How To Build a Copy Writing Process You Can Be Proud Of

January 29th, 2016

Posted In: Internet Marketing, Online Ad Creative

Being knowledgeable with the copy process set up is crucial and likely an important part of campaigns and advertising in any digital organization. When dealing  with multiple platforms like Facebook, Google and Yahoo Gemini being able to optimize, test and launch new campaigns having copy available at all times is crucial. To streamline this process our company came up with a process that allows the copy team to deliver and track copy assets that are given to the implementation team.

 

PPC Boutique’s copy writing process, as every process, has evolved over time. We’ve moved beyond a point where the copy wasn’t written until it was need to create a new campaign, to having new copy on file in a que ready for use. That system only works when you don’t have a lot of clients, or campaigns aren’t being refreshed or split-tested regularly. The current process we use has several parts to it (to accommodate our growth):

1. Storing the copy (files)
2. Writing ad copy
3. Keeping extra copy ready for each client
4. Providing the ad creation team with the copy they need
5. Tracking all copy

To start, PPC Boutique utilizes Google Drive for its storage needs, including all of the files that are used in the ad copy process. The current process involves each client having a folder that holds all copy that has been approved for use. The client folder also contains copy that has been used for previous ad campaigns. Additionally, we store a spreadsheet we customized to track the URL’s for the copy (in the que and previously used), information about the client’s lead magnet and offer, and the ad campaign tasks that have been assigned to that team.

A team of copywriters works together to write copy that promotes a company’s expertise and offers through creating effective, and relevant, ad copy that the maximized click-through and conversion rates. In creating Ad Copy, there are 5 elements you need to secure getting done.

1. DESTINATION URL – the link you want to send people to after they click
2. POST TEXT – essentially, the core of what you offer that shows your lead magnet and that effectively reach the interest of potential customers.
3. LINK HEADLINE – designed to provoke an action and that convinces more people to read your ad copy.
4. DISPLAY LINK – provides support to your post text.
5. LINK DESCRIPTION – provide a description of what it is you’re advertising and that supports the post text.

To do these, you need to:

Research

This leads you to know some background information from four main categories:

• The customer
• The product
• The business
• The offer

With this, you can have at least a basic understanding of their business, language, the purpose of the copy’s message, challenges, fears, goals, etc.

Pick and Eliminate

As you have done your research, you will now pick the highly important and relevant information for your copy and discarding the rest.

Write the Copy

Starting with an initial headline (This depends on what comes to mind the fastest.) Your headline is not final until you finish the copy. Why? Because new and better ideas comes later on as you create the post text or body copy.

NOTE: When writing and expanding:

• Create the opening or introductory paragraph;
• Strengthen key benefits and “reasons why;”
• Build up the value and expand on the offer;
• Form a logical and believable sense of urgency;\
• Write the guarantee (or guarantees); and
• Close with a call-to-action statement         

Check, Revise & Update

Before using the ad copy for the new campaign, it needs to be reviewed thoroughly by the assigned copy editor or anyone who is credible to check, revise, and update your copy. As previously stated, we have moved from writing ad copy on demand for new campaigns to having copy in a que. That system has been fine-tuned with the use of a spreadsheet that details the location of each piece of copy and the order within which the copy will be used. In this way, all members of the ad copy team can take a glance at the spreadsheet and quickly provide copy as needed (without having to consult with anyone else).

The ad copy process is an example of one many important processes that helps PPC Boutique run smoothly. Creating a copy que can help you run every digital campaign and digital advertising effectively and efficiently. However, if you would like help in creating high performing campaigns for your business, sign up for a FREE Strategy Session.

January 29th, 2016

Posted In: Internet Marketing, Online Ad Creative

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