A compelling ad copy explains how a product or service can resolve a customer’s problems or cater to his specific demands. Digital marketers or advertisers can check the tips mentioned below to understand what makes a good ad copy:
1. Compliment the buyers
An intelligent advertiser tries to woo prospective buyers by telling them how smart it would be to buy his specific product or service. The strategy works with most people who like to be better or wiser than their peers.
2. Talk about the cost-saving
Marketers understand what makes a good ad copy. They know that many people are first interested in the cost aspect of a product. Hence, if they are able to convince a prospective buyer that by purchasing that product, he stands to save a substantial amount of money, they might be able to sell their products in larger volumes and more rapidly also.
For example, a company manufacturing LED bulbs and lamps will speak about the amount of electricity their products save daily. Also, they will give a tentative figure of the money users will save in a month.
Even though this is not the money the company is paying the customer directly, it would definitely resonate with several prospective buyers who prefer to save money through various cost-cutting methods.
3. Sales Offer
Established brands often provide heavy discounts on most of their products. They call it a seasonal or bumper sale to sell as many products as possible within a specific period. The sales offer is valid only for a certain period when customers get a heavy discount for every product they buy. Statements like buy 1, get 1 free, flat 50% off, etc., in the ad copies entice such customers, luring them to check out the products.
In this particular type of ad copy, the focus is not on the features or problem-solving capacities of the products. Instead, the cost aspect is highlighted as the USP or Unique Selling Point to encourage even those customers who don’t plan on buying immediately. Most brands resort to such strategies to clear out products stocked in their godowns for long periods.
4. Free trials
Service-based companies can offer free trials to their potential customers through appropriate ad copy. The ultimate motive of creating ad copies would be to encourage customers to subscribe to their portals. Following that, some intelligent marketing tactics could help brands to convert free users into paid customers.
5. Addressing concerns
Ad copies can address multiple concerns of customers simultaneously. For example, if an automotive company wants to sell its latest automobile, it can handle the following concerns of potential buyers:
- Range or number of models the car has
- The price of the car along with all current discounts and deals
- Features and functions, along with provisions of a free test drive
The chances of customers finally buying the car can be improved greatly as the ad copy will clearly address all customer queries. Similarly, while creating an ad copy, all the details that a customer needs to decide whether to buy a product has to be provided in the ad itself.
6. Including a Call-To-Action Statement
An ad copy also needs to include a call-to-action statement. Using simple sentences in the CTA statement is a must as it motivates the potential buyer to take necessary action according to the ad;s basic motive. Most customers are unaware of what they should do after reading an ad. For example, suppose the ad copy has been created to get customer registrations. In such a case, the ad copy can include sentences like “Click here to register” or “Register now to avail this offer”.
7. Creating multiple ad copies
Some advertisers tend to create multiple ad copies for different advertising platforms. Irrespective of how many copies of an ad have been made, the advertisers must always showcase the best version. Also, there are certain character limits that Google Ads imposes on ads. Hence, the advertiser or copywriter needs to learn to compose crisp, short, and meaningful sentences to convey the message concisely to potential customers.
8. Using the landing page
When advertisers run a sales campaign on a company website, they must try to include the details of the campaign on the landing page itself. The content of the landing page should be such that it provides more information on the ad. Non- alignment of the landing page to the ads can increase bounce rates. The landing page thus fails to serve its purpose and does not meet the expectations of those who visit the website after seeing the ad.
9. Emotional triggers
Some brands try to increase their conversion rates by including some emotional triggers in their ad copy. For instance, a brand might promote its approaches to saving the environment to impress customers. Similarly, including statements that arouse fears of missing out on a particular product can sometimes work also.
10. Adding extensions
Adding extensions that allow customers to email or call the support team directly also works. Additionally, the ad copies need to be optimized to suit mobile users, as the smaller display screens of handheld devices cannot show the entire ad sometimes. In such cases, the extensions could provide more details to customers.