The average conversion rate on social networks barely reaches 0.71 percent.
Copywriting can be a key tool to trigger conversions.
Read: 7 reasons why you don't get conversions with Instagram Stories.
According to AdWeek, the average conversion rate in social networks is considered low, it barely reaches 0.71 percent while in search engines it reaches 1.95 percent and in email campaigns the percentage goes up to 3.1. However, for brands and companies, social platforms represent a key space from which to also achieve results, so it is necessary for many to undertake efforts that allow them to achieve conversions. By the way, here are some recommendations for developing copywriting to create ads that convert.
If you want to boost the ads that generate conversions, it?s worth following these copywriting keys to create ads shared by AdExpresso:
Do not forget the mobile section
As the first of the secrets of copywriting to create ads you have to not forget the mobile section.
According to the source, many people create ads for their campaigns, however, they never take into account a preview of how they will look on mobile devices. As you can understand, this represents a serious error, especially on platforms such as Facebook, which recently adjusted the proportions of the ads implying that visibility can be affected if the new established sizes are not respected.
To highlight the importance that the mobile section currently has, it is enough to take into account that more than 90 percent of the income that Facebook receives come from advertising on mobile devices because a large part of the users access the social network from these teams.
When thinking about ads for mobile devices it is necessary to keep in mind that there are only 3 lines of text available before the option to continue reading in the ad appears, so you should consider what is going to be written.
With the above in mind, it is worth highlighting first the most interesting aspects or the most persuasive information. Make sure that the first line speaks to the needs of the user and his pain points.
Use short headings
As the second of the keys for copywriting to create ads, this point refers to the need to identify that element that the brand wants people to take away from an ad. Whether it is the point of the product for the offer, you should leverage these aspects in the header and remember once again to keep it focused on the pain point that is being attempted for consumers.
According to the source, when it comes to headings, it is ideal to keep them short and direct to the point because there is little space to make things clear.
When working in this way it is important to emphasize that more information can be addressed within the copy of the ad as such in case there are inconveniences to make everything clear.
The third secret of copywriting to create ads, linked to the development of stories, highlights that these can be extremely powerful, are memorable and help brands and companies to make clear the points they want to establish.
For example, if you are selling camping equipment, you can tell the story of how the founder of the firm loved to go camping with his family when he was a child. Such a story, as long as it is real, can connect well with people's feelings and generate a lot of value.
Stories in general can be a great asset within copywriting, they can be as simple and short as you can imagine or they can be more extensive and detailed. However, when it comes to stories, it is better to opt for those that are short and go to the point.
However, if you want to try long format content, it is important to test, make sure you have short sentences and that the type of story is focused and really speaks to the emotional needs of the audience.
Perform separate tests
To understand the value of conducting tests with campaigns on social platforms, the source emphasizes that even the most strategic campaigns may not generate a resonance with the audience and the reason behind it can be anything. Given this, the only way to identify what works and what should be discarded is by performing separate tests.
The idea with this point is to create multiple copies for each campaign announcement.
You can create sets of copies that appeal to a single consumer problem and then leverage different features and benefits, copy styles, lengths, among other elements, to see what works best.
One of the main drawbacks of the tests is that they can cost time and money, however, performing them is an exercise that is worthwhile if you want to achieve good results with social media campaigns.
Think out of the box
Finally, this is the last of the keys for copywriting to create ads and refers to the fact that it is extremely important to think in this way when it comes to message development for advertising campaigns. Brands and companies should seek to excel while connecting so that the messages feel familiar and interesting at the same time.
To achieve this, among the main recommendations to follow is using customer testimonials, telling the story of the founder, testing with emojis, leveraging humor, analogs and not having to be intelligent as long as the copy is of value and It is relevant to the product or service being promoted.
The final recommendation with this point is to try new ideas and strategies and see what works best. If something works with the voice of the brand and is not controversial in the extreme, there is nothing that the brand can lose, on the contrary, it can boost their conversions with the campaigns.