Ad Copy is a text of an ad that aims at catching and holding the interest of the prospective buyer, and at persuading him or her to make a purchase all within a few short seconds.
HOW AD COPY WORKS
An ad copy is a very specific type of content. Such content is designed to make the reader respond or take action.
In a standard sales process, salespeople spend a lot of time answering potential customers’ questions and addressing their concerns. All this interaction with the customer is necessary, because if all their questions are not answered, they will not buy the product. This is why taking the necessary time to guide the customer through the sales process will be key to increasing our sales possibilities.
The problem is that, when we sell online, this type of interaction with the customer is more difficult to happen. This is where ad copy comes in. Through the ad copy, we will be able to highlight the key features and benefits the customer will receive when making a purchase. It tries to explain the product qualities and benefits by giving evidence in the forms of testimonials, guarantees, customer experiences, and so on.
GOAL OF AN AD COPY
The purpose of ad copy is basically to increase conversion rates and profits. Through ad copy, we will be able to highlight the different key components of our product or service and communicate it effectively to our potential customers.
There are numerous ways to make our business more profitable, and increasing the percentage of web traffic that becomes customers is one of them. Through Ad Copy, we will increase the conversion rate more effectively, increasing the profitability of our business.
ESSENTIALS OF A GOOD AD COPY:
When we create a copy of an ad, we have to take into account a number of basic principles. These essential elements are the following:
When we create an Ad Copy we must focus on giving credibility and being reliable. If we want to convince consumers to go ahead and buy our product, being honest in our advertising message is absolutely necessary. On the other hand, misleading ads will damage our brand’s reputation.
Through keywords, titles, jokes or catchy words, we will be able to capture the attention of our audience. Therefore, a good advertising text will be key to attract our target audience.
Assurance of benefit:
An ad copy must contain some promise of the benefits the product offers if the consumer buys and uses it.
Brief and clear:
An advertising copy should be brief and clear. This does not mean that you will omit important elements that you should mention in your ad, you should simply be clear. We try to make it easy for readers to read our Ad Copy.
Appropriate and compliant:
The text of the Ad Copy must be adjusted to the needs of our audience. In addition, each Ad Copy must conform to a set of rules and regulations that make the ad comply with the laws of a specific country.
IDENTIFICATION OF AN AD COPY:
An ad copy is a type of ad that is very easy to identify. Usually, the ad will open with a powerful title, which aims to affect the emotional part of our audience. One possible intention may be to try to inspire the reader to continue reading the rest of the text, or to trigger a desire for it.
A good Ad Copy will appeal to emotional reasons of our audience, as well as logical reasons in order to encourage the customer to want to buy our product or service. Therefore, it is vital to take into account what are the factors that motivate our audience when we are creating our Ad Copy.
EFFECTIVE AD COPYWRITTING IN 5 STEPS
DESIGNED BY: ALBERTO GONZÁLEZ