To make online marketing campaigns successful, it is essential that we write ad copy that attracts and retains the attention of potentially interested people, influences them and encourages them to take action. But with the increasing digital noise, it's getting harder to incite interest, so our team put together 5 tips to help you write truly compelling, clever ad copy!
Tip 1: Start strong: ask questions that captivate attention
The first line of the ad text should be particularly eye-catching. It is the sentence that grabs the potential buyer's attention and makes him or her consider whether to take the time to read on and whether he or she is interested in further details.
Let's formulate a message that they really want to hear, that is really not just for them, but about them. A quick problem statement can also be an effective approach. Also, come up with surprising facts and figures that add to your message. And if you are talking about search ads, it is important to include relevant keywords in your text.
#m1-y#TIP: Start by asking a question that your potential customer will automatically answer, such as: “Is procrastination causing you stress?”##
Tip 2: Think with the customer's mind!
In order to capture and maintain the attention of your target audience, it is essential to get to know them in depth: who they are and what the relevant and important issues are for them.
#m1-r#TIP: Create customer personas, also known as buyer personas, in which you describe the main characteristics of your potential customers. Step into their shoes and see how they would answer these questions:##
● How old are you, what is your job, what are your qualifications and income?
● How do you think, what are your interests?
● What questions does it raise that your product/service can answer?
● What problems or fears do they have that you can solve?
● Do you prefer texts that contain only the key information or do you need more in-depth information even when browsing through advertisements?
The better we personalise these characters by asking similar questions, the better we can write ad copy for them.
Tip 3: Don't use only arguments, build on emotions too!
If you have formulated what factors might be important to your target group, why the consumer will be better off by buying your product/service, what problem it solves, then incorporate these as arguments in your ad copy.
Highlight why your product/service is a better choice than your competitors', what you can offer more value, or what is it about your product/service that differentiates you from them. Focus on conveying the previously mentioned unique promise, which is known as USP (Unique Selling Proposition), rather than simply listing the attributes.
It is key to focus not only on rational arguments but also on emotions, as potential consumers are full of desires, hopes, frustrations and fears.
Show them how your product/service can satisfy their desires, even instantly, and make them feel that they can belong to a certain group by buying it. Let them know, for example, if the promotion will only last 24 hours so they don't miss out, or even provide a special offer for certain groups to give them a sense of exclusivity.
#m1-p#TIP: Use buzzwords and phrases such as "game-changing" and "once in a lifetime", but never promise something you can't deliver!##
Tip 4: Structuring, transparency, simplicity
It is important not to write a single, mile-long sentence, but to break up the text of the ad with different elements. You can break up your ad by using bulleted lists and emojis, as well as by dividing it into several paragraphs. The aim is to keep the writing easy to read and clear.
In addition, aim for clarity and simplicity so as not to burden potential buyers with jargon unless it is essential. We need a text that is adapted to the target audience and their language so that they can easily understand what they read.
Tip 5: Don't forget the CTA!
For PPC ads, be sure to include a CTA (Call To Action), a short, prompt-style message that encourages the reader to take a specific action. For example, you could encourage them to do the following:
● Book now!
● Register now!
● Read more!
● Ask for my free shipping coupon!
● Click here!
● For more information, visit our website!
And don't forget the links if you want your audience to be directed to a specific page to perform the action. Check that the link takes you to the right page and that the URLs have the necessary parameters to identify whether your visitors came from Google Ads, Facebook ad, Instagram, Pinterest, TikTok Ads, Twitter or another platform.
Closing words
The excellent targetability of online advertising gives us the opportunity to write more tailored texts for our target audience, compared to print ads. We can also cost-effectively try and test different versions and then measure their effectiveness in an efficient and transparent way. When writing online ad copy, we need to take into account a number of factors, such as the appropriate communication style, the characteristics of the platform, the maximum number of characters allowed, etc. We also need to consider whether a certain format or platform is suitable for conveying certain messages to specific target groups (e.g. recent graduates).
#promobox#Need help writing ad copy or don't want to bother with that at all?##
