Ad Copywriting tips

How good is your web traffic report? Are customers falling over themselves on your sales pages? If you answered ‘poor’ or ‘no’ to these questions, the problem could be a result of badly-written ad copy. Fortunately, this can easily be resolved by working with a professional copywriting agency.


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James Cummings on Content and Copywriting

James Cummings, CEO, explains a little about our content and copywriting services. If you would like to discuss how we can help you with your content requirements then get in touch with James today, or setup an account now to work with us in our online virtual office.

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Daily Posts is a copywriting agency run by a team of experienced copywriters and editors, who possess great insight and techniques in online sales writing. We have helped start-ups, multinationals and even government agencies establish an online presence and achieve sales success through clever ad copywriting.

With millions of services clamouring for the same limited group of customers, the best approach is to lure them with a strategy that doesn’t require shouting, intrusion, spam or any ineffective gimmicks that other agencies employ. At Daily Posts, we not only craft effective ad copies for our clients, we also give them tips to stay ahead of the curve.

Effective ad copy must also be complemented by engaging sales pages; in addition to smart ad copy, we produce compelling landing pages to complete the sales journey of your potential clients. Our primary focus is the readers, so we create interesting and appealing copies that will incite their curiosity and gain their trust.

Ad Copywriting Tips to Increase your Website’s SEO

An ad copy is simply a string of carefully and cleverly grouped words, written to attract attention to your product or service. It should also engage the reader and inspire them to take the next desirable action in relation to your product. Online, this ‘action’ could be to register for a service, call your business line or complete a purchase via a sales page. Ads can be found in places other than your website, though they’re generally visible as placements on search engine results pages (SERP).

Attracting leads from SERPs remains one of the most effective methods of generating organic leads, because these users are already searching for your sales-ready services online. It is therefore savvy to make your ad visible when their search results are displayed. So, how do you do this?

Keyword placement

Since your competitors are also placing ads on search engine result pages, the key to standing out and leading the field is to make your ad copy rank highly enough to be visible. To achieve this, your ad must be of high-quality; therefore, it must link to a relevant landing page, have a high click-through rate and most importantly, contain high-ranking industry keywords.

Keywords are ideas and topics that define what your content is about. This could be a single word or phrase which users enter into search engines. This is the main confirmation a prospective customer requires in order to know your ad is relevant to their search.

Generously sprinkling your copy with keywords at every interval is not all there is to keywords placement. You have to know the strategic points in which to place these keywords and key phrases for optimum efficiency. Your product is going to face lots of ad competition for your keywords; web users will scan ads for the one which seems most significant or related to their needs. Subsequently, you could lose potential customers because of inappropriate keyword placement.

Daily Posts invests significantly in this area to identify those high-ranking industry keywords that can leapfrog your ad over competitors to the top of Google SERPs, as well as attract them to the eyes of searchers. These include:

  • Highlighting the key phrase in bold copy
  • Inserting the keywords into titles
  • Including alternatives of the keyword throughout the ad copy
  • Including the keywords in alt text, meta descriptions and URL names
  • Crosschecking your ad copy to prevent the malignant practice of keyword stuffing

Optimise the Headline

Writing headlines is not only an art, but there’s a science to it as well. Your headline is the first thing that catches the attention of web users; if it falls short or disappoints, you’ll lose a lot of visitors. It’s therefore important that your headline is catchy, without being controversial or over the top.

Headlines should:

  • Be witty and attention-grabbing
  • Contain high-ranking keywords
  • Not be too short or long
  • Be benefit-focused

With the right headline, your ad can receive high click-through rates, in turn directing more visitors to your landing page.

Ad Copywriting Tips for Engagement

Moving away from ad copy for SERPs, we head to sales-oriented landing pages. Many online ads contain links to another page; this is usually a sales page with product options, where purchases can be completed. Some may take you even further – to a final purchase page for example. Below are tips on how to improve the user experience of your visitors and assist their conversion from a casual, undecided searcher to a loyal customer.

Optimise for mobile phone users

With the influx of high-end mobile phones, web users on mobile devices make up to 30% of retailers’ site traffic. Subsequently, a fast website optimised for mobile is crucial to positive user experience, otherwise you could be losing a huge chunk of potential customers and also reduce your search engine ranking.

More than half of mobile users will abandon a page if it doesn’t load in 10 seconds, while 60% of them won’t return to that site. Google’s Accelerated Mobile Pages project (AMP) is rapidly becoming more dominant in e-commerce results, so it’s important to optimise your web pages for mobile users.

Check for broken links

It’s important to always make sure your ad links aren’t broken. Imagine having great copy that compels a potential buyer to click on it, only to arrive at a ‘404 error page’.

Every so often, go through your links to make sure they’re all working and fix any that are broken.

Have a prime landing page

Your landing page should continue the conversation from where the ad started (on the SERP, affiliate site or elsewhere). It must use the same tone of voice and language your initial ad used. The copy on your landing page is important, because if it doesn’t compel a prospective buyer or provide the information they seek, they’ll likely leave in frustration and head to your competitor’s website.

Use simple writing style and make the copy persuasive, clever and witty. You should know your target audience and the type of language they use. Study the target audience for a particular product and customise the copy to fit their expectations.

Also, be mindful of the landing page structure. Think of a landing page as the floor of your favourite shopping store; if the store aisles are jumbled, they would be difficult to navigate, let alone find the product you want to buy. Similarly, if your landing page copy is compact and incomprehensible, it won’t engage the buyer.

Your landing page must:

  • Have a captivating headline
  • Be easy to read
  • Contain descriptive and persuasive copy
  • Use short paragraphs and lots of white space
  • Be benefit-focused
  • Use bullet points
  • Contain crisp, clear images

Ad Copywriting Tips for Conversion

The purchase journey isn’t exactly linear, but if your content marketing strategy is strong, you can make it shorter for your customers and for your own benefit also. Certainly, for an ad copy to achieve its purpose, it must end with a conversion. This doesn’t always have to be a sale though; if you obtain the personal details of a strong lead, you’re well on your way to conversion gold.

Use Strong ‘Call to Action’ Statements (CTA)

One of the chief ad copywriting tips is writing powerful CTAs. A ‘Call to Action’ is the most important part of your copy. It creates a sense of urgency and ultimately tells your audience how to respond to your marketing piece.

By using a CTA, you’ll make it easy for your audience to act on your ad by leaving an instruction that usually concludes the persuasive copy on your ad, thereby telling them what step to take next. Some examples include:

  • ‘Click here to register’
  • ‘Tap to buy and get 5% off’
  • ‘Call us now’

It’s important your CTA is compelling enough to initiate the desired response. It should also be visible, otherwise your copy will be in vain. Knowing how to compose a compelling CTA improves the efficiency of the content and contributes greatly to its success.

Why Hire a Professional Copywriting Agency?

Writing effective ad copy takes a combination of experience and skill. You’ll need a professional copywriting agency to get the most out of your ad copy and sales pages.

Even though engaging the services of a copywriting agency can be expensive, good copy pays for itself in the long run. Sourcing it out to professionals frees up time for you to attend to other aspects of your business, leaving us to worry about keywords, SEO and giving you the expert copy your business deserves.

If you’re wondering whether to write your ad copy by yourself or hire a professional to do the work for you, this list will help you make the best decision for your business.

  • A professionally written copy will make your business stand out in the midst of many competitors.
  • It will give your business a befitting voice for your content.
  • With the inclusion of SEO-friendly strategies, professionally written ad copy will increase your search engine visibility, thereby drawing more traffic to your website.
  • It ensures your ad copy is exclusive and original, eliminating the chances of duplicity.
  • It grants you access to creative perspectives on your ad copy, which you may not have been able to come up with on your own.
  • You’ll save time researching keywords and writing copy in-house.
  • It greatly improves your conversion rates.
  • It helps you establish a rapport and cultivate better relationships with prospective clients.

Frequently Asked Questions on Ad Copywriting

What is an ad copy?

An ad copy is a written text, aimed at catching the interest of a prospective client and persuading them to purchase the product or service being advertised within a short time. Ultimately, an ad copy seeks to market a specific product to its target consumer audience.

Do only big brands and businesses need ad copies?

No, this is a popular misconception. It’s easy to think only big brands that rent out billboards and pay for large adverts require ad copywriting services, because they are the most popular. However, businesses of all sizes require and seek ad copywriting services. Small businesses and start-ups can greatly benefit from ad copywriting, which gives them the boost they need to grow.

With excellent ad copywriting, small, medium or large-scale businesses can motivate their customers to patronise their brands and build a healthy client base.

How much will it cost?

At Daily Posts, our rates are affordable and sensible. We offer different packages, depending on your ad copy needs and how much time and effort would be required to see it through. The length of your ad copy and how you want it broken down will also influence the fee. Contact us now to determine a specific price for your project.

Why can’t I just write it myself?

Writing your own ad copy might seem like a way to save money, but in the long run, this is counter-productive. It is akin to representing yourself in a legal case when you have no experience, instead of hiring a qualified lawyer.

Getting professionally written ad copy for your business is a worthwhile and necessary investment; like most investments, it may seem costly now, but will generate great returns in no time at all.

Why shouldn’t I go for a cheaper option?

Anything worth doing is worth doing well. It’s best to therefore use the services of a reputable copywriting agency like Daily Posts, where you’ll be guaranteed top-quality services, rather than settle for mediocre copy in an attempt to save money.

How long does it take?

Once you commit to us and we have the details of your project ironed out, we’ll start working immediately. We have a team of expert copywriters who deliver their orders in record time, so your ad copy will be ready before you know it. We’ll also inform you of the progress as we go along.

At Daily Posts, we create and deliver any type of ad copy, regardless the type of business you run. Our copies will attract your target audience and convince them to act, helping you increase your conversion rate significantly. Let Daily Posts create outstanding copies for you and reap the benefits today. Call us now on 02380 970 979 to learn more.

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