Nowadays, advertising has become an integral part of everyday life. She accompanies us everywhere: on the way to work, while walking around the city, in public transport, on TV screens. One type of advertising that is gradually fading into the background, but still remains an effective way to attract customers, is a text ad.

This article will discuss the main factors that affect the quality and effectiveness of advertising. That is, it will be told, examples of various options will also be presented. It will be indicated what main mistakes are made when submitting it.

Heading: A working, powerful black computer.

Description: Selling a computer in working condition. System requirements:... (Intel inside 2.2 GHz...). Great for both gaming and work.

Price: 10,000 rub.

Availability of photos: There are 4 photos.

Wrong example

Heading: Computer, computer for sale, cheap computer.

Description: Selling a computer, computer store, components. Buy a computer. Laptop store.

Price: 10,000 rub.

Availability of photo: No.

This example of an ad is unacceptable. It looks like a bunch of words and no one will pay attention to it because it looks like spam.

How to properly post a job ad

The issue of submitting a job advertisement should be taken as seriously as submitting an advertisement. What can attract a reader in our time?

Algorithm for writing an ad

1. More text always better attracts the attention of those who need work. You can, of course, place a standard, unremarkable ad and be content with “second-class”.

2. After the volume comes the image. Logically speaking, everyone reads the same way, from left to right and, of course, from top to bottom. Therefore, it would be wise to print it at the top, at the beginning of the page. Since your ad is of a business nature, it will be most effective to include a company logo.

3. It is important to convince the applicant that your company is the best and most worthy for people to want to work for.

It is important for any self-respecting company to recruit ambitious, hardworking employees. Their eyes should sparkle, and their main goal simply must be high earnings. The main thing is to convince them that you are the right company that can satisfy all their needs and help provide for their family. Better yet, show how “powerful” your business is, and if it’s not, prove that you’re moving in that direction.

4. The next step is to tell why you started looking for an employee.

The construction company will hire a loader and

The company has serious requirements for applicants. This suggests that it will be worthy. A similar company posted the same ad, the only difference was the huge list of vacancies that immediately attracted attention. It follows that workers quit very often and thereby create a huge turnover. This can only indicate shortcomings in the management team.

Original example

If people were soulless and did not know such a wonderful feeling as love, we would not need an experienced employee for our restaurant. An American bewitched our pride and took it to his homeland. We sincerely wish her happiness, but we do not envy ourselves, since it will be difficult to find a worthy employee who... (after this came the requirements for the applicant).

At first glance, this ad example looks more like a novel. But such examples of advertisements will help attract the reader with their unusualness and stand out among competitors. As for the reasons for searching for employees, a popular answer is opening a new office or creating a new direction.

Up to this point, everything written was a preparatory part. The main detail of the advertisement is the job title. You shouldn’t come up with unknown vacancies, as this will only push you away. The simpler and clearer the position, the more potential employees you will invite to an interview. The only exceptions can be those companies that initially want to protect themselves from calls from uneducated people. You can also indicate the number of required employees - this will allow you to determine who is ready to compete for a place in the sun, and who just came to sit their pants.

The last and no less important point in the advertisement will be the requirements for the applicant and contact information.

It is advisable that all of the above be included in your job advertisements. An example of such recruitment messages can be seen in large and experienced companies.

How to achieve effective advertisements?

Examples of advertisements can be seen everywhere: on the street, on TV, and especially on the Internet. Their main feature is specificity. In other words, don't mislead potential clients. That is, if a person is interested in buying a washing machine, you should immediately assure him that you are the one who will help him in purchasing. If keywords are included in the ad, then every time a user requests the phrases you entered, the user will be directed to your page, thereby increasing demand. The presence of a price or the opportunity to get a discount will further make the client think about the benefits of purchasing from you. Correctly selected keywords will save you money and will not cause negative emotions among users.

To increase the chances of your advertising campaign, you need to create separate groups in which all possible keyword options will be specified. Before doing this, you should write down all the information that may interest the visitor. If it is not enough to satisfy his needs, he will go to your competitors. The last but not least important note is this: in no case should you use the name of the company or website in the title, since first of all the client is looking for the product, and who sells it can be found out on the website.

Announcement for cash payment

It is an ordinary form. You can get an example from any bank. The announcement for cash deposit includes a receipt issued by the bank. It is needed to certify that you have received the money that has been deposited into your current account.

It's worth noting that it doesn't matter which ad example you use as a basis. In any case, if you come up with a text competently and meaningfully, you can interest absolutely any reader, even if he doesn’t need it.

To pass moderation, you need to format your ad correctly.

Headings, text and clarifications

The ad text must clearly define the object of advertising (product or service).

Words in the comparative or superlative degree can be used in the ad text and clarifications if your website contains an independent conclusion about the advantage of your product (service) over other products. If you do not have such conclusions, then you should not use superlatives.

When advertising news resources, the ad text must clearly indicate that an information resource is being advertised. To do this, use phrases with the words “read”, “details” and others. The text of the advertisement must correspond to the headlines and content of the news article, contain an indication of the source of the news and lead to a page with the full version of the article.

In headings, texts and clarifications the following is not allowed:

slang, rude, colloquial expressions;

unreliable information (deliberately deceptive promises and statements);

aggressive calls, incitement to cruelty or violence;

repeated repetitions of the same words or phrases;

contact information (eg telephone numbers, email addresses);

prices in foreign currency;

Make sure that the texts do not contain:

typos, grammatical and spelling errors;

words typed in small digit;

words written entirely in CAPITAL LETTERS (except for generally accepted abbreviations, for example, GOST).

The ad language must match the language of the target country. Words and phrases in a language that does not correspond to the language of the target country must be accompanied by a translation (except for trademarks).

Rules for using language in advertisements

The following languages ​​are available in Direct: Russian, English, Belarusian, Kazakh, Turkish, Ukrainian.

Website, turbo pages and links

Make sure that the transition page (to which a click on the ad leads) meets Yandex requirements:

accessible and displayed correctly in all browsers;

does not contain malicious content or fraudulent collection of user information (phishing);

does not contain pop-up blocks (pop-up or pop-under), forms of communication are allowed, for example, for online consultations;

information about a discount, promotion, specific product or service is clearly present on the transition page if the ad text says so;

if an ad leads to a page in a foreign language, the text of the ad contains a warning about this;

The owner's contact information is indicated if the page has a form for collecting data.

corresponds to the ad text;

does not contain words typed in transliteration;

does not contain characters other than “-”, “No”, “/”, “%”, “#”;

Key phrases

Key phrases must be directly related to the topic of the ad.

Don't use generic keyword phrases without specifying the product or service you are promoting - e.g. buy, apartment, discount. Replace them with phrases that specify your sentence: buy a child seat at a discount, buy an apartment in the center of Moscow etc.

Products and services with “adult” and “tragic” themes can only be advertised based on precise targeted queries - for users who are ready to view such advertising. For example, for advertising erotic lingerie, it is not allowed to use keywords for a broader request underwear.

Business card

When selling goods remotely (if you do not have retail points of sale), indicate the name of the organization, OGRN - for legal entities, OGRNIP - for individual entrepreneurs.

Mobile app images and icons

Logos, watermarks and texts on the image should not occupy more than 20% of the entire image. Except when they are contained on the product packaging, application screenshot or graphic ad image.

Wherein text on image must meet the same requirements as the ad text.

Interface elements in the image should correspond to the transition to the site or launch of the application. This could be a button with the text “more details”, “order”, “buy”. Do not add interface elements that may confuse the user and do not lead to the desired result. For example, buttons to play a video or close a window.

Images must not contain:

contact information;

Yandex page design elements;

empty areas or monochromatic fill occupying more than 20% of the entire image;

logos, watermarks and texts occupying more than 20% of the entire image.

Images of products that are structurally similar to weapons are allowed if it can be clearly concluded that the advertised product is not a weapon.

Images used to advertise funeral services and products for adults are not accepted for display. Images with erotic or sexual overtones, as well as images that may be perceived ambiguously, shock or evoke negative emotions, may not be accepted.

In the builder you can upload your own background videos. The video must be high-quality and clear, without compression artifacts. In video animation, you cannot use sharply moving and flickering graphic elements, flashing backgrounds, or images with a hypnotic effect. The video must not contain:

The text should be typed in a simple, not thin font of lines of the same width without serifs.

The font should be non-stretched, with a height to width ratio of no more than 1.5:1.

Warnings placed on top of other design elements should be placed on a special block for contrast. The text of warnings should be typed in a simple font.

Many people, having decided to purchase a product or use a service, resort to the possibilities of services with posted advertisements. Sellers' offers have different effects on buyers. Some of them leave the reader indifferent, and only a few attract the eye and encourage them to take action.

How to write an ad correctly

All ads are priced at the same rate, so sellers invest the same amount of money in promoting their idea. However, it is likely that when identical products are sold by different entities, the expensive product will be sold faster. The situation is relevant under circumstances determined by the competent preparation of the proposal. To understand how to write an advertisement, a sample of which can be found on the Internet on a service where you plan to advertise a product, you should familiarize yourself with the main nuances of its design related to the visual and psychological aspects of the impact on a person.

Components of an ad

Creating an advertisement for the provision of services is not as simple as it seems at first glance. It is important to know the basic secrets that will help you understand the consumer and attract his attention.

Spelling

A proposal for services must be written taking into account spelling rules. A well-chosen text can nullify all efforts if it contains errors. To avoid a negative impact on users, it is recommended to re-read what is written several times, and in some cases check texts with special Internet programs for spelling.

Heading

The ad begins with a headline, which attracts the reader's attention. It should be capitalized and contain brief information about what will be discussed next. The length of the title should not exceed three words, since increasing the amount of information in this part of the document will satiate the reader’s curiosity and confuse him.

Concentration

Rules for composing the text part of the ad

In order to correctly compose an advertisement about services, when designing it, you should focus on only one unit of product or service. It is not recommended to try to fit the entire product range into one advertisement. The more competently designed advertisements, the greater the chances of making sales.

Photos

To attract the attention of users, the ad should be accompanied by photographs. They must be colorful and of high quality, and also display the item for sale from the best side.

Price

You should approach the price characteristics of an object responsibly. Before setting its price, it is recommended that you familiarize yourself with the pricing policies maintained by sellers of similar products or services. A greatly inflated price can scare away customers who will probably pay attention to advertisements with objective cost characteristics.

How to write an ad so that it is in demand

Demand assessment

After posting information on the service, you should evaluate its demand. This is possible through traffic analysis, as well as calls from potential buyers. If there are no responses or their number is insufficient, you should edit the information after first assessing its compliance with the requirements.

Feedback

Having feedback is important for establishing contact with potential clients. They need to be given the opportunity to send ideas, wishes and simple communication without even ordering anything. This will increase the seller’s rating in the eyes of clients, and from conversations and wishes you can glean a lot of important information and ideas that are relevant for implementation. The seller will be surrounded by positive people, whose trust and recommendations can become a good foundation for the business. In the “contacts” section you should indicate as much contact information as possible, expressed in the form of telephone number, email address or website.

Read also: The most profitable industry in Russia

To understand how to write an ad correctly, you should familiarize yourself with the procedure for formatting the descriptive part of the text. It should feature enticing phrases such as “free”, “available”, “no registration”, “biggest”, “biggest”. If the use of such phrases is not relevant, then it is recommended to focus on the quality of the subject of the sentence. Surely attention will be drawn to the emphasis on round-the-clock service, the provision of services at home, as well as notification of the possibility of non-cash payments and payments by credit cards.

What to Avoid When Writing Ads

When working with the “Real Estate” section, it is recommended to mention the area where the property is located in the title, and describe it in the text part. In a section specializing in the sale of movable property, you should indicate the make and model of the vehicle in the title, and in the text field describe the item for sale, focusing on its advantages.

The price should be indicated in the “price” segment, and contact telephone information – in the “contacts” section. These data should not occupy a regulated place in the descriptive part, since a reader who constantly uses the service will look for them in another section.

In order to correctly compose an advertisement for the sale of services, you should disclose all the advantages that the client can appreciate by taking advantage of the offer.

However, what if the service does not have any special features? In such a situation, it is recommended to visit competitors’ websites and, using the information studied on the service, optimize your presentation of materials. The ad is written taking into account the nuances that determine the opportunity:

• provide a similar service cheaper, faster and easier;
• combining several services;
• carrying out promotions, discounts, guarantees and bonuses.

When composing an advertisement, you should focus not on the service itself, but on its support. This is because the service may be offered by many sellers. Since its subject is already clear, the only way to stand out is through a notice of service improvement. Such proposals should emphasize that the ad writer will provide the best service.

The descriptive part of the advertisement should mention the possibility of personal acquaintance with the process of providing the service. The option is necessary to ensure that customers are sure that they are dealing with the first supplier and not with a reseller.

The price of the item for sale must be reasonable. It must take into account all sales costs, as well as depreciation, travel to the client, costs of transport, water, gas, electricity and urgency of execution. It is recommended to provide discounts to regular customers.

Offering services on a classifieds site seems like a simple task. Registration, placing an offer and waiting for a call from a future client. In reality, everything is a little more complicated. You will face competition for views and visitor loyalty. To win, you need to stand out in the crowd of similar offers. 7 secrets of correct ad writing will help you with this.

Benefits from posting services on bulletin boards

Methods of informing consumers have become simpler and more accessible. The number of sources offering to place offers on their pages is growing. The use of 90% of sites remains nominal, 10% falls on large portals.

Let's highlight 3 advantages of your company's presence on classifieds sites:

• minimizing advertising costs;
• reducing the time spent searching for the target audience;
• concentration on company development.

Placing in places where targeted traffic accumulates saves your time and money. Allows you to reallocate costs to other important issues. For example, improving the quality of customer service and training specialists. The money saved will be put to good use. The freed up time can be spent on ensuring, improving and implementing business processes. Further development of the company.

The Internet contains thousands of potential consumers who are ready to use your services today. For information on where to place an advertisement for a service, read the article of the same name on our portal.

We increase supply efficiency by 100%

Marketers at Chandler and Gilbert College in Arizona (USA) conducted a study of demand from Internet users. Data collection showed a twofold increase in the effectiveness of ads with a selling text structure. An interesting fact was that the cost in such offers was higher than the market average. This did not affect the consumer’s desire to use the company’s services.

How to write an advertisement about services correctly?

The selling text is built on the principle of a one-page website. The advertisement is divided into 7 parts. Each is connected in meaning to the previous one and reveals the picture of the offer with increasing attractiveness. Your initial task is to interest the client. Let's look at the secret to composing every part of your future ad.

1. Title and short explanation

Try to fit the essence of the entire ad into a short headline. If your service covers a specific area, include its name in the text.

A few examples of how to title a service proposal:

• Portal of free advertisements in Moscow;
• Relocation services, movers Krasnodar;
• Cosmetic renovation of apartments in Yaroslavl.

A short description complements the title. Reveals its essence in more detail or focuses on the benefits for the client. The subtitle inspires confidence, arouses interest and a desire to read the ad to the end. Let's look at an example with a title and subtitle.

• Unified State Exam tutor in Nizhny Novgorod: We will prepare you for successful passing in just 14 days. Market oversaturation makes it difficult to select a performer. Free message boards offer dozens of similar offers. The view of a resource visitor should focus on yours.

2. Identification of the problem of the future client

What motivates service consumers to seek help from a specialist? What inconvenience do they experience? Try to formulate the essence of the problem in 2–3 sentences. Speak the client's language. Write about the objective reality in which he lives. Accurately hitting the target guarantees an increase in interest in your services.

3. Return to a state of comfort

Sell ​​your future client the result, not the process of achieving it. Create a positive picture in the consumer's mind. Living in a well-renovated apartment, healthy and strong body, making a profit. The client is willing to pay money to return to a state of comfort. A time when nothing hurt, loan obligations weren’t pressing, and the furniture stood in its place.

4. Simple and quick problem solving

Tell us exactly how you plan to lead the client to a positive result:

• your solution to the problem;
• guarantees wrapped in specificity in terms of time and characteristics;
• additional benefits from contacting your company;
• simple and clear instructions for obtaining them;
• reasonable cost of services.

Break the sentence into mandatory and optional parts. The first concerns a service that is no different from what competitors provide. The latter consists of the company's advantages and benefits for the client. Experienced staff, free consultation, correction of any shortcomings at the expense of the contractor.

Describe the steps to obtain a range of services in a simple manner. Call, meeting, contract, execution, acceptance of the result. The cost can be broken down into parts, indicating the benefit into one or more components. For example, a free visit of a specialist and a 15% discount on drawing up a project plan.

5. Deadlines and other restrictions

Scientists have found that motivation does not stay in a person’s head for more than 72 hours. After 3 days, the potential client may change his mind or postpone the order for the foreseeable future. You should push him to action here and now. Indicate the deadline at which the benefit from purchasing the service is limited by the following condition:

• the promotion is valid for 1 day only;
• There are only 5 spots left for an appointment with a specialist;
• The discount applies to products in stock.
• Any clarification that forces the consumer to hurry. Be afraid of missing out on a good offer.

6. Incitement to action

The final action should be:

• contacting the office by phone;
• order a call back;
• calling a specialist;
• request information on the service;
• other positive reaction from the potential client.

Indicate what needs to be done to the future client with a loud appeal. Specify the result of the action taken. Communication with time restrictions and additional benefits is welcome:

• Request a call back and we will call you back at a time convenient for you.
• Call our office right now and get a free consultation with a specialist.
• Share the ad on a social network and use the services with a 25% discount.

7. Additional information that increases confidence in the contractor

Add related documents to the free classified ads website page. Certificates, diplomas, letters of gratitude. Customer reviews and other information confirming that your company can be trusted.

The call to action may require clarification. For example, the conditions under which the benefit remains. This may be age or territorial location, an obligation to produce or abstain from something. It is important not to scare off the consumer. Keep it short and to the point. Try to avoid sharp corners.

Let's sum it up

You have learned about 7 secrets of correctly composing advertisements. Take advantage of the tips and write selling texts without any difficulties. You don't have to be a marketer, copywriter, or hire a specialist to get your service noticed.

And get tips to help you create a template for your effective ad.

People often post an ad and, without thinking, write into it everything that comes to mind and randomly send it online. Perhaps you have done this more than once? Maybe you tried to take quantity rather than quality? Of course, the number of posted ads plays an important role, since different people use different sites and can call you from different resources, and you, in turn, can make a sale faster.

And there is logic in all this, of course. But the purpose of our article is to tell you how you can increase your conversion. (So ​​that views of your ad generate the maximum number of calls). Sometimes an ad can have 1000 impressions and 2000...and 2 calls, and even then without success. What's the problem?

There are several rake that you could step on:
1. Overpriced product offered.
2. Problematic description in the title.
3. Problem description in the body of the ad.
4. Lack of photographs.
5. Pre-known false price.
6. Unusualness of the ad.
7. Single sale or not?

And now in more detail about each of the points:
1. Overpriced product offered. Before you place your ad and indicate the price for it, you should look at competitors’ prices three times on different resources, in this case you will not be cheap, but you will not inflate the price to the clouds. Competition is always, everywhere and in everything, we must not forget about this and price plays a key role. If your price is higher than that of your competitors, then you need to give a strong argument and follow the other rules for publishing your ads. Don’t forget that each product has its own buyer; they will buy it at an inflated price when it’s whatever you want to buy. Quantity or luck? Make money on turnover or on inflated prices? These are questions you should answer for yourself before creating an offer.

2. Problematic description in the title. The title is the key to the door, if you don’t have a key, then you won’t enter the house, the same is in the title of the ad, if you have a bad description, then no one will go to your offer page! What should you indicate when submitting an ad? As everyone knows, any board has categories in which you publish, so if your offer is in the “give away a dog” category, then you don’t need to duplicate this in the title as well as indicate the region, this is a very common mistake. Indicate: breed, gender, age and any other advantages. Duplicating what can be selected in a drop-down menu on the site does not make sense, but only gives you a big disadvantage since you lose valuable space in the title.
Goal: Write so that people cannot scroll through your ad.

3. Problem description in the body of the ad.
The description of your proposal should not be drawn out, but also should not be too short. Write only what the buyer wants to hear. And think about what questions your potential buyer has. Try to give answers to them so that he likes them. But not all questions, leave a small gap. A person should not read everything and find out everything at once. He must read to understand that it suits him, and not understand something. You need to make sure they call you. And when the call comes, manipulate to your heart’s content by talking about the advantages, good price, excellent quality and free delivery.
Goal: Write so that they call you.

4. Lack of photographs. Whatever one may say, without photos an ad loses the lion's share of views, which cannot be supplemented with anything. For maximum impact, photographs are needed like air; consider that these are light advertisements and without them it is lost and dies. Determine the main photo that will be visible to people from the search, and which, at your discretion, will be more eye-catching, and when going to the ad, more detailed photos with details. Photos must be of high quality and without any extraneous inscriptions or emblems. By following this recommendation, you can sell the product even more expensive than usual. Because high-quality photography adds value to your product.
Goal: To lure a person to the page of your ad among thousands of others.

5. Pre-known false price. Often the price is 1 UAH. so that the ad is in the TOP when sorted by price and gets the maximum number of views, but this is not correct and is more annoying than helping the buyer decide. Although such advertisements are in the TOP, the conversion is very low; they often simply scroll through such offers and do not even go to them to read the details. The ad price must correspond to the description of point 1 in our article.

6. Unusualness of the ad. Creativity is good, but you need to observe moderation, and you shouldn’t be full of words that are off topic and decorate or raise to the skies, just as you shouldn’t rely on slang and youth expressions. You need to understand that you are a seller who respects your buyer, you show quality and exemplary behavior, and not flirting and giggling. You can call this advice “Business with a twist.”
Goal: To win people over to your proposal.

7. Single sale or not? Depending on the service/product and your goal. You can sell once or put the sale on a conveyor belt. Depending on the goals and the product, you can think about the following expressions: The product is exclusive, rare, several items are available, there is time to wait - accordingly, the price can be increased. The product is ordinary, popular, there is a good quantity in stock - the price can be lowered in order to win the competition and make money on turnover, at the same time gaining popularity and creating the image of the store.

For effective sales you need follow these rules:

1. Catchy, bright, logical title.

2. Brief but capacious content with a twist in the main field of the product/service description.

3. Competitive or justifiably inflated price.

4. Real, attention-grabbing photographs.

5. Stock of Inspiration for a creative approach to business.

Ad format matters a lot, often regular ads receive from 5% to 10% of the possible number of views, the rest
90% do not reach the ad because it is not VIP.
VIP ads are always on the first pages, brightly highlighted and, accordingly, take on all the traffic!
Don’t skimp on spending 2 - 3 UAH to sell a product or service three times! Remember this!

The team at the site sincerely hopes that it was able to answer the question “how to write an ad correctly?”

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