Monday, December 15, 2014

Writing Better Adcopy

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.


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.


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 or 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.