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“Don’t be creepy” is a mantra Facebook advertisers live by. Indeed, for many ad types, you want to do the exact opposite of creeping your audience; you want to suck them in for the purpose of sending them away — straight to your website.

Whether in the newsfeed or the right rail, there are two key parts to your Facebook ad that are going to draw a user in: image and text.

Suck ’em in with compelling images

The ad image is the very first thing that pops up in a user’s newsfeed or what pulls them away from the newsfeed and focuses them on the right rail. In many ways, it is a determining factor as to whether or not they will eventually make a conversion. If your product isn’t too appealing visually, this can be a chance for you to get creative! Here’s an example (dogs #ftw!):

facebook ad image

An image that doesn’t grab the user’s attention is the recipe for an overlooked ad.

That being said, how important is the actual text? Simply stated, very important!

Spit ’em out with alluring copy

If the image succeeds in spiking the users’ interest, the next step is to keep their attention enough to cause them to leave Facebook and go to your website. This depends on two elements: headline and ad copy.

The headline is typically just the name of the company, the product, or a very brief statement. I recently received an ad with the headline “forever alone?” Honestly, it made me laugh, read the ad copy, and even do a quick Google search to learn more about the online dating site being advertised. (In the end, I didn’t go to the actual site, so the ad failed for me…but I bet it worked for plenty of others.)

ad copy facebook

What can you do to capture the reader’s attention? Show something that will interest them! Images of your products, people using your products, or just a fun graphic will usually do the trick.

Next, make sure the ad copy is as compelling as possible (calls to action work well, especially those offering a clear benefit, like free trials, free samples, or discounts).

Remember: you’ve got a very limited number of characters to make an impression, and you’ll need to test constantly to figure out what works best for your audience. But it’ll be worth it: the winners will send intrigued, ready-to-act users to your website. As long as the landing page meets the promise you made in the ad copy, there’s nothing creepy about that!