We are exposed to hundreds of online advertisements daily, whether we’re searching on Google or browsing on Facebook. Some ads are relevant and get your attention, while most are just scrolled past. How can you make your ads stand out and encourage users to click through in such a saturated market?
Here are 5 tips to get you started.
1. Put yourself in the customer’s shoes
This is especially relevant for Google ads, which rely heavily on search terms. When your advertisement answers what the user is looking for, it would naturally get their attention.
Imagine that you have just moved into a new apartment and need to set up your home wi-fi. What would your search terms look like? You might start with “best internet service provider”, or “ISPs with the highest bandwidth” and you’ll see two ads at the top of your results page offering limited time only offers with every new sign-up.
For example, their Google search ad could look like this:
Fastest Home Broadband Internet
Free Setup for New Customers!
Get online today with the fastest broadband provider from only $X.XX. Find out more.
Free wi-fi router with sign up
Get online with no fuss
Awarded best broadband provider. Plans from only $X.XX. Find out more.
Can you see how the ad marries intent (need for a new ISP) with objective (drive new sales with limited time offer)? Understanding the intent of your buyer helps you to identify the search keywords you should rank for, and the ad copy you should craft to get their attention.
2. Focus on what’s important
There is a limit to how much you can actually write. Google ads give you 30 characters for the headline, 30 for the sub-heading and 80 characters for the main description. This means you need to answer the customer’s need immediately, include a promotion or call-to-action in the subheading and outline the benefits succinctly in the longer description.
Facebook ads don’t have a limit but will cut off your copy if it’s too long. As rule, your text at the top should not go over 90 characters, your headline should be around 25 and stick 30 characters for your link description. As with Google ads always lead with your strongest message. Users tend to scan through their Facebook feed so you need to grab their attention.
- Sell Your Car Today – Best Rates
- 24 Hour Emergency Plumber – Call Now
- Stream Your Favourite Shows – Fast Broadband
3. Feature keywords
With the buyer persona’s intent and your marketing objective in mind, write a list of keywords that you need to include in your copy. If you’re offering cloud solutions and want to drive sales with a free trial, the keywords “Cloud Solutions” and “Free Trial” should make it on your list.
The Google Keyword Planner well help you find new words or phrases. You can also type in your keywords or phrases into Google’s search bar and let the autocomplete function show you what’s trending. Related searches, found at the bottom of a Google search results page, will suggest more terms.
Remember, it doesn’t have to be funny, clever, or even grammatically correct. Instead, focus on relevance and context.
- Cloud Solutions to Grow Your Business – Free Trial
- Home Renovation Packages – Call for Free Quote
- Freshly Made Home Delivered Pizza – Two For One Offer
4. Write a compelling call-to-action (CTA)
When someone searches for a product or service they’re considering making a purchase or ready to buy. Your call-to-action needs to take this into account. What message will get them over the line?
- Buy one, get one free
- Get a free trial
- Request for Demo
- Don’t miss out, call today
Write a clear and compelling call to action that will inspire immediate action (the excessive use of “now” and multiple exclamation marks are not necessary). Keep it short – you don’t want to confuse your customers, and again, keep the word count in mind.
5. Test, track, and optimise
The final thing to do is to test, track, and optimise your ads. Ideally, you should run a few ads for every campaign to test out keywords, CTAs, and image preferences. Keep a record of how every ad performs, boost the ones that perform well, and take down those that don’t. This ensures that you are getting the most value from every campaign.
Quick Digital Ad Copy Cheat Sheet
- Keep the copy short and simple, don’t let your message get lost.
- Make different ads for different target audience groups.
- Speak to your audience with the same tone of voice and be helpful, offer them solutions.
- Create a consistent and compelling call-to-action.
- Mention price if there’s a deal or add a timeframe to motivate customers to click through.
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