There are 4 main components that you need to include in your ad copy.
These are:
Keywords
Headlines
Body
Calls to action
Getting your keywords right.
It doesn't matter whether your creating banner ads, writing content for you blog or tagging your images, the single
most important aspect of getting people to your site is making sure you're targetting the right keywords. You
need to know what specific keywords your customers will search for. If you are selling recipes for people who want to avoid gluten, use "gluten-free recipe" in your ads. Don't use synonyms or more generic terms
like "healthy recipes" or "wheat-free recipes". You want to make it as easy as possible for your ideal target customers to find your ads. This also gives you a better conversion rate as if you are getting targeted customers to your ad they already know that the product is exactly what they are looking for. If you haven't already done your keyword research, do it now. If you have, double check them to make sure.
Headlines
In order to make the most of your headline you need to make it attanetion grabbing and interesting. Something that makes people want to find out more. Here are some simple, proven methods to create headlines that do just
that. Your customers are looking for a product to solve a problem. Many times problems can be stated in terms like, "how do I...?" The answer to these questions would naturally start with, "How to." For example, if someone wants to lose weight, their question may be, "how do I lose weight ____," and the blank you may fill in would be whatever makes your weight loss strategy unique.
People like to feel good about the decisions they make and one of the ways they make themselves feel good is to validate their decision by seeing everyone else making the same decision. Here's an example: "How Thousands
Are Losing Weight, and Loving It." Again, there is an added element of surprise with the ending, "And loving it," because most people don't associate losing weight with feeling good doing it. Most people dread diets.
Headlines that use reverse psychology can work really well and you can have a little fun with these.
For example, if your headline read, "Stop trying to lose weight!", that would take someone off guard when they are looking for help losing weight. It may cause just enough surprise to create curiosity. You just want them to read on. That's your headline's goal.If you are marketing a low cost product in your niche, you can lead with
that. "Lose weight without breaking the bank".If your products are low cost, point that out. The same can be said about expensive products. If you're selling a luxury item state it. This will weed out a lot of prospective customers but it means that the customers who are interested will know they are looking in the right place.
Great Body
The body of your ad copy can again use some of the tips we covered with headlines. You want to hold your reader's attention, so keeping some of the same concepts in mind as you write the body of your ads is helpful.
Emotion Sells, Facts Support. Understanding how people make buy decisions is helpful in creating effective ads.
People do not generally buy based on facts. There are, of course, exceptions to every rule, but let's stick with the
majority of situations.
If you're selling computer hardware to very experienced corporate IT professionals, you
certainly want to provide them with all the facts about your servers storage capacity, processor speed, etc. Just remember, they're people too, so once you satisfy their need for the facts you still want to focus them on what the product will do to solve their problem. If they need a new server, it is not because they need a small metal box filled with circuit boards, wires, and disc drives. They need to be able to support the people in their organization effectively, need additional computing power and they need to do it within a certain budget. Focus on the benefits to them, then the facts can support their decision.
Once you have caught their attention and sold them on the benefits of owning your product, you need to make them an offer that they can't refuse. Be specific, don't just refer them to some product list or menu of services you have to offer. If you've gotten this far make them a simple, concise and easy to understand offer. Add a guarantee to your offer to take away any perceived risk they may have. If you don't believe in your offer enough to offer a guarantee you should rethink your offer. Here's an
example of a good offer:"Early bird discount - Buy now and save 15% off our regular price! Click here to checkout now."This is telling your customer what to do, to buy now. It is short and to the point, telling them to click here to checkout now.
Calls to action
Unless you are reading this as a hobby, you're running an internet business.
if you don't use calls to action your readers won't know what they're supposed to do. If all you are doing is providing information about a topic or product, but you never tell your customer to, "click here to add this to
your cart," or "buy now", or some other call to action, your readers may just not do anything about what they read.
Here are some effective calls to action:
Order now
Buy now
Click
here
Subscribe now
Download here
Add to cart
Click here to sign
up
Join now
Start now
Contact us now
There are many more you could use, but these are some of the most common, time-tested calls to action. They're specific,action oriented, short and simple.
By including all these components, you'll make your ad copy engaging, interesting and make people want to find out more about whatyoou have to offer.