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Writing copy for your keywords
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.
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Creating the finishing touch with your CTA
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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Entice with social proof
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 sho...
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Keep ad copy to the point
Ensure you know what ad visuals and platform you'll use before you write copy.
- You only have so much space to make an impression, so stay to the point. Google Search Ads have a headline limit of 30 characters and a 90-character description limit. Facebook and Instagram...
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Customise based on funnel phase
Ad viewers can be at any stage of the conversion funnel.
- Leads closer to the top of the funnel (TOFU) respond better to awareness-related messages. Your copy should be inviting and light.
- Those near the bottom of the funnel (BOFU) need a nudge ...
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Line up your ad copy and landing page copy
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.
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Why ad copy matters
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 somethin...
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