Creating an effective Facebook ad is a lot like creating an effective marketing email. Before getting started, you’ll need to determine the purpose of the ad, the message you’d like to convey, and who you want the audience to be. And, just like with email, there are best practices to consider as you’re developing your message.
Write with your audience in mind. Your copy should be specific and relevant to the people who will be reading it. For example, an ad promoting a new product to existing customers would probably look quite different from an ad that’s intended to encourage a brand-new audience to sign up for your mailing list.
Include a call to action. A call to action (CTA) button provides clear guidance to the audience and helps drive traffic and sales—especially for people scrolling through their Facebook News Feed on mobile devices. Our early data shows that ads that include a call to action have a 29-percent higher click-through rate than ads without them.
Convey your message clearly and concisely. Space within a Facebook ad is limited, and attention spans can be pretty short, so you might have only a few seconds for your ad to resonate with someone. Be sure the intent of your ad is easily recognizable; keep your message brief and your call to action direct.
Stay on brand. The messaging in your Facebook ad, just like your marketing emails, should align with the other elements of your brand. Write in a voice and tone that’s consistent with your brand and familiar to your audience.
Your ad copy and your CTA should match your landing page. When someone clicks your ad, the page they’re directed to should be relevant and instantly recognizable as yours. If you’re promoting a specific product, for example, your ad should direct customers to the product page in your store instead of your homepage.