3 Simple Copy Updates That Can Lower Your Ad Spend
I looove when I wrap up an ad campaign -- but probably not why you’re expecting. It has nothing to do with crossing something off my to-do list, and everything to do with the data that I get to geek out on. After a few years of reflecting on these numbers, I’ve nailed down three pieces of Facebook ads that are often overlooked, but yield BIG results when it comes to loving what you see in Business Manager: the hook, the headline, and the Call to Action (CTA).
The interesting thing is, these elements only take up about 10% of your ad text -- BUT, they should take up 75% of your writing time. That’s how much impact they can have. And honestly, when done right? They might end up being the only copy you even need to write for your ad. (You’re welcome!)
Read on to see how to write your hook, headline, and CTA so that they stop scrolls, get clicks, and attract your perfect customers.
The 3 Most Important (And Most Forgotten) Elements of Facebook Ads
01 // The Hook
The hook is the very first thing people are going to see in your Facebook ad. Before they get to the image, the headline, or your call to action… they’re going to see those first 2-3 lines in your ad text. This is your hook, and it is your golden opportunity to stop scrolls and get your audience to click that “read more” button or even click straight through to your landing page.
Almost everyone overlooks this part of their Facebook ad, which makes it your secret weapon. Make it short, make it powerful, and make them want to know more.
Think about the hook like a movie trailer. You can spend millions of dollars creating the movie, hiring the best actors, and creating an Oscar-worthy film. But if you can’t get people in the theater -- or in our case, to view the rest of your ad -- no one is ever going to know what a masterpiece it is. Imagine what would happen if a movie had a boring trailer or skipped the trailer altogether. The movie would be a flop. Not because of the quality of the movie, but because no one actually went to see it. The same thing can happen to your Facebook ad without the right hook.
How to Write Your Hook
Even though it’s one of the shortest parts of your ad copy, your hook should take you the longest to write. But don’t overthink it -- you shouldn’t be spending a huge amount of time writing ONE headline, you should create a list of at least 10 and then choose your favorite one. The first one you come up with might be a good one, but I often find my best ideas around number 7 or 8. Then you can pick your favorite, and test out your second and third choices in other places like your ad headline (more on that below) or your email subject line and blog post title.
I come up with a lot of my hook and headline ideas using the CoSchedule Headline Analyzer. Type in your idea, then it will give you a score based on several criteria. I aim for 70+ and my high score is 86. (Give it a try, and let me know if you can beat me 😉)
Here’s an example of what 10 headlines looked like for my blog post, How To Plan Your Calendar (So You Can Love Your Life):
Finding balance is a trap. Here is why.
How to stop feeling guilty about taking time off
What no one tells you about balance (and what to focus on instead)
My perspective about balance (and what you should focus on instead)
This is what no one tells you about finding balance
How to plan your calendar (and actually love what’s on it)
This quarterly planning breakthrough changed my life
Live the life you actually want with this quarterly planning hack
How to plan your calendar (so you can love your life)
How to plan for time off (without feeling guilty about it)
The winner ended up being #9! The first 2 or 3 aren’t bad necessarily, but in my opinion, they’re definitely not as catchy and don’t have the same emotional appeal.
When it comes time to add it to your ad, don’t be afraid to reformat it or add some emojis:
Option 1:
How to plan your calendar 📅
So you can love your life! 💖
Option 2:
How to plan your calendar (so you can love your life 😍)
Option 3:
How to plan your calendar so you can love your life 👇
02 // The Headline
By the time your audience sees your headline, they’ve likely already seen two other parts of your ad: the ad text (hook!) and the ad image. At this point they already know a little bit about your offer, so now your headline needs to seal the deal. They want your product... but why NOW? Why should they click right that second, and not think about it for a few days?
Your biggest goal for your headline is to get the click. If you don’t get it then, they’re going to move on to the next thing in their newsfeed.
Include these in your headline (or subheadline) to create a sense of urgency:
Limited time sale
Coupon code that’s going to expire
Guaranteed result
Refund option
How to Write Your Headline
You can include the name of your product in your headline, but you MUST remember to focus on the “why now”. And here’s the trickiest part: Headlines should be 25 characters or less. Technically, it might let you add more than 25, but it probably isn’t going to show the whole thing to your audience -- so you have to pack a whole lotta punch into a tiny amount of space. (Luckily though, the subheadline area can make up for a little bit of this real estate.)
Use this as your headline formula:
One of your best hook ideas + urgency/objection = < 25 characters
Let’s keep using my calendar blog post as an example, and pretend that I have a mini-course about calendar planning. Here are some ad headline examples that I could use.
Option 1:
Headline: Try risk free for 30 days
Subheadline: Love it, or your money back.
Option 2:
Headline: 💗what’s on your calendar
Subheadline: Prices go up on February 1.
Option 3:
Headline: Special deal just for you
Subheadline: COUPON CODE: BETTER2021
03 // The Call to Action (CTA)
Adding a CTA to the end of your ad text tells your audience exactly what they need to do to solve their problem (with your offer, of course). Your customer connected well with your ad text, they understand how your product is the solution, and now they want to know what to do next. Your CTA’s job is to give them a straightforward, easy way to take action.
Back to the movie trailer reference: Imagine getting SUPER stoked about seeing the movie… but the trailer doesn’t tell you anything about how to watch it. Can you go see the movie today? Is it not out until next year? When do tickets go on sale? Can you stream it at home? What app do you need? You’re watching the trailer at a red light, so you don’t time to google search the movie title and get the details. By the time you get to the next redlight, you’ve forgotten about it. Don’t let this happen with your Facebook ad!
How to Write Your CTA
Your CTA is the easiest thing you’re going to write for your Facebook ad (you’re welcome!). It’s as simple as a copy + paste using these examples, or other variations:
Get your ___ below 👇
Click here for INSTANT ACCESS: (insert link)
Ready to ___? Start here: (insert link)
Click below to get your free copy.
You can also add a CTA to your headline. Try adding “Instant Access” or “Watch Now” along with your offer title to create a double-whammy of CTA and urgency!
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Make sure you add these tools to your copy toolbox. Next time you have an ad that’s underwhelming, try using one of these simple updates before scrapping the whole thing. You’ll be surprised at what a quick (but strategic) copy update can do.
To clicks, clients + IMPACT,
Jackie
