Ads are where content creativity is at its best. That’s why it can be quite interesting, but also challenging. Experienced content writing services offered by digital marketing companies include ad copy and other marketing related content as well.
Ads are crafted to attain sales targets. For that they need to draw attention and evoke emotions such as curiosity and necessity. Despite the general caveat, there are various specific requirements of ads – not all could be to directly generate sales. Some could be to create leads while others could serve the need of generating awareness.
Whatever be the specific need, there is the element of persuasion. Readers need to be persuaded to carry out or consider some course of action such as buying a product or signing up for a service, filling a form, spreading the word, or reviewing a product or service.
Basic Content Tips for Ads
For evoking that spirit of persuasion, here are some aspects to remember while writing content for ads:
- The first thing to remember is that your ad must be short. You need to include only the information that matters. Long ads won’t manage to hold the attention of readers. Cramming too much information would be tiresome for the audience and negatively impact the visual appearance of the ad as well.
- Secondly, you can only make your ad short and concise if your sentences are short. As a result, you need to be direct in your sentences so you can hold the attention of your audience.
- Thirdly, remember to specify a USP (unique selling point), some innovative quality or capability your business has that sets it apart from its competition. It could be some unique service you provide or some attractive offers or packages you have for potential customers. It could also be more experience your business has compared to your competition, or more products or services you offer.
- You must include one or two relevant keywords in your ad content. That indicates relevance to what people may search in Google and the other search engines. Keywords capture the requirements of your target audience in a few phrases.
The Ad Title
That brings us to the ad title or heading.
- Persuasion, Through an Emotional Catalyst: Remember, the title is the first thing users see of your ad. It must contain a major, relevant keyword and be extremely persuasive. For that, the heading must contain an emotional catalyst. You can design headings as questions, since questions evoke curiosity. Here’s an example: “Why You Fail to Meet Deadlines”. You can also add a number or some relevant stat, such as “Top 10 Ways to Streamline Your Workplace” or “86% of People Believe…”. You also need to ensure that your language is simple enough.
- Attention-grabbing: Your headline can also be in the form of an eye-catching caption that can grab your readers’ attention, such as:
- “Don’t Turn Back on Potential Savings”
- “Tailwinds to Propel Your Business Idea to Success”
- “Most Marketers Would Miss Out on This Secret”
- “Beverly Hills Fashion for Unbelievably Affordable Prices”
- Variety in Sentence Structures: You need to use variety in the structure of your sentences. There isn’t any need to adhere to the same, boring style of writing, as would be necessary for an article. You have freedom to experiment with different styles in an ad. Make the most of that freedom.
- Don’t Forget the Call to Action: As important as the title, is the conclusion for the ad. Your readers have realized you are marketing something cool and it’s something they need to check out. But that’s not all. You expect them to do something that could benefit your business. You need to convey that through a call to action, such as:
- “Visit our web page to learn more” (link to the URL of your landing page)
- “Sign up here if you don’t want to miss out” (link to the URL of your landing page)
- “Fill up a simple form to sign up” (link to the form page)
Put up Your Ad, Hope for the Best
Online ads could serve pay per click (PPC) requirements, in which case you expect click-throughs. PPC ads need to be extremely short and imaginative. Other online ads are placed in social networks such as Facebook or LinkedIn, in which case ads can be slightly longer. Whatever be the requirements or platforms, remember the points mentioned above. As long as ads have eye-catching headings, use sentence variety, stimulate readers emotionally, and put forward a clear call to action, it’s hard for people to not notice them.
Digital marketing services in New York can help you with compelling ads to reach out to the kind of audience you target.
