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Marketing 360® Blog

5 Tips for Writing Good Ad Copy

Running ads is a great way to get noticed, but the ad copy you use can make or break the success of your ads.

Whether you’re running ads on Google, Facebook, Instagram — the list goes on — it’s essential that you have strong ad copy. Good ad copy will catch the eye of your audience and make your ads stand out.

Your ads aren’t the only ads people will see. You want them to stand out like a person in a red sweater in a crowd full of white sweaters, and your ad copy is a big part of that.

Here are five tips on how to write better, more effective ad copy.

#1. Sell the want, not the what.

Instead of selling what you do or what you offer in your ad copy, think about what people want and what they hope to get out of using your product or service. Think about the end goal of your prospects, and restate that goal in a creative way.

For example, if you’re a lawn care company, people take advantage of your service with the goal of saving time and having a better-looking lawn. So, good ad copy could be something like, “Finally, a greener lawn than your neighbor’s without lifting a finger”.

If you’re a sign company, people are looking to you to help them get their name out there in a cost-effective way that represents their business. Your ad copy might say, “Your business deserves a sign that makes it proud and makes you money.”

This is much more effective than promoting your product or service directly because it highlights the benefits and reinforces the why of purchasing the product or using the service. It will also make your copy stand out a lot more.

#2. Spot check the competition.

Not everyone is a Pulizter-prize-winning writer, and that’s OK. You don’t have to be in order to write good ad copy. But, sometimes, coming up with what to write about can be difficult, especially if you’re new to writing ad copy. A great place to start is by finding out what your competition is doing.

When trying to come up with good ad copy, check out the ad copy used by other businesses in your space. And, when you do, identify what works and what doesn’t work. What do you like about their ad copy? What do you not like? Use this information to inspire your ad copy, and one-up them!

#3. A/B test your ad copy.

You’d be surprised at what a difference something as simple as verbiage can make when it comes to ad copy. The choice of a single word can make or break the success of your ads, so it’s important to try out different versions of your ad copy to see what works best.

Always A/B test two to three different versions of your ad copy, Whether it’s via an email campaign subject line, a Google ad, a social ad, or any other type of ad copy, you want the most effective verbiage possible. A lot of times, the ad we think will do best ends up being outperformed.

Never assume you know what will work best. Always test your copy!

#4. Keep it simple!

Your ad copy shouldn’t be a novel. In fact, the shorter the better. Don’t overcomplicate or elongate your content. Keep it simple and concise.

Keep in mind that, when people are reading your ad copy, most will simply skim through the headlines in your content rather than reading every word of what’s beneath them. So, make sure that you keep your headlines short and sweet but that they still hit on the goals that customers may have.

The general rule is the longer the ad copy, the less effective it will be. So don’t be wordy, especially when it comes to the main headlines.

#5. Match the ad copy throughout the conversion funnel.

When someone clicks on a Google ad, a Facebook ad, an Instagram ad, or any other kind of ad, and the landing page they come to doesn’t match the copy in the ad, there’s going to be a disconnect, which may result in them pushing the back button.

Make sure the ad copy headline from the ad matches the ad copy headline on the landing page. You’ll get better results, and if you don’t, you’ll see a higher bounce rate.

Bonus tip – Design matters!

Ad copy is essential, but there’s more to a great ad than great ad copy. You can have the best ad copy in the world, but if the design of your ads is weak, they won’t be effective or successful.

The most effective ads have compelling ad copy that’s supported by the right design. Make sure that you invest in strong design and branding for your ads so that you’ll get the most value out of your ad copy.


Happy marketing!