Creating killer ad copy
SMX WEST
Shane Snow, CEO
SEMvironment
Ways to inoculate ad copy
Context: ad has to be planned out for main goal, no good if not making money
Borrow ammo from competitors
Advert in big biz piggy back on their testing
Ads that work hang around
Looked at online dating ads for ideas for house painting
- 100% free
- ® “(R )” adds credibility
- compare top 5 house painters
TV helps brainstorming
- What call to action
- How grab attention
- If were writing text ad for that commercial, what would you see
Magazine ads
Steal semantic from social media
SM is news and culture based not transactional
Write ads based on Digg stories
What type of headlines work in SM?
- Sensational
- Emotional: ground-breaking
- Semantics
- Lists
Convert that into transactional
Use charge words, stats, figures, lists
Be careful to avoid editorial guidelines when you do this
Give them something to chew in
- Focus too much on cramming in the keyword
- Good quality score, CTR lower
- Write ad that sounds good, ppl can say well, effective and relevant
Point is to get clicks and make money
Use whole sentences
Avoid common calls to action
It’s all about Chemistry
Chemistry.com
Great ad copy won’t help if you don’t have good post-click experience
About Suzanne McDonald
Thanks for the post. 😉