There are marketers who would rather sit on a hot grill than write ad copy. And, honestly… same. Have you ever tried to impress everyone on the internet in 30 characters or less?
Ad copy is one of the few forms of content that makes even the most enthusiastic writers groan. There’s no way to predict how any ad will perform, which campaigns will take off, and which keywords are really going to pay off.
While writing ad copy is never going to be fun or a guaranteed hole-in-one, there are a few ways you (or your favorite copywriter) can tweak your headlines for optimal performance and results.
Writing good ad copy starts with knowing both your audience and your intent. With any kind of copywriting, your message and delivery should always be catered to speak directly to your ideal audience in the clearest way possible.
Before you sit down and start comprising headlines, it’s usually a good idea to figure out two main things:
Once you’ve figured those two things out, hash out the details to give yourself and your team absolute clarity.
Once you know who your audience is, you need to figure out where your audience is. Are they looking for your services on Google, or are they browsing Facebook for their next idea or outing?
There’s no point in wasting time creating ads for Facebook if your ideal consumer isn’t using the platform. You want your ad money to payoff, so smart ad placement is crucial, as is the language you use when creating them. For example, how casual or formal you are in your copy weighs heavily on your audience preferences, and what’s going to appeal to them.
Don’t use gimmicks or try to be mysterious in your ads. Be straightforward and upfront about where the ad is leading your user. Otherwise, you’ll end up paying for lots of clicks and no leads.
If your message is clear, it’s more likely to do the job you have intended it to, and consumers won’t feel that they’ve been “tricked” or “duped” when they click on your ad.
Seriously, we cannot stress how important this is. Keyword research is the backbone of ALL decent copywriting for a reason—it works. Doing keyword research means you’re putting in the effort to find out what terms people online are using to find your product or services (or your competition’s).
Use those keywords as frequently as possible in your ad copy, but be aware of the cost of each one. Popular, highly competitive keywords will always be the most expensive, and unfortunately also the hardest to land. Explore secondary keywords, and see how your copywriters can get creative to make them link up with your message!
If you want to take things a step further, dive into some good SEO. Thorough SEO research can tell you which words you should use in your copy to attract users. It can also tell you which words or phrases will be most effective based on your website copy.
Sometimes, this means adjusting the copy on your website to create good sync between your site and your ads. Be careful with this though—you want your website to be evergreen, and truly reflect your services and brand. Don’t change your foundation to match your ads, but look at the bigger picture and how they work together.
When you’re writing ad copy, it’s easy to get sucked into using catchy or cheesy phrases. Unfortunately, internet users, these days are becoming more avoidant of blatant advertising, which means your obnoxious sales pitches will backfire.
Stay focused on the goal and message of your campaign. If your campaign is to build brand awareness or to boost your men’s clothing line, don’t talk about your women’s wear (even if it’s the best out there). Keep your eyes on the prize.
Writing ad copy is a complicated process and one that really has no specific formula. However, if you focus on speaking directly to your intended audience, you’re clear about your message and you soak up those keywords, you’ll have a strong start in the right direction.
Valentine’s day can teach us a lot about effective marketing strategies like audience reach, consumer loyalty and emotional appeal.
Artificial intelligence is helping us create meaningful connections in healthcare, personalizing and transforming the way healthcare brands and their customers establish and maintain relationships.
Unsure of where to start with your marketing strategy? This guide provides a comprehensive overview of our bulletproof market entry framework, including the steps you need to take to prepare your marketing for maximum impact, success, and risk mitigation.
How to write better ad copy by sticking to the basics and utilizing keywords and SEO.
How to make managing social media easier, tips for better social media management and when to outsource it.
Link building is the process of getting other websites to list links back to your own, but it can’t be done overnight. Here’s how to start.
How do you balance a marketing budget without losing your marbles? The key lies in choosing the right medium and taking advantage of your data in a smart way.
Building a sales team is one of the toughest aspects of marketing. From finding the right talent to assigning the right tasks, building an effective salesforce is no easy feat.
Why is data measurement and analysis just the worst? Data analysis is time consuming, tedious and so last decade. Automate data analysis for better results.
You’re ready to grow, and we can make it happen. Schedule a quick consultation call with us today, it won’t cost you anything.
No commitments. No strings attached.