In the last few blogs, we have gone over the basics of understanding how to optimize and push for performance with your Facebook and Google Ads. What we haven’t touched on so far is exactly how you can find the perfect content to include in your ads, specifically when it comes to ad copy.
With your ad copy, you want to connect the words to your user base and tug on the heartstrings of your customer so they can take the action you’d like for them to take. Don’t worry, we will walk you through how you can find out exactly what your customer wants to hear!
5 Tips to Finding the Right Message
There are 5 key strategies we use for our clients to find the right copy for their ads. Here is what we’ve found has worked the best:
1. Looking at reviews: The first thing we do is look at our client’s customer reviews. Whether it’s a positive or negative review, this feedback can shed a lot of light on what customers are thinking and give you hints on how to reach them through your words. Typically, you want to gather the top 2 reasons why customers love your product and why they hate it. In addition, scanning competitors (~4-5) can tell you why customers prefer a competitor’s product over your own.
Then look at how customers are talking back to you. With one of our client’s, who sold cookies, we would notice customers mentioning how they loved these cookies “so much”. They would rave about how amazing they were, the discounts they were getting, and even how they would sneak to buy these cookies and claim it was for a loved one. In cases like these, you want to interact with the customers with the same passion! Your customer base may not always be passionate, they can be serious or focused. Whatever the vibe, match it back with your copy.
Note: When looking at these reviews, catch what people’s before and after experience was with the product. This gives you an idea of objections you may need to address in your copy.
Ex: “I was nervous about this because I didn’t know if this was as good as the photos.” This gives you before (objections) and after thoughts. Read more than you think you should and stay updated!
2. Looking at platform comments: This is very similar to reading reviews, but focuses on comments. Go to your Instagram, YouTube, even Facebook and start looking at what people are saying about your product. You can even look within your industry towards the big influencers or industry leaders and see how customers are talking to these pages. Here, understand what people want from the product and how they are using it. This gives you an idea of what is in their head in your own vertical.
3. Knowing the customer’s objections: It is key to understand what your customer’s objections are so you can address them head-on. Have at least 5 in your back pocket and add it into your Google ad copy. For example, if your customers are looking for a hypoallergenic product or something that actually works, add that into your copy. Your copy could then look something like this: “This product is hypoallergenic!” or “100% guaranteed results!”.
Note: Make sure these objections align with whatever you have already preconceived in your mind. Don’t confuse customer objections with what you think they are vs. what they actually are.
4. Figuring out what job the customer is trying to do with the product: Think about this – when people want to take a break from work, there is a group that will want to go to a coffee shop, another that wants to light up a cigarette, another that will open up Facebook, and one that will want to spend time with their family. These different activities are all in the same business of relieving customers and giving them a safe space.
So if you think about it, the coffee shops are competing with the cigarette companies, and those are both competing with Facebook, and they all are competing with family time. What is your consumer using your product for? What job does it fulfill? Speak to that in the copy.
5. Writing ads to be scannable: People don’t read anymore, you have to write them to be scannable. Train your mind to look at ads like you’ve never seen them before. When you’re reading your own copy, notice your gut reaction and keep that in mind.
People tend to read top left to bottom right – so look at it, what stands out? That’s the way it’s going to be read. Your audience will scan headlines, look at the keywords, and most likely not read the main descriptions. If you do this yourself, you will usually find and see things you had never seen before.
Think about if they see the first piece of information, what is the second or third thing you want them to take away or learn?
Note: Typography also matters and this can be used to make things pop!
Remember, copywriting is all in the words and emotions and you have the sources to pull these from through your own audience! Use your reviews, comments, and customer engagements to guide you into writing what they want to hear!
Have any other questions about how to write effective copy? Leave them in the comments below.