Let’s improve your ad copy.
Ad copywriting is a huge part of what can make an ad memorable. Aside from the obvious visuals available in banner advertising, a proper message can bridge that connection between a business and its potential buyers. The better the delivery, the better your return on investment and lead generation. Let’s dive into some best practices on how to optimize your ad copy.
Know Your Audience
Successful paid advertising speaks to specific customer needs and pain points. Consumers search because they have a question or problem, and they’ll gravitate to the link or search result that seems like the best match.
To communicate that match, you need to understand what drives your audience and what they value. Find out what consumers love about your products or services, and craft simple-to-follow ad copy to meet those needs.
For example, if you’re in the home services industry, your service may be pretty time-sensitive. Understanding that your customer may have an emergency (ex., A leaking pipe), writing copy that speaks to that urgency (i.e, 24/7 Emergency Repairs, or ‘We arrive in 60 minutes or less) can go a long way in connecting with the specific needs of that person.
Write Attention-Grabbing Headlines
Today’s online audiences are skimmers and scrollers. To get their attention and earn the click, headlines need to engage their curiosity and tell them that no, this message can’t wait.
Headlines that accomplish this challenging task are powerful, punchy, and unique. They use what pro advertisers call “power words” — emotionally relevant words and phrases that trigger excitement, urgency, and a fear of missing out.
Start with one of the many power word lists available online, and use these ideas as a jumping-off point to build a headline that is powerful, punchy, and unique. It should communicate the core value of your product or service in as few words as possible.
For example, a moving company could consider using an attention-grabbing headline such as…’Everyone Hates Moving’ (but we’ll do it right). Get people interested, and have them hooked with the rest of your copy.
Focus on Benefits Over Features
Today’s ad copywriting should go beyond describing a product’s features — what it does and how — to emphasize why the customer should care. A benefit illustrates how the feature solves a customer’s problem or fulfills their needs and desires.
For example, a portable Bluetooth speaker might have up to 20 hours of battery life, a waterproof design, and multi-device connectivity. However, those specifications are unlikely to stop a quick-scrolling consumer in their tracks. Ad copywriting needs to translate those specs into something they can visualize, such as “All-day power and shared playlists, at the beach or your next party.”
Create Strong Call-to-Actions
A call-to-action (CTA) is a short phrase that tells the reader exactly what to do next and what they’ll gain if they do.
Today’s scroll-stopping CTAs are clear and compelling. They encourage a single specific action, such as “Get your exclusive discount” or “Join our exclusive VIP network.” If appropriate, it also helps to add a sense of urgency, such as “Get your exclusive discount — offer ends at midnight!”
Test and Optimize
Digital advertising allows you to test and improve your ad copy continuously. One of the simplest and most effective strategies is A/B testing, which lets you compare the results of two different versions of an ad. Implement the changes that work, then rerun the process to keep optimizing.
Consider starting with a Google Ads optimization project, as Google provides step-by-step instructions for A/B testing within its framework. After following these instructions to familiarize yourself with the process, you can apply it to other projects in the future.
Common Mistakes to Avoid
If standing out is the goal of ad copywriting, blending in is the biggest “don’t.” Here’s how to avoid getting lost in the noise of online advertising:
- Vague Messaging: You have seconds to make your ad stand out. Be as specific as possible to get readers’ attention.
- Weak CTAs: Many ads use generic CTAs like “act now” or “click here.” Stand out with specific, emotion-driven language to get attention.
- Lack of Urgency: Online audiences tend to be forgetful. Improve your chances of conversion by giving readers a reason to act now.
Upgrade Your Ad Copywriting Today
Taking your ad copywriting to the next level begins with a single, small change. Craft an engaging headline and benefit-rich copy, then add a compelling CTA. Test a few versions, see what works, and build on that for the best possible results.
Need help, we’re always available for help. Feel free to reach out to us or give us a call at 1-512-879-6366.
