Increase your conversion rate with the best ad body practices

February 28, 2023

Did you know that your ad copy can make or break your ad campaigns? 

Sure, the creative part of an ad may capture a user's attention, but the ad body should never be underestimated as it can be a powerful tool that can help influence consumer behavior.   

In fact, the ad copy can significantly influence the performance of an ad, acting to bridge the gap between your ads and your landing pages. 

In other words, if somebody is looking at your ad creative, but needs more information to understand the offer, they’ll usually turn to the ad body for more information before clicking through to your website. 

So when we think about it, the ad body can be extremely useful! 

But sadly, it's often overlooked! 

So to help you create ad bodies that work, we've analyzed the correlations between ad body variations and ad performance. 

In this blog post, we'll share the best ad body practices to help you increase your conversion rates and take your ad game to the next level. 

Let's dive in!

Ads with 20-29 words in the ad body perform 40% better than the average

Let's talk about the ultimate question in ad copywriting - how much text is too much, and how much is too little

Well, it turns out there's a sweet spot for ad copy length that can make all the difference in the world when it comes to your ads’ and their performance. 

Our data shows that ads perform the best when the copy falls within an ideal range of about 20 to 29 words. 

Of course, this number is based on many different industries and ad types, so your specific ad campaign might be a bit different. 

But it still shows us that shorter ad copies just don’t provide enough information and only perform slightly above average.

Meanwhile, the longer the ad copy is, the more performance will decrease as users just don't want to spend that much of their precious time reading.

Conversion ads with a call-to-action in the ad copy perform 37% worse

If you’ve ever studied marketing or advertising, then you’ve surely heard about the importance of including a call-to-action in your ads. 

In fact, most marketers will even tell you that every ad should include a call-to-action like “buy now” or “click here to subscribe”!

But that’s not always true! 

In fact, after analyzing countless ad copies, we’ve discovered that ads with a CTA in the ad body perform, on average, 37% worse than ads that don’t have an explicit CTA in the copy.

Remember that all Meta ads feature a built-in CTA button. 

Therefore, including a call-to-action in your ad body might come across as being too pushy and can actually hurt your ad’s performance. 

So when it comes to Meta advertising, people don’t actually need you to tell them what to do next or where to click. They already know they’re looking at an ad, and they know what happens when they click on it. 

They can figure it out on their own! 

Of course, using CTAs can still be extremely useful when building apps or websites, but they’re redundant when advertising on Facebook. 

So what else can you do to optimize your ads?

Facebook Ads with emojis in the ad copy convert 160% better

Are you struggling to create ads that convert? 

If so, adding emojis to your ad copy could be the answer you’ve been looking for.  

Despite what you might think, using emojis in your ads won't make you seem unprofessional or untrustworthy. 

In fact, our data shows that ads that include emojis have a staggering 160% better performance than those without. 

Emojis are the non-verbal communication of the online world and can convey emotions and information that words alone can't. 

So don't be afraid to be strategic and experiment with adding some emojis to your ad copy to see how it can boost your performance.

Conversion ads with a voucher code in the ad copy perform 87% better

Another simple, yet extremely effective trick to optimizing your ads is to include voucher codes in your copy. 

Yes, you read that right! 

Including a voucher code for a discount or other exclusive deal can increase ad performance by a whopping 87%. 

And don't worry about offering huge discounts, even a "10% off" code can do wonders for your performance. 

Voucher codes create a sense of personalization and exclusivity that a generic site-wide discount cannot match. 

So, whenever possible, we strongly encourage you to use voucher codes in your ad copy to incentivize people to take action now, so they don’t miss out on a great deal! 

Ads with savings in both the content & ad copy have a 24% lower cost-per-purchase

Have you ever wondered if it’s too much to include cost savings in your creatives and in the copy simultaneously? 

If so, you’ll be glad to know that including savings in both the design and ad copy can make a significant difference in ad performance. 

In fact, ads that reinforce savings in the copy can lead to an average of 24% less cost per purchase. 

So by doing this, you are not only reinforcing the savings your viewers can get, but also increasing your cost-effectiveness, which in many cases, is a marketer’s dream come true! 

And the great news is that you can use Confect to easily design and edit your product ads to include relevant information like savings, prices, brand logos, and more!

The 5 best techniques for optimizing your ad bodies

Creating a compelling ad copy can be a daunting task, so learning to optimize your ad bodies is essential to increase conversions and ad revenue. 

Fortunately, we've analyzed billions of data points and compiled five proven best practices to help you optimize your ad copy and see better results.

And what have we learned? 

  1. First, keep your ad body concise and aim for 20-29 words, anything beyond that is excessive. 

  2. Next, skip the call to action in your ad copy! Save them for your landing pages!  

  3. Emojis can also be a big help too! They are an effective way to convey emotion and personality in your ads!

  4. Also, be sure to include voucher codes whenever possible. 

  5. And finally, when running sales ads, be sure to repeat and reinforce the savings in both the design and ad copy. 

By incorporating these five best practices, we’re sure you can create compelling ad copy that resonates with your target audience and drives more conversions.

Data section:

The dataset from this article is based on 12.7B+ impressions and 117K pieces of individual content on Meta (Facebook) platforms. It takes into account data from all countries and industries, with the campaign objective of Conversions. The period is from 1. September 2021 - 29. January 2023.

Numbers are looking at correlation only, not causation. Remember to check your own data: numbers for different brands, industries, and contexts will vary.