How To Write Effective Ad Copy?
What Is Ad Copy?
Ad copy is content that encourages a potential buyer to take action and purchase a product. By invoking an emotional response, communicating value and addressing doubt, effective ad copy can increase a company’s sales and profits.
Successful ad copy takes the place of the traditional interaction between a potential buyer and a salesperson by highlighting the key benefits of a product or service and addressing any issues the potential buyer may have.
How to write great Ad Copy?
Show viewers how you’ll solve their problem
When it comes to writing ad headlines, most businesses start and stop at plugging in keywords. This is the first thing a visitor will read after all.
Though using the keywords you’re bidding on is important for Quality Score, when everyone (your competition included) is using the same digital keywords, you don’t really attract much attention.
To stand out, your ad headline needs to mirror the visitor’s end goal
Include emotional triggers
While some visitors might be looking for a site with an end goal in mind, often people are browsing casually to get information or discover what solutions and services are available for a potential problem.
For these kind of visitors, you have to spur them into action. One way to do this is through emotional triggers.
The reason behind this is simple: people don’t make decisions based on logic alone. Instead, they are driven by emotions.
Focus on benefits, not features
When it comes to writing the body of your ad, don’t waste time by stating how amazing your brand is. Instead, get visitors to take action by telling them how your brand or your product will improve their lives.
Your ad needs to be personal (use “you”) and must be able to demonstrate how your service can benefit the visitor.
What are the 3 common mistakes a copywriter may make?
Here are three things that you shouldn’t do when writing advertising copy.
- Don’t lie in advertising. Advertising is a form of communication that encourages trust and credibility between the company and its customers. It can be misleading or unfair to make a false claim or promise about a product in an ad. The most critical thing to consider with regard to advertising copy is just what’s true about your product or service. If it isn’t true, don’t say it!
- Don’t overuse disclaimers in your advertising copy . Using disclaimers in advertising copy is optional. If you use them, make sure they are sincere and not overly long or annoying.
- Don’t just tell your reader what you’re selling, but tell them why the marketing product or service is great too. This is what will keep them interested and wanting to buy from you over your competitors.
Characteristics of a Good Advertisement Copy
The most important characteristics of a Good Advertisement Copy:
Attention Value: An Advertisement copy must attract the attention of the potential consumers. If it fails in this mission, the money and efforts go waste, for everything else follows this. The copy should be drafted, planned and displayed so ingeniously that it may compel even the most casual reader to notice it and read it with interest. It should be designed in such an attractive manner that it catches the eye.
Suggestive Value: The next quality of an advertisement should be to offer suggestion about the use and the utility of the product. This can be done if crisp and pointed but simple slogans and suggestions are devised to bring home to the reader the utility of the product in everyday situation.
Memorizing Value: The copy of advertisement should be so drafted and laid out that the product sticks to the memory of the individual reader. Repetition of advertisement is an effective method of creating memorizing value for the copy. Use of trade mark or brand name should be repeated very often.
Educational Value: A Good copy of advertisements educates the general public about the uses of the new products or the new uses of the same product. It increases the demand of the digital product and creates new habits among people by offering new tempting products to them. It helps creating new marketing markets. Thus a good copy of advertisement possesses educative value.