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9 Surefire Tips on How to Write Facebook Ad Copy That Converts

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9 Surefire Tips on How to Write Facebook Ad Copy That Converts

Some people still believe that Facebook ads are not a good channel for generating conversions but that they drive many impressions and clicks of low value.

This preconception comes from the fact that Facebook is often still seen as the platform people primarily use to connect with friends and family, not the place where we “do business.”

As such, many brands underestimate the importance and potential of Facebook ads as a key acquisition channel.

In part, that is because perhaps we should start doing a better job of defining what a conversion is.

The problem is that, too often, we classify a conversion as the ultimate step in the acquisition funnel – and therefore, for most, a conversion is a sale or a transaction with a revenue value attached to it.

However, the reality is that conversions – or, we should say, conversion points – can be much more than that, and identifying them requires that we look past the sale or lead.

In the modern world – where the relationship between users and brands is ever so complicated due to the multiple ways and channels they can use to communicate and interact – every touchpoint is (or can be) as important as the last one.

Therefore, every interaction can be defined as a conversion, which means that savvy marketers and businesses must plan, track and measure accordingly.

So, now that we have more clarity on what a conversion is, how can you make the most of what a powerful medium Facebook is and create ads that convert?

For that, we have nine proven tips that are guaranteed to help.

1. Thoroughly Segment The Target Audience And Frame it With AIDA

First of all, you should always leverage the audience targeting capabilities of Facebook.

That requires mapping and planning your campaigns and ad sets to target different users with highly relevant ads that can capture their attention, generate genuine interest, turn that into desire, and ultimately action.

Where possible, smaller audiences will allow you to create more relevant and compelling ad copy that can resonate with your target audience.

The trick here is to find the right balance between audience size and the platform’s ability to gather enough data to optimize.

That said, the Attention, Interest, Desire, Action (AIDA) framework – which some define as “the four stages a consumer goes through before making a purchasing decision” – should be what underpins your strategic approach and keeps it all together.

2. Build Audience Personas And Use Them To Define Your (Conversion) Targets

A clear audience profile will always help, so if possible, you should create personas representing your key segments.

You must understand what motivates your customers and what triggers you can leverage to make them take action and convert.

What is their need? What is important to them?

And how can you help them with that?

Are they moved by emotions, or are they more of a rational type that resonates with numbers and facts?

Understanding and answering these questions will allow you to create ads and copy that is more effective and likely to convert.

3. Leverage Psychological Triggers

Emotions move human beings.

We take actions because we have an intent, whether that is to fulfill a need or for simple gratification, like entertainment.

But for that to happen, we need to create a connection. Therefore, we need a trigger.

In the example below, it is difficult not to feel connected!

Screenshot from Facebook Ad Library, June 2022

Also, one of the most powerful triggers is fear of missing out (FOMO).

When relevant, highlight such elements in your ad copy as scarcity, time-sensitive offers, or anything that might be too good to be dismissed.

4. Address Your Audience’s Pain Points And Highlight The Benefits You Can Provide

With a thorough understanding of your target audience comes the opportunity to clearly address their pain points within the ad copy and highlight the benefits your solution will provide them.

If you have done a good job segmenting and narrowing down your target audience, you can leverage empathy to connect and engage with them.

Letting your prospecting customers know that you understand their problem and can help them is a surefire way to reach those users that are more likely to respond to your ads, and might be ready to convert.

Once you grab their attention, clearly (and concisely) stating how you will help should focus on enticing them to take action.

A strong ad call to action (CTA) is also strongly recommended.

The example below shows how Nike leverages one of the biggest pain points for people that want to exercise: motivation.

Notice also the strong CTA: “Come Run with Us.” Clear, straight to the point, effective.

Nike Facebook AdScreenshot from Facebook Ad Library, June 2022

See more on the CTA down below.

5 Have An Option For Those That Might Be Less Driven By Emotions

While the emotional trigger can work for most people, a more rational approach might drive others.

For those keeping it to the facts, using numbers and stats will likely work best and drive conversions instead of emotional triggers – which might also be more relevant to certain industries than others.

For example, while you can see how some people might resonate with numbers and stats when talking about a home loan or mortgage, the same might not be true for the travel industry if you are selling packaged holidays.

6. Always Have A (Strong) CTA

No matter what the ad’s objective is, whether to attract attention, instill desire, or trigger an action, the ad copy should always have a clear, strong, and unique CTA.

Even in adverts, people respond to instructions – likely because they don’t want to think about what they should do.

Guiding them in their decisions is more likely to be successful than leaving them wondering.

7. Test, Test, And Do More Testing

Going back to the example above and the importance of thoroughly segmenting our target audience, it goes without saying that a solid testing framework should always complement the segmentation.

It is key to the success of any campaign not only to try different messaging and targeting settings but also, to evolve and proactively refresh the creative, and specifically, in your case, the copy.

That way, the ads remain fresh and relevant, increasing your chances of converting.

8. When Possible, Always Tell A Good Story With Your Ads

Talking about ads that evolve with time, I strongly believe that advertisers often miss the opportunity to deeply engage with their audiences in favor of what (for me) is more like instant gratification.

As marketers, we are often so focused on getting “that” conversion that we ignore the fact that with a (large) part of our audience, the first job is helping them move through the funnel.

Yes, we have talked about the segmentation of the audience and the necessity of ads that are relevant to each stage, but what about having the vision to connect all of those stages through consistent comms and messages that also evolve?

In simple words, what about storytelling?

If you can create ads and copy that tell a meaningful story that resonates with your audience, your chance to convert will certainly grow with it.

In a storytelling format, you can address the pain points, offer solutions that benefit your audience, validate them with social proofing, address the barriers and reservations your audience might have that stop them from converting, and more.

9. Use Creative And Copy That Are Ad Format-Specific

This one also gets overlooked too often.

In an attempt to be efficient and effective with time, we often make the mistake of using or adapting the same creative and copy for different ad formats.

But the reality is that different ad formats are meant for different contexts and, as such, offer the opportunity to speak to our customers in different ways.

For example, Facebook and Instagram Stories are very different from carousel ads and therefore require a different approach.

With Stories, it’s important that the copy is on point and complement the image or video, whereas that might not necessarily be the case if the copy accompanies a single image, carousel, or video ad.

For the latter, the ad copy can take more of a hero role and, while still supporting the creative, help address some of the points we mentioned earlier (i.e., pain points, benefits, etc.).

Conclusion

While many of the tips we have discussed today are great for improving our Facebook ad copy and can be transferred to other platforms, too, mastering the art of copywriting is a fine skill that takes talent, perseverance, and resilience.

What might work for some might not work for others.

Our surefire tips to write Facebook ad copy that converts are like the good ingredients of a good recipe, but to make that great, it takes a good chef and hard work.

More resources: 


Featured Image: Alissa Kumarova/Shutterstock



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Google To Upgrade All Retailers To New Merchant Center By September

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Google To Upgrade All Retailers To New Merchant Center By September

Google has announced plans to transition all retailers to its updated Merchant Center platform by September.

This move will affect e-commerce businesses globally and comes ahead of the holiday shopping season.

The Merchant Center is a tool for online retailers to manage how their products appear across Google’s shopping services.

Key Changes & Features

The new Merchant Center includes several significant updates.

Product Studio

An AI-powered tool for content creation. Google reports that 80% of current users view it as improving efficiency.

This feature allows retailers to generate tailored product assets, animate still images, and modify existing product images to match brand aesthetics.

It also simplifies tasks like background removal and image resolution enhancement.

Centralized Analytics

A new tab consolidating various business insights, including pricing data and competitive analysis tools.

Retailers can access pricing recommendations, competitive visibility reports, and retail-specific search trends, enabling them to make data-driven decisions and capitalize on popular product categories.

Redesigned Navigation

Google claims the new interface is more intuitive and cites increased setup success rates for new merchants.

The platform now offers simplified website verification processes and can pre-populate product information during setup.

Initial User Response

According to Google, early adopters have shown increased engagement with the platform.

The company reports a 25% increase in omnichannel merchants adding product offers in the new system. However, these figures have yet to be independently verified.

Jeff Harrell, Google’s Senior Director of Merchant Shopping, states in an announcement:

“We’ve seen a significant increase in retention and engagement among existing online merchants who have moved to the new Merchant Center.”

Potential Challenges and Support

While Google emphasizes the upgrade’s benefits, some retailers, particularly those comfortable with the current version, may face challenges adapting to the new system.

The upgrade’s mandatory nature could raise concerns among users who prefer the existing interface or have integrated workflows based on the current system.

To address these concerns, Google has stated that it will provide resources and support to help with the transition. This includes tutorial videos, detailed documentation, and access to customer support teams for troubleshooting.

Industry Context

This update comes as e-commerce platforms evolve, with major players like Amazon and Shopify enhancing their seller tools. Google’s move is part of broader efforts to maintain competitiveness in the e-commerce services sector.

The upgrade could impact consumers by improving product listings and providing more accurate information across Google’s shopping services.

For the e-commerce industry as a whole, it signals a continued push towards AI-driven tools and data-centric decision-making.

Transition Timeline

Google states that retailers will be automatically upgraded by September if they still need to transition.

The company advises users to familiarize themselves with the new features before the busy holiday shopping period.


Featured Image: BestForBest/Shutterstock

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Meta AI Introduces AI-Generated Photos to All Platforms

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Meta AI Adds AI-Generated Images to Social and Messaging Platforms and Expands Availability to More Languages and Countries

Meta just released multiple updates to Meta AI which brings advanced image generation and editing capabilities directly to Facebook, Instagram and WhatsApp feeds, plus availability in more countries and languages.

New Meta AI Creative Tools

Meta AI is bringing AI generated and AI Edited photography that can be generated at the moment a user is making a post or sending a message with a new tool called Imagine Me.

Imagine Me is a prompt that can be used to transform an uploaded image that can be shared. This new feature is first rolling out as a beta in the United States.

Meta explains:

“Imagine yourself creates images based on a photo of you and a prompt like ‘Imagine me surfing’ or ‘Imagine me on a beach vacation’ using our new state-of-the-art personalization model. Simply type “Imagine me” in your Meta AI chat to get started, and then you can add a prompt like “Imagine me as royalty” or “Imagine me in a surrealist painting.” From there, you can share the images with friends and family, giving you the perfect response or funny sidebar to entertain your group chat.”

New Editing Features

Meta products like Facebook, Messenger, WhatsApp and Instagram now have advanced editing capabilities that allow users to add or remove objects from images, to change them in virtually any manner, such as their example of turning a cat in an image into a dog. A new Edit With AI button is forthcoming in a month that will unlock even more AI editing power.

Adding AI generated images to Facebook, Instagram, Messenger and WhatsApp within feed, posts, stories, comments and messages is rolling out this week in English and coming later to other languages.

Screenshot of a Facebook user adding an AI generated image into their post

Meta AI In More Countries And Languages

Meta AI is now available in seven additional countries, bringing the total countries to to 22. It is also available in seven more languages.

List of Seven Additional Countries:

  1. Argentina
  2. Cameroon
  3. Chile
  4. Colombia
  5. Ecuador
  6. Mexico
  7. Peru

Meta AI is now also available in the following seven additional languages:

  1. French
  2. German
  3. Hindi
  4. Hindi-Romanized Script
  5. Italian
  6. Portuguese
  7. Spanish

Advanced Math And Coding

Meta AI is making their most advanced model, Llama 405B, available for users to take advantage of its advanced reasoning abilities that can answer complex answers and excells at math and coding.

Meta AI writes:

“You can get help on your math homework with step-by-step explanations and feedback, write code faster with debugging support and optimization suggestions, and master complex technical and scientific concepts with expert instruction.”

Read the official announcement:

Meta AI Is Now Multilingual, More Creative and Smarter

Featured Image by Shutterstock/QubixStudio

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System Builders – How AI Changes The Work Of SEO

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Kevin Indig's Growth Memo for SEJ

AI is terraforming tech. The content and SEO ecosystem is undergoing a massive structural change.

Human-written content gains value faster for LLM training than for end consumers as the pure profit licensing deals between LLM developers and publishers show.

Publishers struggle to survive from digital subscriptions but get millions that go straight to their bottom line for providing training data.

Content platforms, social networks, SaaS companies and consumer apps coat their products with AI. A few examples:

  • Spotify DJ (AI-generated playlist).
  • AI Overview (AI answers in Google Search).
  • Instagram AI personas (celebrity AI chatbots).
  • Ebay’s magical listing (turn a photo into a listing).
  • Redfin Redesign (try interior designs on real house pictures).
Image Credit: Kevin Indig

The quality of machine-generated content (MGC) challenges human-generated content (HGC). I ran an experiment with my Twitter and LinkedIn followers: I asked them to choose which of two articles was written by a human and which by a machine – and they had to explain their answer.

Only a handful of people figured out that AI wrote both pieces. I intentionally framed the question in a leading way to see if people would challenge the setting or believe that one piece was written by a human if told so.

  • Not an isolated experiment: A survey of 1,900 Americans found that 63.5% of people can’t distinguish between AI content and human content.1
  • People seek help: Google search demand for [ai checker] has reached 100,000 in May 2024 (Glimpse).
  • Dark side: scammers use MGC to make money, as 77% of AI scam victims lost money.2
Search demand for AI checkerImage Credit: Kevin Indig

The quality level of LLMs pushes SEO work towards automating workflows and learning with AI, while writers will take content from good to great instead of zero to one.

Boost your skills with Growth Memo’s weekly expert insights. Subscribe for free!

How AI Changes The Work Of SEOImage Credit: Lyna ™

System Builders

Clients, podcasters and panel hosts often ask me what skills SEOs need to build for the AI future. For a long time, my answer was to learn, stay open-minded and gain as much practical experience with AI as possible.

Now, my answer is SEOs should learn how to build AI agents and workflows that automate tasks. AI changes the way search works but also the way SEOs work.

AI + No-code Allows SEOs To Automate Workflows

A few examples:

1/ Cannibalization

  • Old world: SEOs download search console data and create pivot tables to spot keyword cannibalization.
  • New world: SEOs build an AI workflow that sends alters, identifies true keyword cannibalization, makes content suggestions to fix the problem, and monitors the improvement.

2/ Site Crawling

  • Old world: SEOs crawl websites to find inefficiencies in internal linking, status code errors, duplicate content, etc.
  • New world: SEOs build an AI agent that regularly crawls the site and automatically suggests new internal links that are shipped after human approval, fixes broken canonical tags and excludes soft 404 errors in the robots.txt.

3/ Content Creation

  • Old world: SEOs do keyword research and write content briefs. Writers create the content.
  • New world: SEOs automate keyword research with AI and create hundreds of relevant articles as a foundation for writers to build on.

All of this is already possible today with AI workflow tools like AirOps or Apify, which chain agents and LLMs together to scrape, analyze, transform data or create content.

Moving forward, we’ll spend much more time building automated systems instead of wasting time on point analyses and catalogs of recommendations. The SEO work will be defining logic, setting rules, prompting and coding.

building automated systems Building workflows with AirOps (Image Credit: Kevin Indig)

You Can Learn (Almost) Anything With AI

I never made the time to really learn Python or R, but with the help of Chat GPT and Gemini in Colab, I can write any script with natural language prompts.

When the script doesn’t work, I can paste a screenshot into Chat GPT and describe the issue to get a solution. AI helps with Regex, Google Sheets/Excel, R, Python, etc. Nothing is off-limits.

Being able to write scripts can solve problems like data analysis, a/b testing and using APIs. As an SEO, I’m no longer dependent on engineers, data scientists or writers to perform certain tasks. I can act faster and on my own account.

I’m not the only one to figure this out. People are learning to code, write and many other skills with AI. We can learn to build AI workflows by asking AI to teach us.

Search demand for coding with AI is explodingImage Credit: Kevin Indig
Search demand for write with AI is explodingImage Credit: Kevin Indig
Search demand for learn with AI is explodingImage Credit: Kevin Indig

When you can learn almost anything, the only limit is time.

The Work Of Writers Changes

Against common belief, writers won’t be crossed out of this equation but will play the critical role of editing, directing and curating.

In any automated process, humans QA the output. Think of car assembling lines. Even though AI content leaps in quality, spot checks reduce the risk of errors. Caught issues, such as wrong facts, weird phrasing or off-brand wording, will be critical feedback to fine-tune models to improve their output.

Instead of leg work like writing drafts, writers will bring AI content from good to great. In the concept of information gain, writers will spend most of their time making a piece outstanding.

The rising quality work spans from blog content to programmatic content, where writers will add curated content when searches have a desire for human experience, such as in travel.

A mini guide to Los AngelesTripadvisor’s attraction pages feature human-curated sections. (Image Credit: Kevin Indig)

Unfair Advantage

As often with new technology, a few first-mover people and companies get exponential value until the rest catch up. My worry is that a few fast-moving companies will grab massive land with AI.

And yet, this jump in progress will allow newcomers to challenge incumbents and get a fair chance to compete on the field.

AI might be a bigger game changer for SEOs than for Google. The raw power of AI might help us overcome challenges from AI Overviews and machine learning-driven algorithm updates.

But the biggest win might be that SEOs can finally make something instead of delivering recommendations. The whole value contribution of SEOs changes because my output can drive results faster.

Survey: ChatGPT and AI Content – Can people tell the difference?

Artificial Intelligence Voice Scams on the Rise with 1 in 4 Adults Impacted


Featured Image: Paulo Bobita/Search Engine Journal

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