Questions answered in this module

• How do I write ads that people actually click on and buy through?
• Does punctuation matter?
• How do I know what to write about in my ads?
• How do I choose the right type of creative to complement my copy?

Note: This reading pertains to social ads (Facebook/Instagram, Pinterest, etc).

Overview

Social ads are one of the most effective ways to find new customers and connect with people already familiar with your company. But there's a big hurdle you have to overcome if you want to make money off your ads: user intent.

Someone on Facebook is not actively searching for a product or service. It's not like Google, where they want to find results related to their search. With Google, the right type of ad can speak directly to their needs. That's not the case with social ads. People go to Facebook, Instagram, and Pinterest (to name a few) to be entertained. Or to catch up with friends. And to discover new things.

No matter your niche, you can be certain your target audience spends a considerable amount of time on sites like Facebook. It'd be an incredibly large missed opportunity to not advertise to these folks where they spend hours each day.

But how do you do that?

If you want to connect with your audience and get them to convert when they're not deliberately looking for something to buy, you have to know how to speak to them — while at the same time conveying your core message.

At Demand Curve we spend a considerable amount of time not only crafting ad copy, but continually refining it.

It's this cyclical process that's allowed us to crush it for our clients with social ads.