You can’t just slap some keywords on your ad and call it a day. Instead, you’ve gotta write copy that encourages visitors to click. But how do you craft ad copy that sells? Let’s talk about why ad copy matters and how you can draw in more customers with it.
Ad Copy Matters
Ninety percent of mobile searchers still aren’t sure what brand they want to buy from- that’s why they’re searching
- Your ad copy allows you to make a lasting impression on potential customers
- The better your ad copy, the less you’ll pay for your cost-per-action (CPA).
How to Nail Your Ad Copy
Four strategies to write ad copy that convinces viewers to take action
- Know what ad visuals and platform you’ll use before writing copy
- Apply these strategies to match the design and platform of the ad you’re writing for.
Line up your ad copy and landing page copy
Create a conversion-focused landing page for your ad campaign
- These pages work like a funnel to keep your visitor going toward the action you want them to take
- Keep your tone and language consistent between the ad and landing pages to reduce friction between ad click and conversion
Get down to business
Focus on solutions and benefits
- Explain how your product or service will solve your audience’s problem.
- Emphasize benefits over features
- Audience research will help you understand what perks will appeal to your target audience the most
- Welch’s centers its benefits in the Facebook ads for their smoothies.
Bring It Home With a Killer CTA
Choose a powerful phrase that matches the action you want your visitor to take when they click your ad
- CTA’s presentation will depend on your ad platform
- Best practices for CTAs
- Make sure your CTA fits those standards and your goals
Customize Based on Funnel Phase
Leads closer to the top of the funnel (TOFU) respond better to awareness-related messages
- Those near the bottom need a final push from your copy to take action
- If you want to raise awareness for TOFU readers, keep your copy inviting and light
- For BOFU, make your copy more intentional with action verbs
Entice with social proof
Review and testimonial snippets show that other people enjoy what you offer, so viewers can trust that they’ll like it, too.
- Try to keep your social proof short and impactful to stay within your ad platform’s character limits
- Copy-focused graphic that showcases support from a customer
