There are three different types of ad
copy. These types of ad copy are bad ad copy, good ad copy, and the
best ad copy. You may be wondering exactly how you classify ad copy,
but the results and what has been done in the development phase are
what defines each piece of ad copy used today. The parts of
developing ad copy are explained below so that you can see how you
can take good ad copy and produce it into the best ad copy among
advertisers that are competing with you for the traffic.
How do you make the ad title work for you?
The first thing that people notice
about ads is the title. This is where the opportunity to draw their
attention towards your ad is presented and you only have a few
seconds to do it, if you even have that long. The human mind works
very fast and you have to figure out exactly how to get the mind to
become curious. In order to help break this down a little bit more,
let’s dig down into it from two different approaches.
2 Line Ad Titles
The Good
Using 2 line ad titles has some pretty
good benefits attached to it, which you can see described in the list
below.
- Helps draw the human eye to the area where your ad is featured and continues to draw the human eye deeper into the ad itself.
- Provides you with the opportunity for your ad to take up more “real estate.”
- You can trim down your main ad copy within the body of the ad since a 2 line ad has the opportunity to provide more information right from the beginning.
- Has been proven to have a higher click-through rate in certain situations.
The Bad
Just like with anything, there are drawbacks with using 2 line ad titles. What are they exactly?
- For certain audiences, this type of title doesn’t seem to work well.
- It does take a little getting used to if you want to craft a 2 line ad that provides the needed information.
Conclusion
2 line ad titles can help out greatly
when you have a demographic that has a short attention span, yet
requires information to justify their actions. It’s a great
approach as long as you can come up with a way to summarize what you
offer and how it benefits your prospects within the ad title itself.
1 Line Ad Titles
Using 1 line ad titles isn’t all
about negative benefits. In fact, there are some pretty good ones
listed below.
The Good
- If you’re using a traffic source that allows the use of images within your ads, a shorter ad title will help direct the attention towards the image that’s used.
- This will help spark curiosity. When visitors click your ad, they arrive at the destination with a curious mind that seeks answers.
- The actual ad copy within the body of the ad will have more attention focused on it instead of the title.
The Bad
Not every method is perfect, so here’s
the dark side of using 1 line ad titles.
- If you don’t have the right audience for this ad, it could end up costing you some money instead of making you money.
- It takes time to come up with a short title that works.
- You don’t have the opportunity to provide a more in-depth engagement with people using the ad title. It forces you to focus on the actual body more to help solve their curiosity or keep their mind going so that they’re urged to click through.
Conclusion
This is a great way to go about
creating curiosity and also helping your image get the attention it
needs to paint the picture for those who see it. As long as you
target those who like curiosity, it can be a great approach. However,
for those who demand answers it could be something that’s not as
beneficial as a 2 line ad.
What can be kept in mind to produce the best ad copy?
There are several different things that
go into creating the best ad copy possible. In an effort to help
alleviate some of the confusion among affiliates, here are a few
things that can guide you directly to the world of writing epic ad
copy that works for you and your business.
Be Detailed
There are two things that you need to
do in order to assure that you’re being detailed. First of all,
your ads need to be within ad groups, with each ad group only
representing a set of closely related keywords. The second thing that
needs to be done is to make sure the ad copy is geared directly
towards those keywords. This means that you need to make sure that
you’re not using a bunch of generic ads to get the job done.
Instead, they should be super-targeted.
Provide the Best Perceived Value
This is how visitors feel about the
value which is provided when they see your ad. A lot of ads don’t
follow this simple step, and they stick out like a sore thumb. An
example of doing this
is to briefly explain explain exactly
what you can offer them. This is going to be something that shows how
you’re different than the others advertising in your niche while
creating a sense of urgency by making them see that there’s no
other choice but to click on your ad if they want the best solution.
Also, make sure that anything that helps others build trust with you
is displayed within the advertisement.
Be Unique
Standing out from your competitors is
essential to achieving the highest level of success with your
campaign possible. Instead of copying what other advertisers within
your target vertical are doing, think about how your ad can stand out
while delivering the most value to prospects possible. By being
unique and having your own style, you’re showing those who see your
ads that you’re passionate about fulfilling their needs.
Don’t forget your keywords!
Creativity has hurt a lot of affiliates
in their campaigns, because when they get too creative they forget
about one thing. When their ad shows up for a particular keyword,
it’s because the end-user has searched for it. You really need to
include the keyword within the headline and main ad copy. The reason
for this is not only because it will appear more relevant to those
searching for that particular keyword, but Google bolds the search
phrase which means that it will bold words within your ad if it
contains the keyword that’s being searched for. Now this is what
you call killing two birds with one stone.
Provide a Call to Action
This has been explained throughout this
guide and an ad isn’t somewhere that you should forget to add a
call to action. Tell people what to do, whether it’s directly or
indirectly. Do they need to get rid of the wrinkles and look younger?
Tell them so!
Don’t Waste Time
There’s enough people beating around
the bush in their ads without you having to do the same. Value the
time of your prospective conversions and get to the point quickly.
Show them how you’re going to benefit them right away, instead of
letting them sit there to answer that question for themselves.
Pay Attention to Grammar & Spelling
You may not think of it this way, but
proper grammar and spelling provides a much more professional
appearance. Make sure that you pay close attention to this so that
you can be as professional as possible throughout each part of your
campaign. After all, you don’t want to be perceived as an amateur
just trying to take them for their money, do you?
Use Your Display URL Wisely
Your display URL is part of your ad
too. This means that there also needs to be some thought put into it
instead of just throwing up your main URL. For example, you could
have WeightLoss.com or WeightLoss.com/Diet-Pill show up when someone
searches for “diet pill.” Which one looks better and more
relevant?
Are there any tricks to getting display ads to work well?
Actually, there are quite a few. Below
you’ll see which ones are the most popular ones that have proven
themselves to be true winners.
Adding Credibility
Testimonials are the best way to add
credibility to anything. See if the offer that you’re promoting has
any by asking your affiliate manager or searching for it on Google.
When people see a testimonial, they can only help to think that it
works since it has obviously worked for someone else.
Add Some Life By Animating the Ad
This doesn’t mean animate your
creative to the point where it bugs the crap out of those who see it.
Animate it one part at a time, starting with the action button or an
arrow that provides a visual trail. If that works, try implementing
animation into another part of the advertisement. It’s no secret
that animation draws attention, which is sure to improve your CTR
when done the right way.
Ensuring Simplicity
Think of the ads that Google uses when
people are searching for something. The goal of this is to ensure
that it stands out when it’s put up beside the fancy ads. A simple
white background and blue text usually does the trick.
Entice Visitors to Play a Video
This is one of the coolest approaches,
because you don’t need a video advertisement to pull this one off.
Any websites that target the gaming or video demographics work the
best for this. What you do is make the ad look like it’s a video.
When they go to play it, they turn into a click-through to your
landing page. Pretty sweet, right?
Provide the Desire to Scroll for More
This works when the image used for the
ad makes people want to see more. Just add a scrollbar to it. When
they go to click it, you guessed it, they end up at your landing
page.
Target Multiple Audiences at Once
The great thing about image ads is the
fact that you can use it to target multiple mindsets at once without
having to buy additional advertising space. You’ll see these used
mainly on news sites. The key is to make it look like multiple ad
spots instead of just one advertisement which only aims for one
approach.
You now have many tricks that can be
used to write the best ad copy and create the best creatives around.
As long as you use these tips in combination with your creativity, it
should pay off really well for you. Keep in mind, there are other
routes that you can take which is where innovation comes into play.
We can’t hand you the whole world, you have to work hard to succeed
in this industry and we’re not about to break that up for anyone.
