We have always advocated writing articles with the idea of SEO, that is, rationally allocating keywords in articles. The following are the writing skills of search engine marketing copy I have compiled, hoping to help you!
1. The title is striking.
The title is the most important place in the writing of search engine marketing copy. It is necessary to tell potential users the meaning of copywriting simply and clearly, and at the same time, to enhance the curiosity of potential users.
Usually, headline writing can take the following forms to catch the audience's eye:
(1) suspension type. The title of search engine marketing copy can create suspense in the form of questions, arouse the interest and curiosity of the audience, and then click on the advertisement, hoping to find the answer from the relevant links. Such as Tsinghua Tongfang's true love X computer advertisement, its title? Thin, is this what I want to lose weight? Use a picture of my fair lady to interest the audience and find something more attractive than a beautiful woman. Finally, the mystery was revealed. It turned out to be a slimming computer!
(2) Call type. Using the tone of call in the title of search engine marketing copy can make the advertisement have an encouraging effect, thus providing the click rate of the advertisement. For example, ice dancing's first performance "Beauty and the Beast" in Disney's Ice World launched a free package for couples, with the advertisement title? The quantity is limited, come and grab it! It's a flash in the pan, it's time to watch the program for free! ? I believe that the people I see will do it when it is time to do it.
(3) inductive type. The title of induced search engine marketing copy usually clearly points out the obvious benefits provided by products to consumers, and the target consumers will take the initiative to click on advertisements after being attracted by these benefits. This way enhances the personalization of advertising information transmission, and makes every audience who accepts advertising information feel that this product is tailor-made, thus realizing the interaction between sender and receiver. For example, the February promotion advertisement title made by Pizza Hut on Sohu? Come to Pizza Hut if you want to get a gift of 60 thousand. It's really exciting to see.
2. The main idea is clear and the language is concise
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 drags on, even if the information conveyed by the search engine marketing copy is valuable, it is difficult to continuously grasp the attention of the audience. Therefore, the writing of search engine marketing copy should pay attention to the clear theme. It's important to make a statement? Deliver complete and comprehensive copy information in concise and clear language. As for more detailed product information, it can be achieved by attracting the audience to click and then linking to the enterprise homepage. For example, Bai Jiahei's copy has only three short sentences:? White plus black performed so well! I don't sleep when I shoot white films during the day, but I sleep soundly when I shoot black films at night! ? Exquisitely and accurately present the therapeutic characteristics of white plus black and the biggest difference from other cold medicines to the audience.
3. Pay attention to the clever cooperation between the picture and the language (including written language and audio language)
Similar to TV advertisements, search engine marketing copy also pays attention to the mutual cooperation of pictures and texts, and because animation is more attractive than static graphics, a lot of commodity-related information in the copy can attract the audience through dynamic images. In this case, the copy does not need to repeat information unnecessarily, but should serve the dynamic image, focusing on explanation and supplement, and realize the perfect effect of combining pictures and texts.
4. Flexible and diverse language forms
Online media can be divided into international and local media, and the language of online advertising copy should be flexibly selected according to different sites where it is placed. If you choose an international website to advertise, you can use English as the international language, or you can choose a targeted language according to the target consumers, and sometimes you can use both languages. If the target audience is domestic people, you usually only need to use Chinese.
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