5 Things That Impact Your Ad Copy

In this post, we’re going to share three tips to help you improve your ad targeting. 

Know your audience inside and out 

This almost seems too obvious to include, but many marketers forget this. Before you write any copy, you have to understand the audience you are writing for. 

Khris Steven of Khrisdigital.com says, “Writing a highly converting Facebook Ads copy has to do with deep-diving into your niche and your audience’s mindset, goals and problems. When you know the niche well and basics of copywriting, you can generate ad copy with a great offer that gets great results. Then, keep it curiosity-based, conversational with multiple CTAs (Call-To-Actions) across the ad text.” 

In addition, this means segmenting your audience. 

Linda Musselwhite of Musselwhite Marketing adds, “Writing ads generically is easier, but exponentially less effective. Segmenting your audience by interests, pain points, age, gender, etc. takes a lot of work, but the results (when done correctly) speak for themselves.”

“While it may be tempting to write as if you're speaking to an entire audience, you should be writing to one person and one person alone,” says Jordania Nelson of Divining Point. “By directing your copy to someone part of your target audience, you're giving 100% of your attention to them, and the chances of them connecting to your ad are higher.” 

Use the same language your customers use 

Show that you understand your target audience by writing copy that uses the same language that they use. If you appear like one of them, it will resonate more.   

“For writing high-converting Facebook ad copy, you need to talk with your audience's voice,” says Jonathan Aufray of Growth-Hackers. “You have to understand your audience in order to write the right message and use the right wording, so they feel that you're directly and personally talking to them.”

Here are a few tips to help you with this: 

• Survey your audience with open-ended questions. 
• Start conversations and ask lots of questions to your customers and prospects on email and social media 
• Talk to them on the phone. You can learn more in a 15-minute call than 3 hours of Internet research 

Focus on their biggest pain point 

Another way that you can improve your ad targeting is to empathize with them and show that you understand their biggest pain point or problem. 

“Focus on the end user and talk TO them,” says Toni JV of JVT Media. “The biggest mistake beginner Facebook Ad marketers make is they go in and yell at the top of their lungs; ‘Hey, look at me! Look at my awesome product! Isn't my product just amazing?’

But no one cares about that.

Talk to your audience about something that they specifically really care about. You have to really dig down to something that they're struggling with, and then position yourself as the solution to that problem.” 

Andrea Moxham of Horseshoe + co. adds, “Clearly call out your audience's biggest pain point to establish that immediate resonance. Drill down as detailed as you can get and focus on one pain point per ad variation.”

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In sum, if you understand your audience, know what their biggest challenge is, and can write about how your product or service addresses that problem in everyday language, you’ll be miles ahead of most Facebook ad marketers. 

For additional tips on writing high-converting Facebook ad copy, check out this post.