Ad Copy – Purpose, Types and Tips

What is an Ad copy?

Ad copy (also known as message and message concepts) is the main promotional material used by advertisers in all forms of communication. It is that which directly appeals to the audience and leaves a positive impression. 

Ad copy can either be descriptive and motivational or general and informative. It’s crucial to convey information in a way that makes consumers want to engage with your product or service. This ensures that the consumer will remember your company and remember your message, which is why you should always make sure that your ad copy is carefully considered before production begins.

How Ad Copy Works?

Ad copy is very different, however. Ad copy is how you get someone to act – whether it’s encouraging someone to sign up for your newsletter, tell their friends about your product or service, or solve a problem they have. When you write Ad copy, you are selling an idea, not a product. When you are trying to sell an idea, you need to appeal to as many different types of people as possible.

The best salespeople spend just five to ten seconds addressing a new prospect’s questions and concerns. If they can’t answer them instantly, they let the customer know that they will help out in just a few minutes. Without interacting with your customers, you will leave many of their objections unanswered. This will ultimately result in unsatisfied customers, and as a result, lost revenue.

Effective copy solves customer objections. When a customer has no questions, the sale is almost assured. Ad copy has to be clear, concise, and actionable. Ad copywriting aims to get the consumer to take action, like buying a product or applying for a loan. 

Marketing is all about brand awareness creation and that means making sure the consumer knows what you offer and knows how to recognize it when they see it. 

The Purpose of Ad Copy

Ad copy is the key to increasing conversion rates on a sales page and profits for your business. The three ways to increase your profits-

  1. increase the traffic to your sales page,
  2. increase the value of your product,
  3. increase the percentage of traffic to the page that converts to customers.

Conversion rate optimization has been proven to be the most effective tactic for increasing the ROI of your business. Ad copy is the prose version of a message or offers being communicated. It’s short yet descriptive and written, so the readers are engaged and motivated to take action.

Identifying Ad Copy

Identifying effective ad copy is simple. Most good ad copy follows the same basic structure. A good headline should either appeal to consumers’ fears or desires or inspire a sense of curiosity in the potential customer. The goal is to get them interested enough in the ad to read the rest of it.

Correctly written ad copy appeals to both “reason of mind” and “emotions,” pushing the customer to action. Understanding what those key motivating factors are will help you deliver the right message.

The Two Types of Ad Copy

An ad copy can be presented in two ways

1. Written Ad Copy 

This is the email, letter, or any piece of copy you send to your audience. It has certain things in it that a website visitor would find interesting.

Typical ad copy tells someone about a new product or service, gives some history about an organization or product, and tells someone about their chances of getting good deals on something they’re looking for. 

2. Video Ad Copy 

Video advertising in itself can be pretty intimidating. Video commercials have to be much more in-depth than written ad copy. Video ad copy is all the rage these days. Web marketers have found that displaying videos has several advantages over text ads. One major reason is that videos make your site feel like a video resource.

Visitors are more likely to engage with something they can pan, tilt and jump. This is especially true if they are looking for something like product info or product-related information.

5 Tips for Writing Better Digital Ad Copy

1. Make Your Headline Meaningful

To punctuate your brand’s message, opt for a powerful headline paired with engaging content. Consider these tips while writing headlines: 

Ask a question

Asking questions can be one of the most effective ways to engage consumers. When you ask a question, you are essentially telling your customer that you care about their experience.

Fix a problem 

Tap into your audience’s needs and use your product or service to solve their problems. The key to a successful campaign is targeting your prospect’s pain point in the right way, at the right time.

Use keywords

Make sure your ads use the same keywords as the search queries of people interested in your products or services.

Make it funny 

Use humor in your headlines to attract and engage your target audience. Make your business stand out from the competition and catch your customers’ attention by using the best word to capture their interest.

2. Use Keywords

There are various techniques to get the right mix of both specific and general keywords. A good mix will make things easier for both the search engine and your potential clients. This allows you to have a more targeted audience and pull in people thinking about broad concepts related to the product or service you’re offering.

If you’re trying to communicate with your audience, avoid overusing keywords. Keyword stuffing will only frustrate your readers and could lead to a loss of business.

It’s not so much about what you put into your keywords as to why. What do your customers want? How do they search for information? Think about why someone would use your keyword and tailor it accordingly. When creating keyword lists, it’s important to understand why people search for the products, services, and information your business offers. Use keywords based on their intentions.

3. Always Add Value

Don’t waste their time with irrelevant offers. The more relevant the offer, the better your chances will be of capturing qualified clicks.

To get your copy most effective, you have to go and do a lot of research and then create personas for the things you’re trying to deliver. Ask yourself:

  • What kinds of questions do the customers ask?
  • What are their pain points?
  • What are their demographics?
  • What kind of content do they like?
  • Lastly, how does my product or service will make their life better? 

Based on the results, you will create a better understanding of who your reader is.

4. Remember Your Call-To-Action

Don’t be afraid to write directly and clearly. Avoid pretentious or flowery language. Don’t feel you have to fit in just because of the style of this particular piece of content. Credibility matters more than anything else.

What is your goal when you draft your CTA? Do you want to drive traffic, gather leads, or gain downloads? The best CTAs use strong action words like “join,” “subscribe,” and “launch.”

5. A/B Test Your Ad Copy

A/B testing is a method for determining which ad copy is more effective, thus letting you know what copywriting elements to keep and which to eliminate. A/B testing involves creating two ads for the same product and then running them separately in the marketplace.

When creating your ad copy, you should use different word combinations and focus on the benefits of your offer in one ad, as well as the value proposition in another.