If your users immediately skip your ads, it probably means that you need to step up your game.
Imagine your users walking down the street and pausing to look twice at a billboard.
Image Source: Justsomething
That’s the exact reaction you want for your ads.
It doesn’t matter how many ads you create for various channels (e.g., Google, YouTube, Facebook, etc.); if your ad copy fails to make users stop and look twice, then you’re not going to drive the expected traffic.
That’s why I compiled these 7 tricks that utilize the underlying psychology behind successful ads to help you create compelling ads and get the most out of your investment.
Ready to learn?
1. Focus on Customers and Their Caretakers
First things first: Determine who you’re selling to.
Keep in mind that this may not necessarily be your customers directly; it could also be their caretakers. Some businesses, like organizations selling products for children, may have to target their parents first. Similarly, an online store that sells gifts has to first target the people who are buying gifts for others.
“Instead of targeting directly, create content that fits the values of your targeted audience,” says Yariv Binnun, founder of TekkieUni.
Having a complete idea of your targeted audience is the base of all marketing strategies. Creating ads are no different. So, first you must clarify who you are targeting.
2. Target Long-Tail Keywords
Long-tail keywords are 3-4 word phrases used to search for something specific on a search engines. For example, a generic search term could be “athletic apparel”. A long-tail keyword is “summer women’s athletic apparel”.
Most marketers generally focus on broad terms, as they have a higher search volume. But with high search volumes, you will also have high competition.
For example, if you are a pizzeria that offers online delivery, you are competing against big brands like Domino’s and Pizza Hut. If users type in “order pizza online” (e.g., a generic term), Domino’s appears first on the list, which is an obvious choice for users.
Well, long-tail keywords have a different story to tell.
“Even though few people search for individual long-tail queries, when you add them together, long tails actually make up a large chunk of all Google searches,” says Brian Dean, founder of Backlinko.
Image Source: Backlinko
As you can see, 70% of search traffic comes from long-tail queries. In almost all cases, specific terms are more likely to convert than generic terms.
For example, someone searching for a “DVD player” doesn’t have any intention to buy the DVD player immediately. They are just looking for it and will probably buy it in the future, once they find a suitable brand. On the other hand, someone searching for “super Blu Ray HD DVD combo player” is more likely to convert, as they have clear idea of what they want to buy and from where.
Image Source: Wordtracker
In conclusion, the key to success is finding long-tail keywords that result in a higher purchase intent for potential customers.
Here are some quick tips to collect a big list of long-tail keywords for your next ad:
1. Steal from Popular Headlines: I learned this trick from Jon Morrow. One of the easiest, most effective, and most effortless tricks to collect long-tail keywords. For example, if you sell fitness apparel, type “fitness apparel” into Google, and you will find blogs ranking on the first page, from which you can get a good deal of long-tail keywords.
Another way is to visit Buzzsumo and put in your keywords, and you will get a list of top blogs of the year to copy from.
2. Use Google Auto-Search: This one is easier. Just start typing your keywords in Google and check out the long-tail keywords that come up in the auto-suggest.
3. Explore the “People Also Ask” Box: Here, you will find what people are asking for that is relevant to your business.Use their words to create your own ads.
These three tips will get you an effective list of long-tail keywords to target in your next advertising and marketing campaign.
3. Emotional Influence
Nothing stimulates users into action like a powerful emotional trigger—especially online. Emotions make clickbait highly effective; users will read/see something, then experience a strong emotion and respond with a reaction, and finally click the link.
“Emotions make people click and engage,” says Larry Kim, founder of WordStream.
The emotional response you want to provoke depends on what you offer, and the desired effect you want from your prospects.
Let’s take some inspiration from Nike to learn how to develop an emotional connection with users. Look at the Nike ad below and take note of what you feel.
Image Source: Marketing Land
“Just Believe” has an emotional appeal to those who want to believe in themselves and break all the barriers to their success—which is all of us!
Insert emotions like happiness, hope, or even anger into your ads to leave a long-lasting impression on users. Get some ideas from this collection of Jon Morrow’s 600+ emotional words.
4. Make Consumers Feel Good
Almost all businesses have an online presence supported by good-to-go marketing strategies. In such a competitive age, only one golden rule can help you stand out from the crowd: Make consumers feel good about themselves.
These days, consumers are investing in a better version of themselves. Anything that makes users feel better about themselves is always on the radar.
Apple is worth mentioning here, as the tech giant makes customers feel cooler, better, and more efficient. Rather than hiring a big personality as a brand ambassador, Apple’s marketing strategy includes a targeted audience who turn themselves into brand ambassadors within their individual circles.
Image source: AppleInsider
5. Back Up Your Claims with Data
When it comes to ads; stats and facts increase trust in users and generate a curiosity to know more. People still love to know if they can shed 10 pounds in a month, but they must also know how to do so. It’s a popular clickbait tactic.
6. Insert Urgency
After creating an ad using the above-mentioned tricks, give it a final touch by adding urgency. Phrases like, “Don’t miss out!” and “Order now to get it delivered by tomorrow!” still work wonders.
7. Display One-Line Customer Reviews and Stories
Similar to stealing popular titles, you can use your customers’ one-line reviews, supported by images and facts, to create a persuasive ad. It takes little effort and generates maximum conversion.
Bonus Tip: Choose a CTA
So, you’ve impressed prospects with a killer ad.But now, you need to lead them to final action (i.e., conversion) with an equally appealing CTA. It must be concise, direct,and focus only on what’s important.
Shopify’s Facebook Ad is a good example of this:
Image Source: AdEspresso
“Sell Your Crafts on FB!” is an incredibly effective CTA wrapped in a “Learn More” CTA to take users from a thought to a clickable CTA button.
Now we have to an end.
Let me know which tricks you used in your next ad, and how it went for you!