February 5, 2018

Create Ads That Have a High Conversion Rate

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Michael Jenkins
Michael Jenkins

CEO - Shout Agency
[email protected]


When it comes to advertising online or offline, it is important to create engaging ads that have a high conversion rate and a positive impact on sales. To get the most out of your digital ads, it is always important to review, revise if necessary, and stay adaptable.

When it comes to digital marketing in the modern world, staying relevant and fresh is what drives sales. If you keep adapting the ad copy regularly, it can have a positive impact on your conversion rate.

You can easily identify this during the holiday season where all marketing campaigns focus their attention and Ad copy on the approaching holiday to gain a high conversion rate. Research shows that online shoppers generally spend more than their offline counterparts.

In order to create campaigns that generate high conversions, marketers need to focus on writing good ad copy. The language found in your ad campaigns will either make or break your earnings for any given year.

Characteristics of Good Ad Copy for High Conversion Rate

Advertising copy that yields the highest conversions are unique, seasonal and evolve with the needs of the consumer. In other words, don’t just copy your competitors. Be aware of the seasonality of purchasing behaviour. Create messages appropriate for various devices and always address the needs of the consumer.

Good advertising copy will consistently display the following characteristics:

• Focus on the consumer

• Address consumer benefits

• Satisfy the needs of the consumer

Focus on the Consumer

The online marketplace is crowded and saturated. It is difficult to stand out in such an environment. However, it is not impossible. By consistently focusing your messages on the consumer. You can stand out from the crowd and get noticed. This is evidenced by click-through rates which can get as high as 65%.

By using words like “you”, you can make the communication and purchase experience feel personal. Trust can be built by using words such as “official site” which can drive up CPIs by 16% and CTR by 14%.

Address Consumer Benefits

It is quite common for retailers and advertisers to focus on the product and its features. Although this is understandable, studies have found that this approach is futile. Consumers are more interested in how your product can enhance their lives. They could care less about how your product is better than the competitors. So it’s important to move away from focusing on the product. Focus on the benefits that can make the consumer’s life a little bit better.

If you start out building your ad campaign by focusing on the customer, addressing consumer benefits will be the natural second step. When you write the ad copy, it is also important to avoid adjectives that are focused on features like “longer” and “durable.” These adjectives have little impact on the buy cycle and conversion rate.

That being said, using terms like “reliable” has a positive impact on conversions. This is a result of benefits having a positive impact on sales while product features add little value.

As a result, marketing agencies need to focus on converting product features into benefits that the consumer can immediately relate to. If you have to make them think about the benefits on their own, you will lose their attention and they will likely move on.

Satisfy the Needs of the Consumer

When developing ads focused on SEM, include words that address the needs of the customer. This will increase your click-through rates by approximately 59% and potentially give you a high conversion rate.

According to current industry research, the copy that addresses ‘wants’ generate curiosity while the copy that satisfies ‘needs’ is what finally closes the sale.

By following the characteristics of good ad copy, it can easily lead to a high conversion rate. By focusing on the customer, and their needs, you will be developing the best brand messages that will lead to higher sales.

So this holiday season, I hope everyone is focusing on conversion rate optimisation and tailoring their campaigns in this manner to yield the highest number of conversions. If you haven’t done that already, there is no time like the present to adapt your campaign.

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    Book a free 45 minute consultation today.


      As Founder and Director of Shout Web Strategy, Michael Jenkins is at the forefront of digital marketing. Since it’s inception in 2009, Shout has built a strong reputation as one of Australia’s leading strategic SEO agencies, assisting online businesses to formulate, implement and track successful marketing strategies. Michael is a respected thought leader and digital strategist, specialising in online strategy, corporate SEO, Google retargeting, email and conversion rate optimisation, and online reputation management. Follow Michael on Google+, connect with him through LinkedIn or visit the Shout Web Strategy website.

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      Digital Strategist

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