From Facebook to PPC, all online advertisements have some elements in common
Online advertisements have some traits in common. Although the content will always change and be dependent upon industry expectations, there are some elements that should always exist in popular ads.
A recent article on Search Engine Watch points out the five elements used in ad copy. Their article particularly focuses on ad copy for PPC campaigns, although the same rules apply for any type of ad copy you are creating. Let’s take a look at these elements now:
-Perceived value: What questions does your product or service answer? What are the solutions your audience members will come to after they’ve used your product or service to fix a problem? Your goal is to communicate how you plan to fix the problems they have with your product or service.
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-Risk reduction: Losing time and money on a project is everyone’s fear. You need to guarantee that you will help alleviate your audience’s problems in the cheapest, easiest way possible.
-Credibility: Why should your audience members choose your company over all the rest? If you have a great track record, have won awards, or have clients testimonials, you should be sharing this information whenever applicable.
-Call to action: Users won’t always take the initiative to buy a product or service. They may be wavering with the decision. This is where a call to action might bring them from interested to active.
-Qualifiers: Be specific with your copy. You know what your audience wants and understands. Leverage this so you can be communicating on their level.
If you want more on this topic, including how to stand above competition in pay per click, check out this article from SEOmoz.
