There are really only five things that matter to an ad: your audience, your offer, the creative, the copy, and the landing page.
Today, I wanted to spend a little more time talking about ad copy…specifically what to avoid when writing ads.
WHAT MAKES YOUR AD COPY, BAD AD COPY?
Ad copy is your brand’s first impression, making them the opening line at a party. If they don’t grab attention, your campaign won’t get far!
But If your ad copy isn’t grabbing or keeping attention, you should check to make sure you’re not committing one of these serious mistakes:
1. Beating around the bush
If your audience has to read your ad twice to understand it, we’re sorry to inform you… you’ve lost them.
An ad writer should not go all Shakespeare. Your copy needs to stand out, speak to your audience and guide them on what to do next. Simple language and direct messaging goes a long way.
2. What’s in it for the audience?
If reading your ad copy is not really highlighting what makes your product or service special, it’s just your contribution to the pile of digital garbage people scroll across.
You have a simple and straight ad copy that tells the audience exactly what they get out of it. What next?
Having a weak or no call to action lets that excitement fizzle out and if you do not tell your audience what to do next – congratulations, they just scrolled through!
To make sure your ad goes in the right direction, you need to make your CTA clear and action oriented. Tell them what to do next – “BUY NOW,” “LEARN MORE,” or anything else.
4. You don’t call out your audience
There are so many people on these ad networks but who exactly are you targeting?
Once you call out your target audience groups in your headline or ad copy, people will feel noticed and when your audience feels noticed and identifies with your copy, they tend to engage more with it.
5. Trying to say everything at once
Too much information is not as impressive as you think. It can take just one crowded ad copy to overwhelm your audience and toodles – there they go…
What you need to focus on is 1 message and 1 goal and stick to it like your life depends on it.
Take this checklist and go look at the ads you’re running for yourself or your clients. I guarantee you’ll see better ad performance if you follow this framework.
Don’t want to be an Ad Copy Master?
You’ve got a business to run, you can’t (and shouldn’t) spend your time writing ad copy.
That’s where we can help!
