Ads That Snatch Defeat From The Jaws of Victory
July 7, 2013
This column frequently discusses Facebook Ad imagery simply because an attention grabbing image is crucial to ad performance — if the image doesn’t get the audience to stop and skim the headline, there’s no chance for the copy to do any good, no matter how brilliantly it was written.
So the image and headline have to create enough interest on the part of the perspective buyer/fan/reader before an ad’s copy can even start to persuade. But what happens when your image and headline works, but the copy falls short?
Your ad fails. Here’s an example:
This ad was on my wife’s Facebook Page and it definitely grabbed both her attention and mine, when she asked me about it.
The bright yellow children’s book cover stood out on Facebook, and was instantly appealing to my wife, who’s always on the lookout for books that my youngest two daughters might like.
So Amazon had already done a brilliant job of both targeting and tailoring the image to the target audience. The headline might have been better, but it worked well; it made my wife think that Pete the Cat was a popular or award-winning book. So she read the body copy for more info on Pete the Cat.
And that’s when the ad failed.
No info on the book. So she asked me if I’d heard of the book. And, nope, I hadn’t. So we just sort of made a note about the title and ignored the ad.
But what if the copy had read:
Now it’s solely about Pete the Cat, though the copy does tell the reader that this particular book is an editor’s pick, but is broadened to offer an editor’s vetted list of good reads for kids. Perfect.
What mom, when intrigued about a possible new, soon-to-be-beloved book for her kids, wouldn’t want to see what the “experts” picked for great summer reads for her kids?
So, yes, image is important — copy has to be read before it can persuade — but if you’re copy fails, then so does your ad. Don’t let your copy snatch defeat from the jaws of victory, make sure it’s as targeted & tailored, relevant & persuasive as your image and your headline.
Browse By Category
Spend Smarter: Identifying Account Opportunities
Explore a method for projecting performance that makes it easier to provide solid budget increase recommendations and alleviates some stress.
Up and Running with AdWords Add-on for Google Sheets
In this article we will set up for the AdWords add-on for Google Sheets. By the end you'll set up your own reports and automate the data gathering portion of your workflow.
Tackling Facebook Ad Disapprovals
Why your Facebook ad is disapproved and what you can do to fix it and avoid future problems.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
Easy Steps to Complete a Competitor Analysis
We all want to always stay one step ahead of the competition, and that’s where we want to share our expertise with you.
Quick Tips to Earning Trust When Onboarding a New Client
In observing onboarding, I have found a few helpful hints that will help account managers to gain their client’s trust early.
2018 AdWords Updates: Notes, Add-Ons & Optimize
Google has been busy recently making several updates to the features and policies for AdWords. Get the latest AdWords updates on the Add-On for Google Sheets, the Notes feature in the new UI, Account Deactivation, and linking to Google Optimize.
Load More »