Evaluating the Effectiveness of Copywriting and Content Design in Facebook Ads: Insights from Indonesian Consumer Behaviour

Harliantara*1, Nur’annafi FSM2, Harlita Nindhasari3, & Sabila ZA4
1,2,3,4 Faculty of Communication, University of Dr. Soetomo, Indonesia
DOI – http://doi.org/10.37502/IJSMR.2025.8306

Abstract

This study investigates the impact of copywriting and content design in Facebook Ads on consumer purchasing intention in Indonesia. Employing a Facebook Ads A/B test, the study observed audience responses to advertisements with varying levels of copywriting and content design complexity. Despite generating a significant number of link clicks, the findings indicate that variations in copywriting and content design do not substantially influence purchasing intention. The study also identified challenges during the purchasing phase, such as product mismatch, suboptimal user experience, lack of trust, insufficient information, competition, pricing, and absence of incentives, which impact consumer decisions. The analysis reveals that the effectiveness of an advertising campaign depends on multiple factors beyond click quantity, including product relevance, user experience, trust, and purchase incentives. The study highlights the importance of understanding the target audience and identifying potential barriers in their purchasing journey to optimize the efficacy of advertising campaigns and enhance conversion rates.

Keywords: Copywriting, Content Design, Purchase Intention, Facebook Ads, Consumer Behaviour, Digital Marketing, Social Media.

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