How to Maximize Online Ad ROI and Engage Customers With Compelling Copy
As a digital marketer, you work hard every day to support your brand's e-commerce efforts. You strive to differentiate and capture the attention of busy consumers, and, of course, you mind your budget. Like any responsible marketer, you sometimes wonder how you can get even more bang for your buck. Savvy digital marketers know that one of the best ways to capture sales is to optimize their digital ad content.
Creating Effective Ad Copy
To position products for success online, the ad copy must stand out, starting with the headline. Think of it like this: You have approximately 10 words to tell the best short story of your life, and every word needs to carry impact.
If the product is on sale for a holiday, name the event in the headline, and be sure to include the product brand name as customers likely will use the term in their search — e.g., "Just in time for Father's Day, Famous Brand's New Widget!"
The body copy in the ad is important too, and for limited-time sales, it pays to highlight the urgency in the call to action. Phrases like "limited time only," "limited quantities" and "offer ends soon" are compelling, as are discount numbers like "20% off" and "$20 off."
Using Display URLs and Landing Pages for Maximum Effect
Display URLs — i.e., the copy that appears in the link to your site — can also be an excellent way to position products. A special page for sales can entice consumers to visit your site for an exclusive deal. The standard format is your regular homepage URL followed by a slash mark and "Holiday Sale," "Annual Sale" or other name that indicates the special occasion.
When site visitors click the display link, it should take them to a dedicated landing page. This is a highly effective technique for a holiday sale, and we've found post-click efforts can have as much impact on your success as the effort to drive that initial click.