A guide: How to write effective ad copy
More than ever, it’s hard to stand out from the crowd. Everyone’s goal? To have you pause your doom-scroll to read an ad. Maybe it convinced you to buy something by giving you a hypothetical that just spoke to you, or it made you laugh and want to share it with a friend. If so, that's the power of great ad copy!
Why Is Ad Copy Important?
Ad copy is crucial because it can be the difference between having an impact on a potential customer, or not. Everyone seeing your ad has the potential to be a customer but it’s the connection you make (or don’t make) with them that will make the difference. Every company communicates with their customers and potential customers, but the how is what sets brands apart. Good ad copy should be able to do a number of things, depending on your goals, but ultimately will make that person remember you.
Writing Effective Ad Copy
Writing great ad copy is not easy, otherwise everyone would do it. At its core, it's all about knowing what your audience cares about and saying that to them in a way they will understand. If you’re trying to sell something, the best ad copy addresses the problems your audience faces, highlights how your product or service can make their life better, and does so in a way that feels personal and engaging.
It’s important to use simple, clear language that gets straight to the point, and don't forget to include a strong call-to-action (CTA) that tells them exactly what to do next. Whether it's "Buy Now," "Sign Up," or "Learn More," your audience needs to know what you want them to do.
Consistency is key. A brand that is inconsistent cannot be remembered, so make sure your ad and landing page match in tone and style. A hot tip: always think about how your ad will look on a mobile screen since that's where many people will see it.
Also, don't be afraid to experiment! Continuously test different versions of your ad copy to see what works best. A/B testing is a great way to help you figure out which headlines, CTAs, or images resonate most with your audience. Remember, your goal is to make your audience feel understood and want to engage with your brand. Keep it friendly, keep it clear, and always keep testing to see if it can be improved. In a world full of ads, the ones that stand out are those that feel genuine and speak directly to the reader's needs and desires.
Ad Copy for Different Digital Channels
Ad copy can vary depending on where it's displayed. Here's a quick overview of how it changes across different platforms:
1. Social Media Ad Copy
Social media platforms like Instagram, Facebook, Twitter, and Snapchat are cluttered and fast-paced. Users often scroll quickly, so your ad copy needs to grab attention immediately. The key on social is to be brief, engaging, and visually appealing. On these platforms, ads often compete with friends' posts, videos, and other ads, so a mix of strong visuals and concise, punchy text works best. Emojis, hashtags, and casual language can also help make the ad feel more personal and relatable, but make sure you consider this with the broader content of your brand style.
2. Paid Search Ad Copy
Paid search ads, like those you see on Google, appear at the top of search engine results pages (SERPs) when someone searches for a specific term. These ads are usually short and straight-forward, focusing on keywords relevant to the search query. The goal is to match the searcher's intent and offer a solution quickly. This means using concise headlines and clear call-to-actions (CTAs) that tell users exactly what they can do next, such as "Buy Now" or "Get a Quote." Don’t forget your copy needs to match the page it is pointing people to, and the keyword you’re bidding on. If it doesn’t, you’ll hurt your quality score and how successful your ads can be.
3. Display Ad Copy
Display ads are found across various websites and apps, typically in the form of banners or sidebars. These ads often include a combination of images, text, and sometimes videos. Because display ads can appear in various sizes and formats, the ad copy needs to be adaptable. The text should be succinct and impactful, able to communicate the message even when space is limited. Display ads often serve to increase brand awareness, so the copy might focus on highlighting the brand’s unique selling points or promotions.
4. Video Ad Copy
Video ads, popular on platforms like YouTube, and streaming services, offer a dynamic way to engage viewers. The ad copy for video ads often comes in the form of a script or on-screen text. These ads can be more narrative, telling a story that captures the viewer's interest. Since videos can convey emotion and action more effectively, the copy should complement the visuals, enhancing the message rather than repeating it.
5. Email Ad Copy
Email ads or newsletters are a more direct form of digital marketing. The copy in email ads should be personalised, addressing the recipient by name if possible, and should quickly highlight the benefits of the offer. Since readers can easily ignore or delete emails, it's crucial to have a compelling subject line and opening line to draw them in. The body of the email should be informative yet concise, with clear links or buttons for easy action, like "Shop Now" or "Learn More."
Writing compelling ad copy is about connecting with your audience and meeting their needs. By keeping your message clear, personal, and engaging, you can create ads that not only attract attention but also drive action.
Not sure if your copy is working for you? Our Independent Digital Audit analyses your digital ecosystem, looking for opportunities to improve or highlighting what you’re doing well. Contact us today for a free demo.
