What Is Ad Copy?
Ad copy is essential to any ad. All ads are centered around conveying some kind of message, whether it be through a creative image or through carefully chosen text. The text that accompanies an ad is what is known as ad copy. Ad copy can vary from just a few words in a headline to many sentences in a description. The ad copy should provide the viewer with further information on what the ad is about.
Why Is It Important To Write Good Ad Copy?
Ad copy can sometimes be the deciding factor if the viewer clicks your ad or not. Your copy should first grab the viewer’s attention and then guide the viewer to take some kind of action. Therefore, it is important to keep the business objective in mind when constructing effective ad copy.
5 Tips for Effective Ad Copy:
Keep It Short
Viewers’ attention spans are rather short, so keeping the wording in your copy to a minimum is the best practice. Start with a short and punchy headline that would intrigue the viewer upon first glance. Then move on to the description; this should have more detail and uses language that is easy to read. The combined text from the headline and description should ultimately convince the viewer to take some kind of action around your ad.
Speak To Your Target Audience
When constructing your ad copy, have your target audience already in mind. Think about what sort of characteristics your target audience has. Are they in a younger generation? Do they have a lot of free time? How does your audience typically speak to one another? Narrowing down what your target audience is like, can help you craft copy that will better resonate with them.
Ad Copy Should Pertain To The Visual
Both ad copy and creative should complement and coincide with each other. As separate components, however, they should each be strong enough to communicate the ad message on their own. Make sure both parts stay on topic and will ultimately help achieve your overall goal. This is important to a creative as well since they are designing the ad. Learn more about the creative process here.
Include A Call To Action
The CTA in your ad copy should be in line with your campaign goal. For example, if you have the objective of generating leads, then include a call to action for the viewer to input his or her email address. Remember your ad copy is there to guide the viewer to do something, so be explicit and clear in your message and call to action.
Consider A/B Testing
When reviewing your ads, update the text as needed and consider A/B testing to improve results and detect patterns in performance. Run the same creative with different ad copy in order to see how each ad performs across your target audience. The better-performing ad will be the one that was more successful in helping achieve your campaign goals.
Ad copy can help you stand out from the online crowd and drive desired results for your overall business objective. That is why it is so important to have effective ad copy. Want more help with your marketing strategies and advertising goals? Check out our paid advertising services here.