Feb 5 2019
Amy Rumpler

How to Write Social Media Ads That Convert


Marketers know they need to be active on social media, but what exactly does that mean? Sure, it's important to engage with your audiences and comment when discussions arise, but there are customer conversion opportunities you may be missing if you're not utilizing the power of social media ads. You can't just slap an ad on the Internet and call it ‘good.’ There are best (and worst) practices that can bolster sales or ruin reputation. 

The best Facebook ad examples incorporate relevant messaging, visual stimulation, and enticing value propositions.

Here are effective social media ad writing practices:

Use Your Brand Voice

You've likely designed a particular persona for your brand. Be authentic when talking to potential customers. If your brand is edgy and quirky, the voice used in your ads needs to speak in the same tone. If your brand voice is authoritative and fact-based, that needs to come across in the advertisements you display to the public. Utilizing a narrative that's true to your brand will attract the customers you want.

Simplify Ad Copy

Keep it short. Really short. Social feeds are cluttered with ads and distractions. Provide simple ad copy that hold audiences’ attention in as few words as possible. Use photos or videos to captivate people so they're engaged with the message you're trying to send them.

Remove Anything That Doesn't Have Immediate Value

Get rid of fluff, extra words, and anything that doesn't instantly communicate value and the benefits your brand offers people.

Make Benefits Immediately Apparent

Why should anyone buy your product or visit your site anyway? Your audience needs to understand the benefits you're bringing to the table from the beginning.

Start With a Question

What works for social ads? Questions are a great way to pique the interest of people who may otherwise just scroll by your ad. Start with a question relevant to what your target market needs or wants. Then, immediately answer the question with a solution you're able to provide.

Use ‘Revealing’ Words

It's all about creating buzz and making people feel like they're getting insider information nobody else has. Use evocative words that step outside the box and get readers' attention.

Speak Directly to the Reader

You're talking directly to your audience, so they should feel connected to the words you're saying. Use "you" to address your audience as much as possible. Your ad is really a conversation between two people.

Use Brackets

People are more likely to click on a title when it includes brackets. For example, your title might be, “The Power of Increasing Social Media Ad Sales [Webinar].” In this instance, your audience already knows the benefits you're going to provide, and the bracketed information gives them greater insight, thus enhancing overall interest.

Use Strategic (Not Spammy) Capitalization

There's a fine line between proper grammar and going overboard when it comes to online ad space. Make sure you're using proper capitalization, and add strategic caps when warranted, but be sure to avoid ultra-spammy capitalization. That can immediately be a turn off to readers.

Utilize Ellipses

Ellipses (the three dots that typically add suspense to a statement) can really draw readers' attention to your ad. What are you going to write next? This arouses intrigue without using important ad space.

Experiment with Ad Lengths

Everything digital is an experiment. It's a continually evolving process, which means you will constantly adjust your approach to help ensure you hit the right position. The definition of "appropriate lengths" varies from platform to platform. On Twitter, you have up to 280 characters, but the recommended length is closer to 120. Some of the most successful ads on Instagram only feature two or three words. On Facebook, the recommended text space is 125 characters.

Test Calls to Action

Steer clear of using the same call to action on every post. Get creative with your approach. "Learn more" tends to be consistently effective on Facebook. Look for ways to touch your audience and incite them to take action. Instead of "Contact us" try "Reach out to us." Replace "Call us" with "Send us a line." Mix it up.

Test Display URLs

URLs should be short, clear, and concise. Test different display URLs until you achieved optimal visibility. Effective URLs are not only great for customers who have already found you; they'll enhance your online visibility by making your site more SEO-friendly. This is a win-win that'll also get you "in" with the search engines.

Keep these tips in mind as you launch your next social ad campaign.