An ad copy is an essential recipe for successful digital marketing. Many digital marketers invest their time and resources testing and optimizing ad copy on several campaigns. Not getting the desired result after a series of testing and optimizing ads can be overwhelming. That is why we have come up with this step-by-step guide on how marketers can write a good ad copy.
What Is Ad Copy?
Ad copy is a specific type of content that is designed to get a response from the reader. It highlights the benefits the customer will receive and also addresses positive objections a customer might have. As a marketer, a well-written copy can increase your click-through rate (CTR) and ultimately your sales significantly.
When it comes to marketing, a good ad copy can help you get the best results with minimal efforts. Well-written ad copy will encourage visitors to click on your website, decrease the cost of each click in your ad campaign, increase your quality score on search engines, drive more traffic to your site, and eventually increase sales. The benefits are just enormous so why waste your time creating a bad ad copy?
How to Write a Good Ad Copy?
There are several ad copy tips and tricks that can help your marketing efforts. In this guide, we will highlight the 8 best practices for you.
1. Optimize your best ad copy
It is a good practice to consider your audience's device size when creating your ad copy. Nowadays, consumers access the internet using different devices, including smartphones, tablets, and computers. Although Google increased the number of characters of text ads (which is now up-to 300-character text ads), yet, users with smaller-sized devices may not appreciate a 3-layer headline and a 2-layer description line. As such, regardless of your audience's device preference, ensure to maintain a 2-layer headline and 1-layer description line.
2. Mirror the user's objective
The essence of an ad copy is to pass a message to your audience with the expectation that they will perform a Call-To-Action. So, what do you want your ad to accomplish? Do you plan on solving a problem? Just make sure your ad copy talks about the user's interest.
3. Add emotional triggers to boost CTR
Emotional triggers are one of the most effective copywriting strategies. It generates the highest click-through rate (CTR) in marketing. Add a solid emotional reaction to your ad to attract people into clicking your PPC ad copy. This method works very effectively.
4. Your display URLs must be unique and rich in keywords
Many advertisers don't even know that the display URL is quite different from the actual URL. The display URL is used for the ad while the actual or destination URL is the page to which the user is directed to. A good ad strategy would be to fill your display URL with top keywords. This will improve the ranking and visibility of your ad.
5. Include statistics or numbers in your headlines
Stats and numbers are an excellent way to get people to click your ads. Visitors want to see real figures before even attempting to click. Including numbers in the headlines is a powerful tool that you should use when writing PPC ad copy.
6. Focus on your users' needs
When writing the headlines and body of your ad copy, focus on how you can make life easier for your audience. Spare them the stories of how your business came into existence or how you are making millions every year. You should know that your audience cares most about themselves, so focus more on things that concern them.
7. Appeal to users' sense of entitlement
Every audience-base has this sense of entitlement that they deserve certain privileges. Well, this may be a selfish thought but you should know that we live in a selfish society. So, as much as you can, design your Facebook ad copy in a way that will appeal to their sense of entitlement but not at the detriment of your business.
8. Preemptively respond to common objections
Several things cannot be avoided in business; one of which is the objection. If you find yourself in a highly competitive niche, you will need a smart ad copy to preempt certain objections e.g. the cost of your product, the quality, etc.
Best Ad Copy Generators
With the help of technology, virtually every task can be accomplished easier and faster than before. Thankfully, creating ad copy isn't exempted. If you find it challenging writing ad copy or you don't have the time to create one, you can use automation tools. Savvy marketers use automation tools to streamline the process of writing, creating, testing, and optimizing ad copy. Below, we have listed the top 5 ad copy generators that you should try in 2020 to get some ad copy examples.
1. Karooya expanded text ad preview tool;
2. Google text ad preview tool by Andrew marketing;
3. Connect.io Facebook ads generator;
4. Wordstream smart ads creator;
5. Spider ads text-based ad generator.
Learning from Facebook Ad Copy Templates
Check out the following ad copy templates:
1. Using Facebook Targeting to narrow your audience, then direct ads to it
You can target your ads to men who are over 35 that live in Canada and are interested in gadgets. After this, you can write targeted ads directed to that very specific audience.
2. Write different Facebook Ads for different category of audience
If you sell both men's and women's bags, the men will be interested in the men's category and the women in their category. Simply create different Facebook Ad copy for both audiences.
3. Add visual to your Facebook Ad copy template
For example, Starbucks' "World's Largest #StarbucksDate" blended three images to create a great visual campaign.
4. Be consistent with one Call-to-Action
Society6, sellers of iPhone cases, displays beautiful iPhone cases in their Facebook ads with a powerful "Shop Now" CTA (call-to-action button). This encourages users to visit the store and buy an iPhone case.
5. Keep it short but valuable
For example, TaskRabbit uses this strategy to pass the message across to people who require hiring freelancers to complete personal tasks. The company's service is explained in a short four-sentence ad copy - "We've got chores covered," "Getting everything done is easier than you think."
6. Use easy-to-understand language and sentences
Your ad should immediately convey the following:
· What your business is offering
· How it benefits the audience
· Call To Action – what you want the audience to do
Learn from SoFi's copy, an institution that helps to refinance student loans.
Paying off loans faster. Refinancing your loans. Apply Now!
7. Be upfront about the numbers
A typical example of this template is used by Ball Honda, a car dealership in San Diego. They use Facebook ads to share amazing deals people can get upon leasing a CRV.
8. Get some perspective
Take the time to scroll through your own Facebook feed to see which one performs best. Work on improving that ad copy.
9. Test your Ad Copy
You can test your ads to know which one converts best. For example, Post Planner posted one ad in two different ways.
The first one is in question form.
Did you know Facebook's Graph Search changes the meaning of a LIKE?
The second one is a statement.
Beware of what you Like, my friends. Graph Search has changed the meaning of a Like.
The result obtained will determine the format to be employed in the next couple of ads.
Call to Action
A good ad on Facebook can lead to increased sales. As a marketer, you need to implement the right techniques that will yield positive results. With ad copy generators, any marketer should be able to automatically create a Facebook ad copy for your next marketing campaign. The overall quality of your ad copy can make or break your PPC campaign, so you want to change and test your copy from time to time to ensure the best result.
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