For any online business to grow, having good traffic to the website is a must, and it is also an easy measure to analyze how well the company is doing. To gain traffic in a small time-frame you need to advertise and reach out to your target audience. With so many social media platforms and Google Ad Sense to advertise your products and services, it is crucial to know and understand the importance of writing an effective ad copy that turns the viewers into potential buyers/customers. There is no point in spending so much money on advertisements if it does not provide any revenue to the company.
Along with the growing number of users on social media platforms, opportunities for advertising on them have also grown over the past few years. In order to make the best of this opportunity, your ad copy needs to be the best. No matter how many tools or extensions of Ad words you use, if you’re ad copy is not good enough, you are not going to get the results you expected.
Listed below are the best ways of how to write an effective ad copy that sells:
Addressing the Problem in Ad Headlines
When it comes to ads, the ad headlines are the first thing the visitor will read, but most businesses jump to the keywords instead of trying to make it compelling and interesting enough. Of course, keywords are important, however, it does not help you gain much attention when everyone else, including your competitors, are using the same keywords. To make a difference, your ad headline should reflect the visitor’s end goal. Remember, people might find your ad because of the keywords but will click on it only if it makes them feel that it will solve their problems or address their needs. Before writing an ad copy, think about the visitor’s end goal as to what it is that he/ she wants to accomplish and how your ad headline can fulfill that need. Below is an example of an ad with and ad headline of keywords without any approach towards the end goal of the viewer.
Here the keyword for the ad is ‘tax software’, and while both the ads fit in the right box of using correct keywords, they ended up with the same ad headlines. Any viewer tends to completely ignore both the ads because of the monotonous representation. This is a great example to understand that the ad headline should reflect the viewer’s end goal.
Research is Mandatory
While writing an ad copy, it is important to know and understand the needs of your target audience. Writing an ad copy describing your products/services in the best possible way alone will not make it stand out from that of your competitors. You need to understand who the target audience is, how that person thinks and what the person needs. If you are not able to analyze these 3 factors in the process of writing an effective ad copy, you’re just trying to promote your products or services to a target audience without any idea of their needs or requirements. These are the ads that land the marketers in trouble.
Induce Emotional Triggers
An emotional response will prompt people into taking action. Adding an emotional trigger to the body of your ad copy tends to do the magic. Don’t believe? Think of the principle of click-bait; people see or read something, experience a strong emotional reaction to it and click on it. However, it is important to consider what effect you want this emotional reaction to have on the visitor/ viewer. An incorrect trigger might even lead to creating a negative effect on the mind of the viewer and trigger a negative emotional reaction like anger, disgust, fear. So, it is important to understand the positive and negative emotional triggers and mostly use positive emotional triggers like affirmation and humor.
Answering the mystery question- WHY?
After an interesting and helpful ad headline, and adding an emotional trigger to get a response, the most important element is the ‘why’ factor. Before they decide to buy from you, subconsciously they will think why? You should address in the ad copy as to why should they buy your product or services? Why should they buy it right now? Why should they trust your company? These are the questions running through a viewer/visitor’s mind, and you should be able to answer them through your ad copy. Lay more emphasis on the benefits of the product or service rather than its features.
In today’s modern world, the fear of missing out (FOMO) can be a primary accelerator to get visitors to your site. Research has found that humans tend to get motivated by the idea of losing out on something than gaining something. Make the perfect use of this trait in your ad copy by adding countdown timers that run in real-time, such as the ads with timers that say sale ends in XYZ minutes or free shipping for the next 24 hours. This also creates a sense of scarcity and urgency, influencing the visitor to click on it to view, purchase or know more about your products/ services.
With increased competition in the online world, it is important to write compelling and effective ad copies to increase traffic and make sales. However, this skill cannot be achieved overnight and requires practice, but the above-mentioned tips can give you a good head start, to begin with. The most important thing while writing or reviewing your ad copy is to look at it from the viewer/ visitor point of view.