Are you trying to sell products online? Then you might be using PPC advertising. Here are five steps to writing great PPC ads:
“On the average, five times as many people read the headlines as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar,” David Ogilvy.
Your headline has to be short, succinct and powerful. The headline is what draws people in. If you browse through any of your online content, you will notice that your most popular pieces of content are the ones with the most compelling headlines.
Your ad needs to lead with what your product will do for a user. If you are selling a skin cream, then you might be tempted to go with a tangible benefit such as “gets rid of acne”, but rather think about the bigger benefit, such as “makes you more confident”.
After the benefits, list the features of the products. If you are selling camera lenses, list everything from the pixels to the retina screen.
When writing an ad, you need to take a person from problem aware to solution aware and, in particular, your solution aware before they will consider the deal you are offering. Your reader needs to instantly become aware of a problem they have been having when reading your headline and should end up determining that you are offering the right solution to their problem.
Whether you are running ads on Facebook, Google or YouTube, you will need a thumbnail picture for your ad. Focus on using an interesting, well-shot picture that will get people clicking.