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Not only because of the primacy effect, but also because we’ve seen time and time again that the headline is the MAIN component of an ad that searchers are most likely to read. But, what about the end of your ad? I’d recommend experimenting with postscripts in either the last description line of your ad copy or in the sitelink or callout extensions to highlight critical information (such as your call-to-action or an enticing offering). Let’s say you’re offering a 50% discount, your ad copy or sitelink extension could be “P.S. 50% off for 2 more days,” or “P.S. Order Today For Free Shipping.” Get the gist? “It’s an eye-catching oddity at the end of your pitch,” says Kapost’s Ryan Law. P.S.
Don’t forget to utilize post scripts and create outstandingly eye-catching and clickable IT Numbers headlines. Utilize repetition Do you ever feel like your brain’s tapped? Nowadays everywhere we go there’s some form of marketing message, whether we realize it or not. From the banner ads on the subway, to the display ads we consistently see when browsing the web, to the ads on our coasters at the bar. Even spaces we never expected to see ads are covered in them (think bathroom stalls, personal web space like our inboxes and Instagram feeds, etc.). ad copy everywhere “Our everyday lives are filled with competing marketing messages.
If we tried to assess the validity of each of these claims, we’d be too busy to make any decisions,” says Law. “The more we hear or read a statement, the more inclined we are to believe it, even when it’s being repeated by a single person or business.” This psychological concept is known at the illusionary truth effect, and it means that repetition is likely to be interpreted as accuracy over time. Again, this is why customers are so loyal to certain brands. The key is to not be repetitive with a basic statement that anyone of your competitors could duplicate.
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发表于 2024-3-16 11:39:23