If you are anything like me, checking in with my Facebook feed, seeing friends and pets, and watching cute cat videos, then you know. Over 2.91 billion users are on Facebook each month, and it is the #1 channel for marketing worldwide.

Facebook has become the best platform for business-to-business, B2B marketing and business-to-consumer, B2C marketing. As organic reach on Facebook has been reduced, it takes savvy marketing through advertising to get good results.

Creating a successful Facebook ad takes a lot of energy and effort. From targeting, the image or video and the story need to be cohesive in order to convert a viewer into a customer.

There are a lot of people on Facebook; however, if you throw something out to the world, yes, you may get a lot of hits, but are they your ideal target audience?

By targeting your ideal audience, you can focus on automotive enthusiasts, gardeners, soccer moms, or just about anything else you can think of. This allows you to get very specific about who you are showing your ad to.

Here are some ways to target your ideal audience with a Facebook ad:

• 
  Custom audience - target your existing followers
• Geolocation - target by neighborhood, city, or state
• Gender - select what gender you want to target
• Interests - do you know what your ideal customer is like? If so, you can choose enthusiasts for any type of hobby
• Behaviors - Target those who have visited your website before, or Facebook page, or even a similar page as yours, or any other behavior you want to choose

Essentially, there are two types of Facebook ads to learn how to use, sponsored posts and right-hand column ads. 

Sponsored posts

Facebook-sponsored posts appear in your Facebook newsfeed while users scroll through their page.

Right-hand column ad

I bet you already have the hang of this one, as these ads are smaller and appear in the right-hand column of your Facebook feed. Although they are smaller, they cannot be scrolled past. These ads are ideal for retargeting an audience. 

Sponsored ads have a good amount of copy in them, so let's focus on copywriting. Why does copywriting matter, anyway? Well, good copywriting can persuade your ideal audience to click through your website and functions like a guide, showing people where to go. Good advertising excites, entertains, and persuades people to click or buy now and is essential in a good ad.

So, how do I write a good ad, you ask? Here are some tips for optimizing your Facebook ads with excellent copywriting. 

First, identify your ideal audience and write to them.

When it comes to selling, although it is tempting to write a stage performance, if you want to be effective, you need to write as though you are speaking to only one person. This person is your target and who you want to talk with and focus all of your energy on, unlike a website which will more likely have a broader audience that you need to speak to. 

Alright, let's get down to it; if you are speaking to a woman over the age of 30 that lives in California and is into family, health, and fitness, then you want to speak to this person directly with your message.

Write different ads for different people

Target different audiences with different ads. Facebook has the ability so capitalize on its strength and target different demographics that are your ideal client rather than use your ad as a billboard.

If you are interested in bringing in a customer who has a busy schedule and kiddo's soccer games to get to, then keeping your vehicle well-maintained and on a convenient schedule may speak to them. Unify your graphic or video to your message and ensure that it is cohesive; otherwise, the chances of someone clicking on your ad dramatically decreases. Canva is a user-friendly app to help you create a graphic that pairs nicely with your message.

Call-to-Action statement

You want to keep focused on your goal throughout the entire ad creation process. What is your goal? Make sure that you have a button to help guide people to your end goal. Click-to-Call actions are easy for users and effective marketing, so ad a button to your Facebook ad to increase effectiveness. You want to keep your message short and clear and show the value to the consumer looking at your ad.

Make sure to use easy-to-read language; this is not a time to be abundant with your copy. Write to a 5th grader; anyone who sees your ad should be able to clearly understand what you are selling, how they can benefit from it, and how to take action. Remember to be upfront with what you are selling.

Take some time and look around at what others are doing and if it calls to you. Market research is a valuable tool and will help when you write your own ad. What do you scroll right past? What catches your eye? What resonates with you? And be sure to ask around, show your ad to other people, and get their feedback. Do you have family or coworkers you can run the ad past?

Now it is time to test your ad. Before you spend big dollars, spend small. Take out a small ad for 24 or 48 hours and see what type of response you get. - Run two ads at the same time with the same image and different copy and compare them. Which version do people click, like, and comment on most? This way, you can save money and test out the market before investing big. The best ads get results, and strong copywriting is essential for a good ad. If you need help writing copy for your Facebook ad, our team at Bird's iSocial is happy to help. Shoot us a message today!