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.
Think about what sort of characteristics your target audience has: Are they young? What are they interested in? How do they speak to one another? Narrowing down what your target audience is like, can help you craft copy that will better resonate with them.
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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.
The call to action in your ad copy should be inline 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.
When reviewing your ads, update 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.