When it comes to digital advertising, the less it is. Advertising platforms such as Google AdWords, Twitter and Facebook have character limits. And that's good. No matter how complex your product or the strength of your offer, brevity almost always produces more conversions, in my experience.
Brevity allows your ads to stand out, especially on social networks. A consumer can view a short advertisement and understand the offer. And cutting text into barebones helps advertisers focus on what's important.
Of course, advertisers still need a compelling offer – a scroll, if you will. And advertisers should consider the parts of an ad and determine the best combination.
The Basics of Messaging
The minimum ad corresponds to the basic points of your product or service to create a foundation. For the product or service, explain:
- What is it, and why do consumers need it.
- How the product meets a need.
From these foundations, work on your main characteristics, how to use them and the testimonials. The length does not matter at this stage. In fact, write all . In this way, you have everything you could work, all in one place.
Characteristics of notation. Once you've written the foundation and all the features and benefits, write down what's important. If you sell drones with 1080p HD cameras, is the resolution important? Or do all drones on the market have an HD camera?
What differentiates your product? If you are in the dog walking area and the competitors offer very different prices and availability, your offer may have a focus on quality – "Best Walker Dog".
The quotes and reviews of customers and experts are gold, especially the shorter ones. If a well-known publication complements your product, present it. It can be as simple as:
This product works. – [Publication]
For customer comments, consider including a customer image in the ad, perhaps even adding the quote in the image. It would be a scroll-stopper. If you do not have a quote or an opinion, ask them. Ask for repeat customers and reputable publications. If you do not get an answer the first time, do not be frustrated. Asking for criticism is hard work. Stay with it, and the critics will come.
Sharpen the text
The announcement below of True Botanicals is short and accurate. This is a great example. No line has more than six words. The product image is beautiful. This advertisement stops me every time. He says that there is a solution for my skin. The call to action – "Transform your skin" – is both reasonable and convincing.
If you can not get your ad to five words per line, do not worry. It takes time to reduce the benefits of your product or service. Keep changing the text combinations until you find one that works. Consider these pointers for Facebook ads:
- There should never be … in any section., Especially on mobiles. If the message does not fit in the displayed characters, shorten it.
- If your description of the newsfeed link is greater than three lines, it is too long
- If your Newsfeed link description tries to say something more than just a key benefit ("free shipping"), shorten it.
Do you have any opinions on short (or long) advertisements? Please share in the comments, below.