If you’re looking to create more profitable paid media ads then the copy that you use to create them is a key part of the process. Investing in paid media advertising can be a great way to generate profile for your business and improve revenues. However, you don’t have long in which to catch the attention of users and that means that the copy you use in your ads needs to be exceptionally effective. These are our top tips for making sure that’s the case.
Focus on consumer need
You’re probably tempted to use your ad copy to talk about the business and its products – this is what you’re promoting after all. However, if you want to get the most from an ad investment then the copy you use needs to be tailored to consumer need instead. Think about the specific issues that your customers may have that your products and services are designed to solve and then write the ad in response to that, as opposed to a purely promotional piece.
Build in an emotional response
Once you’ve focused in on the core issue or need, look for ways to trigger the emotions that surround it. These could be hope or feeling part of something or even negative emotions such as the fear of missing out. Integrating an emotional response is what will make your ad memorable.
With any product or service it’s likely that obstacles to purchase are likely to arise in the mind of the consumer and this could lead to rejection rather than click through and purchase. It might be useful to pre-empt the causes of this and address a number of them in your ad copy to make it more effective.
Use a combination of numbers and words
The use of numbers and statistics has been found to increase CTR on paid ads. So, make room for some statistics in your copy, even something as simple as product pricing. If you’re going to include survey results or research be transparent about the sources, group size etc or you could damage any trust you’ve established in the consumer’s mind.
Create urgency with your CTA
Use a strong verb such as “join” or “save” to begin your Call To Action and avoid the clichés that often arise in this part of ad copy. Be original, powerful and fresh.
What’s unique about you?
This is a question that needs to be answered in the mind of the consumer when reading your ad copy. It could be awards that you’ve won or the way the business operates, ground breaking products or special offers you’re currently running. Make sure that your ad copy concisely conveys what makes you different.
It’s often the case that consumers want to interact more with local businesses than large, nationwide, impersonal corporations. Emphasising your location in the ad could be effective at increasing your local audience.
Split test your ads
This will enable you to gather a wide range of data to inform your ad strategy of the future so that you don’t have to rely on guesswork.
If you want to craft the perfect copy for paid ads these top tips are a great place to start. If you're looking to boost your ROI from your paid ads, why not get in touch? We'd love to help you springboard your campaign to increase lead generation. Give us a call on 020 7100 0726 today.