Earlier today I was browsing Quora’s section on Facebook ads looking for some questions I might be able to answer.
I came across this Facebook ad example in which the person asks, “Why was this Facebook ad disapproved?”
When the Facebook Ads team disapproves an ad they provide a pre-written response.
In this case, Facebook’s response was that the “content promoted is not permitted on Facebook” and/or the content “does not adequately reflect the product or service advertised.”
The most likely reason why this ad was disapproved is because it is too vague, which falls under the category of the content not adequately reflecting the product or service advertised.
Writing vague ad copy is a common issue for people who do not have a background in marketing or advertising. While you know your product intimately, not everyone else does.
It’s awesome that the advertiser created a product that may “dramatically change” my life – but nothing in the ad tells me how it will do so or what about my life will change.
When writing Facebook ad copy it’s really important that your message is clear. Sure, you don’t have a lot of space to explain your product, but think of ad writing as an exercise in getting your elevator pitch down perfectly.
In the above example, I would change the ad copy from:
“This Android application may dramatically change your life! Don’t miss it!”
To a much more clear message such as:
“Free Andoid app for sending anonymous text messages to mobile phones. Download today!”
“Send anonymous text messages with this FREE Android app! Download today!”
Of course, it is very possible that advertising a service that allows you to anonymously send text messages will still get disapproved because it sounds like its pro-spam.
However, changing the ad copy to something like the suggested message will ensure that it is not the wording used that gets the ad disapproved.
Three Tips for Writing Great Facebook Ad Copy
1. Write a Clear Message:
When writing Facebook ad copy make sure your message can answer at least one of the following questions:
- Who is this ad about?
- What is this ad about?
- What does this ad want me to do?
For example, if the goal of your ad is to bring brand awareness to your company, the ad copy should answer the question “who is this ad about?”
In the Ellie ad below, once we read the ad we know that Ellie is a brand that sells “cute activewear for everyday style.”
Or, if the goal of your ad is to sell something, make sure it answers the question, “what is this ad about?”
In the Royal Caribbean ad below we know exactly what the ad is about – offering the viewer a $300 onboard credit if she or he books today!
The messaging in both of these ads is very clear and gives the viewer enough information to act on. If I were interested in activewear, I might clickthrough and check Ellie out. If I were looking to take a cruise, I might clickthrough and take Royal Caribbean up on their offer.
2. Include a Call to Action
When putting together your Facebook ad it is really important to include a call-to-action (CTA). Usually a good CTA is “buy today,” “click here,” “book now” or something of that nature.
You’ll have to keep the CTA short if you’re running a sidebar ad. You can see in this example, AT&T uses the CTA, “Get it now.”
If you’re running a Facebook Suggested Post ad in Newsfeed you can write a longer CTA since you don’t have a character restriction:
In the above example we see the CTA is “Parents Join for Free Here.”
3. Ask a Friend To Read Your Copy
If you’re really new to writing Facebook ad copy (and ad copy in general), one way to know if your ad makes sense is to ask a friend to read it.
Ask your friend what he or she thinks the ad is about.
If your friend cannot satisfactorily answer the question, then you know you need to go back to the drawing board and make some edits.
If you’re still having trouble creating an ad that is effective or it keeps getting disapproved, leave a comment on our Facebook Page with a screenshot and we’ll try to help!