How To Write Facebook Ads Primary Text That CONVERTS!
Summary
TLDRIn 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
- π 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.
- π Ben Heath from Lead Guru shares tips and techniques for writing effective Facebook ad primary text that converts viewers into customers.
- π 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.
- π 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.
- π£οΈ Implement the call-out method to address a specific group of people, making the ad more relevant and attention-grabbing for that audience.
- β 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.
- π 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.
- π Keep the primary text short and sweet, focusing on the main benefits and avoiding unnecessary details that could detract from the message.
- π‘ 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.
- π Test different versions of the primary text to see which performs best, and use these insights to refine future ad copy.
- π οΈ 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.
Outlines
π Crafting Effective Facebook Ad Primary Text
Ben Heath from Lead Guru introduces the video's focus on writing primary text for Facebook ads that convert. He explains that primary text, previously known as ad copy, is crucial as it appears above the ad's visual content in placements like Facebook feeds. Ben offers to share tips and tricks used to improve ad performance and encourages viewers to like, subscribe, and follow his YouTube channel. He also provides an overview of how primary text behaves differently across platforms like Facebook and Instagram, emphasizing its importance as one of the first elements a prospect sees while scrolling.
π Techniques for Capturing Attention with Primary Text
The paragraph delves into strategies for writing compelling primary text that grabs audience attention. Ben discusses the 'call-out method', which involves directly addressing a specific group to resonate with them, such as 'West Londoners' for a local campaign. He also suggests using questions to engage readers, like 'Have you ever thought about installing solar panels?', which can prompt a mental 'yes' response and draw them into the ad. Ben advises clarity on what is being advertised to avoid confusion and emphasizes the importance of the first three lines of text, which are visible 'above the fold' without needing to click for more.
π Structuring Primary Text for Maximum Impact
This section provides guidance on structuring the primary text concisely and effectively. Ben advocates for brevity, suggesting an average of three to four sentences to convey the main benefits without unnecessary detail. He stresses the importance of being 'benefit-rich', focusing on what customers gain from the product or service, rather than its features. Ben also touches on the necessity of ending the primary text with a clear call to action, ensuring the copy flows naturally into prompting the reader to take the next step.
π Final Thoughts on Facebook Ad Primary Text Strategy
In the concluding paragraph, Ben wraps up his advice on writing primary text for Facebook ads. He reiterates the importance of testing different options to determine which performs best and encourages viewers to apply the provided framework to improve their ad copy. Ben also promotes his company's Facebook advertising services, offering a free consultation for those interested in enhancing their ad campaigns. He mentions the Lead Guru's experience and success in the field and provides information on how to book a call with his team. Additionally, Ben invites viewers to join his Facebook Ads Mastermind group for further learning and community support.
Mindmap
Keywords
π‘Facebook Ad Primary Text
π‘Call-out Method
π‘Above the Fold
π‘Conversion
π‘Benefit-Rich Copy
π‘Call to Action (CTA)
π‘Ad Creative
π‘Facebook Ad Campaigns
π‘Optimization
π‘Over Personalization
π‘Facebook Advertising Agency
Highlights
Introduction to the importance of writing effective Facebook ad primary text for conversions.
Explanation of primary text's role in Facebook ad placements, such as Facebook feeds.
Request for audience engagement through likes and subscriptions for new viewers.
Demonstration of primary text section in an example Facebook ad campaign.
Difference in display of primary text on Facebook vs. Instagram platforms.
Emphasis on the first three lines of text being crucial for grabbing attention in a mobile news feed.
Introduction of the 'call-out method' as a technique to identify and grab the attention of a specific group.
Examples of geographical and professional call-outs to resonate with a targeted audience.
Discussion on the effectiveness of starting ad copy with a question to engage the audience.
Advice on avoiding overly personal language to prevent ad disapproval by Facebook.
The necessity of making the purpose of the advertisement clear within the first three lines.
Recommendation for concise primary text, not exceeding three to four sentences.
Importance of focusing on the main benefits of the product or service in the primary text.
The role of the primary text in directing users to take action, such as clicking through to a website.
Example of structuring primary text with a question, benefits, and a call to action for solar panel installation.
Encouragement to test different primary text variations to determine the most effective approach.
Promotion of the speaker's Facebook advertising services and an invitation to book a free consultation call.
Introduction of the Facebook Ads Mastermind group as a resource for advertisers to learn and network.
Closing remarks with a prompt for likes, comments, subscriptions, and an offer of assistance for better ad campaign results.
Transcripts
hi guys it's ben heath from lead guru
and in this video
i'm going to show you how to write
facebook ad primary text
that converts so the primary text is is
what used to be called facebook ad copy
effectively it's the text that goes
above your image or your video or your
slideshow
on a facebook ad when it's in you know
one of the facebook ad placements like
facebook feeds for example
that's what we're going to be covering
it's a very very important component of
your facebook ads
and i've got some tips and tricks and
techniques that we often use to help
improve results i think you're gonna
find this uh this video quite valuable
before i get into that one very quickly
i ask you to smash that like button
click that thumbs up button
and of course subscribe to my youtube
channel if you are new and haven't done
so already
so i'm in an example facebook account
here and i've got um
an example campaign created and i'm at
the example adler and you can see that
we've got here this this primary text
section
you know it's in ad creative when you're
at the ad level if you sort of scroll
down from from what we've got um
up above don't worry about any errors
that pop up i said this is an example
facebook ad account so they're going to
be things that aren't set up right and
all that sort of stuff
but this primary text this is so
different placements display text in
different locations right so
on for example the facebook mobile news
feed which is where you're going to get
a lot of your impressions almost
certainly
the primary text is going to appear
above the image above the video whatever
i've created using
it's not going to do the same on
instagram there's no text above the
image it's going to be
beneath it so things do look differently
and it's important and we'll get into
this in a second
and to take a look at what the primary
text looks like in different locations
but if you assume it's the first or one
of the first things that your prospect
is going to see as they're scrolling
through either facebook instagram but
particularly facebook
then that sort of helps frame how you
should be treating this and what you
should be
looking to do so i've got a bunch of
points that i want to uh that i really
want to cover here because i think
um it's easy to look at this section and
just think
where do i start what do i do i feel a
bit lost
we like to implement whenever it's got
anything creative you implement a
framework
it means you can't go too from
effectively so
um let me just grab up where here we go
i've got it here
so the first thing you need to be aware
of is that you've basically got three
lines
on the facebook newsfeed and a mobile
device that are going to be visible
before the fold so before people need to
click the c-more button or whatever it
is
to see the rest of the text so though
that initial three lines has to
effectively
grab your audience's attention i mean
you know obviously the image the
creative is going to do the same thing
but that's what you want to be doing
with that so a number of different
techniques you can do that you can use
something called the call-out method
so the call-out method would be where
you're talking basically to a group
of people who would identify themselves
as being part of that group
and therefore if you call out to this
group it's going to grab their attention
so for example um i could have
something like um i've used example
before but it'd be a great example let's
say i'm advertising in west london a
local location
i could have west londoners check out
okay does that make sense if you live in
west london
which i used to do um and you're
scrolling through your facebook news
feed something says west londoners
okay you know that might grab your
attention right okay um you know you
could do it by your state by your region
even by your country whatever so
geographical location particularly if
you're advertising
to that area could be a great way to
grab someone's attention that's going to
mean more than if
it just starts with you know
check out and then whatever it is you're
talking about okay
so that's one way you can use a callout
method you can also call people out by
other groupings basically how would
someone potentially identify themselves
they might identify themselves by the
location in which they live
they might identify themselves by their
profession so you could have something
like
solicitors dot dot you know and then
carry on
so someone who's a solicitor if that's
the audience that you want to reach
might
really resonate with that sort sort of
thing and you've almost certainly seen
ads that are targeting demographic like
parents you know it might be like
mums with babies are checking out
you see the sort of thing i'm talking
about the call-out method it's it's a
scroll stopper
okay you're scrolling through boom i'm a
solicitor
i see that this ad is obviously for
solicitors because it's got it right
there in the first
part of the copy that's i'm more likely
to pay attention to that that's going to
happen preview performance
so that's one thing i want to talk about
the callout method
another thing to sort of think around
with that very
opening of the copy that we love to use
that's a little bit different to
the call-out method but along the same
vein and that's
um to ask a question so for example
if i was selling solar panels or you
know installing solar panels
you could have something like have you
ever thought
about installing
solar panels now we know obviously
that tons of people have thought about
installing solar panels they've seen
them on other people's roofs they
thought okay this could be a good idea
it's good for the environment perhaps
i'll save some money on the energy side
of things over time
and so there's lots of people that
thought about it what does that question
do
it helps it resonates with those people
that have thought about it
someone who's scrolling through have you
ever thought about sorting softhouse yes
i have actually
never got around to it don't know where
to start all the reasons why people
don't actually go ahead and do things
that they think about
um but they've thought about it and if
you
have thought about it that sort of
question is gonna grab you it's also
gonna get you mentally saying yes
and as we know with any sort of
marketing you know you have one question
have you ever thought about installing
solar panels
yes next question um could be something
like
did you know that
it costs
as little uh
typo as you know whatever really cheap
price you're able to offer or something
along those lines
did you know that you can get it
installed in the next 48 hours
something really simple like that that's
gonna go they answer yes the first
question
it's gonna get them reading on go no i
didn't know that that's fantastic i
really and then they carry on
it's it's hooking them into the ad and
getting them to then go through
the process that's the idea of what
we're doing here so a little bit
different to the call out method
but starting with a question now with
any facebook advertising you have to be
worried about
being overly personal facebook doesn't
like that too much
have you ever thought about is often
fine um if you were finding you get ads
disapproved you could in stage just get
rid of the have
you get rid of that u-word and we've
definitely used have you a lot by the
way so it can work but if you are
let's say you've got a relatively new ad
account and you are seeing ads getting
different proofs you could just change
it to
ever thought about installing solar
panels just get rid of that have you
um that sort of thing okay does that
make sense because you just
facebook has issues with what they call
over personalized ads or anything that
talks to
personal attributes and um that's a good
way of just
getting around that okay so that's the
first sort of major major point there is
how do you hook people in the beginning
you know have you ever thought about
doing this have you ever thought
about um purchasing this have you ever
thought about
changing whatever
whatever it is that you offer can they
change from someone else to yours have
you ever thought you know you could have
we've used things like um
things along that get to the fact that
perhaps what they're currently using
isn't the best option
or you know you could ask questions like
do you think
there are better whatever providers out
there
okay because if someone's with a let's
say an insurance provider and they're
really
difficult to deal with you know you take
like car insurance for something really
difficult to deal with
and have you ever you know um
have you ever you know do you think
there are better car insurance providers
out there someone's in that place right
there where they're dealing with their
current choice provider that's really
difficult
had this experience personally you know
where had to make a claim
it was an absolute nightmare if someone
an ad pops up saying do you think there
are better car insurers out there
my answer would have been absolutely and
that's who you want to grab because
that's a person that's like it's going
to become a customer
so i may not have explained that sort of
super well but that's some sort of thing
on the fly here and that's a that's
probably a good example
of where you would switch over to
something or perhaps grab something in
the first place so the call-out method
of questions are going to rattle through
these a little bit faster because i've
taken ages
on that one but it's really important
that very first partner said the three
lines above the fold
are so so key okay above the fold you
also absolutely want to make it clear
what it is you're advertising this is it
sounds like a silly mistake but i
honestly i see it
all the time so a lot of service
providers
typically when i see it with service
providers they will be advertising
particular service
and they'll be offering you know let's
say a free quote or a free consultation
and i've seen things up in the primary
text that say things like
book your free consultation
today and you think let me get rid of
that
you think free consultation for what the
issue is that the person writing the ads
obviously knows what it's for they know
what their company does
but they forget that people are
scrolling yes it might be obvious from
the image
you might have put it in the headline
but if someone's scrolling through a
feed they might not see it
i see this all the time and let's say
it's for uh you know
could be anything like interior
designers companies we've you know we've
worked with a number of interior
designers
do you want book your free interior
design consultation today it sounds like
a silly era but that's so important
because when someone's cycling through
they need to know this is about interior
design
it's obvious to you as the advertiser
what it's for but it might not be
obvious to someone that's
glancing at your ad okay so you know
book your free
instead of book your free quote book
your free solar panel quote book your
free
roofing quote book your free um
you know accounts audit don't just say
book your free audit book your free
account sort it people have to know what
it's all about so just make that really
clear
and find a way to get that above the
fold okay so in these first three little
lines they're gonna appear above your ad
creative
make sure you get in whatever it is
that you're offering it what is the
thing
in this case interior design
consultation does it perfectly you might
need a separate line depending on what
you started with in terms of call out
method questions something like that but
get that above the phone
very important okay um next thing
in general i like copy that's short and
sweet
i don't think this primary text section
should be any longer than it needs to be
now how long is that going to be it
really depends on what you're
advertising
and how much of an ask you're making of
your prospects
if you are advertising a 10 product you
could have one line
of primary text up here something super
super simple that talks about how
cheap it is but how good quality it is
what the main benefit of the product and
get them to buy
one sentence maybe two lines okay
if you're advertising something a lot
more comprehensive you need to provide a
lot more information a lot more reasons
why someone should inquire and become a
lead why someone should go through to
your website
and purchase so in general i would say
our average copy length is going to be
three to four sentences
something along those lines but
obviously you know adjust that for your
various
products and services the way i like to
think about copy is
let's say there's three or four main
benefits associated with purchasing a
product or service
you need to get those in that you need
to put those three or four benefits in
there
they could be in bullet points they
could be in sentences but
don't just waffle on don't repeat
yourself don't add in any extra details
so make it as long as it needs to be to
get the main benefits across
but there's no reason to make it any
longer than that okay um
i see copy that's too long more often
than
than the right length i would say
because people want to talk about too
much
the job of the ad in a lot of cases is
to get someone to click off and come
through even if you're running
conversions campaign let's get someone
to click off the ad
come through to your website and then
the website the landing
page is often going to be the place that
provides a lot more information
that's going to convince people to go
ahead and buy or become elite or
something like that
okay um so if we go back to the other
example if you say something like have
you
ever thought
about installing solar panels
um did you know
you can get them for
as little as i don't know
thirty dollars per month i've no idea
what sort of panels across by the way
that could be
insanely cheap i don't know those per
month
um
you know and that might be is and then
and then and then so you you've you've
got the
you've got so i'm just kind of giving an
example here you've got that
question at the beginning basically a
bit of a call out method did you know
you get them for instance
pound dollars per month that's a
fantastic benefit then you wanna write
some benefits in here
so benefit benefit benefit whatever
there is
so for example that could be something
like um
so what would you talk about solar
panels they're environmentally friendly
um so you'd say things like
you know i'm just typing up bullet
points here obviously you'd want to sort
of flesh these out i spelt that wrong
but you'd say things like they're very
environmentally friendly and perhaps
they're cost saving on energy bills over
time
um perhaps there's you know associated
tax relief
in your country from getting certified
you know so that's where you list the
benefits
and then you'd end with a call to action
and that might be as long as as as copy
is for something like solar panels so
not too long
okay um right next point so i've kind of
covered it there in in creating that
little example is that
you want your copy to be benefit rich
benefit benefits are not
things that your product is or does it's
things that um your customers
get when they purchase it so
solar panels are environmentally
friendly
as i said you'd want to flesh these
benefits out and you want to state
perhaps that um we all want to do a bit
for the environment you can alleviate
some guilt you can make yourself feel
good
that's the benefit associated with being
environmentally friendly cost savings
over time okay what's the benefit there
um people can you can spend your money
on other things you
you know won't be stressing out paying
your energy bills going forward that
sort of thing
tax relief everyone wants to save money
on well most people want to save money
on taxes and things like that
so those are the benefits make sure you
think about those don't just say
oh our product has got a fancy red shiny
bit
and uh you know etcetera etcetera why
does the red shiny bit matter well the
red shiny bit matters because
um it looks really high quality and your
friends are going to be impressed and
take that extra step with writing your
copy okay
okay and then and then end with a call
to action so i've kind of got it in here
but just because you're someone clicks
on your ad your headline or whatever
and go through to um a website things
like that
doesn't mean you don't want to end with
a call to action your copy
if someone is reading this primary text
you want it to naturally flow into an
action so let's
let's carry on with this example so have
you ever thought about installing solar
panels did you know you know you can get
the visuals that do us per month
then we've got the benefits section and
then um you can say something like you
can find out
more or something or perhaps
book your free
solar panel consultation with one of
our experts
today just
click here and then you can pop a link
in um or you could you don't even need
necessarily this
section that's fairly optional doesn't
seem to make a huge difference
but definitely end with a call to action
don't
miss that out i've seen marketers feel a
little bit uncomfortable about sort of
telling people what it is that they
should do as in they don't really want
to be
commanding or anything like that with
their prospects but look at the end of
the day if you offer a good product or
service
it benefits your customer to buy it tell
them to go ahead and take that first
step it's gonna help them out
great go ahead and do it um and you can
be fairly
it doesn't necessarily come across as
sort of um
demanding or bossy it more comes across
as that you're confident in what it is
you're offering what it is you want
people to do
so always want to stick a call to action
in the primary text
okay so there's some points there to
hopefully give you a bit of a framework
give you got a bit of an example here
that's going to help you
write some great uh great primary text
it's not as difficult to do as people
thinking
and with everything facebook advertising
guys make sure you test a few different
options if you write two or three
different options great
test those two or three different
options see which ones um perform best
and that can help
inform you for future primary text
writing so you go okay well this one
works better than this one
here we really focused on these benefits
or we had this tone or we had this call
out method or
you know whatever it was maybe we should
do more of that in the future that's
what i think
so hopefully that's been useful before
you go couple things i want to quickly
mention the first is our facebook
advertising services
so my company lead guru is a facebook
advertising agency and we create manage
and optimize facebook
ad campaigns for our clients um and
we've worked with
hundreds of different clients run
probably thousands
well hundreds of campaigns if not
thousands of campaigns spent millions
and millions of dollars on facebook ads
and worked in just about every industry
you can you can think of um
um in amongst that so if you want better
results from your facebook ad campaigns
you're running them yourself perhaps
someone's doing it for you and
you don't feel they're doing a great job
we can almost certainly help
you get better results and then what
you're currently getting so if you want
us
want to find out more about our facebook
advertising services want to want to
explore that the best thing to do is
book a free call
and there'll be a link in the
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free call with my team there
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everything about our service
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really well for you or perhaps we've
worked with a company similar to yours
in the past it's a good chance
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