Alexis Larinda Carney
Aug 14, 20223 min
Updated: Aug 23, 2022
Ad Copy = Story Change + CTA
If stuck with wording, try Ad Copy = (Headline + Keywords + Value x Call to Action) / Testing
Plan quarterly ad copy and creative plans in advance in order to not only give you time to think your messaging through, but also allow you to to schedule and automate as much as possible in advance for easier day to day execution
Plan what content is needed for each platform you use.
If just a regular post then simple ad copy can be used.
But if running an ad on Facebook (for example), may need primary text, headlines, and descriptions.
Or if on Google (another example), may need keywords, headlines, and descriptions planned.
Help someone envision the end result of working with you
Keep in mind how your message applies to the Top of Funnel, Middle of Funnel, Bottom of Funnel, Retargeting, and Post Purchase
Consider Attention, Interest, Desire, Action
Think on how to Attract, Engage, and Delight
Speak to the decision makers
Target people who are interested in what you have to offer
Include or give direction to a link or point of purchase/action as much as possible
Give an incentive for taking action
Solve problems
Be yourself
Ad copy uses copywriting to bring people to the other content you have produced.
What is ad copy? While design is important, copy drives visitors to your site. Whether it's the headline or the call-to-action (CTA), your ad copy needs to be compelling, concise and clear.
As a brand, you only have a few seconds to make an impression. A meaningful headline is one of the most critical elements of a successful ad.
Consider these tips when crafting headlines:
Ask a question to immediately engage your audience. Attract the consumer with a thought-provoking question that makes them want to read more.
Fix a problem in your headline. Consumers make purchases to solve their problems. Advertise a solution to a problem that relates your product and your audience.
Use keywords. Be direct with what you're advertising. Connect words in the consumer's search query with words in your headline.
Make it funny. When someone hears a funny joke they tend to remember it. Leverage humor in your headline to help separate your brand from the rest.
You should also use keywords in the body copy of the ad. Think: What words would my ideal persona search for?
Crafting ad copy with keywords is a science. You want to balance specific and general keywords, while still sounding natural. Specific keywords target your persona, while general keywords target a broader audience. Ensure you have a mix of both.
But—above all else—focus on readability. Don't try to force keywords into your body copy. Stuffing keywords into supporting body copy can make your message unclear. You only have a small window to communicate your message; too many words will cause the audience to lose interest.
We must also recognize all the changes surrounding the impact of keywords. It’s less about what and more about why. The intent of your keywords matters. Why is the consumer searching for information? Do they want to make a purchase? Are they looking for a specific website? Think about why someone is searching for your brand and develop keywords based on their intentions.
Write ad copy that speaks to your target consumer. Don't waste their time with unrelated offers. Clicks are great, but qualified clicks are even better.
Define your targeted audience before you write your copy. Profile your persona around insight from your audience. Ask yourself:
What kinds of questions do they ask?
What are their common pain points?
What are their personal demographics?
What kind of content do they consume?
Ultimately, how does my product or service make his/her life better?
This will help you develop a strong understanding of who your reader is and will allow you to better speak their language.
Remember your call-to-action.
Don't assume people know what you want them to do. Spell out the next steps using simple, straightforward language.
Consider your goal when drafting your CTA. Do you want to drive traffic? Collect leads? If you want your audience to download content, include the word "download" in the CTA. If you want them to visit your site, use the word "visit." The best CTAs use strong action verbs like join, subscribe, and launch.
A/B testing your ad copy is a great way to remain agile, and see which elements work best. If you’re not familiar, A/B testing is a way to compare two things and see which performs better. Consider using different word combinations in separate ads to see which copy is more compelling (use two different headlines or different ad copy). Focus on the benefits of your offer in one ad, and the value proposition in another. Run both ads and determine which ad copy is more effective.