In my previous article Scaling Ads on Facebook, I uncovered the steps of boosting an ad campaign on FB from an operational point of view. However, it’s not a complete plan. One thing is missing: the content, specifically, the ad copy.
The copy has to be “scalable” too, which means the words in the campaign’s post do not offend the reader or violate any platform rules as it reaching out to the broader audience.
It seems easy, but full of traps. Numerous campaigns being turned off every day because of compliance issues. In this article, I will share some deadly mistakes that copywriters may not aware of when writing copy.
Make Reader Feel “Self-conscious”
As a platform, there’s one thing that more important than charging money from advertisers. That’s protecting user’s privacy.
As an impact of these laws, on one hand, social media platforms must not provide any “Personal Identifiable Data” to marketers. On the other hand, platforms are constantly scrutinized for all running campaigns, ensure they do NOT make readers feel self-conscious.
So, what kind of sentences may arouse the reader’s “self-conscious”?
Here’s a checklist:
- Ask a direct question: “Do you want to _____?”
- Imply the reader has a problem: “Are you concerned about your _____?”
- Use the word “YOU”: “Finally, there’s a solution for you _____”
These sentences will immediately trigger privacy concerns for readers: “How does this ad know?” For the platform, it’s a red flag. Once the user or auditor reported, the consequence is serious.
To fix it, copywriters need to avoid using “You”:
- Speak in 1st or 3rd person: “Many people relate with this _____”
- Focus on the “message”, not the reader’s problem: “This is for those that need help with _____”
To improve the Click-Through-Rate(CTR) of clicking “see more” or the action button, many ad posts intentionally use clickbait-y leading sentences, like:
- “Why ____ may be harmful to your health?”
- “Find out how I make $_____ online in _____ days”
- “The dark secrets of ____”
No, don’t do this.
These ads will be turned off because of intentional withholding information. All ad posts should close the information loop on “displayed content”, for example:
- “Researchers found _____ might be harmful to health”
- “I made $_____ online with _____”
- “The proved benefit of _____”
Assertive Statements and Sensational Words
Any assertive statements or sensational language should be avoided in ads copy, especially when describing the benefits of selling products.
Thing like following will be considered exaggerating or unable-to-confirm:
- “The best ____”
- “It will solve____”
- “It gets better in 3 days”
As you read, these “definitely” statements will mislead users, and grant with a promise may not be full-filled with its product/service. To prevent any legal accountability, all platforms are not allowing ads with these claims.
The fix is easy, just stick to the scientific facts, and focus on the process instead of result:
- “One of the best _____”
- “Research proved that it can help _____”
- “The symptom goes away sooner than Jason expected.”
A campaign being shut down could be disastrous for some business owners, especially the ones heavily leveraging the concept of “marketing funnel”. One paused non-compliant campaign may congest the whole revenue-generating machine. To avoid that, please always remind yourself to double-check the 3 traps mentioned above.