How We Optimize Your Online Store's Facebook Ad Copy for Conversions and More Sales

Patti Fabrick
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Optimizing your Facebook ad copy for conversions is critical to increasing your return on ad spend (ROAS) and getting more sales. And not doing so can cost you not only a deal, but can also affect your entire advertising campaign.

Hootsuite conducted an experiment to discover an ad copy's effect on performance and cost. They found poorly performing ad text costs 2.4 times more than the best version. This variation could be the difference between an ad being profitable or having to pause an advertising campaign because it's too expensive.

Spending time to optimize your ad copy is definitely worth the effort!

4 Marketing Pillars to Consider Before Optimizing Your Facebook Ad Copy for Conversions

Before we deep-dive into optimizing copy, let's make sure we've covered the foundational aspects. These are necessary for compelling and highly converting copy.

1. Develop your buyer persona

"Good marketers see consumers as complete human beings with all the dimensions real people have." – Jonah Sachs, author

Thinking of your audience as real people helps craft your marketing message. It needs to speak "as a friend" would. Developing a buyer persona helps avoid falling into business-speak. Because this language means little to your audience.

A buyer persona is a thorough description of your target customer. It's a collection of demographic and psychographic information. From age, gender, and relationship status to career, hobbies, and interests—all written as if the persona were a real person. Consider their goals, challenges, biggest fears, and wildest dreams.

"Your customer doesn’t care how much you know until they know how much you care”—Damon Richards

It's very likely you will have multiple buyer personas. For example, let's say you sell a service that helps with SAT test preparation. You will need one persona for a student and one for the parent.

Crafting your message to a particular market helps it resonate with them. They automatically feel you understand their problem. And, therefore, they trust you to have the solution.

2. Determine your advertising strategy

Within Facebook, there are many strategies you can employ with your social media posts and ads. At the end of the day, you want to increase conversions and online sales. Think about the best way to target your market within the Facebook ad manager.

Are you retargeting people who have seen your product before? Or even added it to their cart? That's a different message than the one you'll want to deliver to a new prospect. Determine your goals for this particular ad set. Those goals will help you shape the offer and message.

3. Put together your best offer

This is where your product or service shines. Position your offer as the perfect solution for your audience's problem or goal. Think about going that "extra mile" by including special bonuses. Ones that would improve their chances of success.

For example, let's say you sell exercise weights. So, include a free workout printable to help keep track of their results.

Pro tip: although these types of bonuses take time to create, they are invaluable additions to your offer. Plus, you can use them as a free giveaway in a lead capturing ad.

4. Write compelling and converting copy

Now we pull together the other three pillars into this critical piece—your message to your audience. You know the pain points of your persona. How does your product address their pain or help them accomplish their goals? Your message has to be carefully crafted to meet your audience's needs. And use your brand voice and language they understand.

Objectives and Types of Ads which Drive Conversions

Before we look into optimizing your store's Facebook ad copy for conversions, let's discuss the relevant ads themselves. This way, we know exactly which "chunks" of copy we need to optimize.

Facebook offers a lot of options when it comes to advertising objectives. And there are even more types of ads. But, let's focus on the options we use to drive conversions.

Consideration Ads

  • The function of traffic ads is to drive people to your website, Messenger conversations, mobile, or desktop app. You can choose from photo, video, carousel, slideshow, and collection formats.

  • Lead generation ads let buyers show interest in a product or service by filling out a form within the ad. Later your business can follow up with them. You can choose from photo, video, and carousel formats.

  • Message ads direct people to have conversations with you in Messenger, WhatsApp, or Instagram Direct. You can complete purchases, answer questions, or offer support. Photo, video, and carousel formats are available for this type of ad. Pro tip: Be sure to use a chatbot for automated follow through and immediate response.

Conversion Ads

  • Conversion ads persuade people to take valuable actions on your website, app, or in Messenger. Adding payment information or making a purchase are examples. Using a Facebook pixel or app event will help you track and measure conversions. You can choose from photo, video, carousel, slideshow, and collection formats.

  • Catalog sales ads automatically show items from your catalog based on your target market. You can choose from photo, video, carousel, slideshow, and collection formats. Catalog sales ads can focus on retargeted or new markets. You also have the option to upsell or cross-sell products.

  • Store traffic ads allow you to create and deliver localized Facebook ads to people nearby and encourage foot traffic to your store. If you have multiple physical stores, you can use this objective. Available are photo, video, carousel, and collection ad formats.

Special Options

  • The dynamic creative option allows you to provide multiple images and headlines. Facebook will automatically optimize creative combinations for your audience. This allows you to test several variations quickly and easily. Be aware that each combination needs around 500 impressions for Facebook to test properly. So make sure you have your budget set accordingly.

  • Instant Experience is a full-screen experience. It opens after someone clicks your ad on a mobile device. Think of it as a landing page within the native Facebook app. You can even string multiple instant experience pages together for a customized journey for your audience. This option is available in both the Traffic and Conversions objectives. And it can be used with photo, video, carousel, slideshow, and collection formats.

  • Offer ads are discounts you can share with your customers on Facebook. This encourages them to shop on your website, at your physical store, or both. People can save, like, or comment on your offer. A person who saves your offer will be reminded about it on Facebook up to three times. Offer ads are available in the Traffic, Conversions, and Store Traffic objectives.

  • Dynamic ads are an option within the catalog sales ads. By automatically using images and details from your catalog, you create an ad template. To encourage people to take action, you also have the option of using different creatives (such as overlays and offers). Dynamic ads are available with the carousel, photo or collection ad format.

  • Stories ads are an option for the lead generation, traffic, and conversions objectives. You can choose either the photo or video format. These are short (no longer than 15 seconds) videos or photos (shown for 6 seconds) that appear between the native Facebook stories.

Optimization of Facebook Ad Copy For Conversions

We are finally at the point where we can start optimizing your copy! Let's take each section individually and talk about specific tactics we can use.


The purpose of the ad headline is to get the reader to scroll up and read the body copy (if they don't take action immediately). Make sure whatever you say is extremely relevant to your audience.

You have only 40 recommended characters to get your point across in the headline. Usually, this is best served with benefit or offer-driven copy for conversion purposes. Asana's headline of "Get Asana for Free" is a good example of a powerful offer.

A catchy phrase will also work depending on your ad objective. Ben & Jerry's Ice Cream launched a new flavor called "Half Baked." And the headline of "Half Baked, All Awesome" was...well, awesome. And very on-voice for their unique brand style.

And if it fits your brand's voice, consider adding strategic emojis. They can draw attention and trigger the emotion of the message being from a friend (rather than an ad).


The description should expand and strengthen the message in the headline. The placement and display of this text varies greatly depending on the ad format. If you’re over 30 characters, it may be cut off. However, you can tailor the copy to a particular format to maximize your potential.

Asana has balanced its offer headline with a benefit: "Get organized. Stay on track. Hit deadlines." In contrast, Ben & Jerry's "Scoop up a pint today!" is now calling for action after their catchy headline.

Body Copy

"I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel." – Maya Angelou

When optimizing Facebook ad copy for conversions, understand that emotion drives sales, not logic. You have to relate to the pain of your buyer. And show them how your product or service will help them with their problem.

You see, customers don't buy products or services—they buy transformation. Whether it's a cleaner floor (vacuum) or higher status (new car), that's what they really care about. Not about the swiveling handle or the 455 horsepower engine.

Only the first 125 characters of body text are all that's guaranteed to be seen. So those characters have to grab your reader's attention and get them to click on the "show more" link. What works best will depend on your audience, your goals, and your offer.

For example, let's say you're retargeting someone who abandoned their shopping cart. Starting with a testimonial quote (beginning with 4 or 5 emoji stars) could be very effective. Social proof is powerful. Continue with copy that "twists the knife" of pain, making the audience sure that you have the answer.

With lead generation, an intriguing question would work well. Call out your audience's pain (be careful to stay compliant!). An example is “Not enough time for a workout?” Continue the body by hinting at the full benefits of your product. Let your copy make them curious enough to click through.

How Important is the Length of the Copy?

Should the copy be long or short? Surprisingly, Hootsuite found that longer copy performed better at a lower cost. It's important to understand that long-form copy only works well if it's written well. If you need help lowering your ad cost with longer-form copy, has professional copywriters who are happy to help.

And talking about longer-form copy, we can't ignore the impact of stories in advertising. Even a short, compelling story helps to break through skepticism and begin to build a relationship with your audience.

Congruency in Messaging

It's very important that the audience has a smooth experience when the reader clicks on your ad. When someone clicks on your ad expecting one thing, and you show them something different, they are going to hit that back button and bounce off your site.

Congruency (or sometimes called ad scent) is difficult to nail down. It depends on your messaging, your design, the product's unique selling proposition, and even the mindset of your audience.

Aligning every element with your single campaign goal is crucial to eliminate any friction in the conversion process. Consistently testing until you find the right mix will give you the best chance at nailing that smooth experience.

Product Descriptions

Product descriptions often cause issues with congruency. Make sure the language flows smoothly from ad to landing page to product. You want to fulfill the promises you made in the ad with the description on your site. Keep the language and tone similar as well. Don't have a snarky, humorous ad contrasting with a buttoned-up business product description—it just won't work.

Instant Experiences

Facebook Instant Experiences are basically native landing pages. They are mobile-optimized, load instantly, and capture the attention of your audience. People can watch videos, see photos, and even swipe through carousels. And Facebook prefers Instant Experiences since they keep viewers on the app for longer.

You have the option of different components—text block, button, carousel, photo, video, or fill-in form—and can drag and drop them in any order. The text blocks allow up to 500 words, which certainly lets you get your message across.

Know the story you want to tell about your brand or product. Use short videos, clear messaging, and powerful images. You can have unlimited videos within each Instant Experience. But their combined duration can’t be longer than two minutes.

Make sure you mark clear paths through the entire experience with simple steps and actions to take. And remember, you can connect multiple Instant Experience pages together for a customized conversion path.

Ready to Optimize Your Facebook Ad Copy for Conversions?

Let's quickly recap what it takes to optimize your ad copy.

  • Remember the 4 pillars. Develop your buyer persona. Determine your advertising strategy. Put together your best offer. And write compelling and converting copy.

  • You have many ad objectives and formats to choose from for conversions.

    • Consideration Objective which includes traffic, lead generation, and messages

    • Conversion Objective which includes conversion, catalog sales, and store traffic

    • Special Options, including dynamic creatives, Instant Experiences, offer ads, dynamic ads, and story ads.

  • We discussed tactics and tips for each of the content areas within Facebook ads. We can optimize your Facebook ad copy for conversions in the headline. We can also optimize in the description, body text, product descriptions, and Instant Experiences. Always keep in mind: stay congruent in your messaging.


With $67.37 billion in net ad revenues in 2019, Facebook ads has the power to help you and your business move forward in ways that were not possible a decade ago. Remember, the overall goal of your ads is to engage with your audience and have them take an action that leads to conversion.

If you need help optimizing your Facebook ad copy for conversions, we here at would love to help you reduce ad cost and increase the overall profitability of your campaign. Get in contact with us here. And let's see what we can accomplish together.

Patti Fabrick

Patti Fabrick is an experienced storyteller passionately forming connections between businesses and their prospects. She loves to connect with people on a personal level - inspiring them to take action through email and social media campaigns. When she isn’t writing, you can find Patti enjoying her ducks, chickens, and cows on her small hobby farm.

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