In today’s segment, we’ll dive into Tuesday Ad Text Tip #808: know how to test for a fresh approach to your ad copy and how to optimize a proven success.
First: Pinpoint Consumer’s Motivation –
In order to find a fresh approach to your ad copy, you’ll need to run a series of tests to see what type of message best speaks to the consumer’s main concern when searching for a particular product or service. Split testing your ad copy is a great way to gather this kind of valuable information. The goal for your first few rounds of testing should be to gradually narrow down what key words or phrases most appeal to searchers primary motivation. For example, you could test two ads against each other with identical headlines, but emphasize different motivational keywords or phrases in lines 1 and 2 of your ad copy. The first ad can include language that speaks to price as a primary motivation for the consumer, where you can include discounts or coupons to persuade searchers that your brand is the best fit for them. Alternatively, the second ad can include language that appeals to the consumer’s concern for risk association by including a guarantee in your ad copy. In this way, you can test ads against each other and systematically pinpoint what kind of language best speaks to your consumer’s wants and needs.
Next: Fine-Tune Your Language –
One of the greatest challenges of writing effective search ad copy is the limited amount of space you’re provided to convey a complex idea. Although being concise is a must, in order to develop an efficient search ad you have to include language that truly resonates with consumers. After you’ve found an approach that speaks to consumers primary motivation, it’s time to refine your ad copy with a bit of wordsmithing by tweaking the language in your champion ad. Ask yourself the follow questions to optimize your message’s resonance with consumers:
1. Does your ad copy express that your product or service will solve searchers particular challenge or need?
2. Does your language encompass emotional appeal?
3. Does your ad generate positive imagery in the searchers mind?
Making sure that your champion ad includes language that speaks to consumer’s concerns, emotions and imagination is a sure way to increase engagement and drive conversions.
Lastly: Don’t Stop Improving –
Finally, don’t stop testing ads all together even after you’ve optimized your champion ad. There’s always room for improvement! Occasionally updating existing ad copy will keep your ads fresh and engaging. Remember: creating and maintaining effective ad copy is a continuous process.
Here’s a recap of this Tuesday’s Ad Text Tip:
- Pinpoint consumer’s primary motivation when searching for your product or service.
- Ask yourself these three questions to fine-tune the language in your ad copy:
- Does the language I used express that my product or service will solve the consumer’s challenge or need?
- Does the language I used encompass emotional appeal?
- Does the language I used generate positive imagery in the consumer’s mind?
- Optimizing your ads is a continuous process, there’s always room for improvement!
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.