Is your ad copy focused around your users’ problems?

If you’re not talking about what your prospects care about, then you’re not relevant and you won’t get the click! There are some things your potential customers care about more than everything else. Those things include:

• Financial success / security — making or saving money
• Social rank — looking good, making good decisions, having a nice home
• Health / pain relief — preventing or treating a health-related issue
• Relationships — maintaining close relations with family and friends
• Time — reducing the amount of time it takes to complete a task, or get a benefit more quickly

Wherever possible, write your ad to be relevant to one of these categories of problems. You’ll want to highlight the problem and then provide the searcher with a solution if they click. Alternatively make people curious about benefits. With a curiosity or benefits-driven ad they should still be able to connect the dots back to their own problems without them having to be explicitly stated.