You’ve made it halfway through the affiliate marketing crash course! In today’s lesson, you’ll learn how to write effective ad copy.
Writing Ads to your Target Audience is critical to successful affiliate marketing. Read on to learn the secrets to success…
Overview of Search Marketing Goals
Before writing an ad, you must first consider what the goals of your search campaign are.
Think back to the equation for being a successful search marketer – you want to earn slightly more per click than you are paying for that click, and then multiply that many times over.
In terms of the search engine ad, that means you want a low cost per click (CPC), and a high click through rate (CTR).
In order to keep the conversion ratio high, and thus stay profitable, you need targeted clicks.
In simple terms, we want to pay for clicks that have the best chance of converting the offer. It all comes down to finding ways to generate quality clicks.
Consumer Buying Stages
Research has shown that the average buyer online goes through three main stages before they make a buying decision.
Since customers are looking for different things at each stage, it is important to identify which stage your target audience will be in when they view your ad.
Depending on which stage your target customer is in, you can tailor your ad to appeal to that specific mindset. Think about yourself as you read through the stages – just about everyone who has ever bought anything online has went through each stage in the buying decision cycle.
Stage 1 – Research
In this stage, the customer is not even sure what it is that they want to buy. The customer has some sort of problem, but is not yet sure of the solution. At this point, they are looking into the possible options to solve their problem.
The way to target your campaign for these customers is to present a solution to their problem in both your ad and landing page. The selling opportunity comes into play as you must sell your solution as the best solution to the problem. From the landing page chapter, we explored a weight loss landing page.
The landing page was selling a trial to a berry based pill filled with antioxidants. This search marketer approached the problem by selling the solution of choosing a weight loss product which comes with many healthy side effects.
Stage 2 – Shop Around
After a number of possible solutions have been discovered by the buyer, they will then look for which solution is best. This often involves “shopping around”. It could also include looking for reviews or price comparisons. At this stage, the customer has a good idea what it is they need, but are not yet sure which is the best fit for their needs.
The selling opportunity here is to show how your product or service is the best match for the problem they are trying to solve.
Stage 3 – Ready to Buy
The customer now knows exactly what they want and which product is the best answer to their problem. All that remains now is for the customer to decide where they will get it from.
At this point, you should be thinking about the standard idea of a sales pitch – why should the customer go through you?
What are the benefits to the customer of going with you?
In addition to phases in the customer buying cycle, you must also recognize the personality type of your target audience.
Obviously, people with different personalities make buying decisions differently, so it is important you both understand them and target your campaign.
Type #1: Logic/Reason
This personality type takes a long time to make a buying decision. They only make a decision after they have thoroughly analyzed the situation and so can make a logical, good buying decision.
With people of this personality type, skepticism is common. This means free trials, contests, or any offers that seem too good to be true will be looked at with great scrutiny.
The best way to attack this personality type is to give them what they want – facts. If you can provide some type of proof why your solution is best, show it to them.
Details and specific features are also a strong selling point.
The biggest thing is to provide strong evidence to back up your product or service – you need to quell the skeptics and give them a logical reason why to go with you.
Type #2: Spontaneous
Spontaneous buyers are one of the easiest personality types to sell to. All you need to do is provide some motivation and pressure, and you can nail down the conversion.
What you need to do is appeal to this personality type on a personal level and convince them to make the quick decisions they love to make.
Discounts and sales on products or services are one way to provide the motivation needed to seal the conversion. Other motivation could be setting time limits on an offer price, or limiting the quantity in stock.
Type #3 – Emotional/Sentiment
Buyers of this personality type are not in a rush to make a buying decision. Instead, they are the type who reads testimonials and talks to their friends in order to make a group decision.
Imagine the soccer mom who spends hours in Hallmark finding the “perfect” card to fit the situation. This is the personality type you are appealing to.
Wish lists, gift finders, and any human interaction are selling points to this personality type.
Type #4 – Innovators
Innovators share some of the same principles as the logical personality type. The difference is that innovators like to be the first to have a new product.
Using evidence and facts are useful for this type of personality, but they do not put as much time into the analysis stage. New or featured items are of particular interest for these buyers.
Determining the Personality Type of your Target Audience
Of course, many buyers will take on a mixture of the four personality types.
The thing to keep in mind is that most offers will target the great majority of their target audience in only one of the personality types.
Think about the offer you are promoting. Think about the mindset of your target audience and try to consider their personality type when designing your ads and landing pages.
In Day 8, I’ll show you why Quality Score matters – and how to beat it.