More than 4.95 billion people worldwide have access to the internet, and almost all of them come across advertisements daily. Regardless, according to Search Engine Land, 70% to 80% of the users ignore them. The reason being is the advertisements are not enticing and attractive enough. Therefore, writing a great ad copy is a must for the advertisement to perform well.
Want to learn more about it? The article discusses eight ways to write an ad copy that sells. You can implement these ways while writing ad copies for your campaigns to yield good results.
1. Know your target audience
Maintain relevance in your ad copy; knowing the audience you address is necessary. It helps understand the audience’s demographics and psychographics.
- Demographics include age, gender, location, income, employment, education, nationality and religion.
- Psychographic data include likes, dislikes, pain points, objections, lifestyle, opinions on specific topics, personality, beliefs and values.
Knowing these helps write ad copy that resonates with your target audience, further optimising it for conversions.
Lingo is communicative. It includes tone, diction, and communication mannerisms. The most significant benefit of using ‘local/regional lingo’ while creating the ad copy is to make it relatable. They can relate to community and age grouping, regional, cultural, and language dialect.
You communicate with youngsters and older adults in different tones, don’t you? The same goes for the ad copy. Knowing the audience you are catering to allows you to write in a way that is more likely to appeal to them.
2. Have a call to action
Ad copies aid with a call to action. Why? Because they direct the user to retain them in the marketing funnel. For example, directing the user to click on a button that would lead them to your landing page.
Therefore, not having a call to action would lead to leakage in the funnel, causing potential leads to leak/leave, further decreasing revenue.
So, while writing your ad copy, don’t forget to write a prompt call to action.
3. Write an attention-grabbing headline
a. Use numbers
They set expectations. You could use the number of clients/customers served, the discount offers, and prices. Realistically, a coin has two sides. Many buyers have a budget in their minds. If the ad copy includes a price out of their budget, you stand a chance of losing them. The upside is that it can act as a qualifying question where only those who can afford the price click the ad.
b. Address objections
What objections do your prospects commonly have? Is it the high price? Dissatisfaction with the limited features? Address the objections in the ad copy. It will make the ad perform and also ease the sales process.
Are you giving a discount to solve the objection to the high price? If yes, then mention the discount you are giving.
For example, simplified solves the price objection of their customers by mentioning ‘free forever’.
4. Include social proof
Trust has essential value. People won’t buy any product from a brand they don’t trust, would they? In order to build trust, mention the number of clients/customers served, your achievements from the past, your experience, etc. This would undoubtedly positively affect your ads.
5. Experiment with Ad Copy
Experimenting is the key to growth in marketing, and the best marketers know this. To derive good results for your product, consider experimenting and testing with multiple variations of ad copies and double down on what works best. This method is very likely to give you great results.
6. The unique selling proposition
Differentiation is necessary in today’s highly competitive world. What’s the differentiating factor of your product or service? Consider including it in the ad copy as it gives the audience a reason to choose your product over competitors.
What if you don’t have a unique point to sell? In that case, include features and benefits of the product or service.
7. Keep it simple
Why use complicated terms if the ad copy can communicate simply? In the points mentioned earlier, notice the use of: ‘Call To Action’ or ‘Unique Selling Proposition’ instead of CTA or USP. Another example could be using ‘Pay Per Click’ instead of PPC. The major benefit of this is that it makes it easier for the reader to interpret and understand the information, contributing to the ad performance.
8. Benefits over features
65W SuperVOOC 2.0 fast charger vs 0% to 100% in 34 minutes – which one sounds better? The second one, right? Not everyone would know what 65 watts could do, but everyone would know that 0% to 100% in 34 minutes is fast. 65 Watts is a feature, whereas 34 minutes is a benefit. Features highlight the good things about your product, and benefits tell the audience how those good features help them.
There are many ways and formats to create ad copy, but you decide what’s best for your product. Also, as noted above, it helps to keep the eight ways in mind to create ad copies that resonate with the audience and improve click-through rates, leading to potential conversions.
1. What is an ad copy in advertising?
The text used in the sponsored/promoted ads and their visuals is called ad copy.
2. How to write ad copy that sells?
To write an ad copy that sells, follow these steps:
- Have a Call To Action.
- Create a catchy headline that includes numbers and/or addresses the pain points and objections of the audience.
- Include social proof.
- Speak in your target audience’s lingo.
- The unique selling proposition.
- Communicate in a simple language
- Highlight benefits over features.
3. What is a PPC ad copy?
A PPC or Pay Per Click ad copy makes the prospect aware of the problem they are facing and presents them with a solution.
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