The Big 5 Ad Copy Triggers

A-B TestingRecently I had the chance to listen to a presentation by Marcus Sheridan (@TheSalesLion on Twitter) as he spoke about content marketing. He’s a very dynamic speaker and he had some very thought provoking ideas about how marketers should be educators more than salespeople. Good stuff and you should look him up if you’re into content marketing or inbound sales.

However, he had a slide where he pointed out “The BIG Five” things that people are looking for online:

  1. Cost
  2. Problems
  3. Versus
  4. Reviews
  5. Best

He mentioned these in the context of producing content to address these areas in your niche/industry, but I looked at that list and saw a great template for awesome testing.

Cost

When you’re buying online (something everyone does these days) the price is a very large consideration. However, for many products and services the price isn’t something you can just put on the page. The correct price is “it depends.” Even in that situation you need to address the issue. A couple ad-copy-length ideas:
“We Meet Or Beat Competitors’ Prices” (low price leader)
“Best Bang For Your Buck” (value)
“See Pricing” (transparent & direct)
This last one can be very compelling in industries where pricing is usually opaque. Just make sure your page delivers on the promise.

Problems

Many advertisers use this language and address the pain points related to the product/service. This is pretty straight forward.

Versus

This is difficult in PPC because most competitors name brands will be trademarks that you’re not allowed to use in ad copy. However, your product/service likely has key differentiators that you can emphasize as a key comparison:
“A vs. B – What’s Better?”
“Why Choose A Over B? Here’s Why”

Reviews

I know many PPC managers that actually use “review” or “reviews” as a negative keyword and shy away from this because the customer is too early in the funnel. Marcus shared the statistic that 70% of a purchase decision is made BEFORE the zero moment of truth (moment they first contact your business). This is an area that gets you into the discussion while that 70% is being formed.
AdWords has a review extension if you’ve got a good 3rd party review you can use. The policies are pretty strict and approval can be tough, but if you can get it you have a review right with your ad and it doesn’t take any of your precious characters.

Best

If you’re the best at something, make sure to tell people and tell people why. You’re probably already doing this, so this is just a reminder that being the best is something to be proud of.

Conclusion

Your ad copy needs to pull in the click and if you can tap into these 5 areas you’ll get more clicks by communicating with potential customers on their biggest concerns/interests.

Comments (5)

  1. I dont exactly understand how Problems is one of the big 5 things that shoppers are looking for online. And that advertisers use this language and address the pain points…” What does this mean to an online shopper?

    Sandy @ WorkadoApp

  2. People looking for a product often have a problem that they need solved and the product is part of the solution. Perhaps you’ve heard the saying “People don’t buy a shovel, they buy a hole.” If you address the problem they’ll use the product to address you’ll speak to the core need and get a better response.

  3. Hi Robert,

    When writing Ad / Page copy, which must trigger the desire to buy (conversion) in the reader, so many things fly through my mind.

    I love the linear way your mind works as displayed in this Blog post. I’m taking away this learning after reading this content.

    I’ll keep your focus points clear in my mind when I’m involved in creating Ad / Page copy for products and services.

    Cost
    Problems
    Versus
    Reviews
    Best

    This may appear to be simplistic, but in truth it is not.

    I’d let my creativity with words flow around these focus points and I think my copy will improve a ton.

    Thank you, appreciate this sharing. It’s perfect.

    Warmly

    Ivan Bayross

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