Writing Social Media Ad Copy that Converts
Whether you are a seasoned social media marketing professional or just starting out, writing ad copy that converts is crucial. Let’s start by examining your campaigns and their performance. Are they getting the conversions you hoped for? Do you think there is room for improvement? Are you wondering what steps to take to improve your ad campaigns? In this blog, you’ll learn how to do just that.
Ask a Question:
Questions can be tricky, especially when it comes to how you phrase them. If you’re going to ask a question, do it with intention. Make sure the answer is almost obvious. The best way to do this is to ask yes or no questions. Questions will help the prospect relate to what you are promoting. Ask a question that they relate to and when they answer with a resounding “yes” they will be more likely to click on the ad to find out more, with a higher probability of converting.
While yes and no questions are a good place to start, don’t underestimate the capability of the third answer. What’s the third answer I am speaking of? – “I don’t know.” For most everyone, when they answer “I don’t know” to a question, they are overcome with the need and want to know the answer before they can move on with their lives, thus resulting in clicks, and conversions.
The 5 W’s:
We all remember learning about the 5 W’s in grade school – who, what, where, when, and why. We were told to answer these 5 questions in papers, as well as other assignments, and now when you receive an invitation in the mail, they come with these very questions listed on them to be easily answered.
Why is this? Why are the 5 W’s so important? They are important because they give all the information, they create the full picture. This ensures that the users have all the information they need before they engage with the ad.
Looking back at the ads you’ve run in the past, does your ad copy answer the who, what, where, when, and why for the user? It should, but if it doesn’t, now is the time to click “edit”.
Research? Yes, Research!
You’ve done the research, you’ve identified your target market and their pain points, and now it’s time to implement this research into your marketing strategy. First ask yourself, which pain point is the most challenging? Start here. This will help you relate to the potential customer and draw their attention.
When you are writing ad copy that focuses on problems, the main goal is to get prospects to agree that they share that same problem. You’ve identified the problem, now you must provide the solution. Use statistics to let them know that they’re not the only ones, but better yet, show them how many like-minded individuals you’ve helped with your product/service.
There isn’t one right way to create ad copy that converts, in fact, the possibilities are endless, but remember – it can make or break the performance of the ad. Use these tips to help optimize your social media ads. Ask a question, answer the 5 W’s, provide the solution to a common problem, you’ll never know what style of ad copy will work best for your company without trying.
We work with our clients to drive conversions through their advertising, and we do so using this formula. If you’d like to learn more about our social media services we’d love to hear from you!