Last Updated on April 5, 2023 by Anthony
It has been said that anyone can write a blog post or informational article. That is pretty much true. Anyone capable of connecting words together can create sentences and paragraphs that ultimately constitute a post. Is the same true for ad copy? Technically, yes. But stringing words together to create ad copy doesn’t mean an ad will actually do what it’s supposed to do.
Ad copy is a specific type of copy that differs considerably from blog posts, informational articles, white papers, and press releases. At its core, ad copy is purely a sales tool. It is designed to convince people that now is the moment to purchase goods or services. Ad copy that doesn’t lead directly to sales isn’t performing according to function.
Connotations offers high quality ad copy services. With over a decade of experience, we know what it takes to create ad copy that is both engaging and productive. Below are four reasons your company needs that kind of ad copy.
1. Good Copy Engages the Mind
A key characteristic of good ad copy is that it engages the mind. Whether it does so creatively, factually, etc. doesn’t matter. What matters is that readers understand what they have read and are prompted to think about it. A reader who doesn’t think about it simply moves on to the next piece of information.
Bad copy has some tell-tale characteristics. One of them is being stuffed with keywords. No doubt keywords are important to good copy. But stuffing ad copy with them creates a piece that does not read naturally. The copy is too easy to ignore among savvy consumers who know when advertisers are throwing keywords at them.
It is more important to be creative with ad copy than SEO obsessed. Good copy is written with SEO in mind. But it is also highly creative. It is clever, insightful, and capable of sparking an emotional response.
2. Good Copy Gets Shared
We focus on three different types of ad copy here at Connotations. What we call ‘traditional copy’ shows up on ecommerce and other business websites. But there is also social media copy and Google Ads. One thing we have noticed across all three platforms is that good copy gets shared.
Sharing is probably most prolific on social media pages. A good piece of ad copy on Facebook could potentially reach millions of users if it goes viral. But even without viral sharing, an organisation can reach thousands of potential customers with a single ad clever enough to be shared. Sharable ad copy is:
- engaging and transparent
- short and simple (i.e., tight)
- original whenever possible
- visually engaging.
In the social media sphere, combining ad copy with graphics is a big winner. The more appealing the graphics, the more attention already-good copy gets.
3. Good Copy Increases Conversions
The whole point of writing ad copy is to get people to buy. That is certainly the focus of our ad copy services. We write copy designed to encourage customers to take that final step over the purchase finish line. In the marketing and SEO world, this is called conversion.
Good copy increases conversion rates. It can accomplish wonderful things when combined with high quality SEO practices. Think of it this way: good SEO drives traffic to a website. Good ad copy encourages those visitors to buy. Put the two together and you have a winning combination.
4. Good Copy Hits Home
Increased traffic is a wonderful thing. A company’s website is of little value if people are not visiting. But it only goes so far. At the end of the day, companies need paying customers to stay alive. Without them, there is no business. This is one of the reasons we don’t agree with the promise that all traffic is good traffic.
Traffic that does not convert is simply eating up bandwidth. It is giving business owners a false impression that they are doing well. But again, what are the benefits of heavy traffic if people aren’t buying?
One of the goals copywriters focus on is creating content that hits home. They produce ad copy that means something. Sometimes it is accomplished by making readers smile. Sometimes we copywriters make them laugh. Other times we present them with sobering messages or undeniable facts. The one thing every approach has in common is hitting home.
Quality Ad Copy Equals Conversions
The quality of your ad copy matters. If the quality isn’t there, you’re driving traffic to your website for nothing. You are putting all that money into SEO and digital marketing but not converting. That’s no way to run a business. On the other hand, high quality ad copy that does what it’s designed to do turns traffic into paying customers. Isn’t that what it’s all about?
Connotations has been producing effective ad copy for over a decade. If you would like to know more about our ad copy services, do not hesitate to reach out to us. Let’s work together to turn your traffic into actual conversions.