Whether you’re on Facebook or reading an article on your favorite news website, ads are everywhere. If you’re anything like the average consumer, you’re most likely inclined to exit out of a pop-up advertisement as quickly as possible.
In order to maintain an audience’s attention, you need to create persuasive ad copy. This encourages them to click through and learn more about your brand. Here’s how.
Use Keywords Wisely
Just like with your on-page SEO, your ad copy also needs to be centered on a specific keyword or phrase. This term should appear as close to the beginning of your ad as possible. Ideally, it should be in the first line or header.
Your keyword phrase will then be highlighted in bold font on the search results page, which helps catch the eye of users as they scan their options. By using your specific keyword right away, you’ll also confirm to the search engine that your ad is relevant to the user’s query.
Play Up Its Benefits
You have limited space when it comes to ad copy – make it count. Make sure to make the benefits of your offer, as well as stand-out features, as clear as possible. You want to let the viewer know as quickly as possible what the value of your product or service is.
Not sure of what to highlight? Take a look at the ads of your competitors and note what benefits they highlight and if there are any that they missed. Play up what sets you apart and makes your company the better option.
Focus On Visuals
Did you know that native ads containing images, video, and other types of imagery drive up to 60% more conversions than those that feature just text? Rich media is more engaging for the viewer and grabs their attention – very important for standing out from a sea of competitors. This is particularly important for platforms like Facebook that have ever-changing news feeds and algorithms.
Your image and ad copy should work together to sell your product and tell a story. Avoid grabbing stock images and form a relationship with a talented graphic designer and/or photographer to create your own unique visuals.
While it’s important to play up the benefits of your product or service, your copy needs to be less about you and more about your audience. Try to evoke emotion with your ad copy, for example, calling out a problem you know they’re facing and how your offer can help them solve it.
Get a sense of who your audience is and what they need in order to create a personalized experience. Use words like “you” when speaking to your audience, and tell stories that put them at the center of your messaging. Segment your audience and tailor your messaging to suit different demographics. Make it clear to your audience that you understand their needs and want to help.