With attention spans getting notoriously shorter and customers being bombarded with messages of all kinds on a range of media, is it no surprise that most of them simply scroll through ads and information on landing pages on digital media. So, it becomes critical to craft compelling copy for ads and landing pages. As per experts, the average individual in any metropolitan area is exposed to anything between 50 -400 ads daily across mediums. Not all ads are relevant, with the result that recall is sadly very low in most cases. Again, the case for compelling copy to ensure that an ad creates an impression.
Strategic and well-crafted ad copy speaks directly to your target audience (potential customers), encourages them to check your entire range of offerings, and persuades them to select and make a purchase. Without compelling copy for your ads and landing pages, it is likely that the best messages will get lost in the clutter of digital media space that keeps getting more and more crowded by the day.
In this blog, we will lay out clear and actionable steps to help you craft social media ad copy that captures attention and drives results. Whether you are launching a new product or revamping an existing brand, compelling and effective ad copy can dramatically improve your performance.
Research to know who your Audience is
Even before you start, you must research to understand who your target audience is. The more thorough and in-depth your research is, the better your chances of creating effective communication for them. Get as much info as you can into their demographics, buying behaviour, language, likes and dislikes. Analyse your findings. Attempt to engage with them through published data, independent surveys, and social media to gather newer insights about them. This information will enable you to tailor focused ad copy in sync with their unique needs and desires.
Set out to Solve a Problem for Your Customer
Your customers are likely to be interested in your offering if it solves a problem for them. In other words, it should ease out an issue or a pain point, it should make life better for them. For instance, if a person has a painful heel and the ad copy clearly states how the orthopaedic shoe is likely to benefit the wearer, apart from being stylish and long-lasting, she would be more interested in buying it. Emotional and functional benefits always tend to attract. Use them in your ad copy. Connect the product’s features to tangible benefits for potential customers.
Also read: How To Maximize ROI With Professional PPC Ad Services
Keep Ad Copy Brief
‘Keep it Short and Sweet’ is a credo used in several communication tactics. It applies to a well-crafted ad copy too. In the fast-paced world of today, attention spans are pitifully short. Concise messages to quickly drive home the point are key. You should ideally aim for 100-150 words that convey the message quickly. Use simple language that can be scanned and registered quickly while still delivering an impressionable message. “Absurdly versatile Men’s Lifestyle Running Shoes from Nike”, goes the ad copy and bingo! we know what it is all about.
Keep a clear Call-to-Action (CTA)
Subtly guide your visitor to the next step. Let me feel keen to visit your website, provide you with more details of what they want, sign up for your newsletter, or make a purchase. “Want more delicious, quick Dinner Ideas? Get the Mother’s Special Weekly Newsletter. Click Here to Subscribe.” An example of a clear and direct CTA.
Add Visuals to Enhance Your Ad Copy
Make use of images, videos, and infographics to break up your text. This will kill the monotony of reading, add visual interest and make it more impressionable. Visuals can be creatively used in any text. Photographs, videos, graphics, and illustrations help communicate ideas and messages in a manner that is easy for readers to understand. Plus, hundreds of studies have proven that visuals create an emotional connection with readers that text alone can never achieve.
Why not use Emojis to Connect even better?
Emotions are hugely popular with younger customers and drive purchase decisions. When you craft your ad copy to evoke feelings like joy, nostalgia, satisfaction, or even a sense of belonging, it not only makes it visually creative, it may even influence a purchase. For example, Bigbasket.com often uses the ‘star’ to highlight special offers. McDonald’s, Domino’s, and WWF are some international brands that have used emoticons in their artwork to convey their messages.
Keep your Brand Voice and Tone Consistent
Your ad copy should reflect your brand’s personality. Is it fun, chic sophisticated, or down-to-earth? Consistency in tone across all channels will build trust and make your brand recognizable anywhere over time. Establish guidelines for tone and style to ensure coherence for your brand.
Take Care to Remain Relatable
It is important to break from the ordinary and experiment with different formats and styles but take care to remain relatable. Unique and original copy helps your brand stand out in a crowded marketplace but it should be aligned to your brand image.
Research what Competition is Doing
This may seem obvious, but it is important to keep a continuous research programme on to check what competing ads are up to. Firstly, it helps us understand what the competition is doing that works or does not work; secondly, by analysing a competitor’s ad copy, we can develop our own original ideas to improve. The most effective ad copy will be one that truly speaks to your audience.
Put your Ad Copy through A/B Test
Experimentation is vital to find out what works best. You should do this by creating A/B variations of your ad copy and testing them. Monitoring performance will help you understand which messages click more with your audience. A process of continuous testing ensures that your ads remain effective.
Conclusion
Wrapping up, you should attempt to unleash your creativity by crafting unique and original ad copies, but a regimen of continuous testing and analysing is important to keep checking what resonates with your target audience and potential customers. Crafting compelling copy for ads and landing pages is an ongoing process wherein the first draft is never good enough. Continuous refinement through successive changes and refinement is essential. Using the above-listed points should prime you to develop the best ad copy while remaining true to your brand voice and tone.
