Marketing takes many different forms but at the core, you have to talk to people. You have to intrigue them and make them need to know more. Pay per Click advertising is a method of Search Engine Marketing that can have immediate results. But to maximize the conversion of those text ads, it’s all up to figures of speech. Here are 7 tips for writing great ad copy:
1 “Top Secret”
Using the word “Secret” can greatly increase a viewers desire to click on your ad. People will click your ad expecting to learn some critical, undisclosed, hard to find information. If you can find juicy enough bits of information to disclose, you can greatly improve your conversion rate too.
2 “dot dot dot”
This is one of my Favorites… When you use “…” at the end of your ad it implies that theres more to the sentence, more information to glean. This works very well with the Secret tip too. You can be sure searchers are looking for accurate trustworthy information. Placing the “…” and the end of your title or content, increases the desire to click and find out what more there is to your claim.
3 “I want it Yesterday”
You know that most search engine users are trying to find what they want as soon as possible. Who wants to dig around till page three to get their answer? Playing with keywords to imply instant gratification is an old but powerful marketing tool. Use: “Today”, “Now”, “Before it’s too late”, etc.
4 “Specific Benefits”
This is another “old” or “classic tip” that you’ve seen often enough to make it obvious. Telling the viewer specific benefits can set you apart from your competitors. For example: “Lower Interest Rates!” or “Lose 10 lb a Week!” gives the viewer specifics about your offer that can pique interest.
5 “Stretch the Truth”
Remove common words, such as “a, an, in, on, it, of, etc.” Lose every word that does not absolutely need to be in the ad. Do some research into what your competitors are claiming and make sure your ad sounds more appealing. Make every word count. Exaggerating a bit won’t hurt, just don’t inflate the truth enough to damage your integrity.
6 “Download keyword”
There is great power in the “Download” keyword. Adding the Download keyword in your description or headline gives people the idea that they can get something very fast and free. Granted the download is what they want, it will generate trust and reliability for your brand. Virtual goods are a great product for internet marketing. The desired product is just a click away!
Testing your ads is critical to find out how effective your copy is. Try writing similar ads with small differences and runing them side by side. Write multiple ads and test them extensively. Track the click-through rate, conversion rate, etc to accurately gauge the Return-On-Investment of each ad. Tweak accordingly, lather, rinse, and repeat. May the best ad win!
Writing and testing ads can be great fun. You’re figuring out how to talk directly to specific parts of the consumer psyche. It is definitely a skill that you will get better at in time. Keep writing, testing, and persevering. And the next time one of your ads performs beyond your expectations, you won’t have to ask yourself: “Was it something I said?”