Digital Copywriting: Making Online Ads Great Again

1. Make Online Ads Great Again: This is bomb on the entered, A thistles and block. I think this is an black protecting ball on the Internet. Hello. Thank you for watching that ad block. Add. I hope that wasn't that effective because you hear. Presumably she'll learn a bit about cooperating for destroy advertising and hopefully making online ads. Great again. Let's face it. Used The online ads can be a real back. They usually pop up on the worst moments, generally annoying. My name is in therapy and you still creative. Incorporated from Brazil, currently living and working in Melbourne. I've been working traditional cooperate and you show advertising for the last 10 years of working agencies like Eyes A Bar and Africa. Did it be back in Brazil and I'm currently working at Think about We Melbourne over the course of my career had the chance to work with some bigs and more brands. Some runs like Procter and Gamble Jill at hadn't Shoulders and Fear and Sony Ericsson and even looked at your rap summer words along the way over the course of this class and gonna learn the basics of creative pride. How tried these no ads and the difference between riding for Do you still adds an offline ads how to make a add just end out on do still platforms. You're gonna go through the major digital platforms out there on you tube Facebook treater , instagram Snapchat and Google Web boards and what their phones bask in each one of them. And finally, you're gonna grade your first digital campaign. I've set up Google's life's presentation, and there you find three different brief one for a big retail brand, one for an NGO in one for a big car brand and which one I have a challenge for you just so using your Do you still cooperated skills and a bunch of more cops on Facebook ads? You Too bad you name it, and it just gonna be quite easy. Just go there and type your cooperating and at the end, if it you have your first digital campaign ready to be posted in your portfolio and all surgery posted up here on a class project section. So I hope you enjoyed, of course, and let's move on a bit of classes 2. Digital Copywriting: The basics: this class to talk through some of the basics of the corporate. But first things first. Before start writing, you need a good idea, right? And without a good idea, there's no good. Comprise sorry basics To. To get an idea can vary from a number of reasons, like the size of her agency, the place you work, the methodology your business or agency follows, or your peers that people were working with. That's hard to pin like. This is the right way of getting to an idea what this is the wrong way you need Definitely a good idea before start writing. So if you're starting a career now and you get into traditional agency with a big agency, well, all the big agencies that worked it always starts it for clients coming up with a problem or an issue or something that needs to be sold my services department, then with the colder problem into a briefing, that briefing with Dan go to strategy team and the planets with digestive brief into one. Or maybe if you're creative insights and that's when you have a creative brief. So now with this great of briefing hands, that's your job to crack ideas around that created inside that came from Strategy Team and get into good ideas in obviously good cooperating afterwards. What works for me usually is like having some nice chats with a group of people, maybe my art director and workshops. Some ideas kind of running show grated directory will have. One is always used for having someone else's opinion and only their start writing your ideas. Since this class, not about ideation, we assume you work out magic and get some ideas like these ones. Don't thank me. Thank the savings. You can't skip this Geico ad because it's already over Geico. 15 minutes could save you 15% or more on car insurance. Here's a good example off Mr Worm stories and from or give Australia for KFC. You see that cooperating is pretty straightforward, but the visuals are quite catchy. What I also like in this campaign's how well an inch way to Facebook, their Facebook ads, which are kind of quite more retail here. So they have, like this beautiful image off this chicken and chips, but it's a nice integration between different channels. Now a good example for car, so add on Facebook, which integrates the same image in different tiles. And that's quite effective. And finally, a quick look to this true banner ads from Google with very good headlines designed in an interesting contraction. Okay, now some examples of what natural you online. Please don't that this is a brand of forgot that people don't have their sounds, turn it on on Facebook and basically post their TV ad over there like these guys with so much stuff under Instagram post or these notes who told exaggerate on the size of the copy . And finally, if you're planning to do any of thes, please get out of this class, Okay, now that we've seen some good and bad examples are rescue to compromise, maybe sacrifice. But if you could place while you're taking those classes to turn your ad block off, that would be wonderful, because it's important to creep to keep him critical eye out there. The ads you see on your screen so I'm guaranteed to good exercise for you as a student. Just keep an eye out, see what's good, what's bad and such a creature on library wolf. What do you like in advertising? So I think that's that's it for now, she in the next lesson 3. Understanding the Ad Platforms: If you were an advertising student, let's say Trenti you 30 years ago, you probably have to master a handful off different ad forms. So first TV ads that vary in length between 15 30 or 60 seconds inserts and the commercial breaks the same. More or less would be apply for radio with 15 seconds, 30 seconds or six second. EDS probably will also have to write headlines and body copy for prints for newspapers and magazines, brochures, flyers and maybe a nice, catchy lines for view boards. And in general, that will be pretty much it look. I'm not saying that any of dis traditional at performance or lasting board and the communication makes it's quite the opposite. Traditional advisors to Super Bowl event and they can spark awesome conversations and opportunities in the online world. Just think Super Bowl ads, for instance. Moreover, these are essential at formats that paved the way for the industry to come up with most of the do so at four months that we see in the online platforms Today, on the other hand, the case is completely the opposite when it comes to destroy advertising, but they were working with online ads for over 10 years. And if there's one thing that I've learned is that they're constantly being data or change or outdated and replace for some new format, so it's really hard to keep up or fall, inform us that are there. But I reckon that's actually the beauty if it so, if there's a one take away for everything you'll are in these scores. Just take a note of this. It's you need to understand the platforms were writing for. So I'm not saying that you need to know every single ad format there is out there because that's virtually impossible. But your job is a cooperator is to always do a bit of research on how each media channel works and how the consumers interact with it before jumping into writing that applies for any kind of cooperating wherever do actually unit your craft. Your message to bass performing do you still adds. That's that another big room is. Don't be a Lazy Corp writer. Sometimes you can get a brief, literally like a spreadsheet if thousands of for months, and you need to like message, for if you're kind of lazy, what happens? It basically start repeating the same copy in all different formats. And that's like the terrible mistake, because some of the message that it's perfect for this form it doesn't work on these other formats. Your copy can literally become and not making to the ad, or maybe be reduced to become so small that no one be able to read it. Even if you're copies legible, it doesn't mean that would be a fusion. No. Sometimes you just following the briefing and making sure all the words and messaging that reporter client asked are featured in the ad. But you won't make her at before, many better. That's why you need to craft your message for each and never filament you're writing for last but not least, don't forget that a large chunk off your audience is on the move. All so, according to recent research, as for 2018 52.2% of all web traffic worldwide was generated to mobile phones were touching through some mobile form. It's a little bit later in the course. So again, the key take out for today's class is no the black for me writing for any of your right. Okay, it's your next last 4. YouTube Ads: said in a previous lesson. It's fundamental for you as a cooperator to understand the media you're riding for. That's sad. Now it's time to dive into one of the most important platforms and also my personal favorite YouTube. Okay, but personally, let's quickly understand how ads work in YouTube. There are three key players when it comes to ads on YouTube, the viewers, the creators and advertisers. The creators create cool videos. They're relevant viewers. Advertisers who are interesting that audience buy ad space in these videos and finally of years watched their favorite videos with ads in tomato for free. In the end, the creators get their share of the revenue you troop gets for advertisers, Sweetness says, it's pretty much like a TV. As of 2019 YouTube has officially six different informants. Is capable ads No one's capable. That's bumper ads, display ads, overlay ads and sponsored cards that's going one by one capable of those that you can click skip ad after their 1st 5 seconds. They're the favorite at format for advertisers because YouTube only charges them if he uses thousands. Keep the at. In other words, you took gives the 1st 5 seconds for free to advertisers. Join us on how to write it, goods capable for. So take you to an offline, right? So let's say you're actually riding TVs. All right, I'm getting in the car now. I'll see you soon. Sounds like traditional TV script. You would probably butte your ad around the problem or situation. Sometimes. Don't even mention your product. Sorry I dropped you. It's really dark down here. Anybody, And if you add, we would probably would review your product. A solution to the problem or set up situation Just great. Don't let this happen to you. The Weather Tech Cup phone fits virtually any size cup holder, and at the end you would wrap it up with a good punch line and done. That's your TV at. That's better. Order your cup phone today at weather tech dot com. Now back to you, Judy. The situation changes quite dramatically as you know that your orders can actually skip your at. So that's that's the number one. Be bunch, er intriguing. A sharper point, whatever. But establishing good set up on the 1st 5 seconds appears quipped. And ideally, if you fit your idea or if he doesn't ruin your script. I have a product there in the 1st 5 seconds. That's really helpful for your branding kids to users. To chooses to skip you're here is an example, for Brandon used the 1st 5 seconds off their ads brilliantly. Shavings. No savings. You can't skip this guy go at because it's already over. Geico. 15 minutes could save you 15% or more on car insurance. And here's a cool example of fine tune YouTube's. Keep a Boy. You notice how the soundtrack That's true. Grabbing your attention, how the brand is always there and how clear date is expressed. Squarespace. It's easy to view the pro website. So let's say you have you decided to not skipper at yea good. And you That doesn't mean that they're going to torture. That you do. Yeah, right. So he comes a personal TV. Actually, there's shoot first. Keep it short. Remember, you add is competing with so much stuff online, so try to finish your story, Terry Products message and get out of the way if you're consuming. The second tip is a concept stolen from TV sitcoms called snack content. I don't know if you guys remember watching your favorite sitcoms, but there's some kind of rule that establishes a joke or a gag every minute to keep the viewers engaged and not changing the channel on YouTube In online videos in general, I used a similar rule. I personally trying to add a gag or joke. Worse, some intriguing situation. Everything. Seconds off my scripts. Keep in mind that this rule shooting overcome your idea. I mean, if your idea doesn't fit a joke or whatever every 10 seconds, just don't do it. Okay, let's talk about knowing skipper Boy. That can be either 15 or 20 seconds according to regional standards, since the users can skip these at what a lot of agencies being doing is kind of pushing their TV ads on YouTube using this form it. I personally don't love the idea. So the rule here is structured, entertaining and writer knows capable at fuel audience in mind. So if your video replay before makeup to tour, for instance, try to play with the format and they have 15 seconds trying to create something, the rest of the answers makeup lovers because since they can't ski, the police will be interested in injecting. That's a really tough one. For us writers, the bump rats is unknown is capable. Six seconds. Ads that play before your video starts. It can be quite a challenge to get you ready your message across and search for former. So the chips here are definitely sure your brand or product. 12. The entire there's no second team was basically also tried to become size. She was only one single message and focus. I leslie. When possible, try choose the meat in your favor. Here is a campaign worked on used. The viewers search results to create exclusive content for bump rats. Where we dropping buoys? Let's search get you There were no such prices. This case surge. A cab driver for one tree caps tried to convince younger audiences and YouTube to drop the surge. Prices off ridesharing companies to ride with him. Surge driver. This is not America. It's Australia, and search can drive you around it with no surge pricing. One of the Miro talk about search pricing. Let's search get you there. Finally, YouTube display ads, overlay ads and sponsored cards. These are old display performance, and they usually bought by advertisers to complement the message they told on their YouTube videos. So maybe to drive sales, converting the awareness off their videos into kicks. True display ads are these ads that appear on the right hand side of for video from desktop ? Or does Moe adds under the video on mobile. So they basically banner ads. I don't get more into detail on how to write a good display at the following classes. Same for the overlay ads, which are these as it appear in the bottom of your videos as any good banner ad. Try to keep them short and direct. There's no space for story telling him the kind of complimenting your message on the video above. Leslie. You trim sponsor cards, postal cards, displayed content that may be relevant to your video for a few seconds, usually on the top of the screen. So they used to advertise products featuring the video or maybe some link street comments. There's not much space to right over there, but they can be quite relevant. You that's it, Jonah Future Please check the class notes for you to bats, backs and next time, let's talk about Facebook. It's here that 5. Facebook & Twitter Ads: Hello, it sums. Talk about writing digital ads for two of the most popular platforms online, Facebook and Twitter. And the reason I'm bundling them up here is basically because they have very similar ad formats. We've got static image ads, video ads, car sales collections and slide shows. There are a few differences between one platform in another, but from a cooperators point of view there quite similar. You can check later on the class notes that links for their specific at Stax informants that's at the basic principles were discussing the group is classes remain before opening any tax editor first, Understand this backs ordinance off the media writing. For now, let's go through some of the most popular formats for advertisers on these platforms. Let's talk a lot about video ads, and good news is that by now you probably know Ho tried a good video at for you. June. Although the principles are quite the same when it comes to writing videos for Facebook or Tweeter, you my nature adapter riding a little bit. And that's because Twitter and Facebook are mostly visual platforms for teachers who are usually scrolling down there, feeds with sound off Or maybe they're listening to something else. So right if all of you had to play without audio on these platforms, so it's fundamental for you as a writer introductory script in videos to be visually powerful. Make sure you add supers and captions so people can understand them fully without, in other words, your video ad on Facebook and treated most worked perfectly and the effective without sound . No, my asked. What if my depends on the horn here to be fully understood or to make sense? Well, one thing that I do is creating, envisioning back before we start, I mean big supers. Or maybe you start a script of a very funny intriguing, seen on the very true to three seconds that that's the user to click and open review and turn on this out. That strategy usually works because that's the maximum visualization time you're do half what the user is cooling down their feet. So that's why another tips creating vertical video ads directly square videos as they take more visual space on the mobile screen. Apart from that, follow the basic rules of discussing our YouTube classes, and you'll be fine if your video on Facebook and Twitter now today image formats, which I'm sure everyone is familiar with for seeing them all the time in our news feeds. Understand that can be quite tricky to decide what's right and how long your copy should be in Facebook and Twitter at So I pulled some matter from Spout social that show the ideal length of copy you should use in your Facebook ads. I'll add a link to the research of the class notes on Facebook. Image and video ads have a body copy that sits on the top of the at enriches recommended to limited to 14 words. Because anything else you add, she'll copy. There will be hitting by that. Read more about it, so become size in your act here. Okay, then have the ads headline, which will have no more than five words. And Leslie. There's the ad link description for each. The ideal limit is 18 words. Also, there's a 20% limit on the amount of text you can have over your image. Anything over 20% would either be rejected by Facebook's algorithm or experience reduced delivered. You can check if you're reaching the 20% parameters by using Facebook stacks overlay to which all link in the class loads. Let's talk briefly about treater because the principles that pretty much the same image engine treater her cold cards. And although they don't have the 20% tax overlay limit on the image posts, I would recommend you to follow Facebook Stone. It's keeping your image clean, and he was, in all the 280 characters of a Tweet at allows you to get your message across. Let's talk about some other popular at farm insulin Facebook. The 1st 1 is the carousel. They smoke. Carousel ads are pretty interesting as you conflict through the images to create short but effective narratives on Facebook, it can showcase up to 10 images or videos within a single car sale at which makes this former quite effective for brand awareness. Conversions reach store visits and traffic. The most effective car sales are quite created, their super impactful visually, and I particularly like these where all the images are connected, encouraging the users to continue swiping. Remember to use the copy and then if the image to either caption what you've seen on the tiles above or to complement the message. Now let's go quickly through collections for Facebook. This is a very good for meant for retail, especially because it's perfect for you to showcase your perfectly detail, or maybe to present different products of the same light. The future of primary video image before his Molony images below an agreed likely out. As you can see, there's not much space for you to right here in Tribune. It's feels like it's more a place for you to seal the deal, close the sale and be direct. That's it we don't have. The basics for Facebook can trigger, of course, if you're really gonna classroom to find that there's a bunch of other at four minutes available on each block. But I try to focus here on the most popular ones with the marked. So if in each write copy for any after performance, I haven't explained here, always hold the base crew off understanding where you going to add your abs and your orders , and you should be about 6. Instagram & Snapchat Ads: e. Remember toward your guys in their first lesson that there's no way you can write. There's no ads. We don't think in mobile. Everything is created with mobile for us mentality these days, and so should be your naps. Celestial lessons. We just goes three platforms. YouTube, Facebook and trader in these platforms and mostly mobile. But it's you have a big desktop conception with some and performance that actually worked better on that. Stop the mobile. Today I wanted to focus and chew platforms. There are 100% mobile used to wear and a Snapchat. Let's start with everyone's favorite instagram. Okay, well, as you feel 14 years old, in which case Snapchat is your thing and you probably shouldn't be watching a board incorporating classic. If you're new to the business, we're in falling news. Unless seven years let me break the news. Facebook boardings the ground in 2012. That's why they're so similar nowadays. Your stories carousel, etcetera. Well, the same applies to the at performance on Instagram. You find pretty much the same informants you can find on Facebook got image or video posts that come in landscape square or vertical size I would recommend using Union Square vertical images for campaigns on Instagram as they take more screen size, which turns late into more viewing time as the years go down there. Feats also Facebook cap this in 20% tax. Overly rule for all image at performance only somewhere, so be careful to not feel your images with copy. Try to come up with a clever visual ideas and use the caption below to get your message across. What you had some context to the images above here is important for you to be economic in the amount of copyright has anything over 125 characters who get truncated and you don't want your brilliant copy hidden by that read more. But finally, in the section, someone has also carousel ads, which work the same way they work on Facebook, with the difference that they don't have that individual captions for each tire, as they have on Facebook, another former that is common on Facebook. Instagram and Snapchat are the collection that's which are great for retail and fashion brands as they display a hero image or video and related products below. They're pretty cool. The highly effective depending on your campaign judges. According to Sprout Social, more than half the brands have posted an INSTAGRAM story, driving the overall time spent on instagram by users up to 28 minutes daily. Insane. The cool thing about Instagram stories is that they have gifts, pose countdowns and all the atoms that come tone your image, and we more native and interesting for the users remember ideally your and should look familiar to the user while during the platform. So using Instagram's native choose helps a lot in that sense, also trying not to me, boy, this is a place where people would to relax and spend a bit of time. No one wants born messaging getting in the way. Okay, don't forget to capture your video properly and ideally, in a way that gets people curious. Just swipe up and check it out. And remember that whatever works for Instagram stories should also work for Snapchat. That's everyone. I'm Jake Kendall. People always ask me how I keep my today. I'm showing how I do it and one of my favorite South to rock with my girl. You obviously should understand your target audience as they're probably way younger is that in your campaign of judges, but in terms of cooperating, they're quite similar. Don. We've covered another two of the most important platforms on or non X class. You go through some of the toughest at moments for comprise display ads. I'll talk to making us less painful as possible. 7. Display Ads & SEM: e Okay, talk to postpone this moment into the last minute, but I can't avoid it anymore. It's time to turn off your at block so it can talk about the in famous display That's I know usually and knowing, flashy and wanted. But they're also defected, so let's not in order. Speaking of ignoring, there's a concept which is not new, then might make your life. Is digital cooperated a bit more charge called banner Buying this better Blindness is a well known user behavior, and it refers to the attendance that we have to ignore page elements that resemble at even when they're not. At. When I think about user interface on Web pages, you should know that every single element there is there is fighting for your attention, and we as users tend to focus our attention on the elements recognized as useful, like this crowbar or tax boxes and trying to avoid. Yet it's pretty interesting. So if you're interested in learning more about Boehner blindness, I'll add a link on the class notes. Well, all that to say the writing display. It is a hard task, so it's up to you is a good crop right it to make the user's life easier and make them interested in your aunt's. My general rules are number one. Keep it simple, even if your briefing asks you to add a bunch of information afford adding more than two frames or steps of animation should display banner. Remember, it's a banner ad, not an Academy Award future, too. The most effective display ads have a single and short message with an appealing image. That's all we need. Second, typically, being visually back food doesn't mean being flashing. You obviously want to cut through the clutter and make her invisible to the viewers, But that doesn't mean you need to cause them any seizures. So remember less is more there literally hundreds off different burner at formats available . But according to Google, these four following eyes are the top performs. Then we went into on the laser quite similar. The 300 per chew 50 pixels and the 336 4 to 86 is they both usually perform well when embedded in the middle of the content, you reading or at the end of articles. Number three on our list is that 728 per 90 pictures. No one's leaderboard at this one fits a bit more of copy, and it performs quite well when placed above the main content or on foreign websites. Finally, number four is the 300 per 600 pieces A vertical Forman. Sometimes if you're Chua's 1/2 page, this former is quite big. Switch allows you a bit more space for messaging envisions, which is always good. E. I don't think I need to emphasize Morning Portis off Mobile in our lives, right for that exactly same reason, mobile ads are super important for the brands we work for. They can actually be quite effective, especially food in the right place, for the use of screen without being too much on their faces. According to Google, the best performance form it is the 300 part 2 50 picks is or medium re tangle, which takes a big space on the mobile screen. Next are the small from US 3 20 but 50 pixels, 350 pixels and 3 20 but 1 50 picks is all. These three guys perform quite well, but from a cooperating feel point, they can be quite challenging as the barely fit. Any message tape here is to focus on what matters. Lastly, let's talk about writing for S E. M. Search engine marketing and just for clarification here as I am, is not the same thing as a CEO searching Jean optimization sc m and s You were parts off search marketing. SCM uses paid strategist to appear in search. Where is ASIO? Uses organic strategist to appear in search his watch. You shouldn't miss in your ass him copy one members and offers as they pop up on the eyes of the users. Chewed features off your perfect course service. Maybe that's what the buyer is looking for. So don't forget to be clear about what's good about a product. Number three benefits. What are the benefits off your offer? Make that pretty clear through all your copy. Number four. Core traction. Make sure the users know what you want from them. That's it. Checked his lessons. Notes for some useful links. There's a bunch of good stuff. Check their next class. We discussed your final class project excited. You better be 8. Recap & Class Project: way almost don't. This is our last lesson, So let's not waste time and go for a quick recap before jumping to a class project toward the scores. Who learned that first you need to have a good idea. Then you plan things like for which platform that ideas shoot it. And only then you start writing your cooperating for digital ads. That's pretty basic stuff, but it's a good study point, even for experienced writers. Then you learned that you need from the sand and be familiar with the platform you're writing for before doing any writing I'm reinforcing is because online platforms have so many different ad formats, and they constantly changed respects, mostly based on their ads performance. So it's extremely important for you to keep up today before it's going on a place on the big at platforms and to help you of that, I added. Links to the ads backs off all major had platforms when our lessons notes, so you can either bookmark or check them whenever you need. Next, what's happening to the six biggest at platforms? Personally, YouTube. We learned the difference between a TV ad and in YouTube one. The importance of the 1st 5 seconds to grab the viewers attention on this capable ads and how to keep it interesting on the nose capable ones with There's Not Content concept. Then we played the Facebook and Twitter ads and talked about their similarities and also what makes them unique. You learned that on Facebook feeders, the 1st 2 seconds are essential for you had to get through on the uses, new speeds and how you should have that riding cause she during that three spoken treater ads come with the audience turn off as a default. Next we went from, or mobile platforms Instagram and Snapchat, which are extremely visual representing a challenge for us, cooperated. Since they, both of you, to pretty young ordinances you're writing needs just picture then on their language, creating ads that are visually impactful. Messaging that is straight to the point. Finally, we discussed Google ads, which many features these play ads and AdWords for display banners. Remember two things First, keep it simple. Single message Money's definitely worked better. Second, keep it clean again. Less writing here is more, my friend. And for a c. M. I remember the users are searching for stuff here, so be extremely direct and give them what they're looking for. Now it's time to huge creature First digital campaign you find in his class notes. Any other class project tab a link to a shared Google's livestock. After you open it, please make a copy of the document for yourself, which you can later export as a PdF and share here with me, Apartment said. We'll check each and every one of them once you're in. Google's lines were fined three different briefings from three different clients. There are pretty good challenges, so feel free to try your new cooperating skills in one or even the tree of them. For each brief, you'll find a template for ads on all of the six major platforms and discussed over the scores. It's quite easy just call there and complete the presentation with your very own copy. Then I'll have to do you share a class project in the class project session, and you have your first digital campaign fresh from the open straight you portfolio. That's it. Hope you guys have joined your time with me together. Reminded Build a wall, but we will make your so called riding great again. Thanks for Barry of May to the end. And please don't forget, submit your class project and follow and review me. Excuse. It means a lot reading. It's your next time or not by