On most social networks, ads consist of copy and creative. For example, a Facebook video ad consists of a video creative surrounded by copy.
In addition to audience targeting, copywriting and creative also determine the click-through rate of your ads. For many companies, a difference of just 25% in click-through rate can make the difference between the success or failure of a paid acquisition.
Who is your audience?
Before you write, know who you are writing for.
To do this, think of the Product Awareness Ladder LPA. The LPA illustrates austria mobile database the audience’s awareness and demand for your product. Every person you advertise to falls somewhere on this ladder:
The closer your audience is to step 5, the more time, effort, and money it will take to get them up on the LPA so they’re receptive to your pitch.
Only if you already have no audience on steps 1-4 unlikely should you try to move your goals from the bottom up. In the meantime, focus on writing increasingly attractive copy for higher-level goals on the ladder.
Advertising channels and LPA
Let’s consider how LPA affects ad copy.