Influencing with ad copy: how to truly drive action
Is your ad copy ineffective? Columnist Purna Virji discusses how you can tap into your customers' decision-making brains to drive clicks and conversions.
Persuasion. Influence. Psychology.
The conversion rate optimization (CRO) crowd is adept at tapping into these to drive the actions of their audiences.
When it comes to ad copy, there may not appear to be a lot we can do to actively influence our search audience. Short of a screaming headline (not allowed), all we have is a limited set of characters.
We can make every one of those characters truly work by channeling our inner CRO expert.
Before we jump into the words that work, let’s take a few minutes to understand the psychology of decision-making. What causes us to choose X instead of Y? What’s behind our decision to opt for free shipping rather than 10 percent off our order?
Fact is, we can influence our audience with smart, effective ad copy. Here’s how.