Paid social isn’t for beginners. There are a number of factors that demand your continuous attention. Add to the fact that it’s more than just your time that you’re plowing into this endeavor and the stakes become a whole lot higher.

One of these critical elements is your ad copy. However, copywriting is few mortals’ strong suit. If you’re one of those who feel that words elude you, especially when you need it the most, it’s time to befriend an AI tool or two. These types of tools are becoming increasingly popular among marketers, journalists and business owners. Not only for the speed at which they can churn out copy, but also because of the ton of available data that it offers.

If you need more reasons why you should start embracing AI for creating marketing material, continue reading. While this article focuses on Facebook Ads specifically, the tech and tools can be used for various other popular platforms like LinkedIn and Instagram too.

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Facebook Ads: How AI Can Help You Write Better Ads:

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Why Use AI for Marketing Copy?

For marketers, AI can be beneficial in several ways. From data processing to bid management, it offers unbiased input and, when you’re creating strategies and assets, that type of “second opinion” can be invaluable.

Anyone who works in marketing will be able to tell you that there’s a lot of planning that goes into creating ads. Even a short social media post can take hours, if not days, to plan and create.

One of the reasons for this is that you need to complete thorough research. And, this is where AI shines. Here’s how:

Target market research

Your intended audience is searching for something. Identify that and half the battle is won. Then, to create Facebook ad copy that will convert, you need to dig deeper and understand their reasons for needing that specific product or service. Know this and you’re well on your way to creating ad copy that converts. If you can address the what as well as the why, your copy will resonate much better with your target market.

Competitor research

Not only do you need to know your target audience, but somewhere in the back of your mind you also need to keep in mind what your competitors are up to.

What types of Facebook Ads have converted for them? Is there a specific format that works better, such as video posts?

When doing competitor research, you kind of need to split your brain in two. You need to focus on identifying what has generated clicks for them, but also scan for lucrative areas that they’ve ignored. For example, are there any keywords or topics that they haven’t explored? This is a difficult job for mere mortals, on the other hand, AI has little trouble thinking in this way.

Keyword identification

In addition to collating tons of data about your audience and competitors, AI is also very useful for keyword research. Without a touch of AI assistance, you’ll fall into the trap of simply resorting to the obvious keywords that everyone else is vying for. However, with AI tools, you’ll get access to real-time data. This means that you can quickly adjust your Facebook ad copy so that you can leverage new keywords as they pop up.

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4 AI Tools to Help With Facebook Ads

To help you create more personalized content and identify untapped opportunities, there are a number of AI-powered research tools that you can use. Here are four that you can check out that mostly focus on the writing aspect.

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Tips to Write Better Facebook Ads

Here’s the thing about using AI-powered copywriting tools for your marketing campaigns. It can help you to write faster, but it won’t help you to write better. And, for your content marketing efforts to pay off, it’s more than just dishing out words.

Smart copy is all about connection. It needs to draw logical connections between your product and your customer persona’s pain points. It needs to connect your potential customers to your brand and vice versa.

Sure, use writing tools to get your started, whether that’s to identify content ideas, create specific elements like calls to action, or generate an entire first draft. Then, when you edit the results, keep these tips in mind. This way, you’ll get high-quality content faster.

Know your audience

Facebook’s ad targeting features are one of the main reasons behind its popularity. To leverage this powerful functionality, though, you’ll need to have a rock-solid understanding of your target audience. As mentioned, there are AI tools that can help with this step. You can, for example, use IBM Watson Advertising Predictive Audiences. It can help you to go beyond simply reaching your current target audience but also identify new audiences for your brand that are worth tapping into.

Then, when you create your Facebook Ads, keep your audiences in mind at every step. In other words, all the elements that make up your ad should speak to them directly. Your headline, copy, images, link description – all of these should use a tone that they’re familiar with. In short, the Facebook Ad should be more about them, than you.

If you find that your target audience is too broad which makes it difficult for you to speak to everyone equally, create variations. With AI, it’s much easier to create multiple ads for the same product. Use this to your advantage.

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Visuals still carry a lot of weight

While a lot of this article’s focus was on the ad copy, visuals still have a powerful role to play. Facebook might not be as visual-oriented as Instagram, for instance, but it needs a visual. The trick is to check that there’s a clear link between the copy and the visual.

You can either start with the visual or text. If you already have a visual in mind, check that what you write captures the image. Think of it in this way — the image needs to be captured twice. Once by the artist and then by the copywriter again.

If you already have a high-converting ad copy, use tools like Canva to find an appropriate image.

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Limit it to one CTA

Ads that convert focus on a single goal. Strength is in clarity, not in numbers.

Basically, after Facebook users have learnt what it is that your offering is and how it will be of use to them, they need to know what they need to do next. And, wait for it, it doesn’t necessarily need to be to buy the product.

Not every ad needs to focus on making a sale. Sometimes generating more brand awareness can be equally valuable.

Once you know what your ad’s goal is, create a call to action (aka CTA) to communicate that to your viewers. For example, if it’s to increase social commerce sales, you can use a CTA like “Shop Now”. If it’s to promote brand awareness, something more along the lines of “Discover Our Story” will be more fitting.

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Rely on numbers

Whether it’s to create excitement about your sale or your brand, numbers can be a powerful tool. For example, if you’re running a promotion, include how much discount they can save. If it’s to celebrate Valentine’s day, a 14% discount will make sense. For top-of-the-funnel marketing, it might be more difficult to quantify your offering. In this case, you can, for example, refer to the number of years you’ve been in business, projects you’ve completed, or clients you have.

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Wrapping Things Up

Consumers might be losing interest in Facebook, but it still offers exceptional ad targeting capabilities, making it a firm favorite channel among businesses and marketers. For example, with its Custom Audiences selection tool, you can specifically target those who’ve already engaged with your brand and possibly closer to converting into paid customers.

Just like the social media scene has exploded since the inception of Facebook, the tech landscape has also been busy. Moving forward, see how you can combine the old (Facebook) with the new (AI tools). As any experienced marketer will tell you, it doesn’t always have to be out with the old, in with the new.