There’s no denying that we live in a visual-first world. People post pictures to Instagram, scroll through TikTok videos and absorb hundreds of images and graphics on a daily basis. However, it’s important not to forget the power that words have — especially for growth marketers looking to give their business a boost. It doesn’t matter how great your visuals may be, when it comes to successful advertising, strong ad copywriting remains one of the most important skills for any marketer to nail down.
But it’s not always so easy. Creating successful ad copy doesn’t come all that naturally to most writers. It takes learning what works and what doesn’t. With the right strategies and know-how, ad copy that grabs people’s attention, engages them emotionally, and convinces them to convert is well within reach.
What Is Ad Copywriting?
Before we can dive into the how, let’s first talk about the what. What exactly is ad copywriting? Simply put, ad copywriting is writing that works to promote and sell a specific product, service, or even content. Ad copywriters create sales-inducing language for products/services that not only makes them appealing but also convinces people to buy it (or at least look into it). The end result? More conversions, sales, and profit for your business.
What Platforms Are Relevant for Ad Copywriting?
While traditionally, we would think of ad copywriting as living on paper, and on paper only (think: magazines, newspaper ads, billboards, etc). But it’s 2022, and digital platforms reign supreme. This means that ad copy can live pretty much anywhere we take in content, but these are a few of the main platforms we’ll see quality ad copywriting.
Facebook remains one of the top platforms for advertisers. It’s so big, in fact, that over 160 million businesses use Facebook every month to stay in contact with their customers (and the soon-to-be customers.) But how does one stand out among the 160 million others? Strong ad copywriting.
It’s the advertising dream to end up at that top spot on a Google search page. While bidding for those top seats is a main deciding factor on where your ad will end up, quality copywriting also plays a role. SEO keywords, hard sell verbiage, and clear call-to-actions also have a huge role to play.
Yes, Twitter is for a lot more than just sharing the latest meme and checking out what’s “Trending.” A lot of advertisers find success using Twitter for ad promotion, and since images are slightly less important on Twitter, your ad copy really needs to shine on this platform.
Don’t overlook Pinterest! Businesses, big and small, have flocked to Pinterest over the past few years. And with good reason — Pinterest ads blend pretty seamlessly with all other “pins” in a user’s feed, so it’s a good, natural way to get your product out there. Plus, who doesn’t love the aesthetics of the platform?
There’s no better way to get right to the source than LinkedIn — especially for B2B copywriters. This platform allows you to really drill down on a specific audience, making it easy for you to tailor your ad copy so that it resonates with them.
How To Write Good Ad Copy
Each ad is going to be different, so it’s important that you test and try several different tactics to see which best resonates with your audience. What works for one demographic might not necessarily work for another, so it’s important to have a clear idea of who you’re writing to. Once you nail that down, here comes the fun part — actually writing your ads. While you’ll still need to cater your message to your specific customer base, there are a few ad copy best practices that can guide you along the way (and make for much stronger copy in the end.)
Here are a few tips for writing ad copy that shines (and sells):
Make Every Headline Count
When you’re writing headlines for your ad copy, resist throwing in industry jargon or too many buzzwords. Headlines are your first chance to make a strong impression on potential customers, so be sure to make headlines meaningful and as clear as possible. Do this by sticking to the common (and trusted) headline tactics: asking a question, listicles, direct response, etc. For more details on how to craft strong headlines, check out our guide here.
Trigger Emotions or FOMO
Nothing turns a casual scroller into a buyer like an emotional response. Emotions are probably the most powerful tool copywriters have in their toolkit, and it’s this very reason why your ad copy should always stir up some sort of feelings in your audience. FOMO? Joy? Shock? Decide which emotion would best convert and run with it. But remember to keep it authentic. Consumers can smell insincerity a mile away, so make sure whatever emotion you’re trying to evoke, it’s sincere and genuine.
Make Your Value Clear
Your ad copy should always answer the question “What’s in it for me?” before your customer even has time to think of it themselves. Don’t just tell them how great your product is — tell them what they’ll miss if they don’t buy it! Do this by giving examples of people who have already used your offering successfully (case studies or testimonials) or lay out the unique features and benefits of your product.
Don’t Forget Your CTA
Call-to-actions (CTAs) are really the end-all, be-all for quality ad copy. Tell your customers explicitly what action you wish them to take with a clear, concise CTA. Consider the goal of your ad campaign and cater your CTA accordingly. Looking for more sales? “Buy Now” and “Shop Now” are your go-to’s. Need more leads for your newsletter? “Sign Up” or “Learn More” are both great options.
Use Strong Keywords
A great way to improve your ad’s performance is to use strong keywords. For example, if you are advertising a new pair of sneakers, try adding key phrases like top running shoes or newest kicks in your ad. By incorporating these popular search terms, you can increase clicks and conversions on your ads.
Test Different Variations
You should never write just one ad and call it a day. By testing multiple different ad variations, you might discover that something you thought wouldn’t work as well ends up being a top performer. You can do A/B tests, or split tests, but the important thing is to keep trying new copy until you nail down something that generates more responses or sales.
Anyword: Your In-House Ad Copywriter
Writing ad copywriting isn’t something you can become an expert in overnight, but luckily, you never have to go it alone. Even the most experienced copywriters need a little help sometimes, and that’s where Anyword steps in. Anyword’s copywriting platform generates ad copy for a wide variety of platforms (think: Facebook, LinkedIn, Twitter, and more).
But Anyword doesn’t just stop at the text itself. Based on a collection of millions of real ads and data, Anyword’s powerful AI understands what kind of language works for specific audiences. What does this mean for you? Each copy variation comes along with a unique Predictive Performance Score that tells you how well your ad will perform — before you even go live. With Anyword’s help, copywriters and marketers alike can make smarter language decisions and better optimize their campaigns for their specific audiences.
Take advantage of stronger, more streamlined copy through Anyword’s AI copywriting tool, starting with a 7-day free trial.