How to Write Great Ad Copy
Paid ads are a cornerstone of a solid digital marketing strategy, but many businesses struggle to get the returns they are looking for on the ads they’re utilising. The most common reason for this is poor ad copy. You have a limited amount of space to get your message out there, so every character must count. Here’s how to write ad copy that drives all the right kinds of traffic to your website.
#1 – Be bold and direct
This is no time to be shy! Make a bold statement that stakes your claim on the customer’s attention. Focus on your differentiator, whether it’s a product no one else has, a service no one else provides, or your status in the industry. Be straightforward with what you have to offer and why you’re the best at what you do.
#2 – Create pressure
Okay, so we’re not here to bully customers into parting with their hard-earned money, but it is helpful to create some sense of genuine urgency. For example, having a limited time offer, a limited reward offer, or limiting an offer to the first 100 people to click through to a particular purchase can be a real win for both your business and the customer.
#3 – Tap into relevant major events
You can also link this up with a relevant calendar event to create even more exposure with the kind of audience you want to attract. For example, if you sell organic and biodegradable home cleaning products, you can have a special that runs through Earth Week or Plastic-Free July. If you service air conditioning and purification systems, you can run a special during World Allergy week, or if you run a yoga studio you can boost class attendance by running specials linked to R U OK Day, International Day of Yoga, or Exercise Right Week.
#4 – Go local
Don’t forget about your local audience. By including keywords relevant to your business or practice’s physical location, you not only cut down on the number of other businesses that you’re competing with, but you’re also pulling in people who are looking for a service or product near them. People love to support local companies, and you can make this work even if you have several different locations. Approximately 46% of all Google searches are for local information, and 88% of local searches on mobile result in a call to the business within 24 hours, so it’s a powerful way to connect and build a loyal, local following.
#5 – Create powerful landing pages
When someone clicks on a paid ad, you want them to go right into a space dedicated to the focus of that ad. Internet users have an incredibly short attention span and minimal patience for searching, so don’t make them have to find what they’re looking for on a random page or from your home page. Instead, create landing pages that you can direct visitors to from your ad. For example, if you run a plumbing company and have a paid ad for emergency plumbing services, you need a powerful, brochure-like landing page for them to click through to that contains punchy, easy-to-read content about your 24/7 plumbing services, the issues your team can fix, where you operate, and how to get in touch – not a service page that lists all your different plumbing services.
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I take a spark and turn it into a fireworks show! From internal client communications to LinkedIn authority articles, social media, and blogs, I write it all. My aim is to represent clients authentically with high-quality content that Google loves. I’ll show consumers why you’re the business they want to work with, buy from, and follow for life!
