Writing Ad Copy that Prequalifies Prospects

Writing Ad Copy has never been a more useful skill. Ad costs are rising seemingly on a daily basis and conversions are getting harder to come by. For these reasons, you need to make sure that you are attracting the right visitor to your landing page. This starts with your ad copy.

Before spending your money on any PPC campaign, make sure that you have identified what it is that your prospect wants. This is different for every market so if you can’t answer this question then you have a lot more research to do.

Here are the tips in writing ad copy that prequalifies prospects:

• You need to accurately represent your product or service
• Appeal to people’s emotions
• Use your keywords
• Provide a strong call to action

To start with, you need to consider the headline of your ad. In writing ad copy, your headline is going to be extremely important in attracting your prospect’s attention. If you are advertising on the search network, in most cases the most important thing is that the headline contains your keywords that we are bidding on in the search engines.

Your headline must be 25 characters or less. If your keyword is short enough, then be more creative in using words that will get attention. Also you can add question mark at the end of the keyword or say things like “get keyword here” or “keyword scam?” or “looking for keyword?” etc…Get creative here and test everything that you can think of. Using the keywords in writing ad copy is also important to Google as they will see your ad as more relevant and give you a lower cost per click.

Next to appear as a follow-up description to your headline is about the biggest benefit that your product offers.Your product offers a lot of features, but what do they DO for your customers? Do not tell them what the product is. You need to be creative, truthful and appeal to your prospect's emotions. If you are selling a product on how to make money online, emphasize that this product will give the lifestyle that your prospects have always wanted. Do they save him time or money or give him peace of mind?

Then in your second description, you should call for them to make an action. For example: “Enter Email to Get this for Free!”. This is a call to action and also tells them what you want them to do once they end up on your landing page. You are not just trying to get clicks but qualified clicks. Putting the desired action that you want the user to complete on your landing page is also helpful here. Placing the price in the ad also can help to prequalify people and deter freebie seekers who might waste our money. For Example: ”This Can Be Yours for Only $35!” Notice how this is a call to action as well as specifies that a purchase is required on the landing page in order to get the benefits of your offer.