(I) Eye-catching title
The title is a crucial part of the writing of search engine promotion copywriting. It must simply and clearly tell potential users the meaning of the copywriting, and at the same time, it is necessary to increase the curiosity of potential users.
Usually, the writing of titles can take the following forms to catch the audience’s attention.
1. Suspense
The title of search engine promotion copywriting can create suspense in the form of questions, arouse the interest and curiosity of the audience, and click on the advertisement, hoping to find the answer from the relevant links. For example, the True Love x computer advertisement of Tsinghua Tongfang, with the title “Thin, this is the weight loss I want” and a picture of a graceful lady, aroused the audience’s interest and wanted to find out: what is it? The attraction is even greater than that of the beauty. In the end, the mystery was revealed, it turned out to be a slimming computer!
2. Call to action
The use of a call to action in the title of search engine promotion copywriting can make the advertisement have an agitation effect, thereby increasing the click-through rate of the advertisement. For example, Disney on Ice launched free couple tickets for the ice dance show Beauty and the Beast, which was performed in China for the first time. The title of the advertisement was “Limited quantity, hurry up and grab them! Don’t miss the chance to watch the show for free!” I believe that people who see it will definitely make a move when it is time.
3. Inductive
Inductive search engine promotion copy titles usually clearly point out the obvious benefits provided by the product to consumers. After being attracted by these benefits, target consumers will actively click on the advertisement. This method enhances the personalization of advertising information transmission, making each audience receiving advertising information feel that the product is tailor-made for them, thus achieving interaction between the sender and the receiver. For example, the title of Pizza Hut’s February promotion advertisement on Sohu was “Come to Pizza Hut if you want to get a 60,000 yuan gift”, which makes people feel excited.
(II) Clear purpose and concise language
Compared with the audience of other traditional media advertisements, the audience of online advertisements is more impatient. If the focus of the appeal is not prominent and the language is dragged, it will be difficult to continue to capture the audience’s attention even if the information conveyed by the search engine promotion copy is valuable. Therefore, the main purpose of the search engine promotion copy should be clear, “establish a piece of words to occupy the key”, and use concise and concise language to convey complete and comprehensive copy information. More detailed product information can be achieved by attracting the audience to click and link to the company’s homepage. For example, the copy of Baijiahei only has three short sentences: “Baijiahei’s performance is so good! Taking white tablets during the day will not make you sleepy, and taking black tablets at night will make you sleep soundly!” The efficacy characteristics of Baijiahei and the biggest difference from other cold medicines are concisely and accurately presented to the audience.
(III) Pay attention to the clever coordination of pictures and language (including text language and sound language)
Similar to TV commercials, search engine promotion copy also pays attention to the coordination of pictures and texts, and because the animation form is more attractive than static graphics, a large amount of information related to the product in the copy can be appealed to the audience through dynamic images. In this case, the copy does not need to repeat the information redundantly, but should serve the dynamic images, explain and supplement them in a focused manner, and achieve the perfect effect of combining pictures and texts.
(IV) Flexible and diverse language forms
Internet media can be divided into international and local ones, and the language of online advertising copy should also be flexibly selected according to the different sites where it is placed. If you choose to place an advertisement on an international website, you can use English, the international common language, or choose a highly targeted language based on the target consumers, and sometimes you can use two languages at the same time. If the target audience is domestic people, you usually only need to use Chinese.
To write good search engine promotion copy, you need to master the skills. When you have these skills in mind, excellent search engine promotion copy will naturally come out.