For any advert to be successful, good copywriting is essential. When you’ve got lots on the go within your busy company, it can be hard to garner the kind of attention your content deserves.
Taking the time to refine your craft will see a pay-off of better engagement, lower costs and more people clicking your links.
Here are the 10 top tips for producing stellar social media advertisements:
1) Keep It Simple
Whenever possible, make sure that you keep the writing simple. You need to assume that the audience could sometimes be a little dim – so don’t make them work harder than necessary in order to engage with your ad.
If people are scrolling through their news feed on Facebook, they won’t always stop and click on everything. Make sure you reduce the amount of text on screen so that the user isn’t sifting through reams of text.
2) Edit On The Regular
When you’ve spent ages writing and putting it all down into the ad format, it might seem a little tedious to go back and check it all over. Make sure you do go back and edit though, as what sounded right in your head may not look great on the page.
If you’re a true master writer or a novice, everyone is liable to make mistakes – so always take the time to edit if you want your copy to be top-notch.
3) Remove Unnecessary Jargon
You’re an expert in your topic area and that’s great, but don’t forget that sometimes the people reading your blog aren’t.
This is especially true of real estate where your audience will be Mr and Mrs Bloggs from the local suburb. Don’t baffle your audience with fancy words – it’ll drive them away.
4) Writing For The Audience
Make sure that you know who you’re writing for, as this will help to guide and shape your pieces. This will also help you to understand the needs and wants of the kind of people you’re writing for.
5) Test Your Ad Organically
If an ad performs well organically, it will most likely perform well as a real advert when it goes live. Make sure that you use organic posting on your social media platforms to test ad copy – this might include playing with headings and images to see what works best.
6) Use The Scrolling Experience
When we consider writing an ad, we need to be aware of the end-user experience. Most of the time in social media this involves scrolling through posts on a phone. You shouldn’t think of your ads as isolated chunks of information – make sure they are integrated into this experience.
Ask questions about the kind of ads that work well in a scrolling environment, and what messages they convey.
7) Call To Action
When trying to drum up real estate business as an agent, your ad is useless unless it has a call to action. This is quite simply a way for your audience to interact with you once they’ve seen or read something that they like. A good call to action will set expectations for what is to follow.
8) Use Emojis
Emojis are everywhere now, even being use by major world figures such as heads of state and large corporations. It’s a new type of social language and if you can embrace it, your ads will be much more memorable and effective.
Scenarios that might warrant the use of emojis could be in bilingual campaigns and where you want to engage with a younger audience.
9) Use The Right Format
Every ad that you write should have a certain format in mind. If you’re writing for ads with pictures or video, the way you write the copy will be very different. When drafting for this, play around with text placement and other components such as imagery.
10) Play Around
Don’t be scared to try out new things. If you can show your audience that you are trying to innovate, they are much more likely to engage with your ads – it’ll help them to stick in the minds of the audience.
Try out split testing to see how different approaches work. This is also a fantastic way to manage your stakeholders and to see how different types of copy will work for them. Remember that testing out new things will keep you informed for the future of how your copy might perform.
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