5 Tips for Writing Facebook Ads That Drive Action

by Momo Bertrand  |   |  Strategy Facebook & Instagram  |  0 comments

3 min to read ✭ In this post, you'll learn how to write Facebook ads that drive action. 

Every Facebook ad has just three goals 1) Make them stop  2) Make them read 3) Make them act. Everything else is superfluous. If you want to get more people commenting, sharing and clicking on your ads, read these 5 tips carefully and apply them!


1. Use Verbs

Data shows that people are more likely to take action when ads use more verbs. Don’t make the mistake of simply describing things using nouns and adjectives. Compare the two texts below. Which one would you respond to better?

  • Copy 1 (Adjectives and Nouns): This is a free marketing guide for nonprofits by Community Boost. It contains many useful tips and suggestions. It is available for download here.
  • Copy 2 (Uses More Verbs): Read this free marketing guide for nonprofits by Community Boost. Discover many useful tips and suggestions. Download it for free here.   


2. Test Different Headlines

Make your headline so eye-catching that it captures people whose sole intention was watching cat videos and sharing memes online. Test different headlines and choose the top-performing ones. Here are a few ideas you can use:

  • Name: the name of the organization or product
  • Unique Features: One thing that stands out about what your cause or product, ex. Free Delivery, 100% Tax Deductible Donation
  • Call To Action: Ex: Give Them Water For Life, Enjoy A Great Night
  • Slogans
  • Something Emotional: Focus on feeling, ex: Because You Care, Show Them Love


3. Use Urgency

Sometimes, people are more motivated by loss than gain. Create a sense of urgency for your cause or product in your text, headline or description. Use phrases like: Time is running out, Seats are filling up fast, Take action today, Don’t wait. This works best when you have something that is limited in nature, like an event or a sale.


4. Make a Soft Ask

Realize that people are different. While some individuals react to urgency and straight-forward language, others are more receptive to politeness, nudging, and softer asks. We ran an experiment for an international NGO and noticed that people were 4 times more like to donate when we wrote “please, donate now” than when we wrote “donate now.” You can implement soft asks in many ways. Test “try now” instead of “purchase now” or “you can give today” rather than “give today.” 


5. Prove Your Worth

There’s a saying that “People don’t trust brands. People trust people.” In your Facebook creative, demonstrate that other people have already taken action. Use testimonies of past users, donors or volunteers. Use statistics on the number of people who have already taken action. Ex. “Join over 100 runners at our annual marathon.”

Momo Bertrand

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