Before we get into the next panel discussion’s topic, make sure you have read the previous blog post, ‘The Best Practices for Businesses Using Advert Targeting’. It offers insightful information about advert targeting.
This post focuses on the last panel discussion for Series #1: Advertising. As marketers and advertisers, we know that copywriting is extremely important when creating adverts. Words are powerful for communicating with your audiences, educating and persuading them to learn more about your products and services.
This session, ‘Improving Your Ad Copywriting to Drive Greater ROI’, shared ways to improve ad copywriting to make your adverts more effective. Let’s check out the key takeaways from this session.
1. Connect with Your Audience
Copywriting promotes your business and allows you to connect with your audience. Your customers will have problems, and you can use words to solve those problems. Businesses provide products and services to help people and make their life easier.
2. Use the Right Keywords
A good copywriter knows how to create SEO-optimised content. Use the keywords your target audience is searching for in your content. If your copy doesn’t contain the right keywords and target the right audience, you won’t lead your target audience to your brand. You need to make sure you have the right keywords to optimise your SEO and help your website land on the first page of search results.
3. Avoid Jargon and Technical Language
Avoid using jargon or very technical language when writing content. It will be very hard for the audience to read and understand what the content is trying to say. They won’t look for a dictionary to find out what the words mean. Therefore, it is important to use words that are easy to understand to make your content more accessible and easy to read.
4. Know Who You Are Targeting
When writing copy for an advert, you need to know the meaning of the words you use and know your audience. You are not writing for everybody. Try to imagine that you are writing for one person you would like to reach. Thus, it is important to understand your buyer persona and have that person in mind when writing copy.
5. Produce Emotional Content
The purpose of the word is to create emotion, generating people’s interest in your content. If you are trying to create brand engagement, emotional content is what you should look for. People connect with a brand if there is an emotional connection. Emotional content is effective in helping businesses to grow their customer base.
Aside from visuals, advert copy is the most important thing for overall advert performance. A catchy headline is key to grabbing your audience’s attention and continuing to read the content of your adverts. If you fail at copywriting, you fail at building a connection with your audience.
In this panel discussion, we were glad to have Nowrid Amin, Head of Digital Marketing, Juwai IQI as the moderator. The panellists were Olwen van Dijk-Hildebrand, Head of Content, 2Stallions Digital Marketing Agency; Dheepu George, Head of Content Marketing, Sendhelper; Archangela Genoveva, Performance Marketing, Gojek. Once again, thank you for sharing with us the amazing tips for creating good advert copywriting.
Want to write good advert content? Watch the full webinar video and learn how to write from the experts!