Do you know the reason why some ads get very high click through rates but when the user lands on the page they immediately leave right after?
It's because most of the time whatever we said on the ad didn't quite resonate well on the landing page.
So, it all comes down to the copy!
After testing multiple versions of different types of copy on the ad creative we have seen copy that has JUST STuCK to working very well even for the different audiences we target.
We'd like to call that copy the "Showcast Copy."
What the Showcast Copy is, is at first we give value on the ad creative itself. Then next, we educate. Then last we pull them into a Call To Action. See example below...
Did You Know That…….
……. 6 Ways To Fix That!
We find that giving as much value as possible on the ad creative itself kinda builds that front end trust quickly then pulling them into a Call-To-Action (CTA) we tend to find higher conversions on the landing page. All results may vary depending on exactly what you are offering but test this exact style of copywriting on your ad creative so that you can practice building trust early and also make sure it matches with the landing page. Even if you have to repeat yourself on the landing page it's best to keep it similar to the ad.
So in the ad example above you can see that we use a question at the beginning. Then we give value and educate the user on the creative. Then we give them a call to action at the end of it on what can help them with their issue which points them to signing up for a lead magnet or 6 Foods Recipe Ebook. That particular landing page is starting off to a good conversion rate of about 73%.
Start Off With
Painpoints vs Benefits
So is it good to focus on the pains, or the benefits? We tend to see both work depending on who you are trying to attract. Lets keep in mind that Facebook's ultimate goal is to help improve a positive user experience... So we tend to try to stay towards around the positive side of things and focus on the end result goals or benefits.
The end result goal isn't sometimes that 10 pounds that we need to lose. It is the reaction her neighbor gets when she puts on that dress for the first time in ages and how she looks at that party! That is the key thing you need to revolve your copy around!
Keep in mind, Facebook is very strict on copy when it comes to user experience. Anything they deem will create negative feedback, or in any case a negative environment for the end user, they will automatically disapprove your ads., and after consecutively repeating this process you would face your account getting potentially shut down.
Here are some example ads and headlines that we've tested!
Disapproved & Approved Ads We've Tested
Pain: 6 Foods To Stay Away From! (approved)
Benefit: 6 Foods That Will Help You Lose 10 Pounds In 3 Weeks (disapproved by FB)
Benefit: 6 Foods That Helped Sarah Lose 10 Pounds in 3 Weeks (approved)
Pain: 4 Common Mistakes People on Diets Make (approved)
Benefit: "You Won't Believe What Happened After She Ate These 6 Foods!" (approved)