Writing ad copy to market your telehealth services might seem like a grueling task if you’re faced with tackling a large group of ads that target specific keywords. Even if you’re tackling writing copy for a small group of ads, you’re still on the hook for nailing the offer with conversion copy that works. Here are seven tips that will help you market your telehealth service or product – if you apply them correctly.
- Always follow the outlined best practices for each platform (Google Ads, Microsoft Advertising, Facebook, etc.)
- Leverage a copywriting framework like AIDA to create high converting structures
- Attention: Your copy should work to get the reader’s attention quickly
- Information: Describe your offer in the simplest language possible
- Desire: Sell the benefits in your ad copy
- Action: Prompt the user to take a specific action
- Use this framework as you craft messaging and copy across marketing channels
Best Practices for Writing Paid Ad Copy on Google and Facebook
Lots of media buyers will use DKA (dynamic keyword insertion) to populate keywords and phrases into ad copy frameworks they’ve built out in Excel. The reason is obvious – when you’ve got thousands of ads to run, you need the copy done quickly. But before you start looking into how to use the concatenate function to write ads, keep this in mind — using cheap writers or copy tricks will end up costing you more than the initial cost of a great copywriter.
When it comes to Facebook, make sure that you’re dotting your I’s and crossing your T’s – they are sticklers for regulatory rules and their own ad specs. So follow their rules when writing ad copy. The first and last best practice to share on any platform is this: when it comes to digital, each line of copy has one job: to get your reader to the next line of copy (or to the conversion button).
Copywriting Frameworks that Convert
Before you start writing, consider a formula or framework that can help you get through the process with less stress. All of the major tactics will stop you in your tracks at the outset – because persuasion is more about the audience than the product or service. So the voice of the customer is hugely important. Your customer has a different voice than your marketing team – so think about the voice of your messages and whether you’re speaking to your audience or yourself.
One of the best-known frameworks mentioned above, AIDA, stands for “attention, information, desire, action.”
You might be thinking, how can I move through four phases of persuasion in 25-35 characters. You might be wondering how to fit this into your standard text ad vs. CTA copy strategy. But first, let’s break down this framework.
Attention. Your goal is to grab your user with words. Get them to look at your ad. Get them to read a little more – maybe click to your landing page.
Clayton Makepeace’s power words are great hooks to work into your copy when it makes sense to use them.
These are words that tap into things like intellect, fascination, desire, fear, hunger – our instinctual drives and our curiosity.
Information. Your copy should give the reader a reason to stay – this is where you give the facts of your offer/product/service. Brevity is key here. There are still two more steps. Be specific and be brief.
Desire. This is all about benefits – why should the user choose your solution? Benefits always trump features. It’s about the user – not the product.
Action. This is simple – by now, you should have given the user a reason to believe you. Now, prompt them to take action. Depending on your ad’s position in the funnel, this could be anything from a learn more button to a tap-to-call function that drives a phone consultation. Figure out what the appropriate action is and drive it.
Breaking Down the Best Copy Framework for Social Media Ads & Google
Now, let’s apply this methodology to Facebook ads. Facebook doesn’t give you much space to play – 25 characters for your headline, 30 characters for your link description and 125 characters of non-truncated text in your ad copy (you can write more, but the user won’t see it automatically without expanding your ad).
Getting the user’s attention can be done with little-to-no copy counting against your totals. If you’re advertising with a video or a static image, you’ve got an opportunity to build copy into your messaging. The post itself should still do some heavy lifting, however. You still need to interrupt their attention, give them a reason to believe and direct them to your solution.
When it comes to Google Ads, let’s address the basic ad format. Google gives you three headline fields and two description fields. Each headline gets up to 30 characters and each description gets up to 90 characters. The kicker is that not all headlines and descriptions will appear every time. So the rule of thumb is to put your most important messages into your first headline and description – these will appear. The other fields can be used to support and enhance the message, but don’t rely on these fields to convey the primary message.
If copywriting for your marketing channels is one of your current challenges in your telehealth business, send me a note and we can chat to see if there’s an opportunity for us to partner in a way that helps you make the most of your telehealth marketing efforts.