Best way to use text in your Black Friday conversion ads

September 14, 2022

Black Friday is a key time for businesses to drive conversions and increase sales.

As consumers are on the hunt for good deals, it's important for businesses to effectively communicate their offers in order to stand out and drive conversions.

In the past, there was a rule on Facebook limiting the amount of text in ads to 20%, but this rule has been removed and data shows that ads with high text amounts actually perform better.

Using text in your Black Friday conversion ads is a powerful way to effectively communicate your offer and drive conversions.

Let’s dive in and take a look at the best ways to use text for your Black Friday Ads!

For BF conversion ads High text amount = High performance

To be clear, we are talking about text on your visual content (images)  - not the ad body this time. 

What we see is that: High text amount + Black Friday = 💸💸💸

In conversion ads, high text amounts make it clear to potential customers that the offer is good and allows for the inclusion of many details about the offer.

Remember that everyone is competing with their offers on Black Friday, so it's important to highlight the quality and importance of your offer, and text can be a great tool to do it. 

Adding more or less text is a quick and easy change you can make to your ads.

What about: no, low or medium amount of text? 

There is no significant difference in performance between medium, low, or no text.

The high text amounts also perform well outside Black Friday, so don't be afraid to use them in your ads.

Time to convince your designers to add a few more words to the content for that conversion. 

In the past, there has been debate ( we have seen them getting pretty heated ) among marketers and designers about the use of text in visual content.

However, the data shows that high text amounts are the way to go for conversion ads.

In order to create effective ads, it is important not only to include a lot of text, but also to carefully consider the specific language and messaging used.

Be specific with Black Friday savings

When it comes to Black Friday ads, it's important to be specific about the savings that customers can expect.

30% off, 50% off, 90% off ? Show the great offer you have, it helps with conversion. 

Don't hide your good deal - be upfront about how much customers can save with your offer!

Read about creating the best possible sale campaign.

Consumers are looking for deals, and showing the savings in your ad confirms that there is actually a sale going on, rather than just "participating in Black Friday".

This is a quick and easy change that marketers and designers can implement, and it can be a powerful tool in convincing potential customers to make a purchase.

Including information about savings in the content can increase performance by 54%!

It's also good to know that you can easily edit your Black Friday conversion ads to include specific price and discount information by using software like Confect!

Use these 2 text tips to help you to stand out

It's important to remember that Black Friday is a competitive time for businesses.

Advertisers need to be quick and effective in order to stand out and drive conversions.

High text amounts in conversion ads are a proven way to do this, so don't be afraid to go all out with your text.

There is no significant difference between medium, low, or no text, so it's best to go for high text amounts in order to effectively communicate your offer and drive conversions.

Try these tips out and see what results you come up with!

More to read

Learn to make the most out of the next Black Month with the following insights:

Data section

The dataset from this article is based on 215M impressions and 6K 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. November 2021 - 30. November 2022. 

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

If you were intrigued about a specific insight, you can go in-depth into the various dimensions and how data can be segmented in Confect,  here.