The Art of Writing Ad Copy: A Few Essential Tips

What is it?

Ad copy: that term used in marketing referring to the text of a clickable ad. If you see an ad when you Google something, the ad copy are those 2 to 3 lines under it describing the ad. But who clicks on these ads anyway? Aren’t we all too wary already of the schemes that ads bring?

It’s all in the writing

You can hire a pro to do your ad copy or you can do it yourself. But you should know some basic tips for writers of great ad copies. Who knows, you might be good at it and then do the writing yourself.

How the ad copy is written is far more important than you think. Some minor tweaking of your ad copy to just the right combination, could spell the difference between a successful campaign and a waste of PPC money.

Believe it or not, ad copy writing needs to be taken seriously. It deserves as much attention as any other advertising models of you PPC campaign – probably even more. So the trick here is to create an effective, eye-catching and noticeable ad copy.

Pay attention to these tips for writers who want to get the best results with their ad copies:

Text limits

Be aware of the limits Google puts on your ad copy. You have 35 characters per line, and you have only 2 lines to work with. Use them wisely.

Words that might easily attract buyers are words like “free,” “cheap” or “discount.” Use these words only if your product is really free, cheap or discounted.

Numbers and symbols

You can increase your CTR by using numbers and symbols. Numbers include dates, prices or percentages (for discounts). An ad copy with the words 50% discount may be clicked more than one that doesn’t give any form of discount.

Symbols like the trademark sign exude authenticity. Even a # sign can indicate a rank of some list. Don’t put too many symbols as this might be misconstrued as a spammy ad.

Grammar and punctuation

Yes, correct grammar and punctuation must be observed. You shouldn’t sound like the telegrams of olden times where sentences don’t stop with a period but with the word stop. You get the picture. Stop. So use the correct punctuations.

Poor grammar will tick off a potential customer. Have someone proofread your copy. Ask for any typographical errors.

Keywords in the text

Never forget to insert your keywords in the text of your ad copy. You want to reach the right audience so include those main keywords and write separate ads for customized keywords. Your target audience knows what they’re searching for, so make sure your ad copy is exactly what they need.

The benefit

Make sure you show clearly in the small amount of characters, the exact benefits or value that searchers can get once they click your ad. Don’t focus on the features of your products, zoom in on the value of your products.

Calls to action

Don’t forget to tell those searchers what it is you want them to do once they see your ad copy. If you compel them to do something, they just might do it. If you don’t ask for some form of response or action, don’t expect to get any. Some calls to action words are:

  1. Click here to buy

  2. Call Now

  3. Order Now

  4. Watch video here

  5. Get it here

  6. Reserve now

  7. Learn more

Once any of these are clicked, people will get redirected to the correct landing pages. Make then a call to action that invites a searcher to click because you wrote words that they are looking for.

Practice, practice and practice

The art of carefully crafting your ad copy takes a lot of practice, patience and testing. But that’s the beauty of this art. There isn’t any fixed formula or scientific method. If nothing is happening to your ad copy, change it up a bit with a better call to action or a much appealing benefit.

With these tips for writers on honing ad copy skills, you’re on your way to reaping the perks of your ads.