Remember in school when your teacher allowed a single notecard’s worth of notes for reference on tests? (Cue you busting out your finest point pen and bringing a magnifying glass on exam day.)
Just like with PPC ad copy, you have to knock out the most important info within a limited word count. It’s not easy, but there’s a way about it. Visiture is delving into PPC ad copy and how to write ads that convert.
Make It About the Customer. Craft your message around the individual who will see the ad. Frankly, the people you’re targeting don’t care about the seller as much as they care about themselves. You want the person viewing your ad to feel that the product or service you’re providing is beneficial to them. Use words like “you”, “value”, “save”, and “results.”
Integrate Emotional Triggers. Data on emotional ads has shown fear, affirmation, disgust, and anger are the most effective and easily triggered emotions. Think about how clickbait plays into emotions to gain clicks. Play into affirmation with positive messages and humor, or tap into FOMO to prompt quick action.
Eliminate Objections. People have their reservations before purchasing products. Give them all the assurance they’ll need to feel comfortable purchasing your products. This could mean an included warranty, a satisfaction guarantee, or free shipping. If you include these in your ad copy, then you’ll effectively nip those objections in the bud.
Highlight Benefits. Highlighting all the great features of a product is an easy and tempting method of crafting a message. However, feature-selling lacks context. What will these features bring to the buyer? Highlight the benefits a user will see. Connect the dots for them so they don’t have to.
There’s still more to scribble down on your notecard, so save room!
