Copy has the power to influence and persuade, just like a skilled archer and their bow. Crafting each word of an ad copy is similar to knocking an arrow on a bowstring and pulling back – you must use precision and finesse to ensure your message hits the mark.
Ad copy that is too generic can miss its target entirely, while ad copy that is too intricate can shoot right over someone’s head.
In this blog post, we’ll take a deep dive into the essential elements of ad copy and how to write ad copy that sells and for maximum effectiveness.
Ad copy is the written content of an advertisement, which can include the main body, headlines, and call to action (CTA). It is designed to grab the attention of potential customers and encourage them to take action.
eCommerce businesses harness the power of ad copy to promote their products and services. From high-converting emails and social media captions to blog posts and paid ads, ad copy plays a key role in getting potential customers to click – so you should strive to get it right.
However, pinning down how to write ad copy that sells is only half the battle. Ad targeting ensures the right message reaches the right people at the right time. Ad targeting includes factors such as demographics, interests and habits, device types, or even location.
Ad copy has a few main objectives:
It should be written in such a way that it informs and persuades potential customers to take action. Your ad copy should be clear, concise, and easy to comprehend. It should also be targeted to a specific audience and include phrases that appeal directly to them.
Knowing how to write an effective ad copy is essential if you want your message to effectively reach its target. Here are seven tips on how to craft a successful ad copy:
Before you pen down your ad copy, make sure you understand who will be reading it as they are the most important element of your marketing strategy. Research the demographics and interests of your target audience, and use this information to inform the content of your ad copy.
Your ad copy must resonate with them, so understanding their needs and how you can meet them is essential.
Your target audience's struggles and pain points should be your business's top priority. Ad copy should address their needs and provide the solution they’re looking for. Put yourself in your customer's shoes to get an understanding of what they're looking for and how your product or service can fill that gap.
Don’t be afraid to get personal with your ad copy. Speak directly to the customer and engage with them to make them feel heard.
The amount of time people spend reading or watching an advertisement is very limited, so your ad copy should be punchy and to the point. The key is to get the message across without overwhelming the reader.
Be sure to use active voice and simple language – it will make your ad copy easier to digest and more memorable.
The aim of your ad copy should always be to get the customer to take the desired action. Whether it’s subscribing to a newsletter, downloading an ebook, or making a purchase – your ad copy should include a clear call-to-action (CTA).
Make sure your CTA is easy to spot and it’s asking the customer to do something specific.
Adding visuals to your ad copy can help you capture the attention of potential customers and also be more unforgettable. Research suggests that companies who leverage visual content grew their traffic 12 times faster than those who don’t.
Don't forget that your visuals should also be relevant to your ad copy. They should work together to tell a story and leave an impact.
Inject some personality and emotion into your ad copy with the help of simple yet provoking emojis. They can be used to lighten the mood, emphasize a point or make an emotional connection with the customer.
But use them sparingly, otherwise, they can become a distraction and weaken your ad copy’s message.
The tone is a non-verbal component of the message and can determine how people will respond to it. Your ad copy should maintain a consistent tone throughout to create an emotional connection with customers and make them more likely to take action.
Whether you use humor, sadness, or simple facts - the tone of your ad copy should be consistent from start to finish.
The best way to learn about ad copy and how to craft it effectively is to watch it in the wild. Observing real-world examples of ad copy and how it affects its audience and the business's bottom line can help you understand how to make your message stand out.
Mejuri, the online jewelry store, has crafted the perfect ad copy for Instagram. The message is short, sweet, and to the point – while still speaking the audience's language. The visuals are bright, bold, and eye-catching - all the elements coming together to create a convincing ad.
NEAR Protocol, a climate-neutral blockchain platform, used creative ad copy and visually appealing images to attract and draw in their target audience. The copy was written using an informal and friendly tone, creating a sense of connection with the audience.
To relate with their audience, Mielle Organics uses a tone and language that their target audiences use daily. Adopting an informal tone, this Facebook ad copy is crafted to be relatable while still providing enough information about the product and its many benefits.
Google continues to innovate, and its ad copy features are no exception. The ad copy for Google ads has become more conversational, with shorter phrases that are easier to read and comprehend. Ad copy also often features a strong call-to-action, such as “Try It Now” or “Learn More”, that encourages readers to take action.
Tiffany & Co. displays these traits perfectly in their ad copy, offering an incentive to customers to purchase their product.
The truth is that there is no one-size-fits-all approach to ad copywriting. It should be tailored to your company, its target audience, and the specific message you’re trying to convey.
Although it can be difficult to decide what approach works best for your copy, some key elements can help you craft effective ads.
For instance, ad targeting remains one of the most important things to consider when designing an ad. Ad targeting ensures that your ad copy is tailored to the specific audience you are trying to engage, resulting in higher click-through rates and conversions.
Using a platform such as Triple Pixel, to stay on top of all first-party data gathered across different channels, can help you easily identify which ads are performing the best and adjust their copy accordingly.
Ad copy serves at the heart of an effective ad campaign. But crafting compelling ad copy is more than just creative writing - it requires knowledge, strategy, and analysis to create a copy that sways and echoes in the hearts of your target audience.
Investing in a dedicated and comprehensive analytical and creative platform like Triple Whale to easily identify the top-performing ad copy that resonates with your target audience can help you achieve the best ROAS. With Triple Whale, you can create and manage powerful campaigns across different channels that will maximize the success of your advertising.
So don’t wait, get started now and give your copy the edge it needs to convert.
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