When we are planning or executing our ad campaigns we get so consumed on the targeting budgeting CPC etc. that we deviate from things that are more important. It’s not difficult to create a simple ad campaign with a $100 budget but what good is it if it’s not bringing any results? A lot of times we wonder where we went wrong, we did the homework, targeted the right people but why is our CPC so high? Well, you might want to read the copy that you wrote for the ad. Most of the ads we see online have the same old clichéd copy and CTA. The truth is, people have become immune to the clichéd ad copies after seeing them over and over again.
Creating an ad is one thing but getting your target audience to click on it takes more than a generic ad copy. You need to make it sound relatable to your audience and what better way to make your copy relatable than adding a bit of emotion into it?
Let’s have a quick look at how we can use the emotions like anger, affirmation and fear to our benefit to make the most of our paid campaigns.
Anger
Imagine this, you are frustrated with your current internet connection, you see an ad on your timeline that says “Tired of slow internet? Cut it today and enjoy 50 Mbps of uninterrupted internet” or “Enjoy high speed internet at the lowest price”. You are more likely to click on the first one as it addresses your key pain point which makes it highly relatable. You need to be able to identify your audience and decide which persona you are going to adapt to.
Affirmation
Now buttering might not be a good policy always but remember that time when the sales guy at the clothing store complimented you for your unique style, you actually felt flattered right? Sometimes you need to remind your audience of the fact that they are special in their own unique way. For instance if you are selling plus size women’s clothing then you can write something like “when life gives you curves, flaunt them. Enjoy 10% off our latest plus size collection”. The important thing in this case is not to deviate from your objective i.e. telling your audience you are offering a discount on plus size clothing.
Fear
Nothing makes people act more than fear. People are likely to act quicker knowing there is an imminent threat ahead. For instance if you are selling nicotine withdrawal gums, you could use a copy like “Cigarette kills over 480,000 people in the US alone. Quit today with **** gums”. Similarly, if you are selling a home security system, you can incorporate statistics about how many homes are broken into each year followed by your brand name and CTA. Target it into communities or neighborhoods that have higher crime rates and voila!
With most of the ads we see online having the same old generic messages, it’s not difficult to stand out with a bit of creativity in your ads copy, but it can make a world of a difference for your campaigns.
