How to Write Compelling Ad Copy to Convert Your Customers

 

Even with the rising importance of video content in digital marketing, compelling ad copy is always going to play a vital role in converting shoppers into buyers. Well-written ad copy can make the difference between a website mixing into the background of the consumer's mind as just another site visited, and standing out as the definitive place to turn to help solve their problems. That is the overall goal of all ad copy: convincing consumers a particular product solves their problems. For those in need of compelling ad copy, here are some ways to write the best possible copy to boost conversions.

Lead with Good Headlines

Just like a first-time, face-to-face meeting, compelling ad copy needs to put its best foot forward. This means writing a strong headline for the copy that tells readers right off the bat how the product/service highlighted is going to solve their problems. While many brands focus on using the right keywords with the right density and placement, it's important to remember that competing brands are doing the same thing.

For companies that want compelling ad copy in digital marketing campaigns, make sure to lead with a strong headline. This is the first thing a reader is

going to see and it is important that the headline includes language that tells them immediately how the product/service can help them.

Read More: 3 Tips for Building Better Ads

Use Emotional Triggers

Some viewers are going to end up on a brand's site specifically because it was the one they were searching for. They entered queries in hopes of landing right on that page. An equal number of consumers are simply browsing casually gathering information to compare one product against another. Including emotional triggers in ad copy makes one brand's product stand out compared to another.

The emotional trigger can vary and is going to be specific to a product or service. For example, a local locksmith business shouldn't focus ad copy on the areas served or affordability. Instead, the use of an emotional trigger makes it more compelling. For example, including language about "24-hour emergency service" in the ad copy provides an immediate sense of relief for anyone searching for a locksmith when they find themselves locked out of their home or automobile. Promoting that emergency service on a 24-hour basis helps copy stand out and convert compared to all the others simply promoting what the service is at its core.

Focus on Benefits

To piggyback on the previous point, compelling ad copy focuses on the benefits of a product or service and not its features. Using the same example, someone who has found themselves locked out of their home or office doesn't care if a locksmith uses the latest technology to quickly unlock a door or covers the widest area in town. These searchers want to know their problem can be solved quickly at any time of day. As such, focusing on the benefit of 24-hour service is far more important than using ad copy to drone on about the variety of features offered. Compelling ad copy tells consumers what they want to hear, rather than trying to impress them with an endless list of features.

Read More: How to Use Bing Ads for Pay Per Call

Don't Shy Away from Fear

Finally, digital marketing campaigns that create a sense of fear work. Now, this doesn't mean literal fear, but rather the popular sense of "FOMO." Fear-of-missing-out (FOMO) can compel viewers to jump on a deal simply because they might miss out on something of great value. Research from MyLife found that 56% of social media users are afraid of missing information on their newsfeeds, such as news, upcoming events, and even simple status updates.

Creating compelling ad copy can supercharge digital marketing campaigns and lead to higher conversion rates. Remember, compelling ad copy works best when it tells a consumer how it will solve their problem, highlights the benefits of the product, and connects with them on an emotional level. Quality ad copy not only compels consumers to convert, but it helps to set a brand apart from the competition as well.