Are you stuck staring at a blank screen while trying to write copy for PPC ads?
It doesn't have to be that way. Follow along as I share five tips that have revolutionized how to approach copywriting for our clients. Spoiler Alert: The work you put in before and after writing the ad is just as important as the writing itself.
Know Your Audience
The first step to any good copy? Research!
Take time to understand the audience you want to appeal to. It is an essential, but often overlooked, part of the copywriting process. Building your customer persona and researching your ideal client's pain points will allow you to understand how to sell to them better.
Once you know this information, you can brainstorm the benefits your product/service offers them in response to the perceived pain points.
Customer testimonials and reviews are a great way to get to know your customers better. Scour the internet for reviews on Reddit, Amazon, or Google Business Profile to help you establish how your product/service has helped your current customers and emphasize that to new customers.
Understanding how your product or service stands out from the competition is also essential at this stage of the research process. Make sure to list your unique selling points (higher quality, lower cost, etc.) to leverage those in your copy.
Get Inspired
If research hasn't triggered the creative spark, here are other avenues to explore when it comes to finding inspiration!
I highly recommend setting up an "inspiration" folder on your desktop or personal digital drive. What does that entail? Whenever a unique digital ad grabs your attention, take a screenshot and add it to your folder. This gives you a goldmine of Meta and Google Ads examples to get inspired by when you're out of ideas.
You can also use the Meta Ads Library to seek out a variety of ads by topic specifically. This will allow you to see what competitor ads look like so you can specifically brainstorm how to stand out above the crowd.
Make the Most of Digital Tools
Chat GPT isn't the only helpful digital tool out there. There are various tools for every step of the writing process. An online Thesaurus can help keep your copy fresh and less repetitive. Using proofreading apps like Grammarly can also be a great way to catch simple mistakes.
It’s important not to rely on online tools, but use them to your advantage to stay ahead in our digital landscape.
I've also tested The Hemingway app; It's a great tool that I certainly give my stamp of approval. It helps ensure your text is easily readable and identifies opportunities for improvement.
There are many other tools out there that are worth exploring, and that can make the copywriting process even more exciting. You can find more tool ideas here.
Don't Overthink
I'm keeping this one simple… It's pretty self-explanatory, but something that's hugely improved my copywriting skills is to just write! There is nothing worse than staring at a blank page. Removing perfection out of the equation can help you get started. Put on a timer like PomoFocus and write whatever comes to your mind. Tailoring the copy as you go can be much easier than expecting the first draft to be perfect.
Go on, put that timer on, and get to work!
Test and Retest
Finally, a huge aspect of successful copy is what you do with it after it's launched! Looking at the data is crucial. Launching A/B tests based on said data can help you answer questions and keep writing better copy over time.
For example, I tested two copy variants for one of our clients. One variant was generic, while the other variant focused on the "value" aspect of the offering. The "value" variant almost tripled CTR! This clearly outlined to us that the audience responds to that type of messaging, giving us insights for future copywriting launches.
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Content Account Manager
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