How to Double Your Conversion Rate with Better Meta Ad Copy

Hey friend,

Are you one of those people who thinks the ad copy on Meta Ads isn’t that important?

I used to be like you.

Until one day in 2019 I had a wild experience that changed my perspective on it forever. 🤯

Here’s how it went down…

I was working for my first big Facebook ad client, impatient to finish for the day. I whipped up some ad copy that was slightly spicy, a bit confrontational, hit publish and headed out the door. 🚪

I opened up Ads Manager the next day and saw the ad had gone viral. 🚀🚀

Hundreds of comments, cost per click was through the floor and conversions were through the roof. I scaled that puppy for MONTHS after that and it was the silver bullet responsible for hundreds of thousands in revenue for the brand. 

I later realised I had created a classic ‘problem, agitate, solution’ ad with a killer hook. I had tapped into the customers’ (in this case parents) deepest fears and hopes.

By accident.

Since then I have learned a tonne about how to do this on purpose and I thought I’d share it with you today! 💡

When crafting copywriting for Facebook Ads Meta ads, the secret weapon is in how effectively you can cut through that initial "noise" with concise language, targeted messages, and then layer in psychology to get people to actually act.

So we know great copy needs to capture attention. But after getting a user to "see" the ad instead of mindlessly scrolling, what can you do to convert them?

Winning copywriting for Facebook & Instagram Ads

Just as every ad has several essential elements (primary text, headline and a CTA), writing the most effective ads will also include incorporating different psychological elements.

It goes without saying that before writing any type of marketing copy, the first thing you should do is define your audience and their needs and pain points. But after you've done your audience targeting homework, what then?

I've found, after fixing over 80 ad accounts for clients, a number of techniques make a real difference in effectiveness.

• Write a Killer Hook: A compelling first sentence of 125 characters or less that speaks directly to your target audience will cut through the scroll and create enough intrigue to make users stop.

  Facebook truncates text after about 115 characters. Use this first section to hook their attention and get the information across without taxing a user's limited time.

• Agitate Pain Points: Hooks that appeal directly to pain points in ways that make someone immediately nod in agreement because they feel heard and understood.

  Just remember not to talk down to people or make sweeping assumptions about who they are or what they need.

• Communicate benefits and link them to a ‘mass desire’ - What is the fundamental emotional or psychological need that motivates the audience? What need or whant is driving them to seek a solution? What deeper life goals or aspirations does the audience have that your product solves?

• Be Upfront: Clearly communicate your USP.

  It is crazy to me how often a brand’s copy doesn’t actually tell people what their product is and how it benefits the customer. Don’t assume they know you or understand your product yet, even in retargeting.

• Use ‘social proof’. Humans are tribe animals, and are influenced by seeing what others in their ‘tribe’ are doing. Share the number of five-star reviews you've received, or if it's true, you could even talk about how items quickly sell out. And if you've gotten media mentions, that's an ideal way to increase trust with new leads.

• Handle Objections: While focusing on benefits and pain points will help increase conversions, you can go a step further by acknowledging and addressing any objections someone might have.

  For example, the cost of a service or product can be a reason why someone hesitates to commit to a brand, how can you justify the investment in your product?

  Think about common questions your marketing team receives as to why leads don't purchase. If a customer feels that you already "get" their reluctance, so provide clear information as to why those concerns don't actually hold weight.

• Add More Marketing Psychology: Psychological appeals and formulas - for example the Before-After Bridge or Open Loop, price anchoring, urgency, scarcity are great tools to drive connection and action with customers.

You can layer different techniques together to create the perfect ad - address a customer's pain points, show them how you understand what they need, present an effective solution, and back up all those points with social proof and statistics to increase authority. Let's break this down further.

Eugene Schwartz's 5 Levels of Customer Awareness

Knowing your customer awareness level will allow for creating laser-focused campaigns and ads, so make sure you think about the level of awarenss of your customer when crafting copy.

1. Totally Unaware: If an audience has no idea about their problem, your copy needs to educate first. A compelling backstory can grab interest, while incorporating education and ending with a clear CTA guides them.

2. Problem Aware: Your audience is aware of their problem, but doesn't know a solution exists, so empathize with them. Focus on solutions and share very clear benefits that entice action.

3. Solution Aware: Since your prospects are seeking solutions but are unsure about yours, you have to communicate what makes you unique. Showcase authority. Don't forget to use data points eg: over "2,000+ five-star reviews".

4. Product Aware: Even if a user is aware of your products or services, they may be unsure about whether you are the right fit for them. Use incentive-based phrasing, such as offering "30 days of free yoga" but with limited time.

5. Very Aware: When someone knows exactly what they need and are ready to act, you don't need lengthy copy to explain your benefits or solutions. Keep things short and punchy with clear and concise copy.

Testing and Meta Optimization for Powerful Conversions

Tip: Although the Ads Manager lets you add multiple headline, caption, description, and text options, I've discovered over the years that limiting the testing variables leads to more tangible data to track and analyze for what resonates and why.

One way to test copy is to enable Dynamic Creative on the Ads Set to get Meta to do the testing for you with a range of ads. A great starting point in identifying stronger copy options, this can be helpful to run first to then inform more narrow campaign variations and get valuable user engagement information.

So - there you have it - everything I have learnt about writing killer copy in one email!

Let me know what you thought!

Stay tuned for more exciting eComm news from Webtopia!

Cheers,

Jessie

www.webtopia.co www.ecommrockets.com www.jessiehealy.com