8 things to consider when writing up ad copy

8 things to consider when writing up ad copy

Writing up an ad isn't as easy as you would think it is, it actually takes some time to think of what you're doing prior to publishing your new ad to bring in new sales.  You need to think of what the title is, what the description is saying, what the display URL is, and what the target URL is.  There are many psychological things to factor in as well, such as, how will the viewer feel about your ad and will they want to click through.

Writing up an ad is easy, but writing up an ad that converts isn't, and that's why you should be taking your time when you plan on doing any sort of PPC campaign.  It's part of your business, so treat it the same way you would when you're getting a custom design done or you're emailing back a client.  You need to keep it professional and also intriguing at the same time in order to increase your ROI in the shortest amount of time.

In this discussion I'll be going over how you should be writing up your ad, not what should be in your ad, but how you should form it in a way that will help you convert more people into clients. 


Be authentic within your ad text
People will be able to look through a bad ad and know you're not being authentic.  If you use words like "The Best" or "Second to None" in the ad copy, you're going to look like you're bragging and have nothing to back up your claims.  If you're a real company, you need to be real within your ads, and you will increase your sales usually.


Keep it simple
If your ads are full of confusing text, don't expect anyone to understand what you're saying, because it will obviously be confusing.  If you think that your ad is going to be taken well, and you're over complicating it, people will simply move on to the next ad or organic listing and click through.  It doesn't matter what industry you're in, you need to keep your ads simply in order to increase your click through rates and sign ups.

A simple ad is easy and difficult to write up at the same time.  It's easy because you don't have to get over complicated with the text, but it's difficult because you still need to add plenty of selling points within each ad.  If you can write up a detailed ad, without over complicating things, you will usually have a winning combo


Have proof on hand
If you're targeting a group of people who don't have a clue who you are, you won't have the best ROI if you don't have any sort of proof to back up your claims.  One way to boost your ROI is to boast your claims, within your ads, and then have the destination URL set as a page where you're showing your proof.

If you're the best within your industry, show your awards and certificates on a sub-page dedicated just to that, and have the destination URL set as that sub-page.  People will begin to believe your claims, and they will purchase from you more often.


Use questions in your titles
This is one of my favorite tricks to use when writing up an ad, I'll ask a question, and people will provide the answers in their own heads.  how many times have you seen an ad that is asking you a question and they're not providing the answer?  Probably pretty often because it works to get clicks through PPC campaigns

Since you're answering the question in your own head, you're now going to think that the ad asking it can solve the problem that you agree with.  This will increase your ROI across the board usually


Add the answer into your ad
Some people like doing this, some don't bother, but it's a good thing to try out and see if it's good for your industry.  What you'll be doing is asking the question and quickly following it up with the answer on the next line of the ad.  This takes the "Use questions in your titles" to the next level since you're providing the answer for them, and if they agree with the answer, they will click through and this results in a higher chance of obtaining a sale.


Use Capitalization
If you're not capitalizing your ads, you're not standing out at all from the other ads which are your neighbors.  Your neighbors are your competitors, and you need to stand out from the crowd if you want to get the clicks instead of them.  Think of all the houses in your neighborhood before Christmas, the ones that have tons of lights and decorations will always stand out on the block, which is what you want to do with your ads.  You can do this by capitalizing your main words, your selling points, in order to get the clicks coming through.

Don't capitalize every single letter, just capitalize the first letter of the important words and your ads will usually get approved and your ROI will be boosted by this simple little trick.



In conclusion
There are many ways to write up a great ad, but these are the ones I like best since they work almost every single time   Play around with your ads and see what works best for you and your industry to know for sure which method works.  You might not need to ask questions, but having answers will boost your sales.  You may not need to capitilize anything, but showing proof boosts your sales exponentially.  You'll want to use as many of these as possible, but sometimes it's difficult to do so try to make the ad look as good as possible while implementing as many as you can


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Thanks!

Razzy