Digital ads may be small in on-screen real estate, but big on return when managed well. Whether you are creating Facebook ads or venturing into more sophisticated digital platforms, there are some best practices that translate to proven results every time.
Here are a few of those copywriting tips that will maximize your investment:
Keep it short.
The best digital ads have headlines of five words or less. Remember your goal is to get the customer to visit your website to learn about your product or services, not become fully informed from one ad. While you can add supporting text to Facebook and digital ads, fight the urge to go over 17 words. Facebook testing shows more text lowers your engagement and success, regardless of content.
Don’t shy away from emotion.
Research tells us that emotional campaigns outperform non-emotional campaigns in regards to revenue, profits and shares. Seventy percent of viewers who felt a strong emotional response to an ad were likely to buy the product. Use copy that inspires, sparks a reaction or reminds the reader of a poignant moment or time in his or her life.
Tell them what to do.
Now that you have created an emotional connection, give them the next step. A strong call to action is crucial to the success of your digital ads, driving customers to your website for more information. There are thousands of ways to create engaging CTAs (call to action), but here are the top-performing four:
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Create Urgency: ‘Special expires in two days.’
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Offer something free: ‘Download your free guide map here.’
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Use action words: ‘Get rich quicker with our plan’
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Use negative messaging carefully, but they too can work: ‘Remember your worst vacation?’