How To Write Facebook Ads Primary Text That CONVERTS!

Summary

In this video, Ben Heath from Lead Guru shares expert tips on crafting effective Facebook ad primary text that boosts conversions. He emphasizes the importance of the first three lines, which should grab attention using call-out methods or questions. Heath advises clarity on what's being advertised, brevity in the text, focusing on key benefits, and ending with a strong call to action. He also touches on avoiding overly personalized language to prevent ad disapproval and encourages testing different text versions for optimal performance.

Takeaways

• 📝 The primary text in Facebook ads is the copy that appears above the image or video, and it's crucial for grabbing attention in ad placements like Facebook feeds.
• 🔍 Ben Heath from Lead Guru shares tips and techniques for writing effective Facebook ad primary text that converts viewers into customers.
• 👍 Engage viewers by asking them to interact with the content, such as liking the video or subscribing to the channel, to increase visibility and reach.
• 📐 Use a framework to structure the primary text effectively, ensuring it's not too long and conveys the main benefits of the product or service.
• 🗣️ Implement the call-out method to address a specific group of people, making the ad more relevant and attention-grabbing for that audience.
• ❓ Start with a question to resonate with viewers who have considered the product or service, prompting them to read further and engage with the ad.
• 📍 Make it clear what the ad is promoting early on, to avoid confusion and ensure viewers understand the offering even if they only see part of the ad.
• 🌟 Keep the primary text short and sweet, focusing on the main benefits and avoiding unnecessary details that could detract from the message.
• 💡 End with a clear call to action to guide viewers on what to do next, such as booking a consultation or finding out more about the product.
• 📈 Test different versions of the primary text to see which performs best, and use these insights to refine future ad copy.
• 🛠️ For those looking for professional help, Lead Guru offers Facebook advertising services to create, manage, and optimize campaigns for better results.

Q & A

What is the primary text in Facebook ads according to Ben Heath?

The primary text in Facebook ads, as described by Ben Heath, is the text that appears above the image, video, or slideshow in a Facebook ad, particularly in placements like the Facebook news feed.

Why is the primary text important in Facebook ads?

The primary text is important because it is one of the first elements a prospect sees while scrolling through Facebook or Instagram, and it plays a crucial role in grabbing their attention and framing the ad's message.

What is the 'call-out method' Ben Heath mentions for writing effective primary text?

The 'call-out method' involves directly addressing a specific group of people who identify themselves as part of that group, which can grab their attention and make the ad more relevant to them.

How can geographical location be used in the call-out method for Facebook ads?

Geographical location can be used to call out people living in a certain area, such as a city or region, especially if the ad is targeted to that specific location, making it more likely to resonate with the local audience.

What is another technique Ben Heath suggests for writing the opening of the primary text?

Another technique suggested by Ben Heath is starting with a question that resonates with the audience's thoughts or experiences, which can hook them into the ad and make them more likely to read on.

Why is it important to be cautious about being overly personal in Facebook ads?

Being overly personal in Facebook ads can lead to ad disapprovals from Facebook, as they have policies against ads that are too personalized or that reference personal attributes.

What should be included in the first three lines of the primary text according to the script?

The first three lines of the primary text should grab the audience's attention, clearly state what is being advertised, and ideally include a call to action or a compelling question.

Why is it recommended to keep the primary text short and sweet in Facebook ads?

Keeping the primary text short and sweet ensures that the main benefits and message are conveyed concisely, avoiding unnecessary information that could distract or overwhelm the reader.

What is the recommended length for the primary text in Facebook ads?

The recommended length for the primary text in Facebook ads is typically three to four sentences, focusing on the main benefits and a clear call to action.

How should the benefits of a product or service be presented in the primary text?

The benefits should be presented in a way that highlights what the customer gets from purchasing the product or service, focusing on the advantages and value they will receive.

Why is ending the primary text with a call to action important?

Ending with a call to action is important to guide the reader towards the next step, whether it's clicking through to a website, booking a consultation, or finding out more, thus increasing the likelihood of conversion.