Don’t underestimate the power of good ad copy.
Too many ads these days lack basic necessities that entice people to click on them. There are many tactics you can employ that generate ad clicks, including psychological methods, but it boils down to compelling ad copy. Specifically, every good ad has a simple, three-part skeleton.
Here are three must-know tips for how to write ad copy.
1. Keep it simple.
If you come across an ad with copious lines of monotonous text, cramming in every single detail about the product, you’d click on it, right? Probably not.
In fact, too much detail can often be a turn-off to those you’re targeting. Of course you want to include some compelling details, so, naturally, there is a balance. To make sure you’re making the most of your character limit, include one to three of the most intriguing, important details about your listing.
For example, “2-bed / 2-bath in Las Vegas” will get more clicks than “cool apartment in Vegas!” Pique readers’ interest without overcomplicating things with ancillary information. They can read about the air conditioning or pet-friendliness in the listing itself; it doesn’t need to be in the ad copy. It’s important, too, not to bury the lede underneath a pile of jargon. Be as direct as possible and avoid purple prose.
Always include: Number of bedrooms, location/neighborhood.
Usually include: Unique features that drive interest in the market (e.g. parking spot, new renovations). Use your judgment to decide whether your listing has something worth noting, and make sure it’s tailored to the area you’re operating in.
Never include: Minutiae, contract information, anything unrelated to the ad entirely.
2. Include a value proposition (VP).
This is a core concept of ad copy. You need to give readers a reason to think that what you’re selling is valuable, and that’s exactly what a value proposition is. It’s an unambiguous reason your product is better than your competitors’.
Q: Why should I click on your ad?
A: The value proposition
Or, put differently for a real estate agent:
Q: Why should I be interested in this listing?
A: It’s a 2-bedroom condo with parking in a highly sought-after neighborhood.
Q: Why should I work with you as an agent?
A: I’ve got a 5-star Google rating and almost always sell above list price.
The VP can be anything, really, but make sure it’s of actual value to your target audience. For listings, details like low price, good location, parking spot, large square footage and free cable included are all examples of facets that could serve as VPs. If you’re marketing your brand, share your awards, review ratings and testimonials from previous clients.
3. Include a call to action (CTA). You may as well not run an ad if you don’t include a CTA, which is hands down the most important part of your ad copy. This is the appendage that gets users to take action. They don’t know what to do next if you don’t tell them.
Click here, learn more, read more, book an appointment, call now, ¡llama ya! — these are all commonly used CTAs that inspire ad-lookers to actually engage with the product. Consumers need clear direction to take that next step, so don’t leave it out.
You have to think strategically about your CTA, though. If you’re selling a listing, for example, you may want to consider “Schedule a tour.” Read it back to yourself and see if it makes sense in context, and don’t overthink it.