Let’s talk about writing ad copy.
Many marketers relate to the struggle of ad creatives being hit-or-miss. But when you incorporate ad copy writing best practices, you can drastically increase your chances of creating a winning ad every time.
Check out these ten tips for writing ads that will boost visibility, increase conversion, and inspire your audience to take action.
#1. Follow the Rules
You can’t create any conversion or sales with ads that are suspended or unapproved – so knowing the rules is always the first step when it comes to ad writing.
Take some time to familiarize yourself with the specific details of the platform, including restrictions around:
- Prohibited words and topics
- Word count
- Links
- Copy featured in graphics of videos
- Making promises
It’s a good idea to stay on the safe side for the health of your ads account and budget.
#2. Grab Attention Immediately
When your audience is scrolling online, you have only a split second to capture their attention. Immediately attract their focus by starting your copy by:
- Relating to their problem your product/service solves
- Revealing a solution to the problem your product/service solves
- Making a bold statement
- Telling a story with a strong opener
The first line of text is always the most important in driving conversion, because if it’s not exciting, any copy following will likely be missed.
#3. Create a Compelling Call-to-Action (CTA)
Whether your CTA is to buy a product, book a call, or engage with a free incentive – the goal is to make it sound as attractive as possible. Make sure the CTA is clear, clickable, and simple.
If space allows, highlight the top one to three benefits your audience will experience when they take action right away.
#4. Know Your Target Audience
Most ad platforms allow you to get specific with your target audience, and your copy should reflect his level of specificity. Once you narrow in demographics like age, location, income, etc., brainstorm questions like:
- What does this audience struggle with?
- What entices them to buy?
- What type of language resonates with them?
Do your research around their behaviors, interests, and problems, so you can create specific appeal in your copy.
#5. Talk to a Specific Person
Top-performing digital content often speaks to a single “you.” Keep your ad copy personal, friendly, and specific. Focus on talking to your target audience, rather than about your business. Speak to their specific problem that your product or service can help alleviate.
#6. Bring Your Personality
Ads are part of your overall marketing strategy, and they should absolutely feature your most authentic brand personality and tone of voice. Write like you’re talking to a friend. Incorporate your brand’s personality strong suits – which may be bold, authoritative, humorous, casual, or something else!
#7. Avoid Sounding Spammy or Robotic
High-conversion ads are often simple, conversational, and relatable. Leave out any spammy terms and robot-like text that might leave a poor taste with your audience. Find friendly, casual terminology to drive conversion.
Example:
Before: Buy our premium lawn care products now – 100% money back guarantee
After: Start your risk-free journey to a lush and summer-ready lawn.
#8. Consider the Accompanying Elements
A successful ad has harmony among all of its components, which may include:
- Copy
- Graphics
- Video
- CTA text
- Button
- And more
Approach your copy from a place of cohesion and balance, so every element is complementary to one another. Leverage each opportunity to create copy to construct a unified message with spot-on branding.
#9. Write Several Versions
It’s a best practice to craft several versions of your ad – perhaps two or three to start – and run them simultaneously to the same audience. After a short time, you can identify which ad is top performing and creating the highest conversion.
Remember: your audience drives the data. This is a great way to gain powerful insight into what types of copy, marketing angles, and calls-to-action resonate with your audience.
#10. Measure Your Results
Driving conversion and tracking conversion go hand in hand. Keep a sharp eye on ad metrics like:
- Clickthrough rate
- Conversion rate
- Return on ad spend
- Audience feedback
This insight will empower you to create copy that drives higher conversion, solves problems, and optimize lower-performing metrics.
I hope these ten tips help you create ad copy that shines, converts, and hits your goals.
Linda Walkowich 