When writing Facebook ad copy or ad headlines, they must have certain elements that entice the audience to follow your call to action.

The more convincing and enticing your Facebook ad headline and ad copy are, the bigger are the chances for people to click it, and the more conversions you will have. Hence, your digital marketing
campaigns will perform their function effectively.

The article below explains seven essential elements a successful and effective Facebook ad campaign should have.

Credibility Or Social Proof

Foremost is credibility and social proof. To put it in simple words, it can be a simple phrase or some statistics that portray you as an expert in your field. It should highlight the fact that a lot of people have already benefited from your product or service.

For example, should you be a meditation expert and you are setting up a Facebook ad campaign, you could start your Facebook ad stating something like, ‘ After helping more than 1000 individuals find their inner peace and soul.’

The above statement will provide credibility and shows that you have been linking to the community for some time. These aspects will help you develop trust and increase your worthiness in the market. The more credible you appear, the more you will be able to enjoy increased social media engagements.

Pain Point

The second most important thing to be there in your Facebook ad is a pain point. By pain point here means that your ad should include problems, frustrations, and other difficulties your target audience is facing. Why do people buy products or services? The answer is simple to fulfill their needs and wants. So, if you present your product and service as a problem solver, there is a great chance of more people interacting with your product or service.

Moreover, when you mention specific problem points or pain points in your Facebook ads, it makes it easier for your target audience to identify themselves when they come across your ad. For example, being a tourist company you should highlight the problems people traveling to a new place for the first time face, it can be language barriers, finding good restaurants, a nice place to stay, and the way to famous tourist spots.


The next aspect your Facebook ad campaign should have is a call-to-action point. However, it will be very obvious what people should do after they see your ad. However it is still important to add a strong call to action point in your ad. If you have long facebook ad content, you can add call-to-action on various places.

What is a call to action? It is simply telling your audience what the next step is. We can see a call to action on almost all social media ads on various platforms; some include click here, swipe to order, follow the link, getting your product now, and many more. Remember always to keep call-to-action simple and clear if you really want people to make impulsive purchases.


The next aspect a complete and efficient Facebook ad should have is focusing on describing the benefits your audience will get by following your call-to-action. Stating the benefits is always more effective than explaining the features of your offerings.

Features are the description of your products or services like a sharp blade cutter. However, benefits are the perks users will attain by using your product or service, like cutting the vegetables in half time. As a marketer, you should know that people tend to pay more attention to how the product or service will make their lives easier rather than product descriptions.

You And Your

The next thing to keep in mind is to always make them customer-oriented. The content should always talk about the audience and not you. One of the easiest ways to do this is to replace the use of the word us or our with ‘you’ and ‘your.’

The more you make your ads customer-oriented, the more are the chances it will arouse customer curiosity and get you more leads and conversions. Additionally, make sure not to address the general public as a crowd; make the ads as if you are talking to a single person. This makes the ads like an in-person interaction and develops a sense of belongingness in your customers.

Simple Language

Last but not least, make sure to keep your ads simple and easy to understand by keeping the language easy to read and understand. Avoid the use of jargon, complex vocabulary, and any sophisticated terminologies. Keep it simple and professional.

Author's Bio: 

A simple rule to keep you in line is to consider you are addressing a 10-year-old when writing a Facebook ad copy or Facebook ad headline. At digital and social media platforms like Facebook, people are almost unlikely to complain that you have made the ad too simple or easy. So, make your sentences short, easy, with words everyone can understand.