How do you write a good ad copy?

Guest blog by Marijn Quartel from Signable

Suppose you are creating your own Facebook ad and you come to the part that you are going to type the ad text. What will you write then? How do you ensure that your ad text delivers the results you want to achieve? In other words, how do you write a good ad text?

Basically, there are a number of ways you can write a good ad text. Not every way is the same and not everyone likes to work that way.

Advantages, no functions

What I do myself is start with the product or service that I am going to advertise. What kind of product or service is it? How expensive is it? What is the USP, what are the features of the product or service, and more importantly, what are the benefits of this product or service?

Suppose I am going to make an advertisement for selling electric lawn mowers with a sales price of 300 euros. Suppose the USP of this lawn mower is that it has a very large battery capacity and only needs to be charged once a year. That then becomes the focus of the ad. Then I make a list of all functions with the advantage. That would look like this:

These are just three examples of features versus advantage, but there are many more of course. Make a long list of all functions against all the benefits for the product you are going to sell.

After you have the USP and the benefits of the product on paper, you can go to the next step: the format of the ad text. Because what do you start with? One how do you end? There are some proven ways to do this. In this article, I go through two ways: AIDA and ACCA.

AIDA

AIDA stands for Attention, Interest, Desire and Action. With this way you first want to grab the reader's attention. You can do this by asking a striking question, making a certain statement or other things that draw the reader's attention. Then you want to create an interest in the product. You can do this by naming a certain benefit from the list you made earlier. Then you want to create a desire in the reader, something they MUST have this product. And finally, make sure there is a call-to-action at the end of the ad. Something the readers have to do, such as clicking on a link, filling in their email or other action for which you are initially creating the ad.

ACCA

ASSA stands for Awareness, Comprehension, Conviction and Action. First you want to show that the product exists. Then you have to show what the product is, what the functions are and what the benefits are. After that the reader has to be persuaded to buy the product and finally the reader has to be taken into action by actually buying the product.

Now a good photo and Kees is ready! Your ad is ready to be put online.