Texts in advertisements should be of the right length

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Closely related to this are other specifics that need to be clarified in advance. Do you already know whether you will address your followers by their first or last name, how you will greet them, or whether you will write your advertising texts in a more formal or informal style?

IKEA chose longer text in its Facebook ad to support the LGBT+ group, which is not necessarily a bad thing, but it is generally known that shorter and more impactful texts work better.
IKEA and their Facebook advertising text to support LGBT+
It is necessary to observe the number of characters
. You should definitely not underestimate the length, because with a larger number of characters, the message will not be displayed in its entirety and may lose its meaning. This is especially true for the title and austria phone number list description and for placement in the right column on Facebook, where there is not as much space as in the Facebook feed. Facebook recommends fitting the text into 280 characters. The advantage compared to before is the unlimited amount of text in visuals, but still, do not overdo it. Long paragraphs in the description in combination with an image full of text simply do not look good.

So that your target group understands you
We recommend that you write all the texts in your advertising in the language of your target group. This is the only way to avoid misunderstandings and your customers will immediately understand what you wanted to tell them. It will be easier for you if you have a narrow focus. On the other hand, owners of large e-shops that sell everything from electronics to home decor to clothing will be in a more difficult situation. They must also adapt their communication to individual advertisements, according to their targeting . Finally, it is also necessary to take into account the purchasing stage of their clients. If they are hearing about your product or brand for the first time, they are naturally interested in completely different things than when it comes to remarketing .