Advertising isn’t cheap, and every ad you run that doesn’t bring in business is money wasted. Without the right content, the right setup and the right follow through, you could pouring you advertising budget down the drain. In this article, I list five steps you can take to build better, more successful ads and stop wasting ad spend.
1. Start with a powerful headline
Your headline is the first chance you have to grab the viewer’s attention. Most people will skim their way down their feeds, and they won’t stop unless something catches their eye. A good headline gives the viewer a reason to read the rest of your ad; it might be an interesting statistic, an appeal to the customer’s emotions, a tie-in to current events, or an irresistible offer. Whatever it is, make it big; you only have moments to attract attention.
2. Use an enticing offer
Customers care about getting the best value they can for their money. Offers are a great way to build interest in your services, and a good offer will make or break an ad. Consider pricing, free trials, two-for-one deals; the opportunities will vary depending on your business, but every business can offer something.
Offers don’t always have to be related to customer savings; appealing to the customers emotions can have the same impact. For example, promoting that for every sale, a donation will be made to a relevant charity will connect with the customer and help position a purchase from you as an act of good, driving engagement and building their intent to buy.
3. Meet the customer’s goals
It’s a hard fact of marketing; you love your business, your customer doesn’t care. The only reason for a customer to engage with your business is in order to meet their goals. Your ad should make it clear to your customer how your products and your services will help them to meet those goals. Don’t just tell the customer what you provide, explain the benefits of the product, showcase your USP, and position yourself on your benefits. Knowing what you can do for them means the viewer is more likely to pay attention to your offer.
4. Address concerns up front
As I said above, your customers will only come to you if they have a problem, and nobody expects solving a problem to be easy. Your customers will almost certainly have some pre-existing concerns about using your service. They might worry about cost, how easy it is to get to you, the steps involved in the process, their own level of experience with what you offer… whatever their concerns may be, your ad gives you an opportunity to address them. Letting customers know what costs to expect, that they can get full service and support, or whatever you need to ward off their concerns up-front will help overcome their resistance and encourage them to click through.
5. Track everything
Like any other part of business, in order to manage something, you have to measure it. You might have the best ad you’ve ever run, or you might have created a total clunker… but unless you measure performance, you’ll never know.
Ad platforms give you a wide array of methods to track and check the performance of your ads; A/B testing, views, click-throughs, conversion tracking… and you should be using all of them. No matter how experienced you are in creating ads, nobody can predict what their audience will do with 100% accuracy. The only way to know is to test, so test everything, adjust your ads, and then test again.
Like everything else in marketing, building winning ads is a process, not an end point. Over time, you’ll get a clearer idea of what works for your customers and which ads capture their attention, leading to better performance and improved results.
If you want to build ads that engage your customers, John Rowbottom Design and Marketing can help. To find out more, visit jrdm.com.au and get in touch with us today.