You’ve worked hard to set up your business, and now it’s essential to keep the momentum going with an effective ad campaign. One of the most critical elements of that campaign is the quality of your ad copywriting. But before you get started on that, you need to understand what ad copywriting is, how to write ad copy that sells, and what ad copy is in Google Ads.
We’ll go into more detail later, but here are some brief answers:
- What is ad copywriting? Ad copywriting is the clever use of the written word to call consumers to action. This could be anything from subscribing to newsletters, buying products, or scheduling appointments. Once you start paying attention to it, you’ll notice that ad copywriting is all around you.
- How do you write ad copy that sells? Ad copy needs a compelling call to action, a connection with the target audience, and the ability to solve a problem for your potential customers.
- What is ad copy in Google Ads? Google ad copy is the block text at the top of your screen after running a Google search.
Once you have a foundation in the ad copywriting basics, you’ll be ready to bolster your online presence. Your business, brand, and products will be ripe for enhancements and projected growth. Give your company the online presence it deserves and make your mark in your industry through effective ad copywriting. Whether it’s the content on your website or the text on a product’s package, the copywriting you use is impactful.
In this article, you’ll gain a more in-depth understanding of what it takes to create ad copy that launches your business to the next level. You’ll also learn some practical tips of the trade with helpful examples on how to improve your ad copywriting and maximize your impact online.
What Is Ad Copywriting?
While there are many facets of digital marketing, copywriting is often one of the most important and influential. Ad copywriting refers to any use of text to entice potential customers to take action — or, in other words, the verbiage you use to sell your product. This writing can take many forms, including (but not limited to) the following online options:
- Website pages
- Social media posts
- Pay-per-click advertisements
- Google ad copy
- Rich snippets
Ad copywriting isn’t always limited to websites, however, and could also include:
- Radio/television commercials and ads
- Product packaging
Copywriting can cover various mediums, but the bare bones of it are the words across your chosen platform. High-quality ad copy can strengthen your online presence, help you build a more significant social media following, and generate more user engagement.
Benefits of Quality Ad Copy
Every business relies on some form of ad copywriting; your brand or product success is often linked to the quality and effectiveness of your copy. As you seek out new ways to communicate and connect with your target audience, copywriting is a crucial part to get right.
Ad copywriting is a valuable tool in your marketing arsenal. Exceptional copywriting can help you influence potential customers as you clearly and concisely communicate your brand. With so many ads competing for space and recognition globally, you can reach your potential customers with streamlined and exciting messages. As you find your place in your industry, you mold your brand for a successful future.
How To Write Ad Copy That Sells
This is where it gets fun. Anyone can write a blurb about products and services, but how do you go beyond simple descriptions to tip fence-sitting customers in your favor? The following tips for effective ad copywriting will tell you everything you need to know.
Search engine optimization (SEO) is at the heart of every digital marketing strategy. You can find out what keywords are trending for your location, industry, and products with some research. Using these keywords in your copywriting will boost your ranking on the search engine results pages. And, as you add more SEO principles to your copy, such as link building, title tag, and meta description utilization, your rankings will only increase.
Follow Google’s Guidelines
Google reigns supreme in search engines, ad copywriting, and online content. You must familiarize yourself with Google’s policies to ensure you follow them. If you follow their guidelines, you will be on the fast track to success.
Activate an Emotional Response
Bland copywriting doesn’t elicit a reaction. You are more likely to prompt potential customers to act when you trigger emotions, and that action brings results. Your copywriting might be logical and informative, but if it doesn’t drive your readers to make a decision and go from there, then it’s not serving a purpose. Activating emotional responses is especially powerful for PPC and online copywriting. Sometimes, the emotional response is spurred on by clickbait, and that works, too. The goal is to get web readers to click through.
This is where you get a chance to shine. How can you solve a problem for your potential client base? What services do you offer that set you apart from your competitors? How do your products make life easier for consumers? If you carefully create prose that explains this, people will be compelled to work with you. If you can find a pain point in the consumers’ lives and provide a meaningful solution, your products and services will be needed and valuable in the future. This problem-solving will help your business’s longevity and growth.
Turn Features Into Benefits
Like solving problems for your customers, your copy needs to turn features into benefits. How does your brand or product improve consumers’ lives? Does it offer greater convenience? Will it save people money? Do you provide quicker turnaround times? Focus on how you help. People want to know how you can simplify their lives when it comes down to it. How can you make things easier for them?
Use Captivating Keyword URLs
Keywords are critical for a digital marketing strategy. Focus on using target and primary keywords in the body of your website copy, but also use them in your URL. This not only customizes your website but adds professionalism and SEO value as well.
Cater to Your Target Audience
Before writing and implementing ad copy, make sure it’s optimized for your target audience. Who is your product geared toward? Who will benefit from it the most? Homeowners? Parents? Pet owners? The list of possibilities is endless. That’s why it’s important to narrow it down. Once you have your target audience, you can customize your copy so that it cuts through the clutter and speaks to them. This will make your ad copy more effective and worthwhile.
Keep It Simple
Let’s face the facts here — no unsuspecting person wants to read a research paper on why your business can help them, especially if they’re browsing online. Keep your ad copy short, simple, and to the point. Make it easily scannable with facts, headers, and images. Don’t overcomplicate things. If your potential clients aren’t subject matter experts, you shouldn’t be using technical jargon. Use specifics on a case-by-case basis, but generally speaking, the simpler, the better.
No one knows your business, vision, and products better than you, and now that you have these tips for success, you can craft engaging and effective ad copy that will bolster your sales, raise brand awareness, and establish your authority in your industry.
What Is Ad Copy in Google Ads?
Ad copy in Google Ads allows businesses to pay to showcase their copy at the top of the SERP page when web viewers search for related topics. This is an important reason that quality ad copywriting is a must. If you pay to have your copy shown, you want to make sure people will appreciate it and that you’re getting your money’s worth. Make sure the time, money, and effort you put into your copy and marketing campaign are worth it and yield results.
What Steps Come Next?
Now that you understand the basics of effective ad copywriting, it’s time to get started. One of the best things you can do is hire an agency with professional copywriters, SEO experts, and paid search specialists. They can transform your message into something that has SEO appeal and speaks to your audience and assist with your digital marketing strategy. If you’d like to learn more about ad copywriting and how it can help your organization, reach out to Avalaunch Media.