But when you are targeting people in the ‘decision’ stage of the Buyer’s Journey, you need to focus more on promoting features.
People in the decision stage know what their problem is and what needs to be done to fix it. In this case, people know speeding up their page loading times is a priority. Now they’re trying to figure out which offering is best, for this specific problem.
By using your ads to promote features to people in this stage, you can differentiate your offering. You’ll, therefore, give people a reason to choose your product instead of a competitor.
Examples of ads that promote features include:
- Faster Website Loading Speeds Thanks to Geo-Targeted Servers
- Use Our Custom CDN Technology to Improve Your Loading Speeds
The people seeing these ads will likely know of the benefits of these features. But they will not be sure which company offers them. By mentioning these features in your ads, you can engage people who are ready to spend money on a solution like yours.
This can seem complicated. But in short – if you want your ads to succeed, define who exactly you want your ads to be shown to. Then go about creating copy that will resonate with that specific kind of person and the goals that they have.