If your ads are not producing the results you want, there is a good chance something is wrong with the ad copy. Over the years, creative copywriting has become hugely popular, and text ads has really taken things to the next level to attract audiences. Designing an ad and choosing colours is the easy part – but how are you going to use words to bring attention to your product?
Here are a few words that should help you define your ad copy:
- Emotionally powerful
- Informative / helpful
Questions to ask during ad copy brainstorm
- What do I want to achieve with my ad copy?
- Who is my target demographic?
- How are my competitors utilising ad copy?
- Can I simplify what I want to say?
6 tricks for engaging ad copy
Make it cause a certain emotion
Unless you make it relatable to someone, it will not give you the engagement you are looking for. Humans look for products they can use, products that give them something of value and by creating an emotionally engaging ad copy, you’re giving them the first step to that value. Emotions influence our purchases on a daily basis – take advantage and create emotion with your words. This can easily be done through storytelling, so make sure you ad tells a story.
Make use of FOMO
FOMO is also known as ‘fear of missing out’ and it’s often present in today’s generations, regardless of their age. Your ad copy should reflect this. Especially, FOMO works brilliantly with limited time sale promos, countdowns, special deals for holiday seasons, giving second chances with discounts and so on… Let them know they’ll be missing out!
Before you create your ad copy, think about your audience and ask yourself, what is something they would like to see and what would interest them and why should they click on your ad? Are you making it relatable and relevant enough by using appropriate language? Are you using certain emotionally powerful words that your audience persona responds to?
- Who are you writing the ad for?
- What do they need?
- How do they speak and think?
Create striking, catchy slogans, and powerful call to actions
You know, like the McDonald’s “I’m lovin it”. Your slogan should be something that follows every single ad you create. It helps the customers memorise your brand and eventually makes your ad copy pay off.
Call to actions are equally as important and this goes back to the question, “what do you want your ad copy to achieve?”
Don’t induce eye rolls – respect your customers
Cheesy ad copy never works and you also can’t just write “buy it now, 50% off” to make your ad copy pay off. Let’s face the truth, it doesn’t work and it gets buried under thousands of ads that are more creative and really target the specific buying persona. Unless it brings out emotions, a cliché ad copy usually just ends up in an eye roll with your audience moving on without any further engagement.
Analyse your competitor’s’ ad copy success
There are a few good things about this method – it’s a shortcut that lets you see what your competitors are doing to attract the same audience, and it helps you analyse their ad copy and adapt it to your own situation. It’s okay to check them out find out what works and what doesn’t. Only thing you must remember: make it better, and make it different. Don’t directly copy paste, merely use it as a tool for inspiration.
So how do you write better ad copy?
Ad copy results come from testing what works with your audience and what doesn’t. It takes a lot of practice, editing, and finding out how you can say your message in different ways.
What does your ad copy need to become more striking? Do you need to engage more with your audience? Do you need to find out who it is you’re writing for? Do you need more data? Shocking statistics? Useful information worthy of a click? Make sure you do your research.
Creative advertising is something many people do, but only few do it really really well. Not only can you get inspired by your own competitors, creativity can come from anywhere. Like Mad Men, sometimes it simply happens when you sit in a smoky bar.
Examples of brilliant Facebook ad copy
Why does it work? The ad asks a question that’s probably on the mind of many who follow Mark Roberge, and then it includes a call to action to the answer. The target demographic is clear, and the ‘FREE eBook’ adds something of value to the text copy.
B2B: LinkedIN University
Here’s why it works. It starts with a question many people in marketing would like an answer to. The target demographic is clear, the call to action is there, and the ad copy is simple and to the point. The language used is very emotionally powerful and the question itself makes people in marketing respond with an emotion.
This ad is straight to the point, relatable, and immediately creates an emotion. A wider demographic target, but still focuses on the interest, which is productivity.
Why does it work? Completely relatable to every student. This ad tackles a problem students all over the world face and best of all, it offers a solution. The language used is appropriate for the target audience (play on words “There’s a light at the end of the student loan tunnel”), and the call to action “Apply Now” further simplifies the process.
Still struggling with creating text ad copy that will boost your conversions? We’ll be happy to help you out!