4 Tips to Create High Performing Ad Messaging
When running any marketing campaign, the messaging you choose can either make or break it. The main job of any online advertising material is to entice your target audience to click on your ad. If people see your ad but don’t click on it, then this means your messaging is either unclear, or it has no relevance to your target audience.
So, how do you create a great message?
Creating great messaging is dependent on the goal of the campaign. Do you want a visitor to download a brochure? Are you trying to generate sales enquiries? Or do you want visitors to pre-register for your new brand that’s coming soon? To create great messaging, it must match your campaign’s objective; you need to tell people what action you want them to take.
Below are some essential tips and tricks to use when generating your ad messaging.
1. Vary headlines and descriptions
Google and Social advertisements have two important components that immediately capture a reader’s attention: a headline and a description. A headline should clearly grab the user’s attention and the description should highlight details about your product or brand and this should include a call to action. At a minimum, you should have five different headlines and five descriptions to accompany your headlines.
For example, for a property campaign, you may have two headlines that mention price point, two that mention lifestyle and one that mentions something about the interiors. A price point in the headline and description is a good way to eliminate buyers who don’t have the budget to meet your offering.
2. Avoid low quality or irrelevant images
Ensure you use images that really highlight your product offering. If your property product has a unique lifestyle offering, make sure you use imagery that shows the unique country lifestyle or urban eateries at your doorstep, for example. If you are selling a land estate, don’t use an image of a family inside a shopping centre as this is contextually irrelevant to your message.
3. Contextual ad creation is key
Who is your target audience? Is it first home buyers? Or is it investors? Make sure the headlines and descriptions you use specifically target and speak to that audience. Don’t make generic ad copy and assume it applies to everyone.
The same rule applies with your image or video assets, the message that is accompanying the creative must match who you are targeting. If you have messaging that speaks to first home buyers, but your creative shows an elderly couple, this won’t be contextually relevant to first home buyers. Ensure your headline, description and creative all match and speaks to one specific audience. The importance of ad variations will assist in the performance of your campaign, it could be one combination of messaging that really resonates with your target audience and provides you with lots of enquiries.
4. Let it learn, do not change your messaging too often
With online advertising, there is an important component of algorithms that play an integral part in how your campaign performs. Think of this like a baby learning to walk; it must crawl before it walks. The same principle applies to your online advertising, where the algorithm (e.g., Google, Facebook ads etc.) can take up to 14 days to optimise what headline, description or creative option performs best. By then it has enough data to assist in getting the best ROI from your ad spend. If you are changing your messaging every couple of weeks, this can hurt the overall performance of your campaign.
The next time you consider creating ad messaging for your product or brand, ensure you understand your goal and your target audience. From there you can craft your ad creative, headlines and descriptions to highlight your unique product offering and make mention to the audience you are targeting.
If you have any questions about this article, implementing your own media strategies or assistance with advertising in the property industry, contact Ant Bray on 0407 850 603 or anthony@tomorrowagency.com.au.