Creating ads is hard, and it’s even harder to know what to write to engage your audience. Even people with similar interests are triggered to make buying decisions by different things. You have to write an ad copy that encourages people to click on the ad, or engage in some way. Why does ad copy even matter? There are multiple reasons, but the top reason is that compelling ad copy allows you to make a lasting impression on potential customers.
The first step to writing a compelling ad is to know what visuals and platform you are using for your ad; this will help you determine what audience segment you are reaching with this copy and allow you to relate to them. After that, these next few steps will be a breeze!
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Use social proof. People trust other people, which is why reviews are so important. Using social proof, or evidence that other people like your product (through something like a review), gives you credibility and shows potential customers they will like your product as well. However, keep it short and sweet. Use the most impactful testimonials.
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Get to the point. You only have so much time to catch your reader’s attention; some studies say you have to engage them within 2.3 seconds. So you have to start with something that will really grab their eye. To do this, focus on solutions and benefits of your product or service. Research your audience to know which solutions and benefits to focus on based on the platform you are using.
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Make sure your ad and landing page match. Your brand needs to show through your ad and your landing page; if the vibes and/or information do not match, users will likely leave the page rather quickly. Ensuring your ad and landing page match will reduce friction between clicks and conversions. You do not want to risk losing your customer right before they convert.
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Customize it based on their position in the funnel. This one is pretty self explanatory; everyone at a different stage in the funnel needs a different ad copy. It is important to understand the funnel and how the people in each stage react to ad copy; for example, potential customers near the top of the funnel will respond better to awareness-related messages. Because they all react differently, it is important to know who you are advertising to. Consider making different ad sets for your audience at different levels of the funnel.
After you have done these key things, be sure to bring it home with a strong CTA to seal the deal! Be sure it is consistent with what the rest of your ad is asking the user to do; if you follow these steps, you should be able to lock-in your customer. If you need help, feel free to reach out to us! We would love to help! Call us today to schedule your FREE strategy call!
