ADVERTISEMENT

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."

source:
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