The biggest opportunity for copywriters right now?
Meta ads.
If you’re like, “But Nicki, haven’t Meta ads always been a big opportunity? And isn’t Facebook dying?”
Yes and no.
Yes, they’ve always been a huge opportunity, but I’m letting you in on some things our Meta ads rep has told us that makes fresh messaging more crucial than ever.
And, no, Facebook is very much alive (though to be clear, Meta ads encompasses Facebook, Instagram, WhatsApp, Messenger, and the Meta Audience Network).
Facebook is still the world’s largest social platform with 4 billion active monthly users.
So… yeah… there’s a lot of opportunity.
Ready to take advantage of this opportunity? Listen now.
Psst: Comprehensive Copywriting Academy students, you have a BRAND NEW Meta Ads course on your dashboard.
It’s one of the perks of your lifetime access: you get all courses we add to the program, and any updates, FREE.
Hey, we’re not the #1 all-in-one online copywriting training program for nothing 😉
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A Sneak Peek at the Episode
[01:22] There’s massive opportunity for copywriters in the meta ads space as the platform continues to add new ad placements and expansion. Meta has grown to include Facebook, Instagram, WhatsApp, and Threads, along with an ad network of outside sites, creating a vast landscape for ads to run.
[03:40] I recommend that copywriters do not try to be Meta ads managers because that is another full-time job and very different from our creative work. You do not need to offer ads management as a service because it is an auction-based platform that is very complicated and easy to run through money quickly.
[07:59] With an estimated 10 million advertisers worldwide on Meta, the competition is high, but the reach is equally huge with 4 billion monthly users. Because Meta is constantly testing and rolling out new features and algorithm changes, even we meet with a Meta representative every other week to stay current.
[09:33] “Different” is the keyword; don’t just say the same thing in a slightly different way. You need real, distinct variations in imagery and copy.
[10:30] You should have the Meta specs bookmarked for recommended character counts for primary text, headlines, and descriptions, as these requirements are more complicated than ever.
[13:44] Meta is the perfect platform to touch on multiple different benefits to find out which one truly resonates most with your audience.
[15:32] Some recommendations suggest needing 50 new pieces of creative every week or two for high-spend clients, which is why copywriters are so desperately needed right now.
[16:34] While AI is built into Ads Manager, it can only give iterations on uploaded copy. It’s not coming up with these new angles that matter demands,
[20:33] AI is a great assistant for speed and brainstorming variations, but the strategy, the story defining, and the interpretation of data still belong to humans.
[23:43] Always know where the ad is going; get the copy for the landing page or the automated follow-up email so you can create a seamless experience for the user.
Must-Hear Takeaways
As with every episode, we highly encourage you to listen to the entire conversation! But here are a few of the highlights:
“If your client asks for only one copy variation, you must push back and explain that you need other things to test against to see what actually performs.” – Kate
“The recent Andromeda update signals that Meta now wants a whole bunch of new creative assets to test against each other for better performance.” – Nicki
“Reach out to clients by noticing they run Meta ads and asking, “Have you tried testing this against this?” to demonstrate you understand their need for a high volume of creative.” – Kate
“If Meta is saying, Hey, we need a whole bunch of different versions, guess what? These clients are gonna be so much more desperate for different ad variations for our help.” – Nicki
Mentioned in the Episode
Related Links
- Ep. 235: Major Meta Ads Updates Copywriters Need to Know About
- The Cool New Tool for Facebook/Meta Ads Copywriting Research
- New Meta Ad Changes Copywriters Need to Know About
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About the Build Your Business Podcast
Ready to turn your love of writing into a successful copywriting career?
Join professional copywriters Nicki Krawczyk and Kate Sitarz to get the tips, tools, and training to help you become a copywriter and build a thriving business of your own. Nicki and Kate have 20+ and 10+ years of experience, respectively, writing copy for multi-billion-dollar companies, solopreneurs, and every size business in between.
Whether you want to land an on-staff job, freelance full-time and work from wherever you want, or make extra money with a side hustle, the best place to start learning is right here.
