As a Facebook partner agency, we've invested a substantial $5 million over the years into Facebook ads. What fascinates me most about Facebook ads isn't just the laser-targeting capability, the vast user base, or the use of images. Instead, it's the often-underutilized feature of unlimited text space in Facebook ads that truly captures my attention.
Surprisingly, nearly 90% of advertisers fail to maximize this valuable asset, settling for short one or two-line ads. When I questioned some of these businesses about their choice, their response was often based on the belief that people's attention spans are too short for lengthy ads. However, none of them had ever split-tested long ad copy against short ad copy to discover which performs better.
Just like investing in the stock market, making decisions based on rumors and hearsay is perilous. To truly understand the efficacy of ad strategies, one must test and analyze the data. With access to over 100 Facebook ad accounts as an agency, we've accumulated significant data that supports the notion that whether to use long or short ad copy depends on factors like product interest and service type.
Given all things equal, and assuming the same product and angle, I am personally inclined towards long copy. Lengthy ad copy tends to generate higher quality leads and attract better customers. Think of it this way: if you were a buyer talking to two salespeople, one for only five minutes and the other for two hours, who would you prefer to buy from? Naturally, you'd choose the person with whom you spent more time—the one who conveyed a deeper understanding of the product and built rapport.
Your Facebook ad copies act as digital salespeople, working tirelessly to promote your business around the clock. Long copy allows you to engage potential customers more extensively, just like a skilled salesperson would. Surprisingly, Facebook doesn't charge extra for longer ad copies, so it's an untapped resource for businesses. Nevertheless, both short and long ads have their place, and it's crucial to run split-tests to determine which approach suits your market best.
Apple's success with short and sweet ad copy can be attributed to their established brand reputation, built over years of effective salesmanship by Steve Jobs. When launching new products, Jobs spent hours passionately selling each feature, effectively conveying the value of their offerings to the masses. However, for lesser-known businesses, comprehensive long-form sales letters have historically been the key to success.
Remember, the key to effective ad copy is not just its length but its ability to capture and sustain attention. The myth of short attention spans is debunked by the enduring popularity of movies, long videos, and binge-watching sessions. The focus should be on crafting interesting and engaging ad copy, rather than merely adhering to arbitrary length constraints.
Many shy away from writing long copy due to fear of making mistakes or losing the audience's interest. However, mastering the art of crafting compelling long sales copies can be the key to dominating Facebook ads. As David Ogilvy aptly said, advertising is a business of words, and if we embrace the opportunity of unlimited text space on Facebook, we can unleash the true potential of our campaigns.
Ted is the co-founder of Ice Cube Marketing, a digital marketing agency in Singapore that has been operating since 2015 and has helped more than 500 SMEs grow their business through Facebook and Google ads.
