So people aren’t clicking on your ads? It hurts, right? I know, I’ve been there. In the last few weeks, we’ve looked at the creative aspects of our ads, as well as our headlines with a brilliant hook to capture the attention of our ideal customer and audience. Maybe they are looking and reading the ad, but then they’re not clicking that all too important CTR link that’s taking them over to the page that we want them to. This may be happening because the messaging is not on point. In this episode of Online Confidential, we’re focused on our messaging and diving into five strategies that you can use when evaluating your ad’s messaging.
Now, our message is a bit different from our copy. The message is the essence of the ad copy. Ask yourself if it going to actually be resonating and triggering emotional responses with your ideal clients. Those people that we’ve put the ad out in front of, we’ve done all that audience research in our targeting, and they should be converting, but they’re not. It’s that messaging that may be a miss.
We’re going to look at five things that you can review to help get your messaging in your ad copy on point so that people take that action that you want them to.
Number one: Is it too formal?
Is it a bit stiff? Is it a bit rigid? We are on Facebook. We’re on social media. This is a fairly casual environment. Yes, you do need to remember to stay on point with your brand, but on social media with our Facebook ads, this is where we can loosen it up a bit. We don’t want to have it like they’re reading a prospectus about going to college. We can slide down a bit into a more informal conversation. They’re on social media and remember this is the platform where they are hanging out to look at what their sister or their friends are up to. And they’re not using formal language. So be sensitive and be aware of the platform while remembering who your ideal client is, and talk to them in a way that’s a bit more relational and not so formal.
Number two: Is the ad copy too vanilla?
This can be really tricky sometimes, especially when you are talking about business opportunities or ways that people make more money working from home. The kinds of things that we try to skirt around sometimes. Therefore we make things too vanilla. Or maybe you’re not trying to skirt around anything, but the ad copy is still too vanilla. There are some ways that we can make it a bit un-vanilla when we really dig into a few points when you know your ideal avatar. One of the things that I recommend my elite ad managers do is to research and dig into avatars and go look at Amazon book reviews or YouTube channels and see what people are saying in the comments. Look at those exact words that the ideal client is saying and use that in the ad copy. When you do that, also dig in a bit further and amplify things a bit more. If there are particular pain points, look at twisting the knife. What does it actually mean to not be able to make ends meet? When you are only just scraping by and you’re paying the bills each week. Maybe you’re not able to get on that holiday or spend some time on the beach; that’s just not going to be possible. The best you can do is to just drive two hours into state and stay at a hotel there as your holiday. And what’s that going to mean? The family memories that aren’t going to be created, the experiences, or the the piña colada. Twist the knife, amplify things, and highlight even more what the benefits are, what their dreams are, what their goals are, and the impact that can be made when they achieve those dreams and goals.
Number three: Posting too much jargon.
A lot of us can be caught up in the curse of the expert where we say, “So this is what we do, what we solve, and what we fix.” But it’s all wrapped up in this jargon that we are using. For example, the ideal client typically isn’t going to say, “Oh, I need to sort out my mindset.” They might be thinking, “Why do I always do this?” But they’re not using that word mindset. You have to change your mindset and shift it, but they’re still thinking about why they’re doing what they do every day or the actions that they take, or why they always find themselves in this particular situation. So remove the jargon from your ad copy and put it back into relatable terms. Go to Amazon, look at the reviews, see what people are actually saying, and it will help you remove the jargon.
Number four: Look at me!
Some of us tend to talk about ourselves too often (all the people that we have helped, how we’ve been able to quit working the nine-to-five job, how we now live on the beach and work remotely, and blah-blah-blah). We want to make sure that we keep it about our ideal client. You can evidence that by mentioning people that you have helped, like Jackie, who has been able to quit her corporate job. Now she’s working from home and enjoying a work-life balance. She’s able to be at home when the kids come home from school and is able to have holidays whenever she likes because she doesn’t have to put in for a request from the boss. So take it off of us, ourselves, our accomplishments, and shine the light on others around us by sharing stories of those that we’ve been able to help and how these lives have been changed and how they’re so similar. Those are the same benefits that your other ideal clients are also wanting to achieve.
Number five: Say more with less
Look at the copy that you have written, and then look at how you can take out extra words. How can you condense things down so that it packs more of a punch with fewer words? Remember, more words don’t mean more impact. Think and ask yourself how you can shuffle this around so that it’s more precise, more concise, and achieves all the goals of having less waffle, less jargon, and less about me. That way you can really speak to your ideal client.
When doing all of these things, you will see that you will naturally make ad copy more effective. You’ll be reducing the jargon and you’ll be reducing the waffle. What you have left is a message that is really going to resonate with your ideal audience. It’s going to speak to them exactly and they’ll be saying, “Oh my gosh, you’re in my head. That’s exactly where I’m at now and exactly what I’m wanting to achieve.”
Then they’re going to click on that ad and head over to the landing page. Again, make sure that the landing page is congruent with your ad so that if your ad has that great click-through rate, meaning it’s 1% or more, it’s resonating with your ideal audience. You can see then if people get over to the landing page and then they’re not converting as they should be, you go, “Well, the ad is doing its job. Let’s line up the landing page to be congruent with the ad and see if we get those conversion rates increasing.”
I hope you found this beneficial! Go in and have a look at the copy that you’ve got running now and see how you can apply those five tips to the ad copy to improve your click-through rates on your ads.
If you’d like to know more about being an in-demand ad manager, head over and grab the ad manager guide at admanagerguide.com and discover the steps to becoming an in-demand ad manager and how I was able to go from $12 an hour to making seven figures, running ads for clients.
