Writing mobile ad copy isn’t the same as writing copy for the desktop web. While creativity may know no bounds, there are mobile banner best practices that will typically apply to your mobile campaigns. In any case, it’s always best to know the rules before you break-em.
1. Establish your campaign goals and audience
Determine your end goal. Are you trying to generate leads, increase mobile website traffic, grow a community etc.? Knowing what you’re trying to accomplish means you can craft your copy with its purpose in mind. It’s also important to put yourself in the shoes of your reader and use any jargon cautiously.
2. Highlight your value proposition
Showcase any unique benefits of your product or service, such as desirable features or special offers, i.e. “high quality”, “20% off”. The value proposition should feature clearly to compel your audience to click through. If what you’re advertising is free (such as a free to download app) you will want to mention the magic word… “free”. However, don’t try and trick users, you don’t want people to feel disappointed after they click.
3. Keep it brief
Mobile users will only give you a few precious moments of their time, so avoid excessive wordiness. The small size of the screen means you want to try and express your message concisely; short and snappy is generally best. Unnecessary clutter on mobile could overwhelm the viewer.
4.Focus on clarity
In line with keeping it brief, avoid vague messaging. Your mobile ad is competing with a plethora of distractions, so your copy needs to be clear and easy to understand at a glance. Don’t be tempted to cram too much in your ad, choose one main idea for each banner and stick to it.
5.Provide value in your call-to-action
Whatever your campaign goals are, make sure your CTA explicitly states what action you want the user to take, eg. “download for free”. Limit yourself to one call-to-action per ad and aim for a straightforward, compelling message that encourages engagement.
Achieving the CTR of your dreams relies on a winning combination of both powerhouse copy and design. Once you have these best practices for copy down pat, the next stage involves tweaking and testing. Refine your message until you discover your best-performing copy and design union.
This article was written by Jane Sutherland, Junior Copywriter at Fetch.