Essential Elements of Your Facebook Ad Copy: Clear Objective

Do you have a PLAN?

Over the next couple of weeks, I thought it would be helpful to tackle ad copy head on — to really dig in and talk in detail about what makes good PPC ad copy.

Once you’ve been in the Facebook ad world for a while, this stuff becomes second nature. But if you’re just starting out, having a step-by-step tutorial can take most of the guesswork out your writing (saving you a lot of time and energy!)

So in this post, we’re going to start at the very beginning with the key question you need to ask yourself BEFORE you even put pen to paper (or fingers to keyboard, I guess):

What is the objective of your Facebook ad?

Many marketers will just jump in and start writing their ad, 5 minutes start to finish, without any forethought to this question. And that’s a huge mistake!

To figure out what your objective is, ask yourself these questions:

What exactly do you hope to get out of your ad? 

If you could have only ONE outcome from this ad, what would it be?

What’s your MAIN reason for running this ad? 

Let’s break it down even more with the following questions:

What do you want them to do?

Do you want people to opt-in to your mailing list?

Do you want them to buy something?

Do you want them to become a fan?

Do you simply want them to SEE your ad (brand recognition?) [Hint: Unless you're a big brand with lots of money to spare, I generally wouldn't recommend this one!]

Where do you want them to go?

Do you want them to stay on Facebook or go to an external link?

To your fan page? (if so, make sure you have a solid online sales funnel…do you have a plan in place for turning your fans into customers?)

To a squeeze page? (a page specifically designed to collect email addresses)

To a sales page? [Hint: Offer Paypal as a payment option! The ease and familiarity of Paypal often = higher conversions]

What do you want them to do there?

Sign up for a webinar?

Download a free info product in exchange for their email?

Click on an affiliate link?

Buy your product?

Become a fan?


As you can see, these aren’t difficult questions. And chances are you already address some of these unconsciously when you write your Facebook ad copy.

But next time you sit down to write your ad copy, take an extra 5 minutes BEFORE you start writing and take a run through these questions.

You’d be surprised what a difference it can make!

4d566de7d71dfa46508cfc2cccc28f3c Essential Elements of Your Facebook Ad Copy: Clear Objective

P.S. Want to see an example of an ad where they obviously DIDN’T have a clear objective? Click here.


Related posts:

  1. Elements of Your Facebook Ads Landing Page: The Call to Action

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