Advertising gives a great choice to promote your business. Thanks to it you can increase the number of leads, build more conversions, raise brand awareness, improve your ROI and revenue.
But there is one moment. It's possible when advertising is created correctly. There are a lot of deplorable stories when pots of money were wasted on ineffective and poor advertising without any positive impact on the growth and development of a business. The scariest thing is that the number of such examples does not decrease. In this article, I want to help you to avoid such situation and to tell you about the tips to make your message to a customer effective and eye-catching.
1. What does make you differ from the others?
Walker-Smith says we've gone from being exposed to about 500 ads a day back in the 1970's to as many as 5,000 a day today. It's true; nowadays people see many ads on their way work or home, while searching something on the internet, checking email, scrolling through pictures on the Instagram, reading the post on Facebook and watching videos on Youtube. Advertising is everywhere, and sometimes we even do not notice it and just skip through.
So, how your advertising can be amazing for customers? The answer is simple. Only something really unusual and incredible can grab their attention. Why people overlook many ads? Yes, because it's poor and doesn't differ from thousands of others. Be unlike the other advertisers. Think what you can offer to prospects that your competitor can't, that makes you number one choice. What I'm talking about is called Unique Selling Proposition or briefly USP. It is very important for your business because in almost many cases it makes people buy YOUR product instead of going elsewhere.
2. Eye-catching headline
The headline is the first thing a customer sees in your ad. If it's trivial and doesn't contain any call-to-action, your ads will hardly be even noticed. People typically scan down a list of headlines, that's why it's necessary to come up such headline that will grab and keep their attention, make them click on your ad to learn more about your offer.
You should answer three questions: Who are you trying to attract? What can you offer for them? What benefits will they get from purchasing your product or hiring your firm? This core information that you should use while creating up your headline.
There are several types of headlines you can use.
- Direct headlines
- Indirect headlines
- Question headlines
- News headlines
- How-to headlines
- Command headlines
- Reason-why headlines
- Testimonial headlines
There is not only one magical headline that can help you to attract the prospect. To understand what types are appropriate the only thing you should do is just try. Create the ads with different headlines, start advertising and after some time look at CTR in statistic report. So, you can remove the ads with the headlines which are not engaging for the customers.
3. Point out the benefits: why you?
Explaining the essential features of your product or service to the prospects is important, but explaining the benefits they will get is everything. You can say many positive words about your company, but the customer is interested in only one: what is the profit to choose YOU than someone else?
Think carefully and find the core advantages you can offer. Why is your product better than the competitor's one? It can be support 24/7, perfect quality, convenient application to order online, an opportunity to call an expert at home, free shipping, cash back, a gift for the first order.
Another working tactic is just to accent something that others do but don't mention in their advertising. For example, you would like to order the pizza through the internet, and you are watching three ads. One of them has “free delivery to any place in the city” mentioned when others haven't got, but actually, they provide such service. So, what ad would you choose first if you are in the park now?
Customer testimonials are powerful tools to build trust and credibility. It is one of the important parts of your advertising because it lets create a trustworthy relationship between you and your prospects. It makes you reliable for them.
According to Nielsen, which surveyed more than 28,000 Internet respondents from 56 countries, 92% of consumers answer they trust earned media (like testimonials) above all other forms of advertisement. Testimonials create an emotional appeal for your branding and also allow to convey your brand message. It is a fact, adding testimonials to your ads from those, who are satisfied with your company and its products, increases CTR, the number of conversions and attracts new leads. When people see other customers, who bought your product and were satisfied, there exists great chance they also would like to try it.
Encourage the potential customer to the direct actions. The examples of call-to-actions can be downloading a free e-book, subscribing to a newsletter, requesting a consultation, filling out a form to find out more about your services, purchasing your product, taking advantage of a limited-time discount. Correctly created CTA can boost the number of leads and conversions. So, according to Adroll, Adding CTAs to your Facebook page can increase click-through rate by 285%. It's impressive, isn't it?
Also do not forget to have such words as "buy now", "visit our site", "subscribe now", "learn more", "try it for free", "make an order" in your advertising. It increases your click-through-rate incredibly.
6. Be specific
Excellent advertising should contain a strong headline, testimonials, direct CTA, benefits to a customer and company's standout. Yes, it true, but there is something else that can help you to reach your goal to create effective advertising. This is specific data. Customers like hard numbers and accurate description.
Don't use general words like "delivery", "many clients", "big company", "big discounts", etc. Be specific, say "delivery 24/7" or "free delivery", "1395 satisfying clients", "company's offices in 6 countries", "50% off". The clearer and more specific your offering, the better.
7. Use rich media
People like simplicity and also they adore visual content. The text is not so attractive to the consumer as the picture. In some cases adding a video or an image to your ad can increase your conversion up to 60%!
The rich media ad is a really powerful and indispensable tool in today's marketing toolbox. This type of advertising includes advanced features like video, audio, or other elements that encourage viewers to engage and interact with the content. While text ads sell with words, and display ads sell with pictures, rich media ads offer more ways to involve an audience with an ad. Statistics show that CTR for rich media ads beats standard banner ads by 267%.
8. Cut unnecessary traffic
Your advertising is made to attract potential customers. But sometimes the people click on your ad, visit your site and after 5-10 seconds go away. Why does it happen? Just because they expect to see something that you didn't offer. The most common example is a price of a product or service. So, If you have a studio of premium men suits and do not mention about the specific price in your ads, you'll get a lot of unnecessary traffic. To avoid such situation make an accent on the price, on services that you offer, the conditions and time of delivery. Sometimes only one-two words added to an ad can save a lot of money from your daily budget.
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