five Data-Backed Tips for Writing Great Fb Ad Headlines

The number of companies that use Facebook for ads and Business Pages is really astounding. A whopping 93% of marketers that use social media for advertising operate Facebook ads, making it by far the most well-known platform for paid social.


With all that competitors, it’ s imperative that company owners and their marketing departments increase their use of Facebook. One of the most efficient techniques aimed at making this happen would be to learn how to master the science associated with writing outstanding ad headlines .

Did you know that a lot of people only really read headlines? It’ s true! Whether we’ lso are talking about an ad, a squeeze page, or a news article, many of us just read headlines . Whilst these stats may be demoralizing for some marketers, it means that you have to make your ad head lines on Facebook count .

When your brand will be competing with such a great number more on Facebook, you have to distinguish your self and fast. The headline is to try and have the best chance of doing so.

Today we’ lso are sharing a collection of five tried and tested methods for writing effective Facebook ad head lines to help you increase conversions and wedding.

one Aim for the Perfect 5-Word Ad Heading

With regards to your Facebook ad headlines , the study consistently shows that concision is the method to more engagement as measured simply by all-important factors like:

  • Comments
  • Shares
  • Likes

You don’ t have limitless space for your headline— depending on the ad type , you only have between 25 plus 45 characters to play with. And that means you need to figure out how to make the most of your information in a small amount of space.

According to a study by AdEspresso , five words has been the right number for a Facebook ad topic for four years running.


A five-word topic is often catchy and definitely gets directly to the point. See this example through Facebook itself, which AdEspresso states is “ the perfect sponsored post”:


Putting it into action

Check out your existing ad headlines (especially the under-performing ones) and see if you possibly could test a version of each headline that’ s just five words. For instance , “ Get a Great Doctor in order to You” (a real Facebook advertisement headline from the startup Heal) can become “ Find Your Ideal Doctor Now. ”

2 . Start Your own Facebook Ad Headlines with Quantities

Rather than using catchy headlines for the sake of appearing cute, go where the evidence prospective customers you. In this case, the research confirms very powerfully that starting your head lines with numbers gives the best outcomes.

Conductor, a good SEO technology company, looked at which usually types of headlines resonated the most using their study subjects. They had their individuals look at headline types that incorporated:

  • Queries
  • How-tos
  • Standard (no specific angle)
  • Dealing with the reader with “ you”
  • Numbers-based

The results showed that will headlines that started with amounts resonated most with people , to the tune of 36% of most participants. Compare this to the second-place finisher (reader-addressing), which only discovered favor with 21% of people.

That begs problem, what number should you start your own ad headlines with? Are all figures created equally? No, they’ lso are not, as it turns out.


Via Buzzsumo

Another piece of analysis, this one from infographic-maker Venngage, demonstrates a perfect 10 is the best number to make use of in headlines . Their particular study looked at 121, 333 content articles to determine how many social shares individuals articles with different-numbered headlines obtained. Articles with 10 in the topic received 1046 shares while individuals with five came in second at 972.

The study will get more interesting when it breaks down these types of results across social networks, including Fb. Even there, this favoritism pertaining to 10 holds true: Headlines with the quantity 10 in them got 622 stocks on Facebook, again followed by the amount five at 396 shares.

Placing it into action

While this research looked at Facebook social sharing within blog titles, we can apply this particular to ad headlines, too, to obtain some direction about what types of advertisement headlines will perform the best. Use numbers in the headlines for your Facebook lead advertisements , e. g. “ ten Ways to Improve Client Retention, ” or in your carousel ads , e. gary the gadget guy. “ 5 Dresses that Proceed from Summer to Fall. ”

3 or more. Use Emotional Words in Your Fb Ad Headlines

Try as we may, many of us still can’ t get a grip on the emotions. This also applies to readers of the headlines. While some of us may think we’ re rational human beings, the truth is that will we’ re really emotional— that can be used to your advantage in headline crafting.

Writing in OkDork, CoSchedule’ s Founder Garrett Celestial satellite conducted an experiment where he examined some of the most highly shared headlines from CoSchedule by using something called the Psychological Marketing Value Headline Analyzer or simply the EMVHA for short.

In his experiment, he compared the particular emotional values of headlines for 3 data sets:

  • Articles with more than 1000 stocks
  • Articles along with 500 shares
  • Articles with 100 shares

The results had been telling because they made an marked link between the emotional value of the headline and the number of shares the article received.


The articles with more than 1000 gives had an average emotional-value score associated with almost 40 . It was much greater than those articles along with 500 shares (an emotional-value rating of almost 30) and those along with 100 shares (a score associated with close to 20).

This shows that using emotional words inside your headlines boosts the engagement level, so if you want a lot more conversions and sales, it’ t a good idea to use such words within your ad headlines.

That begs the question, what types of emotional words?

Putting it straight into action

The web gives us all types of resources on emotional words to utilize in your ad copy, such as:

Play around with some of these psychologically charged words in your ad head lines, and keep track of which ones perform the very best.

four. Go Negative… to Get Positive Results

This one’ s a little surprising: Research shows that using negative words inside your headlines produces better results than making use of positive words! This flies when confronted with conventional wisdom, but is likely because of audiences getting sick and tired of the oversaturation of positive-sounding words and sensation distrust about their authenticity.

Outbrain conducted research where they determined that the existence of negative words like “ worst” and “ never” within their headlines received a better response from their audience. Outbrain believed that negative-sounding headlines connect to an audience’ s desire to actually cut to the chase in an intellectually honest style much more efficiently than positive-sounding terms that make us feel all comfortable and fuzzy inside.


When you consider the sheer scale of content on the web— and exactly how, as a result, most of us only read the head lines in an attempt to save time— this reasoning makes sense. After all, when you’ lso are faced with so much content, you want to obtain right down to what’ s important.

Placing it into action

So , braiding this back to your ad head lines on Facebook, try to move far from the cheerful headlines once in a while. Test out negative-sounding words in order to capitalize on people’ s wish to get at the ugly truth. So that as always, test instead of assuming do you know what will work your audience.

For example , when WordStream marketers their free Google Ads Grader, they sometimes try out ad head lines with negative phrases like “ Stop Wasting Money” and “ Fix Your Mistakes in Ppc. ” Not exactly feel-good terms, but they totally work.

5. Try out Super-Engaging 3-Word Phrases

On a platform where people’ s attention spans are generally brief, it’ s a wise decision in order to also use shorter phrases within your headlines. Specific, familiar three-word terms can work exceptionally well on Fb. According to the same Buzzsumo study mentioned previously, the three best-performing phrases , based on engagement, are:

  • Will make a person (almost 9000 engagements)
  • This is why (4099 engagements)
  • Can we imagine (3199 engagements)

Looking at the data further, we all see that “ Will make you” will be far and away the clear winner, accumulating enormous engagement that’ s greater than double the second-best phrase, “ This is why. ”


The reason that audiences connect with the phrase like “ Will make you” so strongly is twofold. 1st, it implies that the content will have an effect on the reader… perhaps even an psychological one. Second, it is a linking expression that can be seamlessly inserted in many, various kinds of headlines.

Putting it into motion

Now, this study focused on post headlines, but you can absolutely try this technique in your ad headlines too, and it also might even make your Facebook advertisements seem more native. For example , when you’ re writing a direct gen ad for a marketing guidebook, you could try a headline like “ This Free Guide Will Make A Better Marketer. ”

Facebook Ad Head lines: Part Science, Part Art

To get more wedding from your Facebook ads— and, consequently , more clicks, leads and sales— you have to look at writing headlines as a science instead of just a creative art form. When you analyze and implement what’ s been shown to work on Fb, you greatly increase your chances of obtaining higher conversions for your brand.

Although you can in no way predict with certainty what your own audience is going to do, you can dramatically increase your chances of connecting with them by tests what you put in front of them upon Facebook.

Using this data out there, you have a cherish trove of data to enable you to write more effective ad head lines than ever!

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