How to write better ads on Facebook using Copywriting Techniques & Copywriting Formulas
Today, I wanted to dive in and look at some copywriting techniques and formulas that work really well with Facebook ads.
To do this, I’ll show you a real estate agents case study, just to reinforce these kind of techniques in the formulas that we’ve used in a real campaign, but we use across multiple different clients in different niches, both in eCommerce and in service based businesses where people are wanting leads.
If you’re looking for ideas for your Facebook ads and you’re really kind of stuck on how to write your ads and what copywriting works and is really effective, then this is going to help you get better results than if you just wing it and try to write an ad without using any kind of formula or any kind of techniques that are proven methods to work.
Now before I dive in, just quickly, if you want more tips and advice on Facebook advertising, subscribe to my channel on YouTube, click that notification bell so that every week when I publish these videos, you get notified and you can grow in your ability and your understanding of the Facebook ad platform and see what’s working today, because I’m really transparent with this stuff.
I want to help business owners and entrepreneurs grasp how to use a Facebook ad platform to grow their business and also to overcome some of their technical phobias. Phobias that perhaps prevents them from really seeing the best kind of results from their ads.
Okay, so let’s dive in.
First of all, I wanted to show you some real results so you know this isn’t just made up.
Real results using copywriting formulas in Facebook ads
This is actual from a real campaign that I’m demonstrating this particular case study and why this formula is and the techniques we used in the copywriting and in crafting not only the copywriting on the ad, but also the video script when we recorded a video script with Sarah and how effective it was.
So Sarah’s a local agent in Perth and we ran this campaign for her for quite a long time actually. This screenshot was taken only after a few months, but this campaign has run for a few years actually.
In this particular campaign you can see here we were using a lead form and we were really looking for appraisal leads.
People who were ready to sell their home, they would pass over their name, their email address, their phone number, and they would also pass on the suburb of where their house was located.
The call to action was that they were ready for Sarah to give them an appraisal on their house to get ready to list it for sale.
You can see here that from this particular campaign she had 79 leads with an average cost of $52 a lead and she spent just over $4,000.
I just want to clarify something here in case you’re getting confused with what we regard as a lead compared to others, because I have seen a lot of what I would call unscrupulous YouTube videos that say that they can generate real estate leads for just a few cents or a few dollars. Those aren’t what we would regard as leads. It’s not someone saying, “Hey, I’m interested in your service. Give me a call, because I want to book you in.” Or, “I want to compare you with two other competitors and I’m ready to do business.”
The other videos that I’ve seen, specifically in the real estate space, aren’t what we would consider leads.
They’re just sort of options or someone who’s downloading a brochure or watching a video or sending a message on messenger to play some kind of chat game. But they’re not actually in the market to sell their house or list their house for sale.
This is very different, so when I point this out at $79 a lead, these are active people who are looking to sell. It shows here as well.
This is the results that have come for Sarah from this campaign. 30%, so almost one in three people that became a lead actually became a client and listed their house with Sarah from these ads. You can tell when I’m talking about these leads, they are high quality leads. They are real people who are really in the market to sell their house and they want an appraisal and they saw the ad from Sarah and 30% of them, after she went out and saw them or spoke to them on the phone, gave them their appraisal.
They actually listed with her and in fact, just on these numbers, we’ve said, well that’s 24 clients, but Sarah confirmed that actually some of those clients actually were selling developments and so there were investors who had built 6, 13 and one of them I think is 16 apartment complex where she got the listings for all of those listings.
She listed a lot more than 24 properties and some of them also had multiple listings. She would sell one house for them and then they would quickly sell an investment property or something else for them as well.
24 clients are with multiple listings well over 24 listings.
It was a really good return on investment for Sarah, and I’m going to show you how we did it with the copywriting.
Don’t make BAD ADS! PLEASE!
First of all, when we work with clients, a lot of clients come to us and they deliver a kind of ad that they say, “Look, we’re running this in the local paper or we’ve tried this ad on radio, or we put this ad on television,” and some of those ads, when we look at them, we think they’re not very good ads. I’m going to show you a couple of examples of what I mean.
The examples aren’t people who’ve worked with us, but I’m just going to show you the types of ads better, a little bit bland, and they don’t get a good response and I’m going to show you why when we dive into the formulas of what you can do to generate real results.
This particular ad is kind of terrible. Selling your home should not be a pain in the butt and it looks like someone’s getting ready to do a digital inspection. “For real estate results, call Jeff.” Like this isn’t a good ad. I get it. It’s trying to be humorous, but it’s really not effective. This next ad is probably akin to what most people would say is more of a branding ad. “Home happens here.” What does that mean? I don’t even know what that means. It doesn’t ask me to do anything.
And then you’ve just got the brand and it says, “Real estate mortgage, title insurance,” and it shows a young girl on a staircase. “Home happens here.”
It just doesn’t do anything. It might be good as a branding ad, but you wouldn’t expect leads or results from this ad. Certainly I wouldn’t, and definitely not with Facebook ads.
What can we do?
When we look at Facebook ads, we start with a couple of proven formulas, our copywriting formulas that helps us have more successful ad campaigns than if we just wing it and just try to come up with something every single time off the top of our heads.
Instead, we use these formulas to help us plan out and actually use a strategy that is proven to work. I’m going to run through a couple of techniques that you can use and we start here and then as we’ve more experienced with these particular formulas, we break some rules and we add some things to it.
We do a couple of things differently, but I’m going to imagine that if you found this video, you’re probably looking more for this starting point and not necessarily the more advanced techniques.
I would recommend starting here and as you get really good results from these, you can start to manipulate and play with these formulas a little bit and perhaps try some of the more advanced formulas.
The AIDA Copywriting Formula
The first one you may have heard of, the abbreviation is AIDA.
It stands for attention, interest, desire and action.
And so the first part of your Facebook ad should get their attention. You can do that through the image or the video that you present, you can do that through the headline that you write in the main section underneath the image, or you could do that in the opening line of your text and main text description of the ad.
Those are three core areas where you want to grab attention. And the image is probably first and foremost.
The next step is the interest.
You get their attention, so as they’re scrolling through Facebook or Instagram, they stop and then you’ve got their attention, then you want to pique their interest. You want to give them something that gets them to read more and look into this ad a little bit more. From there, the trick is to create desire for whatever product or service your selling, through really good, compelling language. And I’m going to show you examples of ads that do this well. After that you want to have a call to action.
It’s a really simple formula.
- Grab their attention
- Raise their interest
- Create some desire for the product or service
- Ask them to take an action
It’s a really good formula. If you’ve not used one before, jot these four points down and then just say, “How are we grabbing their attention with our text?”
And then complementing that with an image that grabs attention as well. What can we say that’s going to increase their interest so that they continue reading and actually get them to follow through? How do we increase their desire for what it is we’re selling or the service we’re providing? And then what’s the call to action?
Book an appointment, book an appraisal, in this case, take us up on a free consultation, whatever it is, create that action.
The PASO Copywriting Formula
The other technique that we really like, and these are the two main ones that I would say focus on first is the PASO technique for the copywriting formula.
PASO is a little different.
PASO straight away punches out the problem that your prospective customer has. In the case of real estate, which we’re going to look at, the problem is they want to sell their house. That’s a problem they want to overcome.
Then the next step of the PASO formula is agitation.
You want to agitate that problem. In the case of wanting to sell their house, they may want to sell it quickly and not be on the market for three to six to 12 months, or they may already have it listed with someone and it hasn’t sold. So then they’re sitting there thinking, I’ve got a problem. My house isn’t selling. And when you agitate the problem, you say, “We … They can’t move on with their life. They can’t free up their finances to do what they want to be doing. They’ve put an offer in another house and it’s … That’s going to fall over if they can’t sell their house quickly.” There’s a whole lot of feelings and emotions tied to this problem.
You want to agitate that with the copywriting and with the language either that you’re using in text or in video or both.
Then the solution comes next.
What’s the solution? We get houses sold quickly, or we sell houses within … Our average sales time is within 50 days or something like that. That becomes a solution to the problem that they’ve got. You’ve already established the problem, you’ve agitated that, so now they’re emotionally engaged and connected and then you’re saying, “Here’s the solution to that problem.”
And then the outcome is simply what happens once it’s all resolved. What happens when they take this action and then things happen nicely. The outcome is they get to move on with their life. They get to buy the actual dream house they want and they’ve sold their other old home and they’ve moved on.
Problem, agitation, solution, outcome. PASO.
Now I really, really like this ad. That formula works really well. And the reason why I present both of these is because when you do advertising on Facebook, if you’re not already doing it, I recommend you do at least two ads.
And if you are only doing the bare minimum of two, use one formula as AIDA and one formula as PASO, as your copywriting formula and as your ad templates, and see which one outperforms the other.
Let’s have a look at just a couple of examples.
This is an ad that was showing from Lighthouse Apartments.
As you can see, the images are of these really nicely designed apartments, lots of interest, beautiful colors, very modern looking, some great architectural features. That image alone really works well with the ad in generating interest. And so if someone was an investor or looking to buy an apartment and they saw this, they would immediately stop on the scroll and the ad reads, “Now selling, 29 beautifully designed apartments with panoramic views on Auckland’s bohemian chic Karangahape Road.” I don’t know how you say that.
“Starting from just 420,000.” And then it says Boutique K Road Apartments.
This style of ad is AIDA.
You get their attention with the image coupled with the copy, “Now selling.” That’s got their attention. Their interest is peaked with the fact that there’s 29 beautifully designed apartments with panoramic views. Hang on a minute. I’m interested in this. This has got great views and these are beautifully designed. And then the location on Auckland’s bohemian chic K. Road. That also increases the desire. And then the action is learn more. You want people to click there. Now I would probably say that they could have also added the call to action in this text.
There’s a couple of variants that you could have done here, but this is simply a good AIDA ad, attention, interest, desire and action. The actions, the desire is the location, the panoramic views, where we’ve already got their interest.
It’s a beautiful looking building and we got their attention. If your audience is in the market for an apartment or in the market for an investment property, this will … These images coupled with the copywriting will actually get their attention and work really well.
Let’s have a look at this PASO ad.
This is a PASO ad from a different advertiser, Goodlife Realtor.
Now, we don’t work with this business or the other. These are just ads that as I’ve researched what other people are doing, found these and now are good examples to show.
This PASO ad is problem, agitation, solution, outcome.
The problem is when someone’s thinking about selling their home, they’re thinking, “Well, what’s my home worth?” That’s the problem. What’s my Austin home worth? The agitation is wanting to get a real estimate of your home’s value. That’s the problem.
If so, then you can expect to use real estate websites that don’t have access to the latest information directly from Austin’s multiple listing service. That’s the agitation, because people may have already found that they’ve looked for ways to find out what their property was worth and they have found it really difficult, because using websites, real estate websites that don’t have access to the latest information is giving them out of date historical data. That’s a problem.
The solution, use our website to get a fast instant estimate of your home’s value in seconds, using our online technology that links directly with the most recent updates and data from the MLS. That solution also shows the outcome. And it’s coupled with a bunch of other benefits actually. It’s a very clever line of text. “Use our website” is the solution. You get an instant estimate in seconds.
Those things are all benefits, it’s fantastic.
How does that work? Using online technology linking to these other databases. This is really good, because it’s the problem of someone wanting to know what their home is worth.
You agitated the problem because they can’t find easily what their home is worth.
The solution is that you can use a website and you …
The outcome is that you’re going to get exactly what you wanted. Now, going one step further, with PASO, is that call to action.
Is the learn more. Again, I would probably have included an extra call to action in this copywriting at the top to say, “If you want this outcome, click here,” and get that valuation.
I hope this helps in looking at these formulas and what you can actually do to create some really good copywriting on your Facebook ads.
The Facebook ad copywriting techniques and formulas that I’ve shown you today are AIDA and PASO.
They’re really effective.
We use these in my social media advertising agency for all of our clients as a really good starting point, and from there, we then move on to more advanced things.
But even these formulas can give you sometimes the best results that you’ll get no matter what you try.
I like them both. I suggest you try them both and see how you go.