Are you spending $100k+ on Facebook or Google monthly? If that’s the case, this post is for you.
Millions of brands are competing on Facebook for attention and clicks. And as the market gets more saturated, users grow tired of seeing the same offers. With large budgets, frequency grows and similar, repeating ads lose traction. Your KPI’s are not what they once were.
Your prospects want to be inspired and convinced of your value proposition. And the best way you can highlight that is through a great headline (yes, the offer and creative matters too).
Here are five tips for writing brilliant Facebook Ad headlines that convert:
1- Use Emotional Adjectives
Human beings are emotional creatures that react to the world based on their feelings. Thus, your audience’s perception and actions are guided by the words you choose to use.
Emotional adjectives help you set the tone, feeling, and emotions in your sentences.
They could either be positive:
Learn how to use them and your ad campaigns will be ten times more effective.
2- Be Honest
There used to be a time where clickbait and false promises worked online.
Thankfully, they no longer do.
Online consumers have gotten a lot smarter over the years, and they can smell deception when they see it.
Your visitors will be super frustrated if you under-deliver on your initial promise. They’ll leave your website at the drop of a hat.
Be honest with your audience.
Avoid clickbait at all costs and never lie in your headlines. Be sure your content aligns with any initial promise you make.
3- Include Numbers and Precise Metrics
We, humans, love to see numbers in headlines.
Metrics help us quantify the information we’re going to learn. And they give us better expectations on how concise the article is.
That explains why listicles are so popular today.
Here are a few ideas for how you could include numbers in your titles:
- X Best Ways to _____ With _____
- How to _____ Your _____ in 2020
- Key Strategies for Growing Your _____ With 20% Each Year
Numbers could also be used in headlines by featuring stats, dates, and durations.
4- Highlight the Benefits
The question in the reader’s mind always is:
What’s in it for me?
After all, it’s easier for them not to click on your ad than to click on it. That’s why you must clearly highlight the benefits in the headline.
Why should users click? And what will they miss if they keep scrolling?
Tell them exactly what they’ll gain from reading your article. Make a bold promise in the headline and deliver on it.
You may also enhance some fear of missing out by taking the opposite approach. Tell the viewer what they’ll miss if they ignore your ad.
These are popular copywriting techniques used by the largest advertising companies in the world.
5- Write in Second Person
There’s no better way to catch the user’s attention than addressing them in person.
Writing in the second person allows readers to experience the story as if it’s their own. It helps them easily relate to the situation, problem, and solution.
All that makes them more interested in what you have to say.
The next time you’re launching a Facebook ad, be sure to use you, your, and yours in your headlines.
The best advice we can give you when it comes to headlines is to write different variations. As you start to test and learn more about your prospects, the quality of your titles will get much better.
No matter what audience you’re targeting, be sure to keep your headlines short and to the point. Stick to using a natural language with simple words and adjectives. And, check for changing Facebook & Google ad policies (they may have changed by the time your read this!)
Need help growing your business with Facebook Ads?
P.S.If you have specialized advertising needs (for example CBD) – read our “4 Ways To Advertise on FB & G for CBD and Hemp Markets“
Jon Rognerud and Chaosmap work with Fortune 500 companies, small business and entrepreneurs to create digital traffic strategies that scale up customers, leads and sales with profitable returns. Mr. Rognerud wrote a best-selling book (Buy On Amazon), “The Ultimate Guide To Optimizing Your Website” (Entrepreneur). Connect directly here.