Every week, Boost brings you insights straight from the writers in our Creative Network. Writers share tips on how to inject more creativity into ads, best practices for writing ad copy, and more. This week Dylan Barmmer, pen name “wordisborn” who has been an active writer in the Network for over five years, shares 5 tips for writing better banner ad copy.
In this particular post, we’d like to explore a slightly different element of digital advertising creative – how to craft successful banner ad (also known as display ad) copy.
It’s important to remember that banner ads are largely image- or animation-driven. The visual component of display ads, whether it be digital film, animation, or static imagery, is generally what drives and defines the ad. But words, as always, matter too. And in some cases, words (and the ideas and emotions behind them) serve as the dominant element. Think, for example, of the wildly successful (and recently retired) “Most Interesting Man in the World” campaign.
With all of that in mind, let’s take a closer look at some particular tips for writing better banner ad copy.
1. Know the Purpose of Your Ad: Are you offering a discount? Introducing a new product to the market? Sharing important information about new and improved features? Make sure you know up front what the purpose of your banner ad is. And then craft copy that helps hammer that message home. In a memorable manner, of course. We’ll get more to the meat of that matter soon…
2. Know Your Audience: This may seem like a no-brainer. But whether it’s a Google AdWords ad, a TV spot, an email, or a banner ad, you’d be surprised just how many people forget to tailor their message to their ideal, intended audience. The more you understand your audience, the more you can speak their language. That’s the voice and cadence you’ll want to lead with. And stick to. If you’re targeting several different markets, you should consider creating different ads. Using and speaking in different voices.
3. Get Right to the Point: Once you know what you want to say, and who you need to say it to, just go ahead and say it. And don’t waste any time or energy doing so. Remember that consumers have never been as bombarded with messages and pressed for time as they are today. Their time and attention are at a premium. So grab it up front. Right away. And don’t lose it by droning on. And on. And on…
4. Not All Words Are Created Equal: Language is a tool, with many utilitarian purposes and benefits. But it is also an art form. And not all words are created equal. If you want your banner ad to really stand out, you’ll need to craft communication that’s as creative as it is communicative. This means avoiding cheesy and boring “buzzwords.” And doing your best to shy away from clichés (how many times have you heard that a company is “innovative” this week?). Remember, the goal here is to stand out from the sea of sameness that washes over today’s consumer. And don’t forget that you don’t have a lot of time to impress them. So choose your words wisely. And think in terms of benefits more than features.
5. End with a Strong Call to Action: When it comes to writing any story, it’s always the beginning and end that are of upmost importance. It’s no different when it comes to a banner ad. You want to end on a strong, high note. And you want to compel conversions. And action. So make sure to end on a strong call to action (aka CTA). Give them something to remember about your ad. And give the business something to write home about. We previously blogged about how to write strong and effective CTAs. The same applies here.
These are just some of the tips and tactics you can apply if you want to craft and create banner ads that are truly effective. If you want some help building banners ads that work better the first time around, feel free to reach out to us here at Boost Media – and the Boost Creative Network.
Boost is the only cloud-based, people-powered platform that helps advertisers and ad agencies alike create, refresh, and manage compelling ad creative at scale. Our vast and skilled network of over 1,000 experienced writers and designers help create, test, and optimize your ads – for both text and image formats – across all digital channels (search, social, and display).
Since our foundation in 2009, the Boost Creative Network has delivered more than 250,000 compelling digital ads to brands of all shapes and sizes – and optimized more than $1 billion in digital ad budgets.
Talk to us today to see how we can help you find the right voice and proper notes to hit in your banner ad. We’d love to work with you to make more magic happen.
About Boost Media
Boost Media increases advertiser profitability by using a combination of humans and a proprietary software platform to drive increased ad relevance at scale.
The Boost marketplace comprises over 1,000 expert copywriters and image optimizers who compete to provide a diverse array of perspectives. Boost’s proprietary software identifies opportunities for creative optimization and drives performance using a combination of workflow tools and algorithms. Headquartered in San Francisco, the Boost Media optimization platform provides fresh, performance-driven creative in 12 localized languages worldwide.