Copywriting - there’s a reason why it’s referred to as both a science and an art. Get your ad copy wrong and you’ll waste the efforts of your entire PPC campaign. But get your ad copy right, and you’ll have crafted something that compels your audience to sit up and take the action that you want.
The words you use in your campaigns are powerful, so you want to make sure that you’re getting them right. While there isn't an exact formula for everyone, there are some tried and tested copywriting hacks that anyone can copy to craft an effective ad campaign.
We’re going to share our top tips that can be applied to Facebook Ads, Google Ads and more. First, let’s start with how important good copywriting is for your business.
How does copywriting affect your PPC campaigns?
If the pressure to choose the right words is causing a case of writer's block, you’re not alone. Here are some practices to help you boost your ad results, and discover what works best for your brand:
- Write for your target audience
One of the top mistakes we see businesses make? Wasting too many words talking about themselves. Your audience doesn’t care about your product or company mission - they want to know exactly how you can help them. Address their pain points, then say how you’ll solve them. Slack (below) knows that its target audience struggles with inbox management, and uses just one sentence to show how they fix the problem. You already know who your audience is and what they need, so tailor your copywriting and TOV to them.
- Hone your headlines
Crafting a good headline can stump even the best copywriters, but spending time honing your headlines is worth it. According to Copyblogger, 8 out of 10 people read the headline copy, but only 2 out of 10 read the rest. Your headline could determine the entire outcome of your ad. Make sure it’s easy to understand and use it to show the benefits of your service, rather than the features. For PPC ads, it’s also important to check out the competition. Google Ads will place your copy near your competitors, so have a look to see how your copy can stand out. The top result for ‘virtual assistants’ on Google gets your attention with a simple solution; ‘stop doing time-wasting tasks’.
- Make your USP obvious
You’ve got your attention-grabbing headline, but what’s going to make the user pick you over your competitors? Your PPC platform will give you room for a short description. This is a great place to clearly communicate your USP and highlight exactly why potential customers should choose you. Koho’s Facebook ad did a great job showcasing their difference from other banks in just 2 short sentences.
- Include a single CTA
Your copy needs to tell your target audience exactly what you want them to do. The CTA is your final chance to encourage them to click your ad. Avoid general phrases like ‘learn more' or ‘click here’, and go for active phrases: ‘get your guide’ or ‘shop now for 50%’. Classpass does a good job (below) with a CTA that says ‘try any workout class’. It's short, enticing (who doesn't love a freebie?) and there's no mistaking on what you want the user to do, and what they'll get in return. Indicating a timeframe such as ‘today’ can help to create a sense of urgency too.
- Keep it simple
Don’t over-complicate your message. If the user doesn’t understand what they’re reading, then they’re not going to engage with you. You need to make it as easy as possible for your target audience to understand what you can do for them. That means cutting out long and unnecessary words and replacing technical jargon with conversational copy. Write as though you’re explaining your offer to a friend. Mailchimp could have used marketing jargon in their ads, but kept it simple with ‘our marketing tools make it easy to get the word out.’ The goal is to connect with your audience, rather than alienate them.
Lastly, don’t forget that your ad copy and ad design should compliment each other. You need both components to inspire your target audience to engage with you. Use these tips as a jumping off point - ultimately it’s your audience that will show you what works best through their response.
If you’re still unsure how to best optimise your digital marketing strategy, we are here to help. At Growthcurve, we know growth marketing inside and out, making us experts in PPC campaigns. We love combining innovative ad-tech with a thorough marketing strategy to create amazingly effective digital advertising campaigns for our clients. If you want to learn more about growing your business through digital advertising campaigns, get in touch.
