accessible, we only want to engage with the best.

Tests can tell you which ad types, images, text, etc. work better. This way you will stay on top of the campaign and get out of your budget and make a comeback.

Use Multi-product Ad


Multi-product advertisements allow a single advertiser to show multiple products - creative and multiple groups of links - within a single advertisement. In other words adopting multiple product means that you can also see more than one product or service (or blog post) without > creating multiple advertisements sponsored news feeds.


You'll need to use the Power Editor. Multi-product advertising will allow you to have up to five images at once or up to 10 products simultaneously (via API) carousel-style on both desktop and mobile. You can choose to highlight multiple products in the same category or use multiple images to show a single product from different angles. Don't forget, too, to combine multi-product ads with Website Custom Audiences to target individuals into buying products related to ones that they have already purchased.


Each ad space within the carousel has its own image, description and target link. In February 2015, Facebook added Power Editor to a multi-product advertising unit designed to help businesses promote multiple products simultaneously.

We are loving multi-product advertisements so far; The key metrics are good looking and as long as you take steps to be creative and innovative with your approach, you can really get some benefit from this ad unit.


Facebook Advertising is an incredibly powerful advertising platform, and all the pieces of the puzzle fitting together will allow you to write copy that maximizes that power. The copy of the Facebook ad should be concise, sweet, and most importantly relevant to the specific audience you are targeting and running. Get to know your target readers really well so that you know what kind of copy you get — and they care.

Are you still doubting about your ad copy? Looking for some extra pairs of eyes on them?
If you need any extra help, drop a comment below and we’d be happy to provide any feedback!

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Madhuranjan Kumar

Madhuranjan Kumar
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