Crafting effective ad copy is not as easy as it may seem. It requires time and effort to create compelling ads that deliver results. In this article, I will outline the process I follow and share valuable tips to help you generate high-performing ad copy, whether you’re starting from scratch or refreshing your existing ads.
Step 1: Lay the Foundation
Before diving into ad creation, it’s essential to do some groundwork to set the right direction. Consider the following:
Understand the Business/Client
Familiarize yourself with the business goals and values. Use a questionnaire or have a conversation with clients to gain insights into their motivations and where they want their advertising to lead.
Research the Target Audience
Get to know the target audience’s needs, desires, and pain points. Identify the specific problems your brand, product, or service solves for them.
Conduct Competitive Research
Analyze competitor PPC ads to understand their strategies. Utilize tools like SEMRush, SpyFu, and WhatRunsWhere to gather comprehensive data on their marketing approaches. Look beyond PPC campaigns to gain a holistic view of their overall marketing efforts.
Highlight Product/Service Benefits
Clearly communicate the benefits of your offering. Show prospects why your product/service is valuable to them. Utilize search query data to understand the audience’s language, desires, and intent. Align your ad messaging with the purpose of the landing page.
Step 2: Brainstorm Ad Copy
Once you have the groundwork in place, it’s time to brainstorm ad copy ideas. The goal here is to generate a variety of ideas without focusing on perfecting them. Consider the following tips:
Think Creatively: Brainstorm ideas that make your ads stand out. Use the insights gained from understanding your company’s unique value proposition to differentiate yourself in the market.
Engage a Brainstorming Team: Collaborate with team members who bring different perspectives and strategies to the table. Their diverse viewpoints can lead to fresh and innovative ad copy ideas.
Step 3: Craft Engaging Ad Copy
In the final stage, focus on refining your ad copy for maximum impact. Pay attention to the headline, description lines, and display URL. Consider these additional tips:
Experiment with Wording: Test different variations of ad copy to find the most effective messaging. Even small changes in wording can make a significant difference in performance. Consider switching the order of description lines for improved results.
Consider Landing Pages and Phone Calls: Optimize your ad copy to drive conversions on landing pages. Additionally, explore the potential of encouraging phone calls, as they often yield more qualified leads. Utilize call-only campaigns for mobile users when appropriate.
Run Ad Copy Contests: Foster creativity and improve performance by organizing ad copy contests internally. Encourage team members to contribute their ideas, and evaluate which ad performs best.
Here are some additional pointers to enhance your ad copy:
- Use question words in headlines (who, what, when, where, why, how).
- Highlight negative consequences to create a sense of urgency or address pain points.
- Incorporate memorable phonetics, such as alliteration or repetition, to make your ads more impactful. Consider using a “staccato” structure for a punchier and engaging ad copy.
By following these steps and incorporating these tips, you can create compelling ad copy that captivates your audience and drives conversions. Happy writing!