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After researching the keywords for your pay-per-click ad campaign, you can't just add keywords to your ad. Instead, you have to write copy that encourages visitors to click.
But first, you need to know how to craft ad copy that draws in more customers.
Your ad's design may draw attention, but the copy convinces them to click. Your ad copy allows you to make a lasting impression on potential customers.
The better your ad copy, the less you'll pay for your cost-per-action (CPA). CPA is the cost to get someone to do something with an ad.
Google AdWord's average CPA is $48.96 for search and $75.51 for display. Facebook Ads CPA is $19.68. However, when your copy encourages visitors to take action, you can decrease those prices.
Ensure you know what ad visuals and platform you'll use before you write copy.
Ad viewers can be at any stage of the conversion funnel.
Customise your ad's copy and call to action, considering your intended reader's funnel stage.
Social proof is evidence that customers like your product or service. It gives you credibility. Reviews and testimonials show that other people enjoy your product or service, which helps other viewers trust you.
Stay within your ad platform's character limits and keep your social proof short and impactful. If you need more room, consider using a copy-focused graphic.
Your ad copy affects your customer's journey after they click. For example, if the landing page doesn't match the vibe of your ad, they may get confused and leave.
Keeping your tone and language consistent will reduce the friction between ad click and conversion.
Your call to action (CTA) should consist of a powerful phrase that matches the action you want your visitor to take when they click your ad.
Ensure that your CTA fits the standards and goals of your ad platform.
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