6 Steps to Write Persuasive and Engaging Ads

Ever wonder why your ads are not performing as well as they should? You went through the audience, the budget, the strategy and everything seems good, but still the results are below expectations? There’s one thing most online marketers miss, optimizing the ad creative itself!

This article guides you through the thought process on how to write persuasive and engaging ads. We are talking about 6 different points you should have in mind before writing the copy of your Facebook ads.

Furthermore, we made sure to add some concrete examples for each point to illustrate the ideas better. 

We encourage you to make your own research. Think of some companies of brands you love or you use. Look through their ads or check out how they write their content. Do you have influencers in your niche? Make sure you check them out as well.

For writing a good ad, there’s no set rule. One thing we advise all our clients to do is to test their ads as much as possible.

1. Write Different Ads for Different People

Why would you use one general ad when people visit your website or business for a variety of reasons? One of Facebook main strengths is that you can target multiple groups of people!

For instance, if you’re a clothing seller, you sell apparel for men and women, accessories, shoes, underwear and so on! Most customers will be interested in various things you have to offer, but be most interested in one area. In a nutshell, women will be interested in what you have for women! Advertise as such for them!

Guess who the following Starbucks ad targets?

The shade of pink and violet they used, plus the names of the beverages are targeting girls and young people in general. They are the ones most likely to be attracted by bright colors, cute names and sweet drinks! Consequently, the emojis in the copy plus the picture they used targets this exact audience.

2. Make sure you match your Facebook ad copy(text) with your visual

Choosing an image that doesn’t go with the ad’s text can be a jarring experience for any Facebook user. People will wonder what the ad is actually about. Thus, no one will click on it and money will be wasted!

Shopify ran an ad that completely changed the way Facebook advertising works. In just 7 words and a picture that speaks a thousand, they managed to greatly increase their awareness.

This is a great example of how the image is a natural extension of the copy.

Custom pictures can be quite expensive, so if you’re struggling with finding the perfect ones for your Facebook ads, we recommend image tools like: Canva, Bannersnack, Freepik or Unsplash.

3. Focus on One Call-to-Action

he best ads have only one clear goal! Are you trying to raise awareness, acquire a lead or make a sell? This should be clear from your call-to-action!

Netflix ads were always simple, with one call to action in mind – “Sign Up”. In most of their ads, they write one or two sentences about the added value they provide, then simply advises the audience to sign up for their product.

4. Keep it short and provide Value

It is tempting to offer a lot of information in one ad but especially on Facebook, you need to keep things short, simple and with value. 

Slack idea of advertising is to always put their best assets first and make them known to their audience. They want to show that, by using their app, you clearly gain something! This is how they wrote about it in one of their ads.

Ask yourself these questions: What does someone get from using my product or service? How will it help them? Make sure you focus on these areas when writing the copy of your ad.

5. Use simple language that’s Easy to Understand

Remember why people are going on Facebook in the first place. They want to see what’s the latest news, what their friends are up to or to simply pass time. Texts of Facebook aren’t high literature.

Yoga International has a great example of easy language in an Instagram Story ad. No long texts or fancy words, they simply asked their audience a question no one would say no to – free content!

Write a simple text from which people immediately know: what you’re offering, how it benefits them and what to do next.

6. Be upfront about the price

Lead with the numbers. If you sell a product, people want to know what’s the price. Do they have a discount? Tell them what percentage they are getting off.

Bolt ran a great ad that is simple and yet extremely effective. Right off the bat, you understand that you have a discount, and most importantly, how much discount you have!

Ads for discounts are especially useful for retargeting (i.e. people who have already visited your website and viewed some products).