Paid advertising campaigns are never a do-and-forget affair. Frequently tweaking and improving your ads will help with conversions, which include click-through rates and sales.
Even if your ads are presently enjoying good click-throughs, do not be complacent– search trends change and competitors are regularly adjusting parameters for their own ads. Stale copy could mean the difference between selling your product and losing money on paid advertising.
Here are some great ideas to help you invigorate your ad copy for better conversions:
It is common for businesses in a specific industry to highlight a certain benefit in all their paid ads. Some of these industry benefits are so overused that they become redundant and do not mean anything to the searcher.
For example, many ad copies highlight ‘30 days guarantee ’ on their products. Consumers have come to accept this as the norm and will not necessarily find the guarantee interesting or compelling enough to click through or to purchase a product.
It is a waste of money and space to use words or highlight benefits that are actually not beneficial to your target audience.
If your copy is utilizing overused, industry-wide or generic benefits, it might be time to highlight a different benefit or value proposition that will stand out for the customer.
Sometimes, what an ad needs is new words or phrases that help to fire up the campaign. Admittedly, it can be difficult to say the same thing using different words.
Look up magazines, get inspiration from offline and online advertisements, peek into competitor’s ads to see what words they are using to attract prospects, keep tabs with trends in your niche to find popular words that reverberate with your audience.
I have my own little secret (not a secret anymore). I use men’s and women’s fiction books to come up with engaging and attractive words to use in campaigns – and it works very well. I’ll read any and every book available to me. Such books are incredibly useful since the main objective of these stories are to raise emotions in the reader. So, now you have an excuse to read more widely and well, maybe even ‘that’ book..
The magic lies in being able to incorporate new words into your existing copy without changing the meaning or goals of the campaign.
Be sure to incorporate meaningful words that will emotionally connect searchers to your product.
Everyone wants what everyone wants. This means that people are more inclined to buy what others are buying and will stay away from a product that does not seem to be selling.
Integrating social proof into your ads can significantly improve conversions because of the trust it builds for your brand.
An ad that shows how many people have signed up for your webinar will likely draw more people to signup than one that does not show these numbers.
At the same time, ads that showcase the number or products shipped or sold attract more click throughs.
Highlighting the numbers shows prospects that people are indeed buying your products and if this is a popular product, then it must be valuable enough to meet their needs.
The call to action (CTA) is undeniably a very important aspect of the ad copy, yet it is equally very easy to overlook or become complacent about. A weak or outdated CTA is a major reason for low click through rates and conversions.
Think of fresh, compelling reasons why searchers should click through the ad. If you have incorporated new words into the ad copy, perhaps you could draw inspiration from these new words or phrases to refresh your CTA.
Just like generic industry benefits, cliché language is a waste of space and will lower the impact of your CTAs.
No ad copy is genius enough not be regularly adjusted. Changing a word or two, slotting in some social proof or going beyond industry standards and highlighting the unique value of your brand will give you bang for your bucks. By paying attention to what others are doing you can consider ways to stand out from them in a positive way.
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