How to Write Wait-Time Ads That Get Clicked
Your guests are waiting, on their phones, on your page. Here is how to write the ad they tap.
Key Insights
- •The average ad on Bzz is clicked about 10% of the time. Use that as your yardstick.
- •A waiting guest has little else to look at, so the ad only has to be clear and specific.
- •One offer, one button, about fifteen words in total.
What a good click rate looks like
Across Bzz venues, about 10% of the guests who see an ad tap it. Within two points either side of that is on par. Below it, the copy is almost always the cause, and it is the cheapest thing to fix. Above it, you are ahead of most. You can see your own rate under Ads and offers in your Analytics page.
Six rules for a better ad
- 1
Lead with what they get
Open with the benefit, not your name. "Garlic bread, 20% off while you wait" beats "Welcome to our kitchen".
- 2
Match the moment
A guest still waiting wants something to do or buy now. A guest who has been served wants a reason to come back or leave a review. Write for the one you are showing it to.
- 3
Ask for one thing
One offer, one button. Two asks split a guest’s attention, so each one gets less of it.
- 4
Be specific
Name the item, the saving or the time. "Fresh cookies, out of the oven at 3" gets tapped. "Try our desserts" gets scrolled past.
- 5
Keep it to a glance
A title of about six words and one sentence of body copy. The guest is checking their place in line, not reading a flyer.
- 6
Never tell them to scan anything
They are already on your page, on their phone. Say "tap" and make the button say what happens next.
Before and after
BeforeCheck out our new menu!
AfterAdd a drink for 2 while you wait
Names the item and the price, and fits the moment.
BeforeWe love our customers. Follow us on social media for updates.
AfterFollow us for this week’s specials
Gives a reason to follow, in one line.
BeforeThanks for visiting, please leave us a review if you have time.
AfterEnjoyed your visit? Tap to rate us
Appears after service, asks once, takes one tap.
Test one change at a time
Rewrite the first line, leave the ad running for a couple of weeks, then compare its click rate with the old one. Changing the headline and the offer together tells you nothing about which one worked. For the wider picture of how waiting time turns into sales, read our wait-time marketing strategy.