Personal, short and emotional is the most effective way to write ad copy. Using the pronoun “you” draws the target audience in and addresses each one on an individual level. Short and intelligent is also effective: use too long of words and phrases and your audience is turned off; but use too simplistic wording and the same can happen. Writing at about a ninth grade level is the sweet spot. Finally, an emotional resolution from anger or fear can drive a lot of traffic to the product. In short, you will want your ad copy to be a mini young adult novel.
- A Searchengine blogger, who’s also a content specialist, helped analyze upwards of 600 well-performing AdWord texts,to see what their underlying secret was.
- The Flesch–Kincaid Grade Level score is a test, useful for designating a text’s age-appropriateness, which is specific to those in education.
- Running ads through the Flesch-Kincaid test, proved AdWords scoring in the middle and high school age-appropriate categories did better overall.
“When it comes to readability, it just so happens that top-performing text ads tend to be written as though they were meant for a classroom full of ninth graders!”