How To Write Ad Copy That Compels Your Customers

It’s estimated that the average person sees 4,000 ads per day.

For your ad to stand out, it needs to grab your customer’s attention.

One of the best ways to do that, is through your ad copy.

Your ad copy is the text that accompanies your video ad or image ad and it’s job is to persuade people to click on your ad.

Small changes in your ad copy can make big improvements to your link click through rates and that can drastically improve your conversions and help lower your advertising costs.

Show your audience how you’ll solve their problem

About 3 out of 4 people say they click on ads because it answers their question or it solves their problem. Your audience does not want to be sold to, they want to be shown how you can help. Your ad copy should highlight how your product or service solves their problem or makes their life better or easier. You only have a few seconds to capture their attention. It’s important to remember that there are other businesses who have similar offerings and you are not just competing for your customer’s attention, you are competing with your competitors for your customers attention. Your ad copy needs to be clear and right to the point, or else your ad will blend in with the rest.

Use emotion

It’s said that 95% of all purchasing decisions are based on emotion. Your ad copy should try to illicit emotions in people and make them feel a certain way. Don’t just show how your business will solve their problem or pain point, remind them of their pain point by adding it into the ad copy. Take your customer’s pain point, for example, lack of time in their day, and plug that into the copy. The words you use are important but how you arrange them is just as important – you can try using title case and capitalizing the first letter of each word to emphasize your message in your ad copy. Experiment with long form copy and short form copy and using numbers in your copy.

Highlight the benefits, not the features

Digital ads are a proven and effective way to reach new customers and grow your business online but for that to happen, they need to click on your ad first. The best way to do that, is highlighting the product or service benefits. Tell your customer how your product will make their life easier or better. We recommend focusing on one benefit and weaving that into your copy. Just listing features is not going to get your customer’s attention but it might annoy them. No one likes ads that are overly salesy or pushy.

Include a call to action in the copy

Your call to action should also be in your ad copy. Since most people look at ads only very briefly, you want to be as clear as possible and you want people to clearly know what action you want them to take. If you want people to book a consultation, you can add Book Consultation. Where you put your call to action is also important. It should be the last sentence of your ad copy that your customer sees.