What Does Good Facebook Ad Copy Look Like?


Writing effective Facebook ad copy is much like writing a great novel (or a blog post). It takes time, skill, and great understanding to learn all the industry tips and tricks. Luckily for you, Social Nucleus’ social media copywriting team is here to help. We’re going to let you in on our tips and tricks to writing successful ad copy for Facebook, allowing you to understand the perfect mix of techniques and strategies you need to try!

Understanding your target audience

Before you get started, it’s super important to understand your  target audience. What’s the age range? Gender? Location? There are so many aspects you need to know before writing good ad copy. There’s no point stabbing in the dark and guessing as I promise you, you will not see any valuable results. Once you’ve established your target audience, you can conduct some market research. What are competitor brands doing who have the same target audience? How have they written their ads? Once you’re clear on this, you can really get stuck in!

Understanding your TOV (Tone of voice)

Once you have your target audience established you can move on to tone of voice. A lot of businesses dismiss TOV, thinking it not important but this can lead to their downfall. It’s so important that you nail a tone of voice early on as it helps build brand image. It allows customers to put some trust in your brand. The TOV you write with becomes familiar to them and builds rapport from the onset. A strong TOV will always be listened to and it ultimately becomes the way you connect with your audience. Not sure how to create your TOV? What's your backstory? What does your brand stand for? What do you customers will gain from your business?

The use of emoji’s

Emoji’s have been a crucial part of ad copy for years. Since Apple released them in late 2012, they’ve come a long way since being just cute little yellow faces. They’re now regarded as a serious part of copywriting, especially when writing Facebook ads. In many cases, emojis in ad copy leads to much higher click-through rates and a whole load more engagement. Emoji’s can also increase the number of reactions and comments on your ads, which is important for beating the Facebook algorithm. They allow you to convey a simple and clear message, ensuring readers don’t misinterpret your intentions. Emoji’s have been accepted as part of our contemporary culture, so they immediately make your post more relatable. However, for those of you who have a more professional and serious TOV, it’s maybe best to avoid emojis (again, this is just another reason why establishing your TOV is super important).

Spotting grammar mistakes

Finally, grammar. I can’t stress enough how important grammar is for successful ad copy! Spelling mistakes and the wrong use of punctuation can eliminate so much credibility from your ads. They immediately look unprofessional and lazy, and who would want to engage with that?! Grammar and punctuation are not everybody’s strong point, and if this is the case, there are so many software’s and app’s that can help you out such as Grammarly, GrammarCheck, Scribens … The list is endless. Sometimes, even having a second pair of eyes look over your work can help. There is no excuse for poor grammar nowadays and it should be treated with the utmost care and attention to detail.

So, there you have it, our top tips and tricks for smashing your Facebook ad copy! If you still don’t think Facebook ad copy is for you, get in touch with us to see how we can help. We have an expert team of Copywriters in-house who love what they do and will be just as passionate about your business as you are.