Social Media Marketing and Facebook: The Ultimate Guide to FB Ad Headlines
Social Media 101: The Facebook Ad Headline Guide
When it comes to social media marketing, there’s no better spot to begin than the Almighty Facebook. Here’s our guide on creating the best headlines ever.
Now, more than ever, the online space is filled with marketing noise and fierce competition.
So, how do you stand out and get your potential customers to query your service instead of your competition’s?
Simple. Make sure that you have the most attention-grabbing, pointed headlines attached to your pay-per-click Facebook ads.
Check out our industry-approved top 10 tips below that will entice your future customers to click your ads, as well as increase their likelihood of buying your service.
This one may seem obvious, but sometimes marketers over-think their headlines (or conversely, under-think them), and their meaning becomes lost in the shuffle.
For instance, if you’re selling exotic koi fish on your website, then you will want to make sure to mention this is your headline:
Instead of: “High-end, healthy aquatic life for sale” or “Great aquatic fish at low prices”
Try something in the middle: “Discount: Grab your exotic koi fish today!”
The point is to guess and highlight a potential customer’s keyword search so when he or she is scouring the other links that pop up, he or she will click on yours, because your offering exactly matches the query. In our case above, the keyword search was “exotic koi fish.”
Humor is a tricky tactic to use, especially because there are many different cultures and lifestyles which have varying standards of what is considered “funny,” “crass,” and “inappropriate.” But when used correctly and mindfully, it can blow the competition out of the water.
For instance, in a Ted talk, American philosopher, writer, and cognitive scientist Dan Dennett discussed why people are attracted to qualities such as cute, sexy, sweet and funny. In the talk, he reveals that humans are inherently wired to respond to these triggers.
So in short, using humor will make your brand more “human” and likable – two qualities that are important since customers buy from people that they like.
A great example of a humorous ad headline can be seen with the product called “Poo-Pourri.” The savvy company has a simple, strong ad headline that’s humorous as well as informative:
“Free Poo-Pourri Toilet Spray – Spritz The Bowl Before You Go.”
Ask a Question
Informercials show off this tactic best by asking viewers a series of questions that make them need a certain product now. Use the same tactic in your ad headlines to increase a call-to-action for your potential clients.
This also plays into customer curiosity; if your question is strong enough, they won’t be able to resist clicking the ad.
Add Facts and Numbers
Has your company or service won an award, or do you have five-star ratings on consumer websites? If so, you need to tout this in your ad headlines. Don’t bury it within your website where customers may or may not see it, put your best foot forward and let them know that you’re the best – and why.
For example, a possible headline for a vegetable vendor could be:
“Check out XYZ pumpkins, winner of the 2016 Orchard’s Guide Guild Award.”
Alternatively, you can also put statistics in your ad headline that relates to your product in order to attract attention.
For example: “4 out of 5 men love the color red. Dazzle in a new red dress tonight!
Use the KISS Technique
Writing ads is one of the few times where the thesaurus is not your friend. If your word choice is too high-brow or uncommon, you may lose potential customers. Remember, your viewers are glancing at a screen with hundreds of link options. The point is to catch their eye and make them choose you (and not your competitor).
So the best thing to remember is the KISS rule: Keep it Simple, Silly.
Use Trending Topics
Social media has become the marketer’s gold mine. We’re given trending topics and hashtags that let us know what a big chunk of the population is currently musing over.
Smart marketers will harness this information in their ad headlines and target that audience.
For instance, which headline are you more likely to click?
“Top tips on how to do the splits”
“Master the splits like XYZ athlete in the XYZ games”
Harness the power of “now” and you’ll win.
The internet and Facebook are filled with “clickbait”, enticing headlines that con people into clicking them, but once visitors reach the web page, they are disappointed by poor quality content or content that doesn’t even fit the headline.
The whole point of writing powerful headlines is to get and keep an audience. Not to annoy them.
Ditch these tactics and stick with relevant headlines that make true claims.
Focus on benefits
Instead of focusing on product features and how great you are, focus on the benefit that your service will provide to your potential customers.
You can do this simply by answering the question of “what’s in it for the consumer?” Is it free shipping? A coupon code? End-of-season sale? Lead with this and the product name and you’ll generate more clicks.
Tap into Customer Fear
Play into the fear of your audience and let them know they can’t live without a certain product. Many ads do this by exaggerating social embarrassment or igniting jealousy and fear a la the “Keeping Up with the Jones’” philosophy.
Some examples are below:
“Don’t be caught in last season’s shoes! Donate to the XYZ donation center today”
“Save your relationship with Poo-Pourri toilet spray.”
The key to the best Facebook and social media ad headline writing is to be genuine, real and helpful. Don’t fall into marketing tactics like “clickbait” schemes. Remember to be true to your brand, tout the benefits, not the features and have some fun.
And, if you would like a professional opinion and would like to forge a strong marketing plan, we’ll be happy to help you reach your goals and discuss your options through our many offered services.
Have you seen any great Facebook Ad Headlines during your own surfing lately? What made it great? Let us know in the comments.