The Ultimate Guide to Copy for Paid Ads

Killer creative is the variable to successful Facebook and Instagram ads.

So today, we're going to cover how to write paid ads for:

• higher click-throughs
• higher conversion rates

Let’s get into it.

Types of Awareness

No two customers are the same.

Some are aware of you, some aware of your products, and some don’t know who you are or what you offer.

And each individual's level of awareness influences how they perceive your ads.

The truth is:

• The majority will strike out (ignore your ads)
• Some will get on base (click-through, spend time on the landing page)
• Some will hit home runs (purchase from you)

Because of this, every touchpoint requires different messaging.

In 1966, Eugene Schwartz addressed this in his Breakthrough Advertising.

He labeled the 5-types of awareness into 5 different phases:

1. Completely Unaware: No knowledge of your or your product.
2. Problem-Aware:  Aware of a problem but doesn't know about the solution.
3. Solution-Aware: Looking for a solution but doesn't know you're the best option.
4. Product-Aware: Aware of your product but isn't sure it’s the best fit.
5. The Most Aware: Knows your product but needs the last bit of confidence to purchase.

But here’s the caveat, different customers buy at different levels of awareness.

And the majority will buy at Product Aware or Most Aware.

Let's Write Ads

Let’s break down some examples and re-writes for ads in each stage of the funnel.

1. Problem Aware

Your goal is to help the consumer realize the problem and cement it in their mind.

Because without a problem, they're not going to search for a solution.

2. Solution Aware

Your goal is to display the solution and open the door to introduce the product.

Do this by talking about what they want to do, achieve, or need to eliminate the problem.

3. Product Aware

The goal is to cement your product as the best option.

4. Most Aware

The goal is to inject the last bit of confidence needed to take action.

Putting It All Together

If you spend time in different ad libraries you'll notice the best brands write copy that matches different awareness levels.

And the best brands match the landing page copy to the awareness level the customer is currently in.

Here’s how it plays out:

1. Know which stage of awareness you’re writing for
2. Help the consumer realize their problem.
3. Help them visualize their dream outcome and introduce your product as the solution.
4. Cement your product as the best option.
5. Inject the last bit of confidence to take action.
6. Match your landing page copy with the stage of awareness of the ads.