Advertising copy is one of the most misunderstood elements in an SEO‘s arsenal. People often confuse it with writing website content or blog posts, but understanding the process for creating compelling Ad copies will make your results skyrocket. The goal of an ad copy is to drive traffic to specific landing pages which you define in the ad itself.
Writing compelling Ad copy that persuades can be difficult but following these tactics will help you craft Ad texts that entice people to take action on what you’re offering them.
Here are 5 powerful tactics that will make your advertising copy more compelling:
Identify Your Audience
When it comes to Ad copy that persuades, there are some basics you should always keep in mind. Think about your audience and what would interest them the most. If they were on the fence between two similar products – yours or competitors – how would you convince them to buy from you over anyone else? Fortunately for Ad copywriters, this is not nearly as difficult as Ad agencies make it out to be.
When writing Ad copy, think of yourself as an Ad agency’s best friend or worst enemy depending on your approach. You have more freedom than they do with Ad copies because clients often have little knowledge about the product itself other than its cost and quality.
This allows you to create an Ad copy that speaks directly to the client’s needs rather than trying to sell the product itself. Ad agencies are ultimately salespeople that give Ad copywriters a bad name by failing to present Ad copy as it should be.
If you can tap into what entices your clients, Ad agencies will kiss your feet rather than looking down on you as some lesser being. Ad copywriting is more art than science, so Ad agencies hate using Ad copywriters for this specific purpose precisely because they have no scientific method of writing Ad copy themselves without destroying their carefully planned presentation.
Make it Relevant to What They’re Searching for
One of the most important aspects of making ad copies is to be relevant to what your audience searches for. You want them to click on your ad, not just ignore it because it didn’t catch their attention.
Ad copywriting is the act of writing the text for the purpose of advertising. Ad copy can appear on many different media, including print, broadcast, digital and interactive. Advertisers often follow a creative brief to ensure that their ad’s content complies with legal and ethical standards.
Advertising agencies typically employ copywriters who create persuasive ad copy which aims to generate an emotional response in the consumer who may be viewing or hearing it. Advertisers may use keywords where they are likely to make conversions based on demographics or psychographics. Advertisers may also try to establish connections with consumers by referencing current events, especially where they are able to predict trends about their audience.
Use Testimonials and Reviews to Boost Your Credibility
If you want to be taken seriously in the world of advertising, then you need some credibility. If your readers don’t trust you, they won’t buy from you. When a customer is in the market for a product, you might assume that they’d rather test out their options in person.
However, when it comes to your business and website, you want to make sure that every shopper is fully informed about who you are and what you sell before they arrive at your site. Ad copywriting providers know just how vital this information is if they’re going to be able to convince customers of their online presence’s credibility.
Using testimonials and reviews on an Ad copywriting page can help with gaining credibility by establishing trustworthiness among potential clients. A testimonial or review allows one customer of an Ad copywriting provider to vouch for the Ad copywriting services of this company – so when a potential customer clicks on a testimonial or review, they will see that the Ad copywriting of this company have been used and appreciated by at least one other person.
Create a List of Benefits, Not Features
People tend to focus on features when they should rather be focusing on benefits. Features are what makes the product unique, but benefits are why consumers buy the product.
Now that doesn’t mean that you should create ad copy that omits or downplays product features – after all, why would your prospects want to buy from you if your product didn’t have any benefits? But at the same time, you need to focus on what’s in it for them – not just what’s in it.
Even though I preach about focusing on benefits, my ad copy often turns out a bit feature-rich instead of benefit-rich! So here are some tips on how to avoid falling into this trap until I’ve worked through it myself.
Focus on Benefits Not Features In Ad Copy
What are the benefits of buying your product? Don’t focus on the features but on what your prospect will get out of it. If you’re selling a course about ad copywriting, don’t just list all the things they’ll learn – talk about how much more money they’ll make and how much easier ad copy will become!
Craft a Call-to-Action for Readers to take Action on What You’re Offering Them
What’s the purpose of your ad copy? It’s to attract visitors who want to know more about what you’re offering. An effective call-to-action (CTA) tells readers what action they should take, like sign up or buy now.
In ad copywriting, a call to action is something that can be considered beneficial for people to take. In other words, ad copywriters try to create a strong message which persuades their audience into taking some kind of action.
By providing your client or reader with a unique and specific call-to-action within ad copy, you are creating an opportunity for your readers to take advantage of what you’re offering them. It’s important to make sure the CTA (call-to-action) you craft reflects the ad itself so that readers know exactly where they need to go from there.
For ad copies to have successful click-through rates, it boils down to having great ad content combined with CTRs.
Now that you know the 5 powerful tactics to write compelling ad copies, what are your next steps? It’s time for you to put these tips into action.
When you create an ad copy, it should be written in a way that speaks to the needs of your audience. How can you do this? Think about who they are and what their interests may be when creating content for them.
Is there something, in particular, they’re searching for on Google? What is one thing they want most out of life (happiness, money, love)? If you know the answers to these questions ahead of time, then crafting compelling ads will become much easier.
Once you’ve done some research into the person behind the computer screen and identified what makes them tick, craft a call-to-action with benefits that will excite them enough to click on your link or buy from your website!