The tone of voice is as important as ever. The ad needs to fulfill its purpose but as an extension of your brand. In other words, don’t divert too far away from your brand’s style. There also comes a time for soft-selling and hard-selling, with the latter being the driver for ad copy. But hard-selling doesn’t need to be pushy, either. People can appreciate an ad for what it is, especially when it provides them with a solution. The most effective CTAs are usually conversational ones that include encouragement.
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And herein lies the key: focus on providing value! Identify it, align it with your customers, show the link to your brand, and show how it can solve an issue. The message needs to be easy to understand - don’t make your audience do the work of deciphering what your message is all about.
With so few words to work with, you need to decide on the words you use very carefully. It needs to be captivating and compelling - enough to drive action or at least be memorable enough to drive action when the need arises. This fulfills the fundamental purpose of advertising. In fact, working with fewer words can be a blessing in that it cuts away the fluff, keeps the messaging direct, and keeps things simple.
With certain ads, there will be an ad creative or visual component. This could be audio, images, or videos. It is imperative that the text and visuals work together seamlessly. According to HubSpot, digital ads have 3 main purposes, namely:
Concept Ads: These ads are designed to create brand awareness. Storytelling techniques are used to entertain audiences and show a stance, especially with video marketing. As such, they usually have more production and investment requirements and are produced a few times per year - think branded videos. These ads are measured by impressions and interactions.
Content Ads: These ads are designed to increase engagement and the lead generated. They are also the most common types of ads, which target customers in the awareness and consideration stages. Content ads are measured by traffic and leads generated. They are fundamentally educational ads that put value at the front and center.
Commerce Ads: These are direct sales ads showcasing offers and products to shop. They are often minimalist ads that rely on platform functionality with have built-in CTAs like “Shop Now.” These types of ads are predominantly displayed in ‘Google Shopping’ suggestions and across social media platforms.