Strong, compelling ad copy is a key to running a successful co-registration campaign and one of the hardest things to prepare. Co-registration campaigns give you a small window of opportunity to attract the attention of thousands of consumers and, in most cases, only about 250 words of ad copy to get your message across. Below we list some suggestions to help you make the most profitable use of the little space you have.
Many co-registration services are used to promote special product offers, discounts, promotions, email newsletter registrations, surveys and sweepstakes. In most cases, you have complete control over your offer description. Be very precise in your description in order to better qualify the subscribers you receive. If your ad copy is detailed enough, consumers who sign up for your offer are likely to be in your core audience. Since you only pay for the email addresses and other basic information of the individuals who select your sales offer, you want to make sure that these individuals are very interested. How your offer reads will help the quality verification process.
When writing your ad copy, be brief, clear and specific. Emphasize benefits not features. A feature is a component of your product or service whereas a benefit is how your product or service offers a solution to a customer’s problem. For example, an online travel company advertising that its site “compares travel offers across the web” is advertising a feature of the site. Instead, if the ad reads, “Simplify your travel research by searching multiple travel search engines here,” it is promoting a benefit to using the site.
Be sure to include a strong, enticing call to action. There are two very important things you must incorporate into your call to action. You must determine exactly what action you want people to take and you must provide a reason why people should take that action. “CLICK HERE” or “BUY NOW” are not necessarily what you want. Of course you want people to click through to your website and buy your products, but think about the goals of your co-registration campaign. Perhaps you are promoting a special discount or want consumers to sign up for your free newsletter, both tactics used to initiate a dialogue with the consumer. If “click here” is the call to action you want, you have to give people a reason to click. While the call to action should be the focus of the ad copy, surround it with benefits. For example:
Click here for free shipping!
Receive free shipping at golfstore.com when you spend over $20. golfstore.com offers the largest selection of golf equipment and apparel in the country at unbeatable prices.
When running a co-registration campaign, you always have the opportunity to optimize your campaign, even after it starts. By tracking your campaign closely, you can analyze which sites and offers are working the best. We encourage you to test and change your ad copy regularly to help boost the performance of your campaign. Maybe after the first few weeks of a campaign you decide to change your call to action from free shipping to a 10% discount and compare how that ad performs in relation to the other. An offer could be more effective some sites, but not others.
It’s not easy to condense your offer description while still communicating a clear message. These suggestions will help you attract a larger response and increase sales from your co-registration campaign. Just remember to make sure your ad copy offers a specific call to action and clearly states the benefits to consumers for accepting it.
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