If you’re a digital marketer, writing ad copy is part of your job. But you don’t need to be a copywriter to write ad copy like a boss – in fact, it’s better if you’re not. Check out these 4 easy tips for writing B2B ad copy that actually gets people to click on your ads:
1. Keep it Simple Stupid!
Reading words takes time and energy. Keep it simple and get to the damn point.
You’re basically asking someone to take a moment to read it, understand it, then click.
Please: Make your ad copy simple to understand.
Sometimes the impulse is to be clever, funny or “on brand”. Ignore that impulse. You don’t need to prove how smart you are, or how good a writer you are. You need to get high CTRs from relevant traffic.
Try this next time you’re writing ad copy: Any word you can remove and still convey the same message – remove it! Any word you can simplify to make it easier to understand – simplify!
So, make it short.
Here’s a GREAT example:
The ad doesn’t contain a lot of text. But the value is made clear and the message gets across. You don’t have to spend any real effort to figure out what they’re trying to tell you.
Bottom line: Make it short, make it simple = Make it awesome.
2. Hit That Pain Point!
In order for someone to care enough about your ad to stop and click on, you need to hit a real pain point for them. It’s not enough that you address the organization’s pain point, but the person – the actual human being you want to click on your ad – they need to have a problem and you need to address it.
One of the most effective ads I ever wrote was for a reporting software for marketers. Being a marketer that does reporting, the pain point here was all too familiar. The ad went something like this:
Stop wasting your time on reporting.
The pain point here is clear: WASTING TIME. What makes this such a good pain point? First of all, it’s real. It’s something that any marketer, especially in an agency, gets tired of. It’s repetitive. It’s time consuming.
Bottom line, this is a real emotion that real people feel – if you can tap into this you will get their attention.
Here’s a great example:
This ad is obviously directed at sales professionals. I’ve you ever done sales work (I have), trust me, manually entering data is a huge pain. Telling that “Finally, a CRM that does the data entry for you.” That addresses a real pain I very likely have.
3. Find the Magic Words
Oftentimes, you’re marketing something you yourself are not the ideal customer for. That’s OK, but to find the magic words, that pain-point expressed clearly in your customer’s language – you need to hear them say it.
There’s a few ways to find these words: Talking to real customers, customer review of your or your competitor’s products, as well as forums and industry publications.
Personally, I highly recommend getting on the phone and talking to customers – or better yet, go visit them, at their office, and see them use the product. Ask them what they’d do without it, ask them what they were doing before, ask them how much time it saves them. Talk to them and they will give you the magic words.
4. Don’t Write Like a Copywriter!
This this is counter-intuitive, but after years in this business I can tell you: Copywriters write terrible digital ad copy (sorry guys, I love you, but your CTRs suck).
Our brains are strange, and we know what ad copy looks like. Try to write ad copy that doesn’t feel like ad copy. A lot of traditional marketers hate this, since it goes against what they know and have been taught, but it works!
Match your copy to whatever platform your ad is on. If it’s Facebook, make your ad’s tone of voice as social as possible. Try to avoid taglines and slogans. That doesn’t mean you shouldn’t be clever – be clever! Just don’t be so clever that your audience isn’t sure what it is you are advertising.
Use data to support your ideas. Run A/B tests to test out different words. See what works better: Try It Now or Check It Out. Improves performance or Optimize performance. Since every audience is different, there’s no way of knowing in advance what will work and what won’t. Always test out different ads and learn what resonates and what does not.
Tired of writing ad copy? Need help with your digital ad stuff? Shoot me a message.