DEFINITION :
Paid, non-personal, public communication about
causes, goods and services, ideas, organizations, people, and places, through
means such as direct mail, telephone, print, radio, television, and internet.
An integral part of marketing, advertisements are public notices designed to
inform and motivate. Their objective is to change the thinking pattern (or
buying behavior) of the recipient, so that he or she is persuaded to take the
action desired by the advertiser. When aired on radio or television, an
advertisement is called a commercial. According to the Canadian-US advertising
pioneer, John E. Kennedy (1864-1928), an advertisement is "salesmanship in
print."
http://www.businessdictionary.com/definition/advertisement-ad.html
HOW TO MAKE A GOOD ADVERTISEMENT
1. Include Keywords
This one might seem
like a no-brainer, but I’m consistently amazed by how many ads I see with
vague, ambiguous headlines that don’t feature the keyword I
searched for – like the one below. The keyword I searched for was “sportcoats.”
2. Ask Questions
Leveraging user intent
is crucial to increasing conversion rates. One way to do this is by asking the searcher
a question with your headline.
3. Solve Prospects’ Problems
Perry Marshall, author
of the world’s best-selling book on Google AdWords, is always talking about the
importance of solving prospects’ problems in your ad copy. This technique is
just as crucial when it comes to your ad headlines as it is in the body copy of
your ad.
4. Add a Little Humor
Advertisers often pay
close attention to the types of ads their competitors are running.
Unfortunately, prospects often don’t – all they see are dozens of ads that all
look and sound the same.
5. Include Numbers or Statistics
Many users respond
well to empirical evidence. Hard data can be a trust signal, and it can plant
the seed of trustworthiness in the mind of your prospect. This is why
McDonald’s uses its “Billions and billions sold” slogan on its signage.
6. Think Carefully About User Intent
If you’re not writing
PPC ad headlines with user intent in mind, you could be missing out on
countless opportunities.
7. Use Empathy
As well as wanting to
solve their problems, people want to know that somebody else understands what
they’re going through. This is what makes empathy such a powerful technique in
the best ad headlines. By sympathizing with your customer’s problem, you’re
creating a bond between you, which can increase trust – or, at the very least,
catch their eye.
8. Use Simple Language
Use simple, easily
understood language in your headlines. It makes them easier to read, more
accessible, and more clickable. Don’t put prospects off before you’ve even
started by overwhelming them with intimidating and often-useless buzzwords or
acronyms.
9. Use Social Trends as Inspiration
Look at what people
are talking about in your industry through social media and use that to inspire
your headlines.
10. Don’t Make False Promises or Bogus Claims
Including blatantly
false information is a quick way to have your ad disapproved by Google and
Bing. If you make a claim in the headline of your ad, make sure either the ad
copy or the landing page (preferably both) back it up with real data, customer
testimonials, or some other verifiable evidence.
source:
http://www.wordstream.com/blog/ws/2015/02/02/ppc-ad-headlines
