Are you running online ads but not getting the results you desire? A lot of businesses are realizing the need to spend money on online advertising to promote their business. However, even if you are running PPC ad campaigns on search engines like Google or on social media platforms such as Facebook, Twitter, and Instagram, not all of your ad campaigns may get you proper results.
When this happens, the natural tendency of the advertisers is to look at a variety of factors like keywords, targeting, bids, budgets, etc. However, many of them overlook one critical factor: the ad copy.
What is an ad copy?
Well, ad copy is the words and phrases you include in your ads to make sure you capture the attention of your target market. The ultimate goal of your ad copy is to convince people who are on the fence about your product or service to take the leap and buy.
Businesses need to get creative with their marketing copy because the attention span of consumers is shrinking. Sooner or later, people will stop paying attention to your ads and this will hurt your sales. There are many ways you can increase the power of your ad copy such as: using persuasive words, using question headlines and including real testimonials from customers.
Why is writing ad copy so challenging?
In a crowded marketplace, standing out is just as important as selling the product. To grab the attention of your target audience and get them to take action, you need a well-written marketing message that will resonate with them. For this, you must master the art of ‘copywriting’.
Copywriting is the art of using words to get the message across. Copywriters have a very special way of creating brand messages and selling products and services to their target audience. They create ad copies that skyrocket conversion rates and boost sales significantly.
You can try creating your marketing messages or you can outsource the work to a professional copywriter.
The act of writing ad copy can be challenging, but it’s worth the effort. Your goal is to make sure that your ad copies are short, simple and crisp, which means they should not include any unnecessary details or clutter. This way, you’ll ensure that all your potential customers will read what you have to say.
But how do you craft those messages so they are so good it’s hard for people to ignore?
Here are some ideas to help you make the most of your marketing messages.
Best Practices For Creating Effective Ad Copy
1. Keep It Simple
You don’t have to write a treatise on your product or service. Remember that the average person isn’t going to read your marketing message unless it’s relevant to them.
When you want to sell something, your ad copy must be razor-sharp. Nobody wants to read choppy sentences or uninspiring words. So, your copy must be so well-written that you don’t have to use any gimmicks or funny images or graphics.
If you can get people reading, they’ll find themselves buying, without feeling like they’ve been tricked into it.
2. Make your message Clear
A good ad copy should be clear in whatever it is trying to get across to the reader. So, the best way to do this is to write your ad copy in plain, clear and concise language. Avoid using jargon and using general terms that are hard to understand.
Communicate your value proposition clearly. Don’t hide it under a pile of buzzwords and vague marketing babble.
3. Identify the customer’s pain and offer a solution
If you’re looking for the best way to advertise your product, you need to brainstorm about what people might need and offer a solution. You will have to tell them how your products provide a solution to that problem in the most effective way.
A good example is a business that offers a pain reliever. The business would brainstorm about what people are hurting. They might think of headaches, tiredness, or aching muscles. They could then offer a solution. They could provide a product that could relieve the pain.
For example, if you owned an online store that sold all-natural beauty products, you could advertise it on social media with the slogan “No Chemicals, No Hassle. Natural Beauty Made Simple.”
Your goal is to make your brand memorable so people will remember it and not just the products that you are selling.
4. Make The Ads Relevant
All of your ad copy should be relevant to your product or service. Make sure that your ad copy makes sense to someone who is on the fence about your product or service. It should be clear, concise, and relevant.
5. Make the message Specific
Your ad copy should be specific. If you are trying to sell a product or service, then you need to be specific in what that product or service is. Make sure that your ad copy is specific and clear in what it is trying to sell. For example, if you run an ad for a product that is good for selling on eBay, then your copy should say something like: “The best eBay seller’s kit.”
6. Make your headlines powerful
Use the headline to tell your ad’s main message. The headline is the first thing the reader will see so, it should make a strong first impression. It should be clear, concise and enticing. You should use a headline that will make a reader want to click on the ad.
7. Add a powerful Call to Action
Call to action (CTA) is a fancy way of saying “action”. It is the last word of your ad copy. It is the “Call my number” button. It is the “Buy now” button. It is the “Sign up for my email newsletter” link. A call to action is a very important part of your ad copy. It is the last word of your ad copy.
The Call to action should be compelling and at the same time convincing. Your customers should be able to tell you are being sincere in your effort. The best place to start is with the customer’s heart.
Start by identifying the problem. Then, ask yourself:
What would compel me to choose your product or service? What would make me not choose your product or service?
After you get a solid idea of what these are, you can figure out what the call to action should be.
Here are some examples of call to action:
- Buy now!
- Register Now
- Get Started
- Start Here
- See How
- Sign Up
These CTAs are a great way to prompt customers to take the action that you want them to take, and help you to reach your business goals.
8. Add statistics to your ads
If you want your ad to be successful, you must make sure it stands out from the rest. One way to do this is to add statistics to your copy. A study done by experts found that adding a statement such as “50% of people who read this ad will buy a product” resulted in a 10% increase in conversion rates.
Many advertisers overlook the importance of including statistics in their advertisements. A recent article from Marketing Sherpa stresses the importance of using statistics to substantiate your claims, with a focus on using specific statistics to make your advertisement more attractive and persuasive.
For example, a statistic such as “90% of customers say they would use this product” conveys a level of certainty that creates more confidence for consumers. Advertising statistics are also a good way to ensure that your message is being seen and understood. This is particularly important with B2B advertising, which is often by phone and can be difficult to understand.
9. Make the ads Fun
Have you ever seen ads that are boring and felt that the advertiser somehow wants to force you into buying the products? I am sure whenever you saw those ads on TV or the Internet, you would have skipped those.
Advertising is all about getting people to click, read and act. Make your ad fun. Use a little humour or even a little self-deprecation. Once you have a catchy, relatable and fun ad, you will have the chance to attract more people.
10. Make your ad Unique
If your ad is very similar to the other ads, then it will not get noticed. Make your ad stand out. Give it a unique twist. If you are trying to sell a product, then make it different. If you are trying to sell a service, make it unique.
When people are searching on Google, they are also using other search engines such as Bing, AOL, and Yahoo. If your ad is very similar to the other ads, then people are not likely to act on your ad.
11. Communicate an exciting offer
Some people are too lazy to look for better deals, so they just need to be offered the best deal. Your ad should be one of the best deals that they can find on the Internet. If it is the best deal, then they will definitely act on it.
The more your ad is unique, the more likely people will click on it. If you are offering a discount, communicate that to the shoppers. If you are selling something related to the item, communicate that. If you have a great unique offer that no one else does, make sure that you tell your customers about it before their buying.
12. Create urgency
You need to create urgency in your ad. You can do that by delivering an offer quickly or convincing someone by offering them a special deal along the way. Tell them that the offer is for a limited period, and it will be gone if they do not act fast!
To make it more perfect, you have to use powerful marketing words and phrases so people will notice your ad right away when they scroll through Twitter, Facebook or any other social media platforms on which you are advertising.
If possible try shortening the long copy version of your message into one short, punchy line. This is an appealing way to catch the attention of potential customers who don’t have time for expansive content.
13. Tell a story through your ad
People love stories and an excellent way to create a display or video ad is to tell your audience an interesting story revolving around the product/service you are advertising. Though this style of advertising relies on a slightly longer ad copy than traditional ads, they can be quite captivating for the audience.
You can also use powerful images, videos and captions to create a story that will keep your audience intrigued.
The content of the ad copy is key to grabbing a potential customer’s attention and making them want to buy your product. You must find the right words to get the reader’s attention and make them feel like they need your product. You need to make sure that you incorporate keywords and phrases that would be searched by your target audience, while still appealing to their emotions and interests.
Some examples of highly successful ad copies
Some of the most successful ad copies all use one thing in common: they are so good that no one can ignore them.
To prove this point, here are some examples of high-impact ads.
- Clearasil, for example, used the phrase “FAKER.MAKER” to appeal to teens who were insecure about their skin.
- Radio Shack’s “Get your game on” slogan appealed to gamers who wanted to play their favourite games anywhere.
- The “Think small” tagline for the Norelco “Marvel” line of shaving and grooming products was a play on the word “marvel” (or “marvelous”). The company’s tagline was “Think Small, Think Marvel. Marvel at a shave with this razor.”
- The tagline for the Tylenol “Hide-and-seek” line of pain relievers was “It’s like a headache, but it’s not a headache. It’s Tylenol.”
- The tagline for the Sisley “Unscented” line of soaps was “Unscented soaps for the unscented in all of us. Sisley Unscented is a must.”
- The tagline for the Sisley “Unscented” line of body lotion was “The unscented in a bottle. Sensitive skin. Sisley Unscented.”
- The tagline for the Sisley “Unscented” line of washcloths was “The unscented in a towel. Sensitive skin. Sisley Unscented. To cleanse. To soothe.”
- The tagline for the Sisley “Unscented” line of fabric softener was “The unscented in your clothing. Sensitive skin. Sisley Unscented”.
- Nasacort’s popular nasal spray contains corticosteroids an anti-inflammatory medication, which can produce several undesirable side effects if overused or abused including high blood pressure and flu-like symptoms that is the reason the Nasacort slogan “Corticosteroids – you shouldn’t swim.”
The list goes on and on.
India has always produced ads that are memorable, striking and effective. ScoopWhoop has curated 25 memorable Indian Ads that are hard to forget and impossible to ignore.
Start Creating Great Ads
Every day, there are thousands of people scrolling through ads on social media, online shopping sites, and mobile applications. As they continue to struggle with information overload, brands will need to work harder than ever before to get their messages across.
Hire an experienced copywriter or learn the art of copywriting (especially if you do not have the budget to hire a copywriter) to make your ad copies better. The returns from the ads will more than compensate your expenses. I am sure that it will be one of the best decisions you can make.
Frequently Asked Questions
What is conversion copywriting?
Conversion copywriting is the process of writing copy for a website or email that is meant to get customers to sign up for a product or service. Often, the copy will include some kind of special offer or incentive that entices people to take action.
What are the differences between conversion copywriting and landing page copywriting?
Conversion copywriting is not the same as landing page copywriting. Landing pages are used for lead generation on a website or an email, while conversion writing focuses on conversions to be taken off of the homepage.
Conversion writing does have some qualities in common with pre-written content, however, Conversion Copywriters will work directly with marketing teams who are creating their ad campaigns so that they can target specific demographics more effectively and include special offers or incentives that can drive closer conversions.
Should I use headings in my ads? If so, how many levels should I use?
Headings are used for assisting the reader in navigating through the text of an ad. Personalization is one of the most important factors in ads because it allows people to identify with what is being said and make a purchase decision.
What is the best type of ad copy?
The best type of ad copy is a bold statement. It is a clear and concise statement that the reader can quickly understand. A good example of this would be Coca-Cola’s “Open Happiness”.
How do you write a tagline or slogan for an ad?
The best way to write an effective brand mantra is by understanding the problem your audience faces, using relevant verbs needs etc. Then connect this knowledge with what they need from you–a product, service or solution to their problems; enabling them to make quick decisions while reading it through your words and imagery.
How do you write a persuasive ad copy?
The best way to write a persuasive ad copy is to try and understand the customer and what they want. Then you need to make them feel like what you are offering is exactly what they need. You must portray your product or service as the ultimate solution for their problem through your words and imagery.
Which words should be avoided in your ad copy?
Words that should be avoided in your ad copy are discounts, free trial, super low prices etc. instead use words like “best price”, “special offer”, “limited time only”. Your ads should be confident and believable so that people can buy them without too much hesitation.
What is a value proposition?
A value proposition is an offering or product’s promise to potential customers that it fulfils their real wants, needs and desires.
What does a copywriter do in advertising?
A copywriter is someone who writes advertising materials such as press releases, advertisements, or brochures. In their work, a copywriter might also help to create a concept for a specific advertisement or write the script for a commercial. They also write headlines and work with content.
What are the characteristics of a great copywriter?
There are many qualities that make a great copywriter.
1. Great copywriters have the ability to write copy that appeals to the target audience.
2. They are creative and able to recognize the needs of their target audience
3. They also have a deep understanding of the product they are selling, and an ability to tell a story in a way that is persuasive and relatable.
4. They also have a knack for using words in a way that will get people hooked on their content.
5. They should be fresh and original because it’s their job to make sure the ad is read without skipping over the line.
Copywriters need optimism and confidence to reach out to an audience through their words.
What is the best way to learn ad copywriting?
There are many ways to learn how to write copy. Some of them include:
1. Learning how to write by reading blogs and articles
2. Reading books on how to write copy
3. Taking classes on writing
4. Looking for free online writing courses
5. Finding seasoned copywriters and talking to them about how it works in their field of expertise
6. Learning by joining a community of writers on forums online.