Did you know that the ad copy you write actually impacts your targeting on Facebook? Watch to learn how, plus hear an example of when I attracted the wrong audience with my copy.
A while ago, I was working with a client who had a high-end training program he was selling. And we were using advertising to send people to a webinar page. People would sign up for the webinar and then on the training, he would pitch his program at the end. One day, we launched a new ad copy variation. So the ad copy is the text or headlines in the ad. And this new ad copy variation was working really well. We were getting a really good cost per webinar registration, and we thought everything was going great. But as we tracked sales, we realized that this new ad was not attracting people who would go on to purchase his program and looking into it further, we realized this was because we were not attracting people who had a lot of disposable income and his program was quite expensive. The messaging in this ad copy compared to our other ads was it mentioned being stressed about money. It was really focused on the fact that the training was free. And so we were attracting people that just wanted free information, and weren't qualified to actually go on to purchase his program.
The lesson here is that your ad copy serves as a way to pre-qualify people. So you want to make sure that your ad copy speaks to the ideal type of person that you want to attract to your business. Because what happens is that as people start to sign up or click on your ads, Facebook is learning what type of user is attracted to your ads or to your offer. And they're going to show your ad to more people like that. So in a way, your copy and your positioning and your messaging almost acts as a form of targeting because it does influence the way that Facebook targets people. So when you're writing your ad copy and planning the way that you're positioning your products, make sure that you're really speaking to the exact type of person that you want to attract.