20 Compelling Examples of Persuasive Copy in Online Advertising
Check out these click-worthy examples of persuasive copy for online ads. Discover why they work and how to test for persuasive ad copy.
The world of digital marketing makes it super easy for you to reach your target audience. But you have to whip up a mighty persuasive online ad if you want your prospects to click on yours.
In this post, we’ll review the definition of persuasive copy, how to make sure it works, and show you compelling examples of persuasive copy in online advertising.
What is Persuasive Copy
Persuasive copy can be defined as an argument that elicits a desired action from a relevant audience. Easier said than done, right?
Aristotle explained what constitutes persuasive copy best in his rhetorical appeals or ‘modes for persuasion’. Let’s keep in mind that his goal was to make his oratory (his presentations) more persuasive. And in doing so, he identified three types of persuasion appeals that are as valid today as they were back then.
- the appeal to reason, logic or logos
- the appeal to emotion or pathos
- and the appeal to one’s character, credibility or ethos
Not everybody makes a decision about a specific product or service based on the same argument. Purchasing a lipstick could be more of an impulse buy and an appeal to pathos or emotion may be the right call. Adding an appeal to reason such as “Free Shipping” may seal the deal and get you the click you desperately want.
Avon color trend nail polish, Fairytale collection. The copy reads: “Until your prince charming shows up have fun with the frogs”. Why is this a prime example of persuasive copy in advertising? The famous Prince Charming in other countries, like Brazil and Italy, is called the “Blue Prince” — royal blue blood and all. So, until the blue one shows up, have fun with the rest of the colors. Clever emotional argument to leave the guilt behind and have fun now. If the shoe fits. ;)
Fortunately for most of us, developing persuasive copy is not an art but a data driven process. And as such, it can be tested.
How to Test Persuasive Copy in Online Advertising
As investment in digital advertising increases, it becomes essential to figure out what really works. Ad copy testing can be executed pre-campaign launch or while the campaign is live.
Some methods for online ad copy pre-testing may include focus groups, projective techniques, and recall tests. Performing these pre-tests ensures less spend is lost when it comes to activation.
But the proof is in the pudding and nothing beats solid AB Testing to provide you with the metrics you need to define what’s really working. If you are looking to learn about testing persuasive copy, our blog is packed with articles that explain how to do this in detail. Check them out:
The Proven AB Testing Framework Used By CRO Professionals
4 Types of Useful AB Testing Tools You May Not Realize You Have
The AB Testing Process that Empowers Marketers
4 Mobile AB Testing Ideas that Worked for Our Clients
Or you can take our CRO Course and become a conversion specialist. Or if you’d rather have an experienced conversion agency power boost your online marketing spend and turn more of your ad clicks into revenue, check out our CRO for Advertising solutions.
And as we promised an article about compelling examples of persuasive copy in online advertising, let’s dive into them!
Why Is Persuasive Copy Crucial to Online Ads
Let’s assume you have the right ad placement, defined the perfect audience, and have properly identified what your audience responds to. After all, persuasive ad copy in and of itself is not the only factor that weighs in on a campaign’s success.
Is your ad copy missing the mark? Has your click through rate hit a new low?
We all want our online ads to influence our audience in such a way that they are inclined to click to call or click to buy from our website. But, what makes copy this convincing? Sometimes, actual examples of persuasive copy can guide us in crafting our own click-worthy online ads.
Compelling Examples of Persuasive Copy in Online Advertising
A genius way to apply emotion to a SaaS service on a Facebook ad for Litmus & dotmailer.
Appeal to logic or logos works quite nicely for the auto insurance industry. I wonder what would happen to these click-through rates (CTRs) if they added some emotional arguments to the ad copy.
Finding examples of persuasive copy in advertising is simple if there is a Google Guarantee available. Not an easy addition to your online ads but worth every penny. All the credibility you want in a single line.
Ethos and logos appeal for this Facebook ad campaign.
Lower the guilt with a logical argument. Less fat and less calories than your biggest competitor: McDonald’s french fries. How is that for an attention-getting example of persuasive copy?
Of course #FOMO is an emotion! This compelling example of persuasive copy in online advertising proves it! Almost depleted iPhone battery coupled with “Last Chance to Buy T&C Tickets” An example from a Digital Marketer Facebook ads campaign.
Searching for click-worthy examples of persuasive copy for your Facebook lead generation campaign? A winner. Hands-down. No big emotional commitment. Only 8 hours for $500 and you get rid of those pesky projects.
IBM Watson understands that their audience responds to reason. And that some may be ready to buy. The free trial is a highly persuasive method to get them to click on their ad.
This online ad for WD40 is all about persuading through pathos. You will need some WD40 to unstuck that scroll bar.
Every once in a while, you run across an ad that you just can’t forget. Trident’s Facebook ad that appeals to emotions or pathos through some quirky logic as I am sure deodorant won’t taste like spearmint either.
Although they usually resort to logic and ethos – 4 out of 5 dentists recommend – to craft persuasive copy.
Sandwich delivery ads leverage a mix of ethos or credibility (reviews, how many served), logical (pricing and selection) and emotional (fresh, good, smells, comfort) elements. Definitely great examples of persuasive copy in PPC ads.
Pizza delivery examples of persuasive copy for Google Ads. One relies on logical and ethos vs emotional appeal.
Nike sneakers Google Ads: These are not Nike stores, so they lack the brand’s built in credibility. Therefore, they use pathos or emotional persuasion on the headline and ethos appeal on the body via the rating reviews and the on time delivery percentage.
The Nike Official store, is all about logical persuasion of product availability with some additional credibility elements as message support.
PPC ad copywriting for a mobile ad with emotional appeal. Click to call the luxury location of your choice.
So many persuasive reasons for that mileage traveler in you. Capital One Venture card uses ethos on their youtube and tv ads but not on their Google Ads. Here it’s all facts.
I hope you found inspiration and ideas on these compelling examples of persuasive copy in online advertising. Now, discover how to Make Testimonials More Persuasive or sign-up to receive our weekly newsletter. Packed with great conversion optimization tips.
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Thank you Brian, for presenting one of MagellanLuxuryHotels.com PPC ads I wrote personally some time ago :-) Hope you remember me – we met a couple of times in CX Live conference in Austin?
Yes, Alex. I do remember you. Did you make it to CXL this year?
Thanks for commenting.
Second PayPal ad dropped ‘credibility’ by removing the statistical element.
I suspect removing the statistic did reduce credibility for one segment of visitors. Humanists may have preferred the “choices” version in turn. Optimization is all about understanding your segments.
Thanks for the comment.
Amazing!! Thanks Brian for sharing this informative article. I do agree that its all about capturing your users’ attention with witty and quirky one-liners. These are some great examples to get started with, so thanks for this!!
Richard, “witty and quirky” can work to get attention. But our point is that you should consider all of the styles: “Logic, Emotion and Character”
Thanks for the comment.