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 click 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 5 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, is it going to actually be resonating and triggering emotional responses with our 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.
So today 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.
#1 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 getting 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.
#2 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 and maybe skirt around sometimes. Therefore we make things too vanilla, or maybe you're not trying to skirt around anything and just the ad copy is still too vanilla. Now ways that we can make it a bit un-vanilla is when we really dig into a few points when you know your ideal avatar. One of the ways that I recommend my elite ad managers do some research to dig into avatars is to go and look at Amazon and go and look at book reviews or look at 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, and 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 pina 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.
#3 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 and 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 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, shift your mindset, but they're still thinking about why they're doing what they do every day or the actions that they take, or why do 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.
#4 Look at me!
Where we're talking about ourselves too often, all the people that I have helped, how I've been able to quit working the nine to five job, and how I now live on the beach and work remotely. And blah-blah-blah all of that stuff. That's about me, me, me. So 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 how Jackie has been able to quit her corporate job. And now she's working from home being able to enjoy a work-life balance, being able to be at home when the kids come home from school and being able to have holidays whenever she likes because she doesn't have to put in for a request from the boss. So taking it off of us, ourselves, our accomplishments, and shining the light on others around us 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 same benefits that your other ideal clients are also wanting to achieve.
#5 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 can I shuffle this around so that it's more precise, more concise, and achieves all the goals of having less waffle, less jargon, less about me, and being able to 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 do it. Go from $12 an hour to making seven figures, running ads for clients.