Many beginners do everything “right.” They pick out great products, take amazing photos, and spend hours creating their website and free content. If you want people to buy your products or use your service, you have to advertise properly. Otherwise, the only one making a profit will be the platform you choose to advertise on.
Whether you are writing ads for social media or print, there are several key principles of ad writing that can be applied to any ad to increase its conversion rate. Ads are complex; they are a critical part of your marketing strategy and must be executed properly if you want to see results. Ads incorporate many important aspects; these top three are a must for any high converting ad.
A Killer Headline
The purpose of your headline is to get your prospect to read the next sentence of the copy. That’s it. This is where a title and a headline drastically differ. While the title of a book may give you a general idea of what the book is about, a headline for an ad needs to do much more than that. In a world where everyone’s social media feeds are filled with endless ads, it takes something truly unique for your advertisement to stand out from the crowd.
Writing a headline that stops the person from scrolling and gets them to click on your ad is no easy task. Fortunately, these tips should help you write a headline that is irresistible!
Keep it Short, Simple, and Sassy
Your prospects are already being bombarded with hundreds of ads every day. Long, uninteresting ads aren’t going to get clicks or even a second glance. Aside from that show-stopping headline you just wrote, there are two other places where you must step up your game. You don’t have to be cheesy or salesy. Offer a unique personality that your customers want to interact with.
The two places to show off your brand’s charisma are the ad copy and your visuals.
To incorporate your brand’s personality into your ad copy, you can consider word choice. Your copywriter may want to develop a list of words that your brand does not use in their copy and a list of words that really express who you are.
Also, be sure to keep your copy short, especially for social media ads. People on social media aren’t going to read your long-form copy, so don’t waste time and money writing it. One more thing, never underestimate the power of using the word “you.”
Many find that expressing personality in the visual part of the ad is much easier to do. Visuals are easy for the viewer to process; they are a key part of the ad. You can overlay text using software like Canva, create videos, and use the carousel feature to show multiple products. Many brands find that showing live people using their products increasing their conversions.
Always remember that photos should be high-quality, professional images if you want to convey trust and legitimacy to your audience. You don’t want to skimp out on your ad’s visuals.
Include a Call to Action
Next to the headline, the call to action (CTA) is the most important part of your ad. The call to action takes your audience where you want them to go next, whether that is a landing or purchase page. If you don’t include a CTA, you are losing sales. Your prospect might be nodding their head in agreement, fully ready to make the purchase, but if you don’t ask for the sale, you won’t get it.
This component of the ad usually goes at the bottom of the ad in the form of the button. Don’t overlook the copy on your CTA, the verb you use here can make or break the ad.
From top to bottom, your ad needs to be optimized to convert. Each of these components can be tailored to suit your target audience and to express your brand’s identity.
Pro Tip: Be sure to A/B split test your ads. Testing the same ads with different variations will allow you to determine which version of the ad converts the best!
James Gunny came across Bitcoin in early 2013 and was hooked on ever since. After years of being an active member in the bitcoin community, he now aims to help promote cryptocurrency technology to the masses through his position of Senior Managing Editor at Onlinemagazinenews.com.