If you follow me on Instagram, you’ll have seen my #TopTipTuesday post about things to consider when creating any form of advertisement – whether it’s for an upcoming novel you’re releasing, a special offer on a product or a workshop that you’re promoting. Regardless of what you’re promoting, there are 3 MAJOR things to focus on. They are:
As I said over on Insta, copy is so important when you’re creating ads. It can sometimes feel a bit daunting though. Keywords? What are they? Analytics? I don’t understand! Not to worry, I’m here to help you.
Copy is just the term used for writing. Yep, it’s that simple. What you write on your advert is the copy that will help lure potential readers/clients to where you want them. Pretty simple right? It can be – with help.
So, let’s break down copy and targeting.
"Ad copy is a very specific type of content. It is designed to get the reader to respond or take action."
It says it clearly enough right there. When you’re creating your advert, you want the person seeing it to take action. It needs to tempt them, so your click-through rates will increase and the ad will have achieved what it was designed to do.
Ok, tempting, CHECK.
But I don’t understand how to use ‘keywords’? And I know who my target is; it’s EVERYONE!
Both are very common thoughts when people come to write copy for ads. However, you need to narrow down your ICA for this purpose. I want you to imagine your ideal client in your mind. It could be a 56-year-old man called Bruce, or it could be a 17-year-old girl called Poppy.
We’ll think about Bruce for a moment. Bruce wants to book a weekend away somewhere special for his lady friend (we’ll call her Ann). They both love hiking in the mountains, but like a nice pub to wind down in for the evening. He goes to good old Google, and begins searching.
What things would Bruce be searching for? Would he search for ‘Ibiza weekender’? Nope. He’s going to search something like: Mountain weekend getaway or romantic weekend getaways in the mountains.
These are your keywords. They’re what tell the little search engine bots that they’ve got the right thing when people are searching on their platform.
Now you’ve imagined Bruce & Ann, think of them as you’re writing your copy. You have the exact thing they’re looking for; they just need to find you.
Looking for a romantic weekend getaway in the Scottish mountains? Curl up by our log-burning fire after hiking up the beautiful nearby [name] mountain.
Do you think Bruce would click this advert if he saw it? Maybe. There’s one more thing you could use to tempt him into clicking through to your website and hopefully convince him to book.
How many of you have looked at an advert, and thought: ‘Hmm, sounds great, but it doesn’t look that great/professional’, and then scrolled right on past it to see what Jess has posted to her status? I know I have.
Your graphics are just as important as the copy and the targeting for your ad. There are so many tools you can use to help you. A very popular tool is Canva, which has lots of templates for people to use if you’re not very tech-savvy. You can use this free of charge, but if you’re wanting extra features it’s absolutely worth upgrading to the Pro version. I've added a video below showing how quickly you can bring something together using Canva.
Do you have a specific set of brand colours? Utilise them! Use them on your ad, so it becomes recognisable as belonging to you. Make your ad eye-catching with bold fonts and high-definition images; do this, and watch your click-rate go through the roof!
Tempting AND beautiful. CHECK!
I hope this post helps if you’re in the process of writing an ad. If you’re not confident and want someone to check through the ad before it goes live, please get in touch!
Are you feeling more confident with ads? Let me know in the comments!
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