Reduce Facebook Ad Spend And Be Less Salesy With ‘Compliant Copy’

Adrian Lacson
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Is compliant copy beneficial elsewhere other than getting your ads approved by Facebook?

You bet.

For one, it reduces ad cost. And outside the platform, you can adopt a less salesy tone in your landing pages and in your emails.

Now you might be thinking: “Does writing compliant copy sacrifice my conversion rate?” It doesn’t have to be, as you’ll see below.

And better yet, once you finish this article, you’ll have a bulletproof technique to secure email deliverability and a new way to craft copy that stands out.

Does Compliant Copy Really Reduce Ad Spend?

Facebook’s algorithm somehow charges lower for ad compliance.

In one case study, a marketing agency changed an ad copy from a more direct response angle to a more content marketing angle. (The latter is more compliant.)

The results were quite astonishing. Click through rate increased from 2.7% to 4.5%, and cost per click decreased by 60%. Even more surprising was that they were selling free consultations on a service that was tricky to promote on Facebook (breast augmentation).

Overall, the case study shows that compliant copy reduced CPL and even increased lead quality.

That’s why it pays to write ad copy that avoids simple non-compliance errors such as making any deceptive claims or mentioning the reader’s personal or physical attributes.

Note, however, that writing compliant copy on Facebook may limit one from using a number of tried-and-tested sales tactics such as:

  • Using open loops and cliffhangers

  • Using huge numbers to embolden the benefit (for example, “gain $10,000 in a month with this one system”)

  • Directly implying that the reader has the problem your offer is trying to solve (for example, “Are you suffering from arthritis?”)

Nevertheless, you can reword your copy into something that is more compliant and scalable. There are also multiple techniques you can follow to keep those conversion rates high.

Another tactic worth mentioning is to optimize your audience targeting, which can lower your ad cost even further.

Compliant Copy Makes Congruent Landing Pages:

Facebook also screens destinations used in the ads. So if your landing page is Facebook-compliant, the higher the chances of ad approval.

But more importantly, compliant copy also keeps a consistent and congruent tone between the Facebook ad and the landing page. As a result, you wouldn’t have a sudden hype on your offer.

On a subtle level, this confirms to the reader that they were sent to the right website. It smoothens the customer journey.

As explained earlier, compliant copy may water-down the conversion power of your landing page. Fortunately, there are principles you can follow that can increase your conversion rate and even help you stand out amongst your competitors.

Vanilla Copy Increases Email Deliverability:

Want to cut those spam complaints and enter every single inbox with ease? Simply write as you would on a Facebook ad to sound totally different from those junk emails.

There is no question that email marketing is much more forgiving than Facebook marketing in terms of compliance. You are able to break the compliance guidelines, since you’re no longer on the Facebook platform.

However, it is helpful to maintain some compliance for the meantime in order to “surpass the spam police”.

After all, some email deliverability rules overlap with Facebook ad compliance. For example, you are discouraged from using:

  • TOO MUCH ALL CAPS

  • Trigger words such as “free” and “money” (“you” gets a pass in email!)

  • Exclamation points !!!

  • Ellipses...

A word of caution however: just as in landing pages, there is a trade-off potential between compliant copy and email open rates. Nevertheless, there is still some tried-and-tested advice that helps you increase the open rate while not necessarily sacrificing your “vanilla” copy.

And you do not have to do this forever. You can just do a few “vanilla” emails in the beginning to secure consistent deliverability. This would also maintain the congruence that was built from the Facebook ad and into the landing page.

Your emails don’t even have to be entirely compliant, either. In the first email, you can:

  • Make bigger claims (but please back them with credibility)

  • Use cliffhangers and open loops

  • Talk to the reader directly in second-person

In sum, by applying Facebook-compliant copy into your first few emails, you’ll be able to craft more emails that are neither spammy nor pushy.

Conclusion: Leveraging Facebook Ad Copywriting Elsewhere

Marketers try to be more compliant on Facebook in order to have a greater chance of ad approval. But as we learned, this also decreases ad cost.

And given we invest considerable time and effort learning how to do so, why not use our knowledge elsewhere. Where else can we benefit from writing “vanilla” copy?

This article has only revealed two other places in digital marketing - namely landing pages and emails. In those areas, compliant copy helps in making the customer journey smoother, standing out amongst the competition and increasing email deliverability.

However, trying to write “vanilla” copy certainly takes extra time and effort, especially when you’re just a beginner. So consider hiring a professional copywriter to write content that is scalable and compliant.

Tags:  facebook
Adrian Lacson

Adrian is a copywriter, closer and an aspiring consultant. He's also an international poet and an essayist, his writing background is very diverse, having both a creative and an analytical edge. He is now honing his copywriting skills while traveling around the world.

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