1. Think about your customers and their objectives
When you start writing your ad copy, the first thing you should consider is your customer’s objectives. What are they hoping to achieve and how will your product or service help them? Another way to think about the objective is to consider what problem the customer has and how will you help them to solve it.
2. Get to the point fast
Since you’re working with a limited amount of characters you need to get to the point fast. Let customers know what makes your product or service special and what they can expect to get. It’s a good idea to include numbers or statistics in your ad, like free delivery, 24-hour customer service, starting price, or save 20%.
3. Include your keywords in your ad copy
We can’t stress this strongly enough: if you want to answer your customer’s objectives you need to include the keywords they are using in your ad copy. In Google, you can add keywords in the headline, description, as well as in the display url. However, don’t be repetitive and fill your ad copy with just keywords. The main goal should always be user-friendliness.
4. Focus on the benefits
Let your customers know how your product or service makes their lives easier. In general, people don’t care a lot about your company and its background and values. They want to know how you will help them to achieve their goals. Use actionable and easy to understand words like save, get, improve, call, book etc. to explain how customers can benefit from your product or service right away. It’s a good idea to create some sense of urgency to encourage your customers to take action.
5. Appeal to emotions
People often make purchasing decisions based on emotion, not necessarily pure logic. Try to appeal to your customer’s emotions while you’re explaining what benefits your product or service has. Could you help the customer to feel better, achieve their goals, or be more confident? In most cases, you want to invoke positive emotions, so focus on resolving potential fears or concerns instead of creating new ones.
And here’s one last bonus tip: write multiple versions of your ads and test them to see what works best for your company. Testing is a crucial part of digital advertising, so don’t settle for a final version until you have tested what actually moves your audience.