How can you write copy optimized for programmatic advertising?

I firmly believe that a marketer should learn as much about the business and audience as possible before making critical decisions. Running effective ads is not about being the best writer on the planet. Know your data like the back of your palm. Ask a lot of questions. Determine your KPIs. Come up with hypothesis then test and learn constantly. The work is never done.

To write copy optimized for programmatic advertising, focus on creating concise and compelling messages that quickly capture attention and convey your brand's value proposition. Use relevant keywords and phrases that align with your target audience's interests and behaviors to increase the chances of your ads being displayed to the right audience. Finally, ensure your copy is tailored to different devices and platforms to maximize visibility and engagement.

What are your advertising objectives? Increased brand awareness? Direct sales? Define your target audience's demographics, interests, and behavior. Speak their language. Understand their pain points and needs. For example, if targeting busy parents, focus on convenience and time-saving benefits. If targeting tech enthusiasts, highlight innovative features and cutting-edge technology.

In my experience, this involves: Audience Insights: Use data to understand and target your audience effectively. (Use Google Analytics, FB insights) Implement Dynamic Creative Optimization for personalized messaging. (i.e. w// Adobe Advertising Cloud, create versions of your ad that automatically adjust the messaging based on the viewer’s location or browsing history. Conciseness and Clarity: Craft clear copy with a strong call to action. (Use Hemingway App or Grammarly) A/B Testing: Always test and refine based on performance data. (Use Optimizely/Google Optimize to test 2 different headlines for your ad and analyze which one gets a higher click-through rate

Searching for the break of day Searching for something to say Dancing lights against the sky Giving up, I close my eyes Sitting cross-legged on the floor 25 or six to four Staring blindly into space Getting up to splash my face Wanting just to stay awake Wondering how much I can take Should have tried to do some more 25 or six to four Feeling like I ought to sleep Spinning room is sinking deep Searching for something to say Waiting for the break of day 25 or six to four 25 or six to four

Different ad formats call for different tones and writing styles. Native ads require a subtle, editorial-style tone. Display banners need attention-grabbing brevity. Social media ads allow for a conversational, engaging voice. Video scripts demand a compelling storytelling approach. Tailor your writing to the format and platform for maximum impact.

Setting the right tone grabs attention of your readers almost immediately (just the way you want). Likewise, choose the right format for the each asset. The best idea is to create a guidelines and follow it. You could make changes to the guidelines as and when required.

Select the ideal ad format aligned with campaign goals and audience demographics. Maintain consistency in tone and messaging across all formats.

Use relevant keywords naturally. Front-load important info. Make value propositions clear and compelling. Include calls-to-action. Test different versions for best performance. Monitor metrics like click-through rates and conversions. Refine copy based on data insights. Optimization is an ongoing process of testing, learning, and improving.

While testing, make one striking change to each copy/design and then test them while keeping everything else constant. This can help you pinpoint what works. Pay attention to all the metrics as a whole. Sometimes, you copy might garner a lot of clicks but not enough conversions or ROAS.

Pay close attention to the performance metrics for each piece of asset. It will help you understand the performance of the content and give you a detailed view of the scope of improvement. Test different options to arrive at the finest piece and optimise the copy.

Prioritize clarity, relevance, and persuasion. Use concise language, compelling headlines, and clear calls-to-action to enhance engagement and conversions.

Stand out with creative, attention-grabbing copy. Make it visually engaging with smart formatting. Use wit and humor appropriately. Tell stories people care about. Make timely cultural references. Focus on benefits over features. Highlight unique selling points. Stay relevant to audience interests and trends.

Each ad platform has its own content policies and character limits. Some prohibit superlatives or profanity. Others restrict certain product categories. Familiarize yourself with all guidelines. Write compliant copy to avoid rejected ads. Follow specifications for effective quality assurance.

Brand voice consistency, localization for global audiences, mobile optimization, legal/regulatory compliance for industries like finance or healthcare, performance across device types, ad scheduling and timing strategies, budget allocation across channels, integration with other marketing efforts, actionable analytics and measurement plans.

Incorporate A/B testing with testing to find the most effective copies and then only scale budget. The targeting should be based on target buyer personas. It is important to change and refresh the design copies to avoid copy fatigue and avoid boredom for the viewer

When writing copy for programmatic advertising, it's essential to keep a few key factors in mind. Firstly, ensure your copy is concise and attention-grabbing as you have limited space to make an impact. Secondly, include relevant keywords that will help your ad appear in relevant searches. Lastly, focus on a clear call-to-action to encourage clicks and conversions. By following these guidelines, you can create copy that is optimized for programmatic advertising campaigns.