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1. Keep it concise: Meta recommends keeping your primary text under 125 characters. 2. Focus on benefits: Explain how your product or service will benefit the customer. 3. Use clear and simple language: Avoid using jargon or overly technical terms. 4. Include a call-to-action: Encourage the customer to take a specific action, such as "Sign up now" or "Learn more". 5. Use attention-grabbing headlines: Make sure your primary text is attention-grabbing and relevant to your target audience. Here are some examples of effective primary text for Meta ads: - "Get 20% off your first purchase!" - "Learn how to boost your productivity with our free guide" - "Sign up now and get instant access to our exclusive content" - "Discover how our product can help you save time and money"