Speaker 1: I don't think it's a big deal, you know, like I said, usually the most of the spend will go to the Facebook feed unless, you know, they have a big presence on IG and that's where all of their customers are or interact. So welcome to today's Meta Call, we're going to talk about copywriting on Meta. So yeah, just full disclaimer here, again, I'm not a copywriter, but you know, as a media buyer, you have to sort of do it sometimes. So we're glad we have great help here at Sol8 with Jenny. So yes, let's get started. So the first thing I'd like to go over is the recommendation on Meta. So here I put the links to where Meta put the recommendation in terms of text, so you can switch between the tabs, video, the placement, and your objective, usually it's going to be sales or leads for us. And then on there, maybe I could put that a little bit bigger. So on their recommendation, you know, the images, the primary text, which is the text on top of the image or the video, usually depending on the placement, the recommendation is 50, 250 character, and the headline is 27 character. So that's kind of the short form they're recommending, similar for videos. The description, let me just give you some visual here. So yeah, let's see this one right there. Yep, I think I wanted to show this, the see more, I think I'll be able to see it. Yeah, you'll be able to see it here. So this is how the ad will show for some people. So the primary text will be on top on the feed, which is usually where Facebook will go. Sometimes it will go more on IG, but usually it's when the brand has more presence on IG, more organic presence there. So that's usually when we see Instagram getting most of the span, usually it's going to be Facebook fees. If you leave it to Advantage Plus, which is all placement, previously automatic placement. So that's the primary text. So the recommendation is to be short form, so there's no see more right there. And then the headline is the part in bold. And then the description is just under right there. Oops, sorry, I didn't switch to the right one. Yeah, so the description here, it will be hidden if the headline is longer. So on my example right there, if the headline would took the second line right there, if we'd gone two lines, we wouldn't see any part of the description. And the description that you see there, it's pulling from their landing page, right? Because I haven't entered any description for this one. So that's what it will do if you have a short headline. So that's kind of important to know, I think. And then carousel, it's a similar thing, carousel, it will be small cards. So carousel, let me get you an example there. These are DPA carousel, but that would give you an idea. So carousel, we have very limited space right there. So these are dynamic carousel. So we could do some that are static, where we'll choose what images or video goes here. So for each one, it's much shorter for each. So sometimes for the carousel, we'll do a headline that's specific to each of the cards, or we'll just kind of stack the benefits or key unique selling points about the brand on each different cards. And then again, the description, it's most likely going to be hidden on carousel. It's very rare that it will show. So yeah, catalogs is kind of what I just showed you, the dynamic catalogs. So the dynamic catalogs here, the headline is actually like the product name that, you know, we dynamically pull from Shopify. But there's the option to do it manually, to set one for all right there. Yeah, so that's the difference. There's some that are dynamic, that are pulling from the feed, and some that are static that we can create ourselves. So my personal recommendation for the primary text is either we go 150 characters, which is short form, without a C-more, without people having to click, yeah, I'll pop it up right here for you, without having to click C-more. So that would be kind of just a short form, would be just kind of the two lines right there. But then we can also do a long form where people click C-more, and then they see like a... I mean, there's no limit, so we can go really, really deep into that. Let me zoom in. So we can go really deep into the long form, but I wouldn't recommend going longer than this. You know, this is already like pretty long. It's just that, you know, it allows you to stack a little bit the key points that you want to kind of come over. Yeah, sure, jump in. Go ahead.

Speaker 2: Yeah, yeah, hi, sir. I have one question. Sure. Can you give me a scenario when we use 150 characters versus a long form of text?

Speaker 1: Sure. Yeah, so like this one would be like long form, since, you know, I click this C-more, but the other ones, I think they're all long form. But for example, this carousel, I mean, this one has a little C-more, but that would be kind of short form, ideally without C-more there. So this one's a bit long, so it should probably be a little bit shorter. That would be an example.

Speaker 2: Okay, that's fine, but in what scenario we should create a longer one, and in what scenario we should create a shorter one?

Speaker 1: Yeah, I guess I'll get to that, and I'll get to that real quick. Sure, is there another question?

Speaker 3: Yes, I've got another question, Jonathan. So the copy that's already showing on some ads is being picked up, have I understood it correctly, being picked up from their website, being picked up from existing meta campaigns, etc. When do you guys decide to come to me? Is it when they need like really revolutionising the ad copy? Do you need like just support? Obviously, you'd come to me, maybe if it's a brand new client, they don't have any meta campaigns, but in this case, they did have some existing stuff.

Speaker 1: Yeah, exactly. So when we get the client, I think it's good value. A client probably likes to have fresh ad copy where we can see what's running in the past, what works best, and we can probably share that with you, and then potentially try to improve it and get the client appealing to what he wants to push. If he wants to push pain, or if he wants to push the benefits, or the price, or whatever he wants to. I think it's good value, even if the ad is just existing to us, create our own. I think a client will like that. And for example, this client, we created a new batch of videos, and he asked for a copy. So that's kind of where I kind of say, oh, I'll go with you. I'll ask for your help. Otherwise, sometimes we'll create it ourself, we'll just grab from the landing page, or grab from their organic posts, or stuff like that.

Speaker 3: Yeah, and I have just one very short question. Are you also looking for... Oh, I'm so sorry, I forgot my question. It was really, it was a good one. I'll come back to it. Sorry.

Speaker 1: Yeah, perfect. I'll go back to Vivek, I guess, about the long form versus short form.

Speaker 3: It came to me. I'm so sorry, it came to me. What's your testing period for ad copy? Sorry.

Speaker 1: Sure. I mean, there's the ad copy, and there's the actual creatives, the video and the image. Both are important, but I think what people see first is usually the video and the image. So it's to put in consideration. So what we'd like to do is test different version, split out with... Let's say we have an image, and we have three different ad copy. We could do like three different ad and see which one is doing better. And that testing period is probably, I would say, two weeks or something around that, depending on the budget. If it's a smaller budget, probably two weeks, if not, probably shorter. Yeah, I would say about that. And then we can kind of build out of that to create more variation on what's winning and kind of figure out what's the angle, what makes people trigger, what makes the ad copy better than the other, or why Meta is prioritizing in terms of ad spend versus the others. Because often, one ad copy will get most of the ad spend or two ad copy, and the rest will get very little. It's mostly based on the algorithm and how people react, and just how Meta see the ad as well, too. So, does that answer your question? Yep. Yeah, so I think for Meta, in terms of short form versus long form, I'd like to test... I think it's good practice to test both. Yeah, I would say emojis are allowed versus Google, and we could put exclamation mark, and we could put full capital letters. And I don't think we can put all the text. I think if we put it, like, all the way everywhere, we might get the ads rejected. But if we just put the headline, it's fine, I think, or just some part of the primary text, that's cool. In terms of emoji, sometimes brands will use specific emojis, you know, in their organic posts or their replies, sort of part of their brand voice and their branding. So, for example, an easy example of that is, let's say, their brand colors is purple, and let's say they always answer their comments with the purple heart at the end, kind of thing, just kind of having some personalities with emojis is cool. We can put some emojis, too, just to emphasize that's related to the text. So, let's say we talk about, you know, reparation or stuff like that, we can put an emoji of tools or someone working or kind of something that match with the eyes, you can kind of see what's coming when you see the emoji. And, yeah, there's also something I wanted to discuss is there's an option at the ad level is the optimization of text. There's a lot of optimization that Meta propose when we upload an ad. I usually turn it off just because sometimes it will look weird. Sometimes, you know, if there's text on the ad, they will sometimes crop it or they'll put, like, a banner on top, which is repeating the headline. So, usually, we'll put that off, but if you put it on, Meta can switch between your primary text, your headline, or description, and switch it all and see, you know, which one works best. So, usually, we like to turn it off and keep the control on that for testing as well. So, for long form, if you'd like to go back to your question, I'd say long form is more about, you know, a little bit more selling on the platform than, you know, letting the landing page itself. You're kind of giving the... Usually, most of the unique selling points right on the ad versus short form, it's more like grab attention, get the click, and kind of leave all the details to the landing page. That's mostly the big difference there. But, you know, about long form, sometimes they will... I think most people won't read it or they will just scan through it. So, it's good to sometimes, you know, put the emojis or put capital words, or sometimes you can put the text in bold, just so if you can scan through it. Real quick, kind of like T-shirts, you know, if you can see them from far away, you can see what it means. But, you know, if you go closer, you get more details. That's good to have if you have long form, the scan. And for the long form, I like... Go ahead.

Speaker 2: No, thank you. Just go on, go on.

Speaker 1: All right. And on the long form, I like to add a link at the bottom with an emoji to kind of grab attention to it, especially for videos, because often, you know, they'll click on it, and it'll be full screen, and they sometimes won't have the button displayed or it'll be very little at the bottom. So, if they click to see the ad copy, at least they can easily get to the landing page. So, that's kind of... You can also put the link in a short form, but I think it might look a little bit weird or, you know, not as clean as just a short form without the link. And on IG, a feed link won't be clickable. I don't think it's a big deal. You know, like I said, usually, most of the spend will go to the Facebook feed unless, you know, they have a big presence on IG, and that's where all of their customers are or interact. So, the long form, you know, the first two, three lines is kind of the hook. It's kind of similar to the short form, and it's kind of just an added block of text if you have the long form. You know, when you click see more, you see the rest of the copy. And I think it's good to think about the...in what order, what people will see. So, I think most of the time, people will see text on the image if there's any, and then they will see the headline and then the primary text. And if there's a see more, then they'll click see more. So, that's kind of the process usually, not always, but I think most of the time. So, it's good to keep that in mind and just kind of put ourself in the, you know, potential customer's shoes and see if that makes sense, you know, going from each of those. And each can have their own purpose, like the text on the image can grab attention, the headline as well, and then the primary text can maybe go in more details. So, yeah, short form, since we have really, you know, limited text, I think we want to be straightforward, no ambiguity. We want to be, you know, clear on what we're selling or the service we're offering. So, that would be my recommendation, especially on social media these days. I think people are very short attention. So, if we don't capture it or if we don't stand out, they'll just scroll through it to the next post.

Speaker 4: Hi, everyone. Glenn from Solutions 8 here, and here we are in the Solutions 8 test kitchen. It's actually physically my kitchen that I've got my office set up in. But this is where I'll be running tests, experimenting with things, playing with things. And what I wanted to do is shoot you a quick video on how I use the test kit.