Does your ad copy entice, engage, and convert? Words have the power to make or break a sale and introducing your brand through compelling copy is one first impression you need to nail. As an affiliate, Google Ads, Facebook, Instagram, Twitter, and LinkedIn marketing are tools that can boost your business- if potential customers stop scrolling long enough to engage. Today, we’re talking about how to write ad copy designed to convert views into clicks and ultimately- sales.

How do you write an ad copy that sells?

Follow these 11 tips for writing ad copy that sells that will take your ads from OK to “oh, wow!” We’ve worked with hundreds of affiliates who have used these strategies to increase their ad revenue, and we know they’ll work for you, too.
 

Content

1. Don’t rush the headline
2. Craft copy that converts
3. Focus on your funnel
4. Go undercover and get to know your competition
5. Increase credibility with case studies and social proof
6. Focus on benefits not features
7. Tug on their emotional heartstrings
8. Directly address audience pain points and respond to common objections
9. Speak your customer’s language
10. Ask a question
11. Combine copy with complementary visuals and targeting

 

Don’t rush the headline

Avoid the temptation to rush to the “meat” of your ad at the expense of your headline. Copyblogger published an astonishing fact-- eight out of 10 people will never make it past the headline copy. Shocking, right?

Since only two out of 10 will make it past the title, it’s all the more important to generate a headline that’s both catchy and compelling. The purpose of the title is to capture a reader’s attention and entice them to continue reading.

We’ve found that it can be helpful to write the headline last. Once you’ve immersed yourself in the ad copy, you can go back and choose a title that best reflects the tone of the advertisement while creating a sense of urgency for them to continue reading. Don’t settle on the first headline you come up with, either. Take some time to brainstorm possible titles and run A/B testing on ads to find a title that yields maximum results.

 

Craft copy that converts

Are you a perfectionist when it comes to producing exceptional prose? It’s not enough to write well - you have to write killer content that converts. If writing marketing content isn’t your forte, it’s a good idea to bring in the experts. Your words create a lasting first impression on a potential customer and misspelt words and unclear phrasing aren’t a good look.

Attention spans continue to dwindle and it’s more important than ever to “stop the scroll” with engaging content written with conversions in mind. Here are a few words and phrases that are proven to drive conversions:

• You (personalise your ad by speaking directly to the customer)
• New (grab attention with the promise of something they’ve never seen before)
• Now/instantly (53% of mobile website visitors will abandon a website if it doesn’t load in three seconds. Show that you value their time with instant gratification)
• Free (everyone loves a freebie)
• Don’t miss out (if applicable, help your potential customer understand the time-sensitive nature of your offer)
• Painless/effortless (showcase the ease of using or purchasing your product)
• Because (give them the “why”)

These are just a few words and phrases that increase engagements and conversions and help you with tips for advertisement. Perform A/B testing to find out which words work best for your specific audience and product.

Focus on your funnel

The way you interact with your best friend and a random stranger is completely different, right? When crafting copy, keep in mind that every person is at a different stage in the sales funnel. Let’s say you’re targeting some potential customers in the Awareness phase. Here, you’ll need to convey who you are, what you do, and why it matters before the user scrolls past your ad. This may be the first-ever encounter with your brand, and it’s up to you to make it a good one. Alternatively, there are other users who are at the Action stage in the sales funnel. If you’re showing them your introductory ad, you may miss out on a sale. These customers are ready to buy-- you just need to show them the product or service they’re primed to purchase one more time to seal the deal. Don’t forget to include a promo code!

While Google Ads makes it a little easier to target customers who are ready to see an ad at a specific point in the sales funnel, social media is a little more nuanced. Spend time creating multiple ads for multiple audiences and watch your sales skyrocket.

 

Go undercover and get to know your competition

You may not work for MI6, but to succeed in business and advertising, a few spy skills go a long way. No, we’re not talking about stealing proprietary information or copying content, but we do recommend using tools like Spyfu to identify your competitors and develop a plan to elevate your own business.

Using Spyfu, you can discover your competitors’ most profitable keywords and find out whether they’re ranking for paid or organic keywords. We ran a search on Tesco, which reveals their keyword count, paid keyword count, and top competitors.

With this tool, you can also discover your top competitors, search your top keywords, discover new keywords, and find out which competitors have purchased specific keywords through Google Ads.

When it comes to ad content, spend time researching your competition. What is their strategy and why does it work? How can you utilise their strategy in a way that’s meaningful and authentic to your brand voice?

Continue using your spy skills when you write blog posts, too. Again - NEVER copy a competitor’s work, but you can find ways to take well-performing concepts, add your own spin, and climb the ranks of SEO with SEO Tricks and new ideas and unique ways of presenting useful and relevant information.

 

Increase credibility with case studies and social proof

Did you ever get this question from your parents: “If your friend jumped off a bridge, would you do it, too?” Questions like that were often met by teens with eye rolls, but the premise in marketing is an important one. We want to be like our peers, and advertisers can utilise this desire to assimilate in an ad campaign.

Don’t underestimate the importance of social proof. A report by Convince & Convert shared that 83% of those surveyed said a word of mouth referral by a friend or family member makes them more likely to buy. Nielsen’s report takes it a step further, showing that 70% of those surveyed trust consumer opinions whether or not they know the consumer.

Don’t discount the effect of social proof. WikiJob A/B tested social proof and found a 34% increase in sales when brands utilise testimonials in their advertisements. Gather customer testimonials, and put them to use in your campaigns!

 

Focus on benefits and not features

As the affiliate for or creator of a brand or product, it’s easy to get excited about the features you’ve built into your final product. As you craft your ad copy, it’s important to put yourself in the customer’s shoes and talk about the benefits-- not just the features.
You only have a few lines to make a big impact with ad copy writing. Use the space to talk about how customers’ lives will be better because of the product.

 

Tug on their emotional heartstrings

Have you ever fallen for a clickbait ad? The emotional triggers in clickbait articles are so expertly applied, it’s difficult not to click on them.

A 2016 report by Nielsen stated that “emotions are central to advertising. They’re at the heart of the relationship we have with brands. They drive our nonconscious decisions and play a major role in our conscious decisions, too.” We may know that intuitively, but their report showed a 23% increase in sales volume for ads that triggered an emotional response.

Think carefully about the emotion you’d like to evoke, though. While anger may cause the most visceral reaction, do you want your business associated with anger? And consider when and where your audience will interact with your ad-- will it inspire them to take action or will a heavy-handed emotional ad be a downer in their day?

A well-thought-out emotional advertisement can increase sales, while emotion for emotion’s sake can damage a brand image. Choose your emotions carefully.

 

Directly address audience pain points and respond to common objections

You know your brand better than anyone. You’ve heard a few complaints along the way and you’re aware of common objections before a sale. Avoid the temptation to pretend those objections don’t exist and use your advertisements to preemptively address pain points and objections.

Is your product expensive? Focus on high quality, and why your product is the best on the market. Does your customer need to learn a new skill to fully use your product? Flatten the learning curve with free tutorials or access to customer service representatives.

One study showed that salespeople who identify pain points are 28% more likely to close the sale and hit their quota. Anticipate your customers’ questions and answer them before they even ask. When you have the opportunity to present perceived negatives in a positive light, you control the narrative. Every objection is a chance to let your product or service shine. While it may be tempting to brush pain points under the rug, sharing solutions will actually boost your sales.

 

Speak your customer’s language

Have you ever encountered a salesperson who used industry jargon to describe their product and sell you on its benefits? Sure, you may walk away from that conversation thinking, “Wow! That person really knows their stuff!” while simultaneously wondering what the heck they were talking about.

It’s a good idea to run your ad copy by someone outside your office to make sure it makes sense to the “Average Joe.” You may be selling a revolutionary product that will change the world, but if potential customers scroll right past your ad because they don’t understand the lingo, you’re not helping anyone.

 

Ask a question

Invite readers into the conversation by phrasing your ad as a question. The most effective questions are answered with a “no.” (If the reader already knows the answer, they wouldn’t need to click on your ad!)

Craft the question with your target customer in mind. What are they struggling with? How can your product help? Most of the top Google searches begin with “How to,” “What is,” and “Can you.” Phrase your question in a way that attracts your target audience.  Be sure your landing page, blog post, or website answers the question you’ve asked to earn a potential customer’s trust and increase the likelihood of closing a sale.

 

Combine copy with complementary visuals and targeting

Never underestimate the value of a great visual. One study estimates that the human brain processes visual images at a rate that’s 60,000 times faster than it processes text. Combine that with this stat: when paired with visuals, the reading comprehension rate of text increases by 89%.

If you’re still publishing text-only articles and pushing visual-free ads, you’re missing out on an opportunity to reach even more potential buyers. Since more than 80% of the information, we absorb is visual, adding images should be a top priority for affiliates who want to take their advertisements to the next level. Work with a graphic designer to create a one-of-a-kind infographic, meme, or engaging product image to share alongside the incredible copy you’ve written. When paired together, the graphic and image elevate each other to increase clicks, enhance memorability, and build trust in your brand.

You must've asked "How do you write a good ad copy?" before landing on this page. Now that you’ve learned 11 new and easy strategies for writing ad copy that converts, it’s time to implement these tips into your next ad campaign through Google Ads or on social media. If you need a little extra help getting started or want to work with experts in the affiliate advertising space, the team at RevGlue is ready to help you monetise your youtube channels, monetise your blogs and increase your affiliate income. Get in touch with us today to get started with the company that promises 100% affiliate commission and the best affiliate data in the UK.

Have you implemented these strategies in your ad campaign? We’d love to hear how it went! Leave a comment and tell us your favourite strategies and the results you’ve achieved. We can’t wait to celebrate your success!