Coming up with great ad copy is hard. But it doesn’t have to be.
With my “Ad Copy Input”-sheet you’ll crank out your 5 ad variations in no time.
Here’s how: when onboarding your next client, send her a copy of the GSheet (link below) to ask them for the following input.
1) Facts
Facts about your product/service. Facts are boring. Think hard data.
• Price
• Number of pixels
• Horsepower
• Weight
• Etc
2) USPs
The uniqueness of your company. Or how you would want it to be perceived. It can be a true statement, a marketing slogan, or what you want people to know about your company.
• Saddleback leather: “100-year guarantee; They’ll Fight Over It When You’re Dead”
• FedEx Corporation: “When it absolutely, positively has to be there overnight.”
• Target: “Expect More. Pay Less.”
• Enterprise: “Pick Enterprise. We’ll Pick You Up.”
• Everything taxes: local, state, federal, and even international
• Plumbers: “We’ll be there anytime, anywhere, day or night.”
3) Benefits
Benefits are what someone gets from using a product or service. A product or service’s benefit is why we pull out our credit card to make a purchase. To come up with benefits, pick a feature, add “so you can” to the sentence, and finish the sentence.
4) Call to action
Calls to action tell a user what you want them to do. When your landing pages feature that same call to action; you can often see higher conversion rates.
A good call to action combines a benefit statement with a call to action. Consider this: “Subscribe to our newsletter” and “Receive powerful marketing tips.” In the end, the result is the same. The user will get an email sent to their inbox. However, no one wants yet another email. All marketers want powerful marketing tips. By combining benefits and calls to action, you can stand out from the crowd.
5) Testimonials
Your best source for social proof and wordings that express the real benefits and will resonate with your audience.
Here’s the link to the sheet:
https://docs.google.com/spreadsheets/d/1VNlNEtAl3JmMLGnRHnE7Z8Ga5DOq0tHo5bLzc9mtFGw/
PRO TIPS:
- Group the entries in the different cells based on their different themes. I use background colors for that. For example: sustainability (green), price (orange), comfort (blue), etc.
- Create different ads based on the different themes, using input from cells with the same color. So, one ad variation that focuses on the price aspect, one ad variation that focuses on comfort, etc.
- Label the ads with their corresponding theme.
Now, you can easily analyze aggregated stats based on the labels, to show the winning themes.
– Nils
PS: HT to Brad Geddes who taught me this back when I was still in the PPC cradle.