One skill that every business owner should learn is copywriting for digital advertising. To refresh your memory, copywriting creates text (or copy) to persuade someone to take a specific action. This could be making a purchase, clicking a link, engaging with your content, or signing up for a newsletter.

In the world of digital marketing, creating digital ads is one of the best ways to reach your target customers. Since digital ads are typically paid, your business will gain more and faster visibility than free promotions. 

If you want your digital marketing ads to be successful, we’ll give you some tips on how to write ad copy that converts.

Tips on how to write a digital ad copy that converts

If you don’t have a copywriter yet on your team, you can write your digital ad copy. Even if you’re not a good writer, the following tips will help you craft a copy that converts.

Know your target audience

Before you write your ad copy, understand and learn about your target audience first. What are their demographic profiles, preferences, needs, and pain points? You can get all this data about your target audience from your social media and website insights and analytics. 

Based on the data of your target audience, you’ll be able to tailor the message of your digital marketing ads to resonate with your intended readers truly.

Highlight the benefits of your offer

Most people prioritize their interests first or look out for what’s in it for them, and that’s normal. Among the several rules in copywriting for digital advertising is to highlight the benefits of your offer, not just its features.

For example, instead of saying, “Secure platform,” say, “Protect your sensitive data with our ironclad security measures.”

Create an emotional connection

When creating digital ads, the copy will be more effective if you tap into your target audience’s emotions, such as joy, sadness, and fear. For example, instead of simply saying, “Book your next vacation with us,” write this instead: “Embark on an exhilarating adventure and book your next vacation with us.” You see, the word “exhilarating” evokes the emotion of joy and conveys the experience your audience would expect.

Using emotional triggers, your digital marketing ad copy will resonate more with your audience, grab people’s attention more effectively, and increase the likelihood of your brand being remembered. Or better yet, your target audience will push them to take your desired action.

Trigger FOMO

FOMO means fear of missing out. FOMO is one of the most potent ways to drive sales from your digital marketing copy because you make your target audience feel they’re missing out on a great opportunity if they don’t act now. So, how do you trigger FOMO?

• Use time-sensitive language. This means you’re setting a deadline for your offer. For example, in your ad copy, you can say, “Hurry! Sale ends at midnight!” or “Limited time offer. 24-hour flash sale!”
• Create scarcity. To trigger people’s FOMO and sense of urgency, you can also pressure them by making your offer look limited or scarce. For example, in your ad copy, you can say, “Only four left in stock – Order soon!” or “Limited edition release. Secure yours today!”

Create attention-grabbing hooks

You only have a few seconds to grab your target customer’s attention – 8 seconds, to be exact. Effective copywriting for digital advertising always includes captivating hooks. Hooks are the “intro” part of your ad copy. They aim to create a solid first impression and make your reader want to continue reading.

Now, you don’t need to be a witty copywriter when writing hooks. You can use templates for that. Hooks can be an interesting fact, a question, a quotation, a contrast or contradiction, a shocking statement, a metaphor, or a story of your experience. Hooks can be a one-liner or even a paragraph.

Make your ad copy clear and concise

In a world filled with information overload, simplicity has a higher chance of standing out. So, when implementing digital ads, make your copy clear and concise. Cut to the chase and communicate your message directly to your audience.

Avoid jargon and overly complex language, especially if you’re trying to reach a general and broader audience. Jargon and complex language will only confuse your audience. Also, it’s important to note that some online platforms have limited digital ad space, such as paid advertisements in search engines, so it is better to create short ad copies.

Write a call-to-action (CTA)

Perhaps the reason why you rarely see success in your digital ad copies is because you don’t write a CTA. In copywriting for digital advertising, tell your audience what you want them to do, even if it seems obvious. Here’s an example of a CTA from us, a digital marketing in the Philippines:

So, we’ve clearly stated in our Facebook ad that we’re encouraging our audience to book a free consultation. And we’ve even included a CTA button to make it easier for our audience to contact us.

Your CTA depends on what you want your audience to do. Here are other CTA examples:

• Download your free ebook now.
• Buy now.
• Join our community.
• Like this post if you agree.
• Tag someone who needs to see this.
• Click here to shop now.
• Visit our store at [address].

And many more.

Now, these tips for copywriting for digital advertising aren’t a one-size-fits-all. Certain ads can do fine with a lengthy message. And some ads still work great when they list the features without diving into the benefits. To figure it out, try making various ad types, run some tests, and discover what truly clicks for you.

Your digital marketing partner

You can count on us if you’re set on using digital marketing ads for your business but don’t have the time. Eight Media offers digital marketing solutions for businesses, and we have the experience and skills to back it up. We’re here to assist with everything from content marketing and social media management to handling your copywriting for digital advertising. Just give us a shout! Contact us today for a FREE consultation, and let’s explore how we can support you and your biz.