This ad for the dating app Hinge certainly does that but in a funny and memorable way too.įirst, the headline identifies with the audience’s pain point: “Fall in Love”. Your audience should immediately understand what you’re offering. With so many digital ads and content competing to be seen, you need to get to the point and convey your message succinctly. Reverse Psychology: Hinge Display AdĬlarity is key in ad copy, especially online. Although the user might not have been searching for HoneyBook, the brand smartly offers their product as a front-and-center alternative with convincing ad copy. Plus, after grabbing the user’s attention, HoneyBook also highlights that their software is “Built for Small Businesses”. True, this sneaky tactic of sponsoring search results targeting competitors’ brand keywords is not new, but it is the subversive ad headline that really makes the difference here. In this campaign, HoneyBook chose to use its competitor’s name as a keyword, but the search result brought HoneyBook as the top sponsored result, with the cheeky copy: “You Meant HoneyBook, Right?” Rather than fighting over popular keywords and trying to get attention away from competitors, HoneyBook, the business software company, uses a clever trick with unexpected ad copy that’s disruptive and memorable. There’s a lot of work that goes into creating great PPC ads, but the most important job of all is creating ad copy that effectively answers a search query. People scroll through their Facebook feeds fast, and by hitting on the customer’s emotions and piquing their senses, Summersalt’s ad copy definitely tempts scrollers to stop and participate in the ad experience. The ad copy succeeds in drawing in the customer, making them feel the product’s magic. This kind of copywriting does more than highlight the unique benefits of the product and why it is the best. It speaks of “buttery-soft pajamas” whose “side effects include…zen-like feelings.”. But take a look at the clever and immersive copy in the post itself. The title of the ad states that these are “The most comfortable pajamas” – which is a pretty standard claim in retail marketing. Summersalt is a fashion brand that clearly knows its target audience (people with disposable income who enjoy sleep), and its copywriter knows which words to use in order to get those people’s attention. It’s not just attention that is limited – online ad platforms have character limitations so you have to choose every word of ad copy wisely. On the internet, where attention spans are so short, this can be tough. Tempting Language: Summersalt on Facebook AdsĪmazing ad copy communicates the value of a product or service clearly. Let’s take a look at some of the best ad copy examples we’ve come across, and explore what makes them so engaging and effective. This can lead to more customers and conversions down the road…Īmazing ad copy is both an art and a science that involves creativity, strategy, and an understanding of your target audience. Even if they don’t convert right now, good advertising copy can build brand awareness, and make your company or product more memorable. No matter what type of ad you’re running, from TikTok video ads to PPC or native ads, your ad copy has a key role to play in whether the audience will take notice, and whether they will click and ultimately convert. If it’s really good, you might even recall it for years to come. Perhaps it stirs a deep emotion or makes you think. It may take you by surprise, standing out for its clever wit. Digital advertising changes so rapidly, that it’s hard to keep up with what’s new and exciting.īut one thing never changes: the importance of ad copy.
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