Marketing

Week 6: Create your Ad Content

Online marketing works best when you focus only on one or two things. You may have different products but pick only one item that is a good seller and have a solid appeal to your target market for your marketing campaign.

Then ask yourself, “What am I selling?” You are selling a benefit, something that registers at the emotional level. If you are selling shoes, for example, you’re selling the excitement of having a limited edition shoes or luxury item at an affordable price. If you are selling cosmetics, you’re selling beauty.

The most successful ads use words that relate to the customer. Use the words “you” and “yours” and never put the focus on “me”, “mine”, “our”, “my” or “we”. Create several

emotional words associated with the product – fun, comforting, relaxing, stimulating, addictive – and use at least one of them in the ad.

Don’t forget that providing coupons are also an effective marketing tool. They can be easily tracked either manually or by an automated shopping cart system. Use different codes for different advertising locations and you’ll quickly see which ones get the best attention.

Action: Create a text ad for your item in your internet marketing campaign, making sure to hit at least one to three prime keywords in the text. Text ads typically run 60 characters wide by three, five, seven or 10 lines long.

If you are creating ads for social media platforms, choose or create appropriate photos and make sure that each fits the requirements for the social media platform where it’s going to be placed.