What Is Copywriting?
A strong ability in copywriting is critical to all forms of marketing, especially PPC. It’s the driving factor that gets your audience to take action through your words. It’s an incredible skill to have and can take you so far in the industry – if you do it well.
Copywriting is such a powerful skill as it combines a mix of not only marketing, but psychology to get into the consumer’s minds and find what sells, and the ability to communicate that clearly.
In most cases, you only have a few words to make your case. Make those words count. Take Google Ads campaigns for example, you only have a maximum of 15 30-character headlines and 4 90-character descriptions. So keeping copy short and sweet works best.
We understand that this probably won’t come easy, especially the first time around. It takes practice, but the more you do it the more you learn and the better you become – then you’re onto a winner!
Traits Of Fantastic Copywriting…
Finding A Connection
Emotions are an integral part of the human experience. They shape our decisions, perspectives and actions. Move and captivate your audience by tapping into their emotions. Use triggering words or tell a story in a way that gives the reader a sense of nostalgia, for example. Rather than selling the product, you could write in a way that introduces them to a new experience only achievable by purchasing your product.
Speaking Like Your Audience
Nothing communicates more clearly than when 2 people know their stuff and what they’re talking about. Don’t be afraid to be personable here and cut out industry jargon that your audience may not understand. This really establishes your connection with your readers and your message sticks with them.
Be Compelling As Fast As Possible
Research shows that average internet users will read 80% of headlines, but only 20% will actually read your copy. The importance here lies within those 30-character Google Ad headlines. Your content might be great but if people don’t read it on first look your hard work could have gone to waste! Take your CTA for example, it should be specific, urgent and compelling. It sets the tone for the rest of the piece.
How Do I Get To This Point?
Practice makes perfect, and leveraging the data that you already have in your possession from previous paid-search campaigns you have run is the perfect starting point. Begin analysing components from those past ads that performed best and use those as ingredients to succeed in your newer ads! Think about what had the strongest CTR, and why that could be. Truly to do this by putting yourself in the customers position.
Furthermore, AI is a great way to kickstart your copywriting journey. Although it can amplify human creativity, it simply cannot replace the writing process. Embed ChatGPT into your workflow by using it to ask prompts that will simplify tasks and save you a major amount of time and effort! Useful prompts include…
“The product I am marketing is {your product}. Define my target audience”.
“Topic: {insert the niche that you are in}. Generate content ideas”.
“Give me 3 options for CTAs that will direct readers to visit my website after seeing my ad about {insert what your ad is about/what it’s promoting.}”
Or you can come and talk to us! We’re a Newcastle digital marketing agency and we would love to chat about how we can help your brand.