Do you know there’s a tried-and-true structure for Facebook ad content that has remained effective over the years, no matter how much time has passed?
Over the past two years, many Facebook advertisers and Vietnamese businesses have been struggling due to disabled or restricted Facebook accounts. While new social media platforms with substantial user bases have emerged, Facebook still reigns as the social media platform that brings the majority of customers for businesses. As long as Facebook continues to dominate, we must “endure” the rule-related challenges Facebook imposes on us, from advertising account issues to content.
Here are some tips to craft effective Facebook ad content:
1. Write According to Facebook’s Rules and Standards.
To create an effective Facebook ad, the first step is to ensure you comply with Facebook’s rules and standards. You should carefully read Facebook’s guidelines and regulations. There’s no point in writing a great ad if Facebook doesn’t allow it to run. You might have to revise it multiple times, and the final version may not serve your original purpose.
Some common rule violations to avoid include making absolute claims like “100% guaranteed results,” stating a specific outcome (e.g., “Lose 10kg in 7 days”), using exaggerated or emotional language, listing chemical components, making racial/gender/complexion distinctions, appealing to customer pain points (e.g., “Are you struggling with acne or weight issues?”), and using leading questions (e.g., “Do you want to get rid of blemishes?”).
2. Effective Structure of a Facebook Ad
Before you start writing an effective Facebook ad, consider the following structure, but first, review how to craft engaging Facebook headlines and how to build an effective fan page.
To write an effective Facebook ad, you must have a clear understanding of your target audience (location, age, gender, interests, behavior), the unique advantages and standout features of your product, and what you can provide to customers. Don’t start writing without thorough research and knowledge.
2.1 – Headline
Keep it concise, 1-1.5 lines. Your headline should clearly convey the essence of the ad. You can structure your headline as a story or a trending topic and then gradually lead it to your product or service. Since Facebook users tend to skim content, your headline should be short, concise, and directly address your audience’s needs.
2.2 – Customer Issues and Desires
Avoid using overly absolute or excessive language, and don’t list too many customer problems. Introduce your product or service gently. Overhyping might backfire.
For a story-based approach, it’s challenging as you need to create an engaging narrative that connects to your product or service without feeling forced or insincere. Your ad should appear as though it’s not an ad, but a genuine, captivating story. You need to be authentic, while making your audience feel part of the story.
2.3 – Addressing Customer Issues
After listing customer problems, focus on the solutions your business can provide. Offer your solutions in a gentle, non-pushy manner. Ensure your solutions address the exact needs of your target audience.
2.4 – Customer Benefits
Pay attention to creating a sense of urgency with your promotional offers. Choose offers that encourage repeat business (rather than one-time freebies) to ensure customers continue to engage with your business.
Attention
– Should create scarcity of incentive programs.
– Choose incentives that customers must use for future use (do not give gifts or incentives that customers can only use once and are not related to your store/company).
Example of gift giving: 1 slimming session, 1 facial care session. After customers are given sessions and find them effective, they will tend to buy the treatment to do it.
– Do not give away 100% for free because then customers will not receive the correct file and will be unlikely to come back next time because they do not have the budget to buy. (Unless you want to increase shop interaction)
2.5 – Call to Action
Prompt users to take action—send a message, leave a comment, fill out a form, or call to claim our exclusive limited-time offer.
2.6 – Public Information for Customer Trust
For content to be effective, the following elements are always essential: a headline, customer issues/story, how your product/service addresses these problems, a call to action, and contact details.
3. Facebook Content Optimization
Similar to SEO for websites, when writing Facebook content, you should select keywords relevant to your service and service niche to target in your posts. Additionally, use hashtags sparingly; limit them to 2-3 relevant ones per post. Don’t overuse hashtags; instead, stick to keywords or phrases directly related to your product or service.
4. Additional Considerations
- For products like toys, clothing, bags, and fashion items, you can still apply the content formula discussed. However, the visual aspect (images or videos) remains crucial for success.
- Content presented as a story or trending topic is more engaging than straightforward sales content. Therefore, content creators need to quickly adapt to trends to write their ads while avoiding excessive exaggeration.
- Users are becoming increasingly impatient, spending less time reading articles and watching long videos on Facebook. Focus on the headline, the first three lines, and the initial 10 seconds of video.
- Content with clear statistics, rewards, and credible information builds trust with customers. Consumers are becoming more discerning, so always provide factual, non-fake information.
- This content formula can also be applied to create video ads. A video should encompass all the elements mentioned earlier, ensuring it provides valuable information to your audience.While content plays a significant role in marketing, other factors like product/service quality, brand image, customer service, and overall sales policies also influence the success of your advertising campaign.
