{"id":3369,"date":"2014-08-12T09:33:35","date_gmt":"2014-08-12T14:33:35","guid":{"rendered":"https:\/\/www.invespcro.com\/blog\/?p=3369"},"modified":"2014-08-12T09:33:35","modified_gmt":"2014-08-12T14:33:35","slug":"elements-effective-ad-copy-benefits","status":"publish","type":"post","link":"https:\/\/www.invespcro.com\/blog\/elements-effective-ad-copy-benefits\/","title":{"rendered":"3 Important Elements Of An Effective Ad Copy And Benefits Of Good Ad Copy"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 5<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span><p>It&#8217;s often the single, tenuous\u00a0bridge between your landing pages and all the potential customers searching online for products and services like yours.<\/p>\n<p>How it\u2019s written affects your ranking in paid search results and cost per clicks.<\/p>\n<p><strong>Even if they think it\u2019s really important,<\/strong> <a href=\"https:\/\/www.invespcro.com\/blog\/ppc-campaigns\/\">PPC ad copy<\/a> is far more important than most people realize. Seemingly minor differences in the copy can be\u00a0the tipping point between a very successful campaign and wasting your PPC budget.<\/p>\n<p><strong><a href=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/AdCopy01.jpg\"><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter size-full wp-image-3371\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/AdCopy01.jpg\" alt=\"Writing good ad copy 01\" width=\"224\" height=\"288\" \/><\/a><br \/>\nBasic Benefits of Good Ad Copy<\/strong><\/p>\n<p>(While you can run paid ads on a number of different platforms, including major search engines and many social media platforms, there\u2019s not time or space enough here to cover them all. So we\u2019ll only get specific about Google\u2019s Adwords. Most of the general points will apply to your ad copy on any platform.)<\/p>\n<p>The many\u00a0benefits of <a href=\"https:\/\/www.invespcro.com\/blog\/elements-effective-ad-copy-benefits\/\">better ad copy<\/a>, and the fact that your copy can always be improved &#8211; so you can always improve each benefit &#8211; means it deserves as much attention any other part of your PPC campaign, if not more.<\/p>\n<p><strong>Quality Score:<\/strong> Google actually tells you how good your ad copy is by assigning a Quality Score to each ad. Quality Scores range from 0 to 10, with 10 being the highest quality. Ads with higher scores enjoy greater benefits.<\/p>\n<ul>\n<li><strong>Lower Costs<\/strong> &#8211; If your ad has a higher score, you can bid less to get the same ranking as\u00a0an ad with a lower score. It might seem odd that Google gives\u00a0preference to lower bids just because the ad copy is better. But the reason is simple. Better ads are clicked more often, so a top quality ad with a lower bid can actually make more money for Google.Here\u2019s a simple example of how\u00a0that is so:High Quality Ad Bid: $5.00<br \/>\nNumber of Clicks on the Ad per day: 15<br \/>\nGoogle\u2019s Revenue per day: $75.00Low Quality Ad Bid: $10.00<br \/>\nNumber of Clicks on the Ad per day: 5<br \/>\nGoogle\u2019s Revenue per day: $50.00<\/li>\n<\/ul>\n<ul>\n<li><strong>Higher Return<\/strong> &#8211; For the same reason that they can enjoy lower bid costs, higher quality ads can rank higher on the page for the same bid as lower quality ads. This means higher value\u00a0from your PPC budget.<\/li>\n<li><strong>Increased Traffic<\/strong> &#8211; In addition to lower costs and increased ROI, well written ads have higher click-through rates (CTR) which drives more traffic to your site. If you\u2019ve done your <a href=\"https:\/\/www.invespcro.com\/services\/landing-page-optimization\/\">landing page<\/a> optimization, that means more sales.<\/li>\n<\/ul>\n<p><strong>Writing a Good PPC Ad<\/strong><\/p>\n<p>Everything you know about writing good ad copy for any other medium, including print, electronic and online, comes into play in the three lines and 95 characters (spaces included) that Google gives you for your ad copy.<\/p>\n<p><em><a href=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/AdCopy02.gif\"><img decoding=\"async\" class=\"alignright size-full wp-image-3372\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/AdCopy02.gif\" alt=\"writing better ad copy 02\" width=\"394\" height=\"108\" \/><\/a><br \/>\n<\/em><\/p>\n<p>(Your ad may also list your address, telephone number and\/or customer reviews, depending on the Google features you use, but they are displayed as they are listed in your account details, you don&#8217;t get to edit them for each ad)<\/p>\n<p>Done properly, that very limited space can be used to write an ad that fulfills all the criteria\u00a0of the traditional AIDA marketing and advertising model: create <strong>Attention<\/strong>, develop <strong>Interest<\/strong>, generate <strong>Desire<\/strong>, and call\u00a0to <strong>Action<\/strong>.<\/p>\n<p><strong>The Three Necessary Elements of Good Ad Copy<\/strong><\/p>\n<p>Instead of writing each ad off the top of your head and hoping for the best, if you breakdown each one\u00a0into its basic elements and use\u00a0best practices to execute each element, you\u2019ll be well on your way to writing\u00a0good ad copy.<\/p>\n<ol>\n<li><strong>The Keyword<\/strong> &#8211; If you\u2019re here to learn about how to write a better ad, you have done your keyword research, right? Your keyword or keyword phrase for the ad should appear as close to the beginning of your ad copy as possible.The keyword phrase is highlighted in bold copy in the ad is displayed in search results. It is the main confirmation to the searcher that your ad is relevant to their search. Searchers tend to scan ads for those that seem most relevant. Those ads that create <strong>Awareness<\/strong> of that relevancy by highlighting the keyword phrase in the headline have a higher chance of appealing to the searcher and getting clicked.<a href=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/AdCopy03.gif\"><img decoding=\"async\" class=\"alignright wp-image-3373\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/AdCopy03.gif\" alt=\"Writing good ad copy 04\" width=\"580\" height=\"275\" \/><\/a><\/li>\n<li><strong>The Benefit<\/strong> &#8211; Unless your product is very rare, you face lots of ad competition for your keywords. How do you make your ad stand out? Make sure the benefit and\/or value of your offer is very clear, especially if it is unique. It will generate more <strong>Interest<\/strong> and <strong>Desire<\/strong>.Make sure you highlight the benefits of your offer and not just its features. You don\u2019t have space or time enough to do both.Your competition\u2019s product or service probably has similar features, but you can make your ad stand out by highlighting benefits that your competition missed. A \u201812-volt vacuum motor\u2019 will not stand out as much as \u2018clean your home faster\u2019.Often it\u2019s not the feature-based benefits that get the best results, but those that appeal to the emotional needs and\/or uncertainties the shopper may have. Emotional benefits can relate your product to better health, increased safety, improved appearance, higher social status, etc..A shopper\u2019s uncertainty about whether or not your product is the right choice can be quelled by listing your \u2018no questions asked return policy\u2019.Shoppers are also reassured by social proof; clear evidence that others find your products and services appealing. Depending on whether or not your business meets their <a href=\"https:\/\/support.google.com\/adwords\/answer\/2375474?hl=en\">AdWords \u2018Seller Rating\u2019<\/a> criteria, Google will give you the opportunity to list seller ratings on your ad. If they do, take it.<br \/>\n<a href=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/AdCopy05.gif\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright size-full wp-image-3381\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/AdCopy05.gif\" alt=\"writing good ad copy 05\" width=\"403\" height=\"103\" \/><\/a><\/li>\n<li><strong>The Call to Action<\/strong> &#8211; Regardless of how close your keyword is to their search term, or how good your benefits are, never expect to get the click without asking for it. While \u2018Call Now\u2019 or \u2018Buy Today\u2019 are standard CTAs and work well, don\u2019t be afraid to throw in a little emotional appeal into your CTA. For example, instead of \u2018Call now for music lessons\u2019 try \u2018Start your musical journey today&#8217;.Your call to action should appear in description line 2 to capitalize on the interest and desire you created with your benefit statement.<\/li>\n<\/ol>\n<p><strong>The Sure-Fire Ad Copy Formula.<\/strong> It doesn\u2019t exist. The only way for you to write better ad copy is to always be testing. Try different benefits, appeal to different emotions, use <a href=\"https:\/\/www.invespcro.com\/blog\/multiple-call-to-actions-increased-conversions-by-20\/\">different calls-to-action<\/a>. But don\u2019t look at it as constant testing, that sounds like work. Instead, think about it as constantly improving your ROI.<\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 5<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>It&#8217;s often the single, tenuous\u00a0bridge between your landing pages and all the potential customers searching online for products and services like yours. How it\u2019s written affects your ranking in paid search results and cost per clicks. Even if they think it\u2019s really important, PPC ad copy is far more important than most people realize. Seemingly [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10],"tags":[260,308,333,334,87,295,245,248,311,125,335,134],"class_list":["post-3369","post","type-post","status-publish","format-standard","hentry","category-copy-writing","tag-ad-copy","tag-call-to-action","tag-click-through-rates","tag-cost-per-click","tag-general","tag-google","tag-intermediate","tag-keywords","tag-list","tag-ppc","tag-quality-score","tag-webcopy"],"_links":{"self":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts\/3369","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/users\/12"}],"replies":[{"embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/comments?post=3369"}],"version-history":[{"count":0,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts\/3369\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/media?parent=3369"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/categories?post=3369"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/tags?post=3369"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}