Creating a truly creative and refreshing copy can be frustrating when you manage PPC campaigns every day. Many marketing experts already know the basic rules of PPC ad copy. That’s not usually the problem. The problem is getting creative ideas.
Fortunately, you can find sources of inspiration everywhere:
- Check your competitors. It doesn’t hurt to see what your competitors are doing for their ad copy, especially if they are doing better than yours. It’s not recommended that you literally duplicate their ads. The point of this exercise is to broaden your horizons, so that you may be aware of ad copy possibilities that you may have overlooked before. The ad copy of your competitor may spark something in your brain so that you can produce an even better version.
- Take a look at advertising websites. These websites often feature new developments and trends in advertising, and that means you’re exposed to new ways and insights. These websites can get you updated on the latest news about the advertising industry, and you can also find some of their best works featured here.
Take a look at these new ads, and see how they are different and new. How refreshing are they? Do they spark some excitement or passion? How would you amend or customize them to fit your own business? When it comes to ad copy, it’s always nice to see how the other pros are doing things.
- Don’t ignore TV commercials. While for the most part TV commercials can be very annoying, they can help you with your ad copy. Keep in mind that this form of advertising is expensive, and because of that, companies spend enormous amounts of money on research. They have data which help them determine which type of phrases and words can generate the most interest and attract notice.
Take special note of words splashed on screen, as opposed to taglines that are spoken aloud. These words are carefully chosen and you may want to use similar (never the same) words for your own business. If a word sticks to your memory, find a way to get similar words that have the same effect on consumers.
- Read your magazines. Magazines are an excellent way to get ideas for ad copy. That’s because many of the most successful magazines today feature ad pages almost exclusively. Even their articles look like ads.
Here the sheer number of ads can help. For one, you have lots of potential sources of inspiration. Among the hundreds of ads, perhaps there’s one or two which can help you generate your own creative ideas. And because there are so many, the ads which catch your attention are special—they have that special something which makes them rise above the crowd. Your task is to identify what that element is, and to incorporate it into your own copy.
So the point is NOT to copy their copy. Just use their ideas to create your own. It’s like writing fan fiction. Don’t forget, 50 Shades of Grey started out as Twilight fan fiction, and we all know how successful it turned out to be!