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


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.).


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.

Fler resurser: 

Featured Image: Alissa Kumarova/Shutterstock


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Google Announces Ads Transparency Center And Safety Report


Google Announces Ads Transparency Center And Safety Report

In an effort to prove its commitment to safe and transparent advertising for users and businesses, Google announced the launch of the Ads Transparency Center and the release of the 2022 Ads Safety Report.

What Is The Ads Transparency Center?

De Ads Transparency Center, rolling out to users worldwide over the next few weeks, offers a searchable database of all advertisements on Google Search, YouTube, and Display.

Tycka om ads transparency efforts from its peers in Big Tech, Google aims to ensure that users are well-informed about the ads they see. For instance, if you are interested in a product or service you saw in a Google Search ad, you can use the Ads Transparency Center to learn more about the brand before visiting its website.

Skärmdump från Google, mars 2023

The Ads Transparency Center shows key information about ads, including advertiser details, where/when an ad appeared and ran, and its format.

Google Announces The Ads Transparency Center And 2022 Ads Safety ReportSkärmdump från Google, mars 2023

Google offers more transparency for political advertising. Additional details for political ads include the amount advertisers spent, the number of times the ad was shown, and the location targeting criteria.

Google Announces The Ads Transparency Center And 2022 Ads Safety ReportSkärmdump från Google, mars 2023

Using The Ads Transparency Center As An Advertising Research Tool

Advertisers can use the Ads Transparency Center as a research tool to analyze competitors’ designs and ad copy to create Google Ads campaigns.

Meta offers similar ad information in the Facebook Ad Library, where advertisers and users can browse ads from brands in several fields, including politics, housing, employment, and credit. Ad details include the design and copy for all ad variations, the platforms where the ad is displayed, and when the ad was launched.

Google Announces The Ads Transparency Center And 2022 Ads Safety ReportScreenshot from Facebook, March 2023

In addition to the Ads Transparency Center, you can visit My Ad Center in your Google Account. Launched in October, it allows you to review ads you’ve seen recently on Google. You can control the ads shown to you by category, brand, and sensitive topics.

Google Announces The Ads Transparency Center And 2022 Ads Safety ReportSkärmdump från Google, mars 2023

Insights From The 2022 Ads Safety Report

In related news, Google’s 2022 Ads Safety Report provides detailed insights into its efforts to prevent fraud, offer transparency, and protect younger users.

According to the report, Google added or revised 29 policies for advertisers and publishers last year.

Based on these policies, over 4 billion ads were removed or restricted, and 6.7 million advertiser accounts were suspended.

Google expanded its financial services certification program, requiring advertisers to be authorized by local regulators to prevent fraudulent ads.

Despite challenges from sophisticated scammers – like the malware operators that impersonate real software brands in Google Ads to spread malicious code –  Google blocked and removed 142 million ads for misrepresentation and 198 million ads for financial services violations.

Google tackled misinformation by blocking ads with harmful health claims, false election claims, and climate change denial. Tens of millions of ads that violated this policy, contained inappropriate content, or promoted dangerous products were removed.

Google verified 5,900 new advertiser accounts publishing election ads in the U.S., and over 2.6 million unverified election ads were blocked.

Google prohibited ads dismissing, exploiting, or condoning the war in Ukraine and suspended ad activities in Russia. Over 17 million ads related to the war were blocked, and ads from over 275 state-funded media sites were removed.

Finally, Google expanded child safety protections for users under 18, blocking ad targeting based on age, gender, or interests and prohibiting certain teen ad categories, including dating apps, contests, and weight loss products.

How Advertisers Can Benefit From Ad Transparency

There are benefits to reviewing Ads Transparency Center content.

Those who see ads on Google properties can learn more about the advertisers before purchasing. Advertisers can learn how to create ads better suited for their target audience.

Advertisers should also review the Google Ads Policy Center updates to ensure ad campaigns are not blocked, restricted, or removed. It also offers options for fixing problematic ads, checking the status of your Google Ads account, and reporting Google Ads that violate its policies.

Featured image: rafapress/Shutterstock


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Google Ads Update: Cross-Channel Conversion Credit Import


Google Ads Update: Cross-Channel Conversion Credit Import

Google Ads is introducing a significant change by moving from the previous method of importing the last non-direct click from Google Analytics 4 (GA4) to Google Ads.

Now, Google is adopting a complete cross-channel conversion credit import approach.

This update will provide a more comprehensive understanding of the customer buying journey, leading to better-informed marketing decisions.

I first became aware of Google Ads transitioning to cross-channel conversion credit in a LinkedIn post from Frederik Boysen, CEO & founder of Profitmetrics.io.

After contacting Google, I received confirmation that the information Boysen shared was accurate.

Google will have more details to share in the coming months. In the meantime, here’s a breakdown of what’s changing and why it matters for your Google Ads campaigns.

Before & After Cross-Channel Conversion Credit

Google Ads imports conversions from GA4 using a last non-direct click attribution model.

That means no conversion is imported into Google Ads if the last click was not from a Google advertisement.

The forthcoming update will import full cross-channel conversion credit into Google Ads, even if the last non-direct click wasn’t from Google advertising.

The new cross-channel import should provide more accurate conversion value reporting by incorporating the effects of other channels.

This will make it easier to spot discrepancies in the values tracked by Google Ads versus GA4 cross-channel credit.

While this is an improvement over the current system, GA4 tracking has some limitations compared to Google Ads tracking.

As Boysen highlights in his LinkedIn post, GA4 tracking is limited in the following ways:

  • GA4 doesn’t track view-throughs for networks like display or YouTube. Google Ads does.
  • GA4 lacks built-in cross-device identification. Google Ads tracking utilizes logged-in user data to identify users across devices.
  • GA4 doesn’t offer full server-side tracking without a script firing. In contrast, Google Ads provides comprehensive server-side tracking with offline conversion click import.

Due to the above-listed limitations, Google Ads tracking will likely remain the superior choice for bidding, while GA4 import may become the preferred option for reporting.


The introduction of full cross-channel conversion credit import in Google Ads will provide a more accurate understanding of the customer buying journey.

Although GA4 tracking still has some limitations compared to Google Ads tracking, its improved reporting capabilities make it a valuable tool.

Featured Image: rassco/Shutterstock


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5 Ways Social Media Pros Are Safely Using AI Right Now


5 Ways Social Media Pros Are Safely Using AI Right Now

This post was sponsored by Iconosquare. The opinions expressed in this article are the sponsor’s own.

Does social media management sometimes feel like 15 jobs rolled into one?

We know, the business of social media involves a lot of plate-spinning.

There’s strategy development, content creation, data analysis, copywriting, customer service, community engagement, client communications, trend forecasting, graphic design, influencer management, reporting, and on and on it goes.

What if some of your most repetitive social media tasks could be handled by AI?

Yes, you can give yourself more time to create even more powerful social strategies by allowing AI to perform tasks like scheduling posts, analyzing content, and writing captions.

With AI-powered content creation tools, you can spend more of your time working and thinking like a top social media manager.

So, let’s take a closer look at five ways AI-generated captions will change the game for social media managers.

And don’t worry, AI won’t replace your social media job.

1. Ideate Social Media Post Content Faster (And Easier)

If writer’s block tends to take up a large portion of your campaign execution time, this tip is for you.

And you’re certainly not alone – this is a common problem for tons of social media managers who are juggling multiple projects. Coming up with creative, engaging captions on the fly isn’t always easy.

With the help of AI, a month’s worth of content can be captioned and scheduled in a fraction of the time. Even if a caption isn’t 100% perfect the first time, all it requires is a quick edit instead of hours of creating the perfect message.

Compare this to the lengthy process of ideating, drafting, rewriting, and editing captions, and it’s easy to see how beneficial a social media AI caption generator can be.

2. Get Better Engagement With High-Conversion Algorithms

Many AI caption generators are programmed to create captions specifically for conversion.

They know how to:

This is music to your ears if you’ve been striving to increase engagement for your clients – particularly if they’re stuck in a creative rut or don’t enjoy the writing process.

3. Put Out More Social Media Content

Not only does caption writing get easier and faster with social media AI – it has a positive effect on other content, too.

Time previously spent staring at a blank screen trying to find the right words can now be spent on curating, creating, and editing other forms of content – for example, YouTube videos, TikToks, Reels, podcasts, and carousels.

4. Create Social Media Content In 70+ Languages

From Chinese to Persian, there are more than 70 languages available to choose from in Iconosquare’s AI caption generator.

This enables you to break through language barriers and reach new audiences for your clients without the need to invest in additional resources.

5. Gain More Time For Higher ROI Tasks

Imagine what you could do with the time you’ve saved not writing captions from scratch.

That’s the beauty of AI.

Social media AI handles time-consuming, low-level tasks and frees you up to focus on work that delivers meaningful results – not only for your clients but for your business, too.

A Step-By-Step Guide To Creating AI-Generated Social Media Captions

For this example, we’ll use social media AI for an imaginary interior renovation brand.

Step 1: Enter Your Social Post Topic Or Subject

Start by typing in the subject of your social media post.

In this case, we’ll use “kitchen renovation,” though we could go even more specific with this, e.g. “Kitchen renovation completed in 3 weeks.”

Step 2: Add Your Brand Name For Maximum Exposure

The next step is to introduce your brand to the machine learning tool.

In this example, we’ll use the fake brand name “Kitchenstar.”

However, if you want captions that are less branded and more focused on the content of the image, all you have to do is leave “Brand” blank.

Step 3: Select Your Industry For Accurate Keyword Inclusion

For this example, we’ll enter “interiors” as our industry.

However, if you want captions that are less industry-specific and more focused on the content of the image, all you have to do is leave “Industry” blank.

Image created by Iconosquare, March 2023

Step 4: Get High-Conversion Social Media Captions From AI

The three captions Iconosquare’s AI caption generator creates are upbeat and engaging.

Each generated post caption has a good hook:

  1. Renovating your kitchen has never been easier!
  2. A fresh start for your kitchen!
  3. Our newly renovated kitchen using #kitchenstar products is something to write home

And each one gets to the point without unnecessary fluff.

5 Ways Social Media Pros Are Safely Using AI Right NowImage created by Iconosquare, March 2023

Step 5: Automatically Get Generated High-Conversion Hashtags

The first caption has a great hook and high-conversion hashtag suggestions.

Instead of broad, overused hashtags like #interiors or #kitchen, the AI caption generator has proposed more specific hashtags like #makingroomformemories.

Step 6: Make Any Manual Edits Necessary

The second caption is great and requires very little editing. I could add some more specific detail about what the renovation process entailed, otherwise this caption is good to go.

5 Ways Social Media Pros Are Safely Using AI Right NowImage created by Iconosquare, March 2023


5 Ways Social Media Pros Are Safely Using AI Right NowImage created by Iconosquare, March 2023

The third caption has that specificity – “quartz countertops, sleek countertops, and energy-efficient appliances.”

Even if these aren’t exactly right, you now have a template to use to write your caption without having to think about it.

If you’re not totally happy with the first three options, you can generate three more.

5 Ways Social Media Pros Are Safely Using AI Right NowImage created by Iconosquare, March 2023

As for specific calls-to-action (CTAs) like “comment below” or “tag a friend,” you can easily add these to the finished AI-generated captions by selecting one of your “Saved captions.”

Why AI-Generated Content Won’t Make Your Job Redundant

If you’re worried about being replaced by AI, don’t worry.

Despite what you may read online, AI isn’t about to make your job obsolete.

Instead, AI is a great collaborator.

It automates repetitive tasks and sifts through millions of data points to produce actionable recommendations.

This frees up your time and empowers you and your team to create better content and campaigns that deliver their client results.

AI-powered social media tools unlock your potential.

Rather than wasting time and expertise on repetitive tasks like manually posting Rullar, you can focus on areas you’re passionate about and uniquely qualified to handle.

Even applications that aid creativity – like Iconosquare’s AI Captions – aren’t cause for concern about the future of your job.

Features like these only enhance and accelerate your creativity.

Again, AI social media tools are perfect for marketers who are juggling multiple clients and complex campaigns.

AI tools can’t replace the empathy, perspective, and storytelling that a human brings to marketing. And this is what it takes to truly connect with customers.

So, don’t worry about AI taking over the world – instead see these applications for what they are: an opportunity to make you an even better social media manager.

Want to try out Iconosquare’s AI caption generator for yourself? You can here!

Say Goodbye To Writer’s Block & Hello To AI-Generated Captions

If you’re ready to harness the power of AI-human collaboration, you have to try Iconosquare’s new AI caption generator.

It’s the perfect tool for generating engaging captions (for LinkedIn, Twitter, and Instagram) that are relevant to whichever brand you’re working on, whether you’re short of time or in need of a creative boost.

Just write out the subject of your post, brand name, and industry, and Iconosquare will generate a list of potential captions. You then pick your favorite and add it to your post in one click.


Featured Image: Image by Iconosquare. Used with permission.


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