When it comes to Facebook advertising, there are many rookie errors that can cost a small business big bucks. But if you want to make the most of your ad spend on social, forget short copy – take a long-form approach to ads instead, says Ted Chong, founder of IceCube Marketing.

As a leading Facebook partner agency, our journey with the platform has been an exciting and enlightening one.

Over the past few years, we have invested approximately $5 million in Facebook ads, and throughout this experience, we have discovered a hidden gem that sets Facebook ads apart from other advertising platforms—the virtually unlimited text space. So let’s explore the often-overlooked potential of using longer ad copy on Facebook. Plus I’ll break down the valuable insights our agency has gained from our extensive testing.

Maximising text space

Surprisingly, we noticed that a significant number of advertisers are not utilising the vast text space that Facebook offers. Instead, many opt for brief one or two-liner ads, fearing that users have short attention spans. However, our research and experience prove otherwise.

Short vs. long copy

We asked businesses why they favoured short ad copy, and the answer was almost unanimous—the perception that people have short attention spans. But here’s the thing: have they ever tested and compared the effectiveness of long copy versus short copy? In most cases, the answer was a resounding “No.”

Akin to stock market investing

Like investing in the stock market based on rumours, forming a Facebook ad strategy based on hearsay can be hazardous. Valuing and testing assumptions with real data is crucial to make informed decisions.

Data-driven approach

Drawing from our extensive database of over 100 Facebook ad accounts, we found that the effectiveness of ad copy length depends on several factors, including the product or service being offered and the ad copy’s overall quality.

The power of longer copy

We tend to lean towards longer ads when all other variables remain constant. The analogy of a salesman is apt here. Imagine having a conversation with two salespeople, one for a mere 5 minutes and the other for 2 hours. The longer conversation allows for better understanding, rapport-building, and more objections addressed. The same principle applies to Facebook ad copies. Longer copies have the potential to generate higher-quality leads and better customer conversions.

Facebook Ads as digital salesmen

Your Facebook ad copy acts as digital salespeople working for you around the clock. Short ad copy may not provide sufficient information to persuade potential customers effectively, while longer copies offer a greater opportunity for engagement and understanding.

Striking the right balance with your ads

While we advocate for longer ad copy, it’s essential to strike a balance and conduct split tests with both short and long versions. Analysing data and drawing conclusions from your market’s response will help optimize your ad strategy.

Apple’s approach

Apple’s minimalist approach to ad copy may seem appealing, but it’s essential to remember that Apple has already established a strong brand presence. In contrast, less-known brands may benefit from more extensive ad copies to engage their audience effectively.

Attention span myth

The belief in short attention spans is often exaggerated. People still consume hours-long content, including movies and dramas, debunking the myth. The key is to create compelling content that captivates and sustains interest, irrespective of the copy’s length.

Embracing Long Ad Copy

Don’t fear writing longer ad copy. Instead, embrace them as a powerful tool to convey your message effectively and engage your audience. Mastery of the art of writing long sales ads can be a game-changer in dominating Facebook ads.

Our journey with Facebook ads has taught us that unlimited text space is a valuable resource that most advertisers overlook. Adopting a data-driven approach and embracing the potential of longer ad copies can elevate your Facebook ad campaigns to new heights. Remember, it’s not just about length; it’s about creating captivating and informative content that resonates with your audience and drives results.

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