While keywords are an important tool for advertising online, some advertisers get hung up on that little piece of the puzzle. Like a puzzle, your advertising isn’t complete without all the pieces in their proper place. One important piece that people tend to pass over is effective Ad Copy.

What’s ad copy? Well its simply the words that are on your advertisements. And they’re more important than you realize.

Ad copy makes you stand out from the other schmucks on the search page. It helps you drive leads and gain clicks. It’s essentially the first impression your business gives when someone searches for a local service.

Like any first impression, the first is the most important. If you’re to make a lasting first impression, the copy must be of a superior standard. But how can you make sure your copy is up to the right standards? Well, if you follow these four tips, you should be on the right track to having great copy.

1.Know your target market.

Knowing your target market is one of the most important things you can do as a business owner. Knowing what they need, their  struggles, their interests, are all important to writing quality copy. If you know your audience completely, you’ll know what will grab their attention. You’ll know what problems they want fixed. When you give your customer exactly what their looking for, they’ll click and you’ll have yourself a quality lead. Knowing your audience is one of the most powerful tools you have as a business owner, not just for advertising.

2.  Build trust.

If you want to look legit, you have to show off a little bit. Showing your customers your awards, certificates, and anything else that shows you are a quality business, makes people more at ease with choosing your service. If you’re accredited by awards and certificates, clearly you’re doing something right. This trust can go a long way, and as far as first impressions go, this would be very helpful in securing a quality first experience.

3. Use emotional triggers and calls to action.

Advertising is telling a story. Never tell a boring story. Your copy needs to be exciting (though not over the top). It needs to draw the reader in and rally them to your side. Rally in this case, to your website and make some purchases.  Your copy should invoke some feelings and spur actions. Usually by focusing on your customers’ wants and needs, you can make an enticing ad that plays on their need to do whatever your service is. A strong call to action is surprisingly effective in driving traffic.

4. Use every bit of your available ad space

It is extremely important to use all the space available to you on the search engine ads. This is the time and place to quickly try and sell your business. If done effectively, you can sell your business right then and there. To fill it up, use all your headlines, descriptions, URL paths and relevant ad extensions. This will give your customer every opportunity to get what they need from you before making a decision.


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