How to write ad copy that actually converts (and three major mistakes to avoid)

by WarriorForum.com Administrator
8 replies
Search Engine Land says that when you're testing copy, you should make it worth testing. Use power words or emotional calls-to-action to really analyze what messaging has a stronger appeal and why.



The author says that when it comes to creating ads that convert searchers into customers, many advertisers dive into structure, testing, and more and gloss over one of the most important elements of any campaign: copy. Your ad copy is the very basic building block of your advertising. Getting it right can be the difference between a milquetoast conversion rate and driving huge value for your clients and stakeholders. Alyssa Altman did a deep dive into writing ad copy that actually converts, including understanding search engines, funnels, intent, and more:

"Google, Microsoft, and other search engines have reversed engineered their search algorithms over time (and re-engineered them) to make sure that they are giving someone the best answer to their 'question' as humanly possible"
She adds that many pieces of information that used to exist solely on websites are being pulled directly into the search engine results (things like weather, mortgage rates, math problem answers, etc.). That means there's a lot of competition for clicks in SERPs as a result, and the key to effective ad copy is understanding what your PPC copy is answering in the first place:
  • Is someone looking for general company information?
  • Are they doing company comparisons?
  • Are they doing some window shopping?

How funnels can help
That's easier said than done, right? Well, Altman says that marketing funnels can help you to figure out how to align intent. Ad copy that converts starts with narrowing down the funnel. The traditional notion of the marketing funnel assumes the user does a search to gain awareness of solutions to a problem. From there, they consider a company/solution, and then they convert, but you can have two searchers using the exact same query with completely different intent. That's where writing PPC copy gets tricky. To determine what people actually mean when they search for something, advertisers have to test.

This article is well worth a read if you're not getting the results you need or expect from your own ad copy! It's full of facts and actionable tips.
#avoid #converts #copy #major #mistakes #write
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  • this is useful thanks
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  • Profile picture of the author Old Molases
    I always wanted some info that i backed by data and research thanks for sharing thins piece.
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  • Profile picture of the author Diego Aguirre
    Originally Posted by WarriorForum.com View Post

    "Google, Microsoft, and other search engines have reversed engineered their search algorithms over time (and re-engineered them) to make sure that they are giving someone the best answer to their 'question' as humanly possible"
    This reminds me of all the memes about Google vs Bing search results... "How to burn a lot of calories?" LOL
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  • Profile picture of the author mdkajol219
    Thank you. This is informative.
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  • Profile picture of the author Jamell
    Power words and emotional words command action and emotional rsspones .I agree ..the ad should answers question or solve a'problem so to speak for consumers sesrching .
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  • Profile picture of the author nicenet
    Insightful and educational.
    Is their any precise article on 'how to write effective ad copy?'
    Thanks
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  • Profile picture of the author Gaylenaramo
    That is a very informative reading. Thank you for your sharing, finally there is something more or less precise which can be implemented on practice.
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  • This was amazing and helpful
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