Due to a rise in the use of ad blocking software, it has become increasingly important for marketers to create engaging and relevant ad copy that consumers find informative and interesting. It is also vital that advertisers promote campaigns in appropriate ways so that ads are not viewed as invasive or irritating. Let’s start by exploring the fundamental elements of creating strong copy:
Creating Ad Copy That Converts
To create a successful campaign, it is imperative that a brand maintains a clearly defined and positive message. Once a clear message is established, it is then down to the creatives to develop copy that expresses this message in a variety of original ways. Easier said than done, creatives should take inspiration from the campaigns of the big brands, whilst being sure to inject their own brand’s personality . An understanding of the target demographic is essential so that copy can be tailored to the wants and needs of the brand’s potential customers. If all these points are well executed, the outcome will be both appealing and relevant, resulting in ad copy that converts.
Placement Techniques to Avoid
In addition to strong copy, there are a number of approaches advertisers should refrain from using in order to avoid creating irritating ads. Here are three key placement techniques to avoid:
1. Avoid overlay ads and excessive ads above the fold
Ads that prevent the content of the webpage being viewed upon loading really irk consumers. These include overlay ads(popups), also called full-screen floating ads, which require the user to physically close the ad or wait until the ad finishes. Overlay ads result in higher bounce rates – that is, the number of visitors who immediately leave the site. As these figures are monitored by search engines, they can negatively affect ranking. Even banner ads can impact the amount of content consumers can view upon loading a webpage, so advertisers should ensure there are not an excessive number of ads above the fold. This is another factor analysed by search engines, and sites with too many ads will end up lower down in the rankings.
2. Don’t use auto-playing audio and video ads
Ads that disrupt the user’s experience are strongly disliked and can be highly invasive. Consumers hate auto-playing, noisy ads, or those that start playing upon mouse rollover. Such ads can cause frustration, anger and embarrassment, especially if the ad plays while the user is in a public place like a train or library. While it is fine to include audio and video ads, marketers must make sure they only play when clicked upon.
3. Never disguise ads as content
Content marketing is a popular and effective strategy, and is a method of providing relevant and valuable information in order to attract consumers. Such content is genuine and can benefit the audience it is targeted towards. In contrast, some sites disguise ads as content, for example, within “related content” links. While the technique can drive more traffic to pay-per-click ads, consumers tend to be aware of the deception, and the method is often against the guidelines of search engines. Although content marketing may require more investment in terms of time and research, it is certainly a more savvy method of attracting consumers and conversions.