The influence of engaging ad copy in your digital strategy cannot be overstated. It is the lifeline that links your brand with your target audience, giving your message, and driving action to convert. Follow along for our proven ten strategies to help you craft ad copy that not only captivates but also converts.
1. Identify Your Audience and Their Pain Points:
Before you put your fingers on the keyboard, look at understanding your audience. Take the steps to research to uncover their demographics, preferences, and behaviors. But do not stop there; go further. Identify the specific challenges and pain points that keep your potential customers up at night. The more you know about your audience, the better you can connect.
Let’s use an example:
- What is your brand/product/service? Auto Insurance.
- Why should the customer use your brand/product/service? You offer affordable rates that can’t be beat.
- How do they benefit from it? Customers can get a quote in less than 3 minutes.
- How does the customer find it or use it? Using the sign-up form.
2. Solve Their Problems in a Few Words:
Your ad copy should reflect a solution to their problems. Get to the point quickly and address those pain points discussed in point one. Highlight how your product or service provides the answer(s) or benefits they have been searching for. Remember to keep it crisp and concise; pointless jargon can be a conversion killer!
Use this strategy:
- Identify the problem: Need a quick insurance quote?
- Reveal a solution: “Use our free quick quote tool. Be on your way to a policy in less than three minutes!”
3. Have Clear and Engaging CTAs:
The call to action (CTA) is the heart of your ad. Use action-oriented language that leaves no room for uncertainty. “
A few phrases that initiate action and stir interest are:
- Buy Now
- Get Started
- Subscribe Today
Focus on the benefits of taking that desired action, making it highly appealing for your audience to click or convert.
4. Use High-Quality Images & Videos:
Did you know the visual element of your ad is important, if not more important than your ad text? According to Forbes, 91% of consumers prefer visual content to written content. It’s so important to select images that resonate with your audience and reinforce your message. High-quality images or videos should align with your brand’s aesthetic and complement the ad’s content.
Always make sure to optimize for all the different social and search platforms out there too. Between Facebook, Instagram, TikTok, and Google you have lots of options to choose from. And don’t forget, there are new ways to reach your customers easier than ever. With Google’s Discovery Ads, Demand-Gen Ads, and Performance Max (PMax) Campaigns, there are plenty of AI-driven ad formats that can get your brand across more channels than ever.
5. Keep a Consistent Brand Voice:
Your brand’s voice = your identity. Create a voice and tone that aligns with your company’s values and mission. Consistency is key – maintain this voice across all your ad copy and marketing materials to reinforce brand identity and build trust.
Some questions to think about:
- What is my tone? (Ex: Is my brand serious, light-hearted, or somewhere in the middle)?
- What are the core values of my brand?
- Can I identify the mission of my company?
“It is vital that your brand voice is not only consistent but that it’s also engaging. Your audience should feel that they will be heard and that their opinion is acknowledged and appreciated. This builds brand loyalty and overall growth for your business. This can easily be achieved within the copy that you create.”– Julius Vaughn, Sr. Digital Media Specialist, Chacka Marketing
“Along with a consistent brand voice and staying on brand across all channels, it is important to stay consistent with your content schedule too. One of the best ways to establish a solidified brand voice is by posting on a regular basis to keep your brand awareness top of mind. This should never hinder the quality of your content either. It is vital to post consistently rather than infrequently.
– Autumn Homer, Digital Media Specialist, Chacka Marketing
Homer also states, “Many platforms can assist with content scheduling; that way, you can plan out your content in advance, schedule it out, and then move forward working on the next month’s content. Meta Business Suite has a planner tool that allows you to schedule posts and stories on Meta and Instagram, and third-party platforms such as Hootsuite or Sprout Social allow you to schedule all your content for all social media channels in one place.” This makes it easy to see your plans and track and analyze organic content within one platform rather than logging into each social media site.
6. Research Your Competitors:
Take a good look at your competitors’ ad campaigns and ask a few questions:
- Can you identify their strategies, offers, or promotions?
- Are there areas for improvement and can you do better?
- Are you able to offer a unique value prop that is different from your competitors?
If you’re looking for hard data, you can easily leverage competitive analysis tools. These research tools range from social media, keyword, content, email, and ads analysis.
7. Test Your Ad Copy:
A set-it-and-forget-it mindset is not an option. You must run A/B tests to determine which elements resonate best with your target audience. Test headlines, call-to-actions (CTAs), images, and ad placements. The data will then help you gain the full picture of how it is performing. Then you can begin optimizing your campaigns based on those insights.
8. Ensure Images Align with Your Message:
Your images should effortlessly align with the message in your ad copy. The visuals or videos you choose should tell a coherent story that enhances the overall impact of your ads. Don’t get yourself into a bad spot. Always show an image or video that makes sense, is high-quality/resolution, and points to what your ad copy & messaging are all about.
9. Align Your Objectives:
Your ad copy must align with the specific goals of your advertising campaign. Break it down by your objective and get started. Break it down by your goal(s):
- Brand Awareness: Focus on creating compelling copy.
- Lead Generation: Emphasize the benefits of signing up or registering.
- Sales/E-Commerce: Highlight product features and unique offers.
10. Demonstrate Proof:
The best way to build confidence and credibility is through proof. If you are anything like me, you’re checking customer reviews, news articles, and ratings before you buy or sign up for a service.
It’s as simple as this: Can you back up the claims made about your brand?
- If yes, highlight customer reviews, ratings, or testimonials in your ad copy.
- Go a step further and share the experiences/testimonials of satisfied customers to persuade potential buyers that you are the “real deal.”
- If not, get started on getting that information ASAP!
By applying these tactics, you can create ad copy that not only engages your audience but also leads them toward converting. Remember, ongoing analysis and adjustments based on performance data are also important for continually improving your ad copy’s effectiveness.
With these strategies under your wing, you are ready to craft ad copy that resonates with your target audience and drives results. We’re here to help you navigate and create ad copy and content that inspires confidence and drives success. Contact us today to unlock your brand’s full capabilities.