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, provides a few tips on how to create a sense of conversation within your ads.
It’s great to be creative. It’s wonderful to be witty. It’s endearing to be charming.
But when honing your skills as a digital advertising and marketing content writer, it’s also best to always keep one thing front and center in your mind:
The best ads are the ones that work best. And when it comes to digital advertising, that means creating conversions.
Of course, much of what makes digital ads successful involves crafting engaging headlines. And concluding with powerful calls to action (or CTAs). But as we all know, there’s more to any truly great story than just a beginning and an end.
Following are some tips you can incorporate into your digital ad writing practice to help ensure those ads do what they are there to do at the end of the day – create conversions.
*Refresh. Renew. Experiment: Testing and optimization are at the very heart of effective digital ad writing, design and generation. To ensure optimal performance, digital ads need frequent and constant attention. When ad copy is continually refreshed to stay relevant and topical, conversion rates will improve. This is especially true around key seasons, like the Holidays. Never be afraid to try something new when it comes to digital ad creation and writing.
*Focus On The Consumer: Don’t ever forget that your ad, once released, is venturing out into extremely crowded and deep waters. Today’s consumer is bombarded with millions of messages each and every day, so it’s important to find a way to cut through the clutter. Stand out. Grab the consumer’s attention. There’s no better way to do that than to appeal to him or her, in a direct, authentic, and emotional manner. Just by including words like “you” and “your” and “yours” in the ad, you’ll start to see a difference in conversions.
*Consumer Benefits > Product Features: This tip ties back directly to the previous one. People aren’t robots or mindless consuming machines. They’re driven by emotions, feelings, likes, and urges. Appeal to their emotions and desires by highlighting the consumer benefits of your ad’s product, and avoid the trap of focusing too closely or intensely on the features of that product itself. It might seem like a minor distinction, but this approach can make a big difference when it comes to conversions.
*Consumer Needs > Consumer Wants: This is another seemingly minor distinction that can make a major difference in the conversion rate of your online ads. Consumers can be easily led and seduced by “wants,” but are ultimately looking to satisfy and satiate needs – which in turn builds security (or at least the feeling of security), a basic and vital human drive and goal. When a need is presented in a digital ad before the consumer clicks to visit the site, data shows that conversion rates increase. In other words, “wants” may generate attention, but “needs” close deals and sales.
These are just some of the insights you can use to craft digital ads that create and compel conversions. If you’re an advertiser or marketer looking to do so, you should consider tapping into the seasoned and skilled talent pool of the Book Creative Network members.
Boost Media 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 text, image, and video formats. Across all digital channels (search, display, and social).
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. We’ve also optimized more than $1 billion in digital ad budgets.
Talk to us today to see how we can help you create digital ads that compel conversions and increase sales!
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.