If you want to create effective SEM ad copy that drives clicks and conversions, you need to know how to apply some proven copywriting principles. In this article, you will learn how to use AIDA and PAS frameworks to craft compelling headlines, body text, and call to action for your SEM ads and landing pages.
AIDA stands for Attention, Interest, Desire, and Action. It is a classic formula that helps you structure your copy in a way that captures your audience's attention, sparks their interest, arouses their desire, and motivates them to take action. AIDA can help you write catchy headlines that grab attention, informative and relevant body text that builds interest and desire, and clear and urgent call to action that prompts action.
A useful tip is not to get caught up on the order of things. If desire works best at start, and compliments your copy open with that, and trace a path to continue from there. Desire can lead to interest. Interest can capture ones attention and so on.
AIDA is a marketing framework that can be used to create persuasive copy for a variety of channels, including SEM ads, landing pages, sales emails, and even social media posts. It is important to note that AIDA is not a linear process. People may not always move through the stages in order. For example, someone may see your ad and be inspired to take action immediately, without going through the interest and desire stages. However, AIDA can still be a helpful framework for structuring your copy in a way that is most likely to persuade people to take the desired action.
PAS stands for Problem, Agitate, and Solve. It is another effective formula that helps you address your audience's pain points, amplify their emotions, and offer them a solution. PAS can help you write persuasive headlines that state the problem, body text that agitates the problem and shows the consequences, and call to action that presents the solution and the benefits.
PAS is a copywriting framework that can be used to create persuasive copy for a variety of channels, including SEM ads, landing pages, sales emails, and even social media posts. PAS is similar to AIDA in that it is a four-step process for persuading people to take action. However, PAS has a different focus. AIDA focuses on capturing the reader's attention, building their interest, and creating a desire for the product or service. PAS, on the other hand, focuses on identifying the reader's problem, agitating that problem, and then offering a solution.
Normally, a person searching for something is looking for either information or solution. In both the situations the person searching is either faced with a problem or is stuck and needs more information. A PAS based copy captures the user's attention by addressing their pain points, and provides a clear solution with a strong call to action. This approach can lead to higher click-through rates and better conversion rates for your search ads. Instead of just 'chic and stylish officewear for women', if we focus on 'Chic and easy to maintain office wear for the modern working woman;' it will be more interesting. Busy women would prefer wrinkle free, no iron needed, great sillouette fabric that makes them look professional and saves time!
To apply AIDA to your SEM ad copy, you need to start with a headline that grabs attention. Incorporate keywords, questions, numbers, or emotional triggers to capture the attention of potential customers. Then, use the body text to spark interest and desire. Benefits, features, testimonials, or social proof can demonstrate why your offer is valuable and relevant. Finally, you should end with a call to action that motivates action. Utilize verbs, incentives, or urgency to encourage your audience to click on your ad and take the next step.
To apply PAS to your SEM ad copy, you should begin with a headline that identifies the problem your audience is facing. Utilize keywords, questions, or pain points to draw attention to the issue. Next, use facts, statistics, or emotions in the body text to agitate the problem and emphasize its severity and impact on your audience's life. Lastly, include a call to action that presents the solution. Demonstrate how your offer can solve the problem and improve your audience's situation by highlighting its benefits, features, or guarantees.
I can provide a sample for this. Headline: Are you struggling to lose weight? Body: Obesity can lead to a number of health problems, including heart disease, stroke, and diabetes. Our weight loss program can help you lose weight safely and effectively. Call to action: Sign up for a free consultation today! This ad copy is effective because it: Identifies the problem that the target audience is facing (struggling to lose weight) Agitates the problem by highlighting the health risks of obesity Presents the solution (the weight loss program) and explains how it can solve the problem and improve the audience's situation
Your landing pages should match the message and tone of your SEM ads, continuing the conversation with your audience. To apply AIDA and PAS, use a headline that matches your ad headline to create consistency and reduce bounce rate. Include a subheadline that expands on the headline to provide more information. Additionally, use images or videos that support your copy, as well as bullet points or paragraphs that highlight your value proposition. Testimonials or social proof can back up your claims, while a call to action should stand out and repeat your offer. By applying AIDA and PAS principles to both your SEM ad copy and landing pages, you can create an effective campaign that attracts, engages, and converts your audience.
As it mentioned, your landing pages should match the message and tone of your SEM ads, continuing the conversation with your audience. Apple's landing pages are known for their simplicity and focus on the product. The headlines and subheadings are clear and concise, and the images are high-quality and relevant to the product. Apple also uses testimonials from customers to highlight the benefits of its products. Amazon's landing pages are designed to help customers find the products they are looking for. The headlines and subheadings are keyword-rich, and the body copy highlights the features and benefits of the products. Amazon also uses social proof, such as customer ratings and reviews, to build trust with potential customers.
AIDA is a more classic framework, but it is still very effective today. It focuses on capturing the reader's attention, building their interest, and creating a desire for the product or service. PAS is a more modern framework, but it is similar to AIDA in that it is a four-step process for persuading people to take action. However, PAS has a different focus. AIDA focuses on capturing the reader's attention, building their interest, and creating a desire for the product or service. PAS, on the other hand, focuses on identifying the reader's problem, agitating that problem, and then offering a solution. I think that both AIDA and PAS can be effective, but I think that PAS is a particularly good framework to use for SEM ads.