COPYWRITING TIPS

Ad Copywriting Tips That Are Sure to Double Your ROI

Jeanne San Pascual, Psych-Based Copywriter

18 October 2018

Getting your ad copywriting right the first time means less chances of wasting your time and money on ads that don’t perform.

But the truth is, a lot of businesses out there are throwing away their marketing budget on ads that don’t give them enough return on their investment.

So how do you actually craft ad copy that’s on point with your brand message? And at the same time allows you to expand your reach and increase your profits in the process?

Since most ads are a combination of visual and written elements, you have to get each aspect right.

When it comes to your ad’s text, knowing how to write effective ad copy is already half the battle done.

And that’s what you’ll learn in this article so read on for a number of copywriting tips you can add to your advertising marketing arsenal!

Benefits of Remarkable Ad Copywriting

Before we delve into the actual ad copywriting tips, it pays to know the in-depth advantages of a well-written ad copy.

A properly written copy for your ad will not only add to your business’ bottom line but also save you money in the process.

Because an ad’s that working means your marketing budget is being put to good use.

More than just that, a superb advertisement copy can encourage more people to click on your ads. This results in better clickthrough rates that improve the overall performance of your marketing campaign.

When you’re able to create targeted ad copy, your message resonates much better to the people you’re trying to reach.

This lets you achieve two things: increased brand awareness and the chance to convert prospects into customers. 

Those are great advantages to have but making them happen is definitely no easy feat. You’ll need an understanding of ad copy to get some kind of profit returns from running ads.

The first way to ensure this is to know your audience deeply. This is something you won’t get with writing alone but through exhaustive research that takes into account what’s going on in the head of your customers.

An Excellent Ad Copy Knows Its Audience

A famous scientist once said, “If I had an hour to solve a problem I’d spend 55 minutes thinking about the problem and five minutes thinking about solutions.”

And that person is none other than Einstein.

He believed that the quality of your solution is proportionate to your ability to determine the problem you want to solve.

So before writing any piece of copy, you should start with the kind of research that will clearly give you an idea of the kind of pain your business can help address.

This is what so many tone-deaf ads miss—the gist of the value that can get rid of a problem of their audience. Without that one defining trait, you’re left with a hollow-sounding ad that doesn’t entice your target customers.

You can only produce exceptional ad copy when you become capable of thinking like you’re the customer.

Think about the conversation that’s running in their heads. What benefits would they look for in a product or service? What’s keeping them at night? 

Learn your audience’s language and you’ll know the answer to the above questions.

Here are some examples of what research-based copy looks like and what doesn’t:

  • “Prospecting made easier” vs. “Do less work when generating leads”
  • “Accessible keyword tool” vs. “Keyword analyzer that doesn’t require any guesswork”
  • “Advanced invoicing software” vs. “Send and schedule invoices without the hassle”

In today’s market, customers will only patronize products or services that have their benefits in mind. That’s why your ad copy should always include what your target audience is mainly interested in.

So stop guessing what your customers want—find those out for yourself!

“If I had an hour to solve a problem I’d spend 55 minutes thinking about the problem and five minutes thinking about solutions.” – Einstein

Don’t be afraid of numbers!

Don’t think that people will be put off if you mention a few figures or feature a numerical stat!

In fact, getting specific with your data can easily help grab the attention of customers and win their trust. After all, anyone can make a claim but it’s another thing to back your assertion with hard data!

Laying out all the info they need beforehand means you had the due diligence to do all the research required for them in advance.

It also allows your prospects to process their buying decision much better and can even keep them from having to click and explore other offers by your competitors.

Another great explanation why you should include numbers in your ad copy is because people are known to be attracted to numbers. Using numbers help put forth an accurate and credible representation of what you’re offering.

A good example of this is the following ad:

The ad copy by Rev above highlights a great way to use numbers or statistics in your ad.

The brand mentions a relevant finding that it can tie in with one of their products (captions for video content) and proceeds to position it as the solution for it. Quite clever if you ask me!

This is technique is also known as a form of advertising with a rational appeal

It’s something you probably see being used all the time on TV, print, and online. And there’s a reason for that—because it works!

Moreover, it’s an easy way to persuade your audience. Just speak reason with them using general data, facts, research findings or survey statistics to back up your claims.

You’ll definitely have them hooked!

Make Use of Urgency

Introducing urgency to your ad copy is a strong tactic to make it more compelling.

When it comes to sales, some sort of urgency is usually needed because people are prone to procrastinate. Yep, tasks aren’t just the only things we put off—even the things we want to buy too!

Sometimes, no matter how good you positioned your offer, people still won’t buy because they usually think, “What’s the rush?”

Or they think to themselves, “I can just buy it later or tomorrow” and then the next thing you know, they’ve forgotten all about it or they realize they just don’t want it anymore.

That’s why you need to help your prospects to make the buying decision NOW while they’re still attuned to that desire.

Of course, not all urgency tactics are created equally. Some resort to twisting the pain so readers would buy right off the bat. But I’m a big proponent that there are other, more effective ways at your copywriting disposal.

An important factor that greatly affects buying preferences is by triggering loss aversion.

By definition, it’s the tendency of people to avoid or fear losses. Humans are more apt to do something if they stand to something than to gain it.

That’s why using countdown timers and limited time sale promos can push your prospects in the right direction. This tactic can increase your ad’s clickthrough rate as well as increase your conversion rates.

Refer to the picture below as an example:

As you can see, the particular ad above highlighted the urgency of their offering by stating that it’s a flash sale, their sale ends soon, and that “The clock is ticking.” 

The ad could use some improvement but it did the job of conveying urgency.

For instance, they could’ve specified an exact time or date when their flash sale will end. They could’ve also used a more compelling ad description than the hackneyed phrase, “The clock is ticking.”

Less is More in Ad Copywriting

Creating an effective ad copy is all about keeping your text short and straight to the point.

As most of you probably know, ad space can be pretty expensive and if you have a limited ad budget, you have to know how to make the most of what you can work with.

Maximizing your ad space isn’t just about using every space available to you. It’s also about making sure that your ad copy is readable and formatted as easy to look at.

Don’t let good copy go to waste with a bad font or cluttered look!

Making the most out of your ad space is also about packing all the info you need to convey with the word length you can fit.

The right ad copy length can help:

  • Catch the attention of your target audience
  • Get them interested in what you’re offering
  • Entice them to click

After all, no one wants to read a solid block of text when you’re busy doing other things such as scrolling through your feed or searching something else on Google.

That’s why you need to showcase your offer in a succinct way that doesn’t leave them scratching their heads in confusion!

Use Questions in Your Ad Copy

Using questions in your ad copy gets the people who would see your ad to think and decide about the quality and importance of what you’re offering.

Asking a question helps build a personal connection between your ad and your potential customers.

For example, if you’re advertising a bathroom cleaner. You could ask questions like “Tired of always having a dirty bathroom?” or “In need of an effective bathroom cleaner?” The aforementioned questions can give answers that would help promote your product.

Notice that in these questions, the answers are already obvious. So you might think, why still use it?

Questions can be an effective tool in advertising if you know how to use it.

See the example ad below by Ahrefs:

The ad above by Ahrefs perfectly encapsulates how to use questions.

They asked, “How long does it take to rank in Google?” 

If you have a website that you want to rank on Google, the question will definitely resonate with you and you’ll likely be curious on what the answer is.

The result? You’ll go ahead and click on the ad, which is the original goal of using the question.

Done well, it’s a powerful strategy to pique user interest and increase your ad’s clicks!

Always Focus on the Benefits

As with anything that’s being sold, focusing on the benefits is a must if you want better sales.

This is something that a lot of businesses miss. In fact, whenever I ask a client about the product that he or she offers, they typically answer with features rather than the benefits.

When you sell with just the features, you’re overlooking a fundamental human trait, which is self-absorption. Most people are often caught up in their own world and desires. That’s why most people have the perspective of “What’s in it for me?

That’s why you’ll need to make sure that your benefits are obvious and clearly stated in your ad copy.

Observe the description by the ad below:

You’ll see that they started their description with two benefits right off the bat—increase traffic and conversions. The ad image they used leaves a lot to be desired but they more than made up for it by mentioning their strongest benefits.

The good thing about using benefits is that it’s already a tried and tested approach.

No matter how superior your product is, you’ll be hard-pressed to sell it if you can’t convey what it can do for your target audience.

If you’re having a hard time differentiating benefits from features, benefits are essentially the end outcome of what your prospects will experience once they buy your product or service.

A lot of people don’t buy just for the sake of buying. Majority of individuals want something that either solves a problem for them or satisfies a specific want or need.

Make sure that your ad copy communicates any benefit related to the above features to get better conversion rates!

Address Your Audience Singularly 

So how do you achieve a personal connection with your audience?

The key is writing your ad with just a specific customer in mind. You can do this with a well-researched avatar or buyer persona.

Addressing your prospects in a clear, specific way increases the chances of them resonating with your ad. The goal here is to make them go, “This product is exactly for me,” once they see your ad.

Similar to an “in person” sales process, the better your connection with your customer, the more likely are they to purchase your product.

Try to use the words such as “you” and your” since it’ll make it seem like you are directly speaking with your customer.

For example, instead of using sentences like “Everyone can lose weight using this product,” change it to “If you just gave birth, you can lose the extra pregnancy weight using this product!”

Aside from using more personal language, mention specific pain points that your audience would want to solve.

Another tip would be to use language that your target customers themselves use. Figure this out through research and by finding out what kind of conversation is running through their heads.

Don’t resort to using jargons that are hard to understand and are likely unknown to them.

This technique is an easy and simple way of establishing a personal connection with your audience in your ads.

So make sure to use it if you want highly targeted ad copy that really speaks to your customers!

Appeal to their Emotion

If you look at a number of TV advertisements or commercials, it’s a common tactic to tug the viewers’ heartstrings. The more you get your customers emotionally hooked to your ad, they’re more likely to take the action you want them to take.

However, the emotion you want to invoke should depend on the type of product or service you’re offering.

Negative emotions such as anger, fear, and sadness are hard to balance since they could also make your customers perceive your product in a negative way.

A great tip for this would be to search for what motivates your buyers.

It’s essential that you know who your target audience or buyers would be so you can craft the kind of message can elicit an effect from them.

Below is a great ad example by Copy Hackers that applies this tip:

It’s clear from the ad who their target market is and it’s none other than business owners who don’t have a paid ad specialist in their team.

They then propose a solution that they can provide—to teach them how to write and run the ads themselves.

The awesome thing about this ad is that its description is clear and straightforward so you really won’t have to second-guess who is it for.

They then elicit a reaction from their target market by stating, “Does your ad copy suuuck?” That can definitely sting if you know your copy does suck. 

Make sure to use this strategy if you want to see remarkable results from your ad efforts!

Highlight What Makes You Stand Out

For any ad to effectively grab attention, you have to be able to emphasize what makes you stand out.

When you don’t showcase a clear key differentiator, it’s easy for your ad to languish in the background and get overpowered by other more compelling ads.

And that’s something you don’t want to happen because you’re essentially throwing away money at that point.

To make sure that doesn’t happen, here are some tips to take note of:

Don’t parrot the same message as others.

Check out a few ads in your industry and look out for any message that tends to get repeated a lot. Are both of your competitors highlighting their affordability?

Take a different route and offer improved service with a higher price point.

You can also ask yourself the following questions to determine what makes you different:

  • What can you do differently or better than your competitors?
  • What’s unique about your business or brand?
  • Do you have any current special offers you can highlight in your ad?

Make sure you think about the above questions so you can highlight the answer in your ad!

Some Ad Space-Saving Tips

It always helps to think about the information you’ll be including in your ad. Since you’re working with a limited scope, you better make sure that every available space you’re using counts.

My number one tip is to not repeat your message needlessly.

Explain and expound on an offer or benefit but never repeat the same things twice.

It’s not only redundant but it just wastes precious space you could be using to showcase other information.

You can do this by making your subhead a supplemental message for your headline. And then you can use the description to explain more about your offer and its benefits.

Making wise use of your space means only including the important points you wish to highlight in your ad.

This will help you distill your message into a powerful nugget that will resonate with your audience!

“When you don’t showcase a clear key differentiator, it’s easy for your ad to languish in the background and get eaten by other more compelling ads.”

Reel Your Prospects in with an Attention-Grabbing Ad Headline

Headlines are the first to be read and noticed by readers, which makes them the most important element of your ad.

An effective headline is powerful because it enables your readers to have an idea of the content of your ad. 

Without a strong headline paving the way, the rest of your message would likely remain unread, which means lost prospects and a lower value for your ad spend.

That’s why it’s important to have a headline that can hook your prospects’ attention.

So, how do you create a great headline? 

First, know your target audience.

Know who you’re talking to and who you want your product to appeal to. Address your readers personally in your headline and take the time to understand what they care about.

Once you’ve identified who your audience is, your task is now to determine what would it take to catch their interest.

People are usually concerned with a number of things such as quality, uniqueness, and benefits a certain product or service can provide them.

It’s your job to find out what concerns them.

Take into account the things they care about and factor that in when creating your headline.

Your ad copy’s headline should be able to emphasize the benefits or the unique factors of your product. It should convey why they should buy from you and why it’s in line with their interest or desire.

An excellent way to do that is by using actual testimonials or quotes in your headline.

It’s a simple trick but it works as you can see from the ad below:

What the above ad headline does is to dispel the common notion that diet pills don’t work. And they took it up a notch by using a client quote or testimonial to make them more credible.

After all, anyone can claim that their diet pills work but it’s another thing if others are saying that about your product.

Final Points to Consider

Lastly, the key to a killer ad copy is to refine and revise until you get the best possible version.

It helps to compare what you’ve written with other distinguished ads out there to know which part you can change and improve your own.

Making an effective ad copy is a difficult thing to do but once you have that part down pat, the results are worth it and you’re sure to get the best return on your investment for your ad spend!