The call to action portion of your ad copy is vitally important. If a viewer gets interested enough, they'll click. If not, nothing really happens. Except, of course, the fact that your ad copy wasn't compelling enough or the product wasn't a good fit for the viewer.
So how can you be sure of capturing the attention of your target audience with so few characters?
In the end, every little component matters, but perhaps the most important is the ad copy itself. Why? Because the copy is, in almost every case the deciding factor for whether someone should click on the ad and convert or not.
Today, we're going to give you five tips to creating call to action ad copy that works.
Ready to get started? Let's go.
Use Words That Bring Forth a Reaction
Successful ad copy is copy that will bring forth a reaction in the reader. It will spark excitement and enthusiasm with every word, drawing the consumer into the ad until they can't help but click on it.
Think about it like this: What can your product or service DO for your customer? Now highlight that solution within your copy to illicit an emotional response for a problem solved.
A quick example: "Shed those stubborn pounds in 3 weeks or less!" or "Your dream vacation is a boat ride away."
"What's in it for me?" Giving Your Consumers a Good Reason to Click
Incentives to click can be exceedingly helpful. For instance: if you offer a 50% off deal, that's a pretty good reason to click on your ad. But even if the only thing in it for the customer is your product, and your product or service is something you can be proud of, that's still an incentive for your audience to make a purchase.
The main goal is to solve a problem for your customer in some way or another, and if your ad can show a customer how it will solve that problem, you'll be well on your way to success.
Start Your CTA With a Command
You want your ad to be clear, concise and authoritative in a way that makes a reader feel involved and want to take action.
The thing is, you don't have a lot of space to make your point, so it has to be done within the first sentence, and should even possibly begin with the first word.
For eCommerce sites, words like "shop", "buy" and "order" are all relevant and appropriate command verbs that tell your readers exactly what they need to do next.
If the point of your ad is to have people ask for more information, think about using opening lines like "Click for more info" or something similar.
For newsletters, case studies and whitepapers, you will want to use words like "download" or "subscribe now!" as your action verbs.
The success of your CTA rests majorly on whether or not your readers know what to do when they're done reading your ad.
Have any insight into creating CTAs that will blow everyone away? (Or, more accurately, have everyone scrambling to purchase your product? We want to hear your insightful secrets!
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