You can not serve all your propositions in one ad and shouldn’t even. Use a single idea, offer, and keep the language simple and crisp. The best way to ensure that your message is clear is by making at least three or four people go through the ad, and letting you know whether it is understandable at the first go. Selection of words, spacings between the characters, correct punctuations, and knowing where to break the line, so that the sentence doesn’t appear inconsistent are very important to ensure the right impression. In this presentation, I have detailed the essential elements of the ad copy which makes it a success.
3. Keep the messaging short, clear, and uncluttered
• You can not serve all your propositions in one ad and shouldn’t even. Use
a single idea, offer, and keep the language simple and crisp.
4. • The best way to ensure that your message is clear is by making at least
three or four people go through the ad, and letting you know whether it
is understandable at the first go.
5. • Selection of words, spacings between the characters, correct
punctuations, and knowing where to break the line, so that the sentence
doesn’t appear inconsistent are very important to ensure the right
impression.
6. Coming to the Color Scheme
• According to a study, “The Impact of Colour on Marketing”
“ People make up their minds within 90 seconds of their initial interactions
with either people or products. About 62‐90 percent of the assessment is
based on colors alone. So, prudent use of colors can contribute not only to
differentiating products from competitors but also to influencing moods and
feelings — positively or negatively — and therefore, to attitude towards
certain products.”.
7. • Your ad copy is not just a copy but a powerful psychological tool.
• Through the copy, you need to lighten the moods of customers,
sometimes drive official and reserved ‘pure business kinds’ of feelings,
sometimes induce a sense of royalty, sometimes playfulness, and so on.
8. • Every color palette is a good one, only when you know the correct
shades to blend and the combination of colors to use.
• Every shade, every color combination speaks something.
9. • You need to deduce the color schemes, based on the buyer persona,
brand personality, and the time and frequency when the ad is being
served.
10. • The target audience demographic, geographic, and cultural profiles also
matter when you serve ads.
• The deeper the customer or the audience research you do, the better the
color scheme you can come up with.
• Human emotional responses to colors have been researched for a long
period of time.
12. • If you want your brand to drive emotional connect with your customers,
spend quite some time researching out the right color palette for so.
13. Your image is not just an image but a
thousand words combined together.
I literally hate the practice of getting images from Shutterstock or any
image pool for use in ads.
For good ads, the creative team must ideate, conceptualize, test
whether the other elements of the ad copy are complementing the
image, graphics, the color scheme, the text message, the placement,
etc.
14. Parts of the Ad Copy and which are more important
There are many parts of an ad copy
(a)The headline
(b)The Sub headline
( c) BodyText
(d ) Body Image
(e) CallTo Action
15. Well, all the parts of an ad copy are equally important but that which influences the
most is the headline, the image/graphics, and the color combo.
If you can turn on your customers with these two essential elements, will they even
care to read the sub headline or the body text.
16.
17. • Every online platform has a specific width allotted for Ads.
• The entire ad copy must come within that width to be completely visible to your
customers.
• Moreover, you need to prioritize the most crucial elements that can be placed in the
ad copy as character and space constraints are there.
Maintaining the width and character count of the
Ad Copy
18. • Well, there is no harm in experimenting with different fonts but every font drives a
specific meaning, which one must be careful of.
For example, Comic Sans font is more for casual, playful impact.
The Size of the Ad Copy andThe Font size
19. Similarly, some fonts are for artistic impressions and some fonts for pure business sense.
Fonts can act as your creativity tool for the Ad copy, only if you are seasoned enough to
know the impressions they deliver.
Now the font size should be optimal when compared to the size of Ad so that enough
white space or breathing space for legibility purpose is there.
The Size of the Ad Copy andThe Font size
20. At no cost, your ad copy must feel crammed, in any sense ( that is a major difference
between successful ad copies and that which fails).
There should be balance or synchrony between the decrement in the font size of the
headlines, the sub-heading, and the body text.
The Size of the Ad Copy andThe Font size
21. Include emotional triggers in your copy
EXAMPLE-
EXCLUSIVITY
Showing through your ad that your deal is for an
exclusive few and the best of the best and large number
of customers would be drawn.
After all, everyone feels that they are exclusive or better
than the others in one way or another.
22.
23. CTA Buttons
• Personally, I would advise to (A/B) test every CTA buttons.
• CTA buttons can greatly affect your conversion rates.
• Not only that, but the size of CTA buttons also matter.
• Your ad copy must be optimized for mobile viewing and the size of the
CTA button is a crucial element to determine yourCTR.
