 How to write successful ad copy that gets sales. Hey, if you're watching this video and you wanna learn how to write successful ad copy, you are in the right place and we're starting right now. Hey, before we get started, do me a favor, join the Fisher family. Go down there and click that subscribe button and bring the bell next to it, right? The little notification bell there. It's important that you click that and turn on all notifications. Hey, maybe you're new to this channel and you don't know who I am. I'm JR Fisher and I've been selling products online since 2009. On this channel, the only thing I concentrate on is helping you start, run and grow your online business. So, if you've tried to start a business or you've tried to write some ad copy and you're having a hard time or you've had some successes, do me a favor, put comments below so I can see what stage you're at, see where I can help you at. All right, let's get going and let's write some ad copy. Your ad copy can literally make or break your company. Now, a lot of people think if I have a great product, I'm good, but you're not. Your ad copy is what's so important. It doesn't really matter if you have a great product or you have great marketing or you have a great organization if you don't have good ad copy because this is the first touch of the customer when they see your ad copy, when they see your landing pages. And if it's not written properly, they're not gonna be motivated to buy your product and you're not gonna sell anything. So, that's why ad copy is so very important. For many years, I've sold a lot of different products to a lot of different people and what I figured out over the years is certain steps that were super important. And what I'd like to do is share each one of those steps with you so you can incorporate those into your ad copy and get really good results. Okay, number one is mirror the user's objective. What I figured out over the years is really not your product. It's not you selling your product. It's really you selling the fact that you can solve that problem for them. And if that comes across in your ad copy, then you're gonna do really well. If you could explain that pain point for that issue and promise that your product is gonna fix that problem or help them out with that issue, then you're gonna sell some products. So, here's an ad right here I wanna show you. I love this ad right here, it's by Carvana. And a matter of fact, I was driving past LA yesterday and I saw a big tower of cars that was lit up and it was Carvana. And I had never seen that before but I love this ad they have here. It says, Carvana wants to buy your car and we'll pick it up, Carvana.com. A lot of people don't wanna have to sell their car on their own. So, what Carvana does is they say, I'll buy your car from you and we'll pick it up and you don't even have to leave your house. That's a pretty cool ad. Now this Carvana ad actually came up with a search query, sell my car. So, what they've done is they've maximized SEO on this by knowing that people are gonna be searching for how to sell my car and then their ad's gonna pop up and they say, hey, we'll buy your car and we'll come pick it up too. But they already know that that's what their audience is searching for. Now finally, in the ad, it actually says you can get your money that very same day so they not only say, we'll buy your car, we'll pick it up, we'll give you money quick. So that's pretty much everything that somebody wants to do when they are selling their car. The next thing that works really well, number two is include numbers or statistics in your headlines. Advertisers will do practically anything to get you to click on their ads but all they really need to do is make your life easier. That's the simplest thing they need to do. Cut the crap, okay? Get to the point. An excellent way to do this is by including numbers or statistics in your ads preferably in the headlines. So let's check out this one here. This says a $114 cheap R.I. auto insurance overpaying for auto insurance question mark. So what they're saying in this headline is are you overpaying in this $114? They gave you an example of what you could be paying. Now if somebody's paying anything more than that they may look at this ad and go, hey, I could save some money. This is a great deal. Okay, now both of these ads are offering a price and some of the pricing looks pretty low and that can be very compelling to somebody looking at this thinking, oh, I can get car insurance this low but you've got to be careful in doing this too because if you go too low it may raise other questions in their mind. Now the next ad I want to show you here says a $1.89 t-shirts custom free shipping and handling 24 hour production. Now on the surface you say well $1.89 that's incredibly cheap, I got to buy it but it also triggers something else in your brain that says that's way cheaper than what it should be is that really low quality and as soon as you get somebody's brain to start thinking that way they may prevent them from actually clicking that ad because it may be too good to be true. So when you're thinking about doing your pricing you want to make sure that you don't go way too low to where you actually interject that extra question in their mind is could that be a poor product? And let's face it, most prospects for a product have some form of a price in mind and if that price is way lower than what they have in mind it is going to set off that trigger of maybe this is no good or maybe this is a scam and it may prevent them from clicking so you do want to keep that in mind. Now number three is appeal to the user's sense of entitlement. Unfortunately I hate to admit it but in the United States there's a lot of entitlement. People think they are due so many different things however that can be used actually in our ads to sell more and more merchandise since they already have in their mind that they deserve so much we can put that in our ads and use that to our advantage. In an ad I saw recently for a divorce attorney and personal injury lawyer it expertly capitalized on this sense of entitlement it used the phrase in the headline to protect your best interest. So it wasn't saying that you should share what you earn with your spouse it was saying to protect yourself against other people which is kind of a selfish type interest but it does work really well in advertising. Now some of these techniques are used in some industries more than others but this sense of entitlement in a lawsuit in legal industry is bigger than ever because anytime somebody files a lawsuit they always feel like they're owed something somebody owes them something and by playing on that feeling you can also run ads and get a lot more customers I guess in that industry especially when you're getting ready to sue somebody. Number four you also want to include emotional triggers in your ads. Now as you can see in this ad right here nothing spurs people into action more powerful than an emotional response because people normally make their buying decisions more based on their emotions than their logic. And of course this ad right here for a divorce and personal injury lawyer really plays upon that something that you are do something or you are owed something and it's very very effective in lawsuits. Now the ad you're seeing here manages to actually stimulate an emotional response while using an aspirational language to entice prospects to click. This type of ad may have been well suited to a negative emotional trigger but the advertiser has clearly opted to take a more inspirational approach to a specific body topic. Now let's check out the ad. Boston laser liposuction one day fat removal restore the natural contours of your body to bring out your best self. Minimally invasive more affordable than ever total body transformation 50 plus locations nationwide free consultation and new Marlboro location. So they make it simple and easy and all the locations make it seem like there's one close by. Now of course sometimes taking a more direct approach can be the best way to go too as in this ad for law firms specializing in DUI cases that demonstrates with this ad. It simply says arrested for DUI in MA save your license and avoid jail. Those are two things that you wanna do if you're stopped for DUI. This is an example of fear or at the very least uncertainty and it's the primary emotional trigger in this ad. Save your license and avoid jail and it's right there in the headline and it's a very effective tactic. Number five you wanna create keyword rich URLs. Basically in the URL you actually have the keyword of what you're trying to advertise for. The display URL can be huge. You can use it actually as two different purposes. It could be something more interesting than the actual keyword from the ad or it could be something that actually complements what that particular ad is in the URL. Okay for example this one here shows good use of display URL which suggests that the prospect will be taken to a product page dedicated to security cameras. It looks better than the generic homepage URL and it gives the advertiser another opportunity to appear alongside the search term. So all I'm saying to you is before you make your ad go live think a little bit about the URL and what the customer's gonna actually see and if you can change that up a little bit to make it a little bit more enticing. Now number six you wanna prioritize your best copy. Last summer Google actually responded to the growth in consumer device size and the demand for instantaneous solutions and what they did is they further expanded the text ads. They added a 30 character headline and an extra 90 character description line so it can be a little bit more informative to the consumer. Now at the time of the release Google was happy. They said that it drew 15% more clicks for advertisers so it sounds perfect right? Now while this sounds pretty cool in having that extra 100 additional characters really helps your ad, people weren't thinking about the fact that a lot of these ads were running on smaller devices such as iPads and iPhones and a lot of that description just got cut off anyhow. Now when you're thinking about doing your ads I would say use something like Cartra and I'll put a link in the description below because Cartra will allow you to see your particular ads. It will allow you to see your pages in all types of devices and you can see what words will be cut off and which ones won't. Now right here for an example I was using my desktop. Google served me all three of Kayak's headlines. Nonetheless the Kayak copywriters came prepared for smaller screens. They were smart, okay? Although the inclusion of the branded website in the third headline does help from a recognition standpoint it's certainly not essential information so you didn't have to have it. But let's face it the first two headlines on the top of the ad are much more important and that did get included. But when you search on mobile you only see only two headlines and it's also a different advertiser but I think you see my point. Number seven is preemptively respond to common objections. Now the thinking of most people is we don't want to bring up any objections because it could prevent them from buying but the fact is those objections are always there so if you don't address those objections in your ads then what you're doing is leaving those objections unanswered. So I would rather actually answer all the objections in my ads, in my sales copy so that that's no longer an objection for the person. Now take a look at this example for the search query affordable home insurance, okay? Now obviously there are dozens of very large companies offering home insurance and so differentiate yourself in this particular market could be pretty tricky. However, EverQuote has done a pretty good job of making this ad compelling. Note that the very first copy in the ad is a price. It's $97 which helps overcome prospects fear of being gouged for insurance. Number eight, you wanna focus on benefits. Now keep in mind that people are selfish and you never wanna really stray away from that a whole lot because they don't really care about your company, they don't care about your people, they don't care about your product, they care about what benefits that you can provide to them and if you keep that in the forefront of your mind your ad copy is gonna be much much better. Now let's take a look at some of those principles in action and it's worth noting that I've included a lot of insurance companies because that's a super competitive market. The first ad focuses almost exclusively on how their services benefit me as a potential customer. It tells me that their plans work with any licensed veterinarian and include coverage for hereditary health problems my pets may have. It goes on to assure me that my pet will be covered for life and that his or her age does not matter. Now the second ad is significantly worse. The headlines are okay including a call to action with a slight sense of urgency is a fine practice. It's in the description that things go south for MOAA. The only benefit if you could even call it that is that MOAA members choose the coverage they want for their pets. Yeah, that's the whole point. It's given that MOAA members have that liberty. The ad is a complete waste of description space. It's worth noting that the second ad could very well convert like gangbusters. I'm sure there are literally thousands of ads out there that don't follow the best practices. However, I don't think this one did well. Now writing great PPC ads really takes time in practice. Don't expect to do it right off the bat. However, if you follow these tips and avoid some of the pitfalls that I've gone through in here you're gonna do much better. Now each one of your ads kind of has a quality score and you wanna watch that as you go through to see which ones are getting the best results. So let's go through a summary of how to write effective ad copy for PPC advertising, okay? Number one, you wanna mirror the user's objective. Number two, include numbers or statistics in your headlines. Number three, appeal to the user's sense of entitlement. Number four, include emotional triggers in your ads. Number five, create unique keyword rich URLs. Number six, prioritize your best ad copy. Number seven, preemptively respond to common objections and number eight, focus on the benefit. Now, if you enjoy this video, what should you do? Well, you should join the Fisher family. You should go down there and click that subscribe button. You should click the like button or the dislike button if you want. Don't forget to ring the bell, turn on the notifications. There's a little bell right next to that subscribe button. And if you click, show me all notifications, guess what? YouTube will tell you when I do a new video. And also, I promised you a free $97 course. It's down in the description. All you gotta do is click the link. Okay, so if you try to run some ads, if you try to write your own ad copy, if so, I wanna know about it. Put it in the description. If you've got an example, I would love to see it. Put it in the description. If you're having trouble and you don't know what to do or don't know what the next step is, put it in the description. Hey, guess what? I'm gonna see you in the description and I'll see you in the next video. Thanks for watching. Hey, thanks for watching my video. Don't forget to subscribe to my channel and click that little bell right there so you can be notified every time I do a new video. Also, click on one of those videos there. Keep watching on my channel.