When you first start doing online advertising, you would be under the presumption that ad copy is absolutely everything. But after ad copy adjustments, you see no improvement. So here are factors to consider when writing ad copy.
Of course, not to say that ad copy is completely irrelevant. But what can one think when they find that ad copy adjustments don’t change much?
Some Factors to Consider When Writing Ad Copy
After all that, you may think that ad copy is simply filler, and that it doesn’t matter as much as people make a huge fuss about it. But there have been tests that proved ad copies can make a big difference. What did not make a difference for one brand can make a difference for another.
So let’s take a look at three factors to consider when writing ad copy, so you’re on your way to making it effective.
#1 The intended market and their needs and wants
You should be asking yourself the question of who is the person that you’re talking to, and what do they care about?
Because depending on the product you sell and the service you offer, your customers will likely share a lot of similar traits. And each one of those traits have the potential to make a difference when you’re writing your ad copy.
Traits can be something as simple as gender or a job position. What you’re trying to do here is to consider which concerns, habits, struggles, or mindsets are hidden behind those traits. After you’ve figured out what’s behind those traits, you can leverage it in correlation with the product or service that you sell.
#2 Customer’s place in the funnel
At which stage of the funnel is your prospective customer reading the ad at? If someone doesn’t know enough about your brand, it would be really difficult to drive that first purchase with ad copy that mainly calls the user to buy. If someone already has knowledge about the product, or is already looking at buying at the moment, then pushing introductory ads won’t help either.
Marc Enokou of PPC Hero did a great job testing two different types of language with their prospecting audiences. And here’s what he had to say:
Image Credit: PPC Hero
“For one brand, we tested two different types of language with prospecting audiences. We had 3 unique ads that were highlighting discounts customers get for their first purchase such as 20% off or free shipping, and a single ad telling a story about the product and our brand.
“The storytelling ad received a 97% higher click-through rate and a 120% better conversion rate in the first 9 days. That means people were twice as likely to click and once on the page, they were also twice as likely to convert because we were able to connect them emotionally to the brand instead of pushing the discount language.
“After the first 9 days, the optimization system in Facebook Ads pushed 80% of the spend and traffic to that ad. The graphs below show the performance for the storytelling ad (orange lines) and the discount ads (blue lines) which are labeled as “all others” in terms of spend, CTR, and conversion rate.”
As clearly seen on their spend graph, Facebook concluded that the storytelling ad was delivering better results on day 9. By the end of the campaign, the cost per add to card for the storytelling ad was $3.96. On the other hand, the promo focused ads recorded a $5.75 cost per add to cart.
An ad copy that is built around cultural, economic, or temporal context tends to send strong signals to the reader, because it increases the relevance of the ad. One really good example is an ad with the year 2019 while we’re actually in 2020. Another one is an outdated promotional ad.
Events, holidays, promotions, and economic crises may all be considered as different types of context that your ad copy can be adjusted to.
For instance, this situation surrounding COVID-19 is a strong example of such a context. One can introduce new ads in Google, not mentioning COVID-19, but at least signaling to the user that business is still open, and they can still avail of your products or services.
Knowing the Factors to Consider When Writing Ad Copy
It’s quite easy to lose yourself in the weeds when it comes to writing ad copy and doing a PPC audit. If you think that flashy ads and pretty language can make a difference, you might want to reconsider your beliefs in PPC.