Growth marketers who rely on paid media have their work cut out for them. Each platform comes with numerous formats, tons of pricing models, and a variety of audiences to target—not to mention its share of “secrets,” or tips and tricks that let the knowledgeable growth marketer get benefits beyond most advertisers. Add to that a need for testing, analysis, and revision, and you’re looking at a serious amount of time and skill. Anyword has, over the years, spent over $250M on paid ads, so we know what we’re talking about. It’s not easy by any stretch.
Still – to make things a little easier, we’ve broken down our favorite hacks for creating ad copy for the biggest social media and paid ad platforms. Check out our best tips below:
You’ve got 2,200 characters (plus emojis) to insert keywords that are essential to your brand. You should use phrases that appeal to emotions, and stick in a few CTAs as well. But keep in mind that Instagram displays only two rows of text “above the fold”, i.e., the user must click to see the rest of the text, which they tend not to do. It’s therefore vital to grab their attention with those first words.
You also get 30 hashtags – use these as keywords for each and every image that you put up so that people will discover you among the 95 million pics that are posted every day.
Top tip: Don’t forget that your profile, username, bio, and alt text are all factors in how your ad will perform.
Facebook Headlines and Primary Text
Primary text is actually the most important text for ad copy, but all you’ve got is 125 words to get your message across.
Fortunately, Facebook has the Multiple Text Options feature that allows you to test the response to the copy variations that you create. We’ve run experiments that have shown that even small changes can improve CTR by as much as 20%.
Top tip: For headlines, we recommend about five words, and using them to highlight deals, promote a CTA, or brand your product/service.
Twitter has generously doubled its character count to 280, but don’t forget that every link reduces that by 23 characters. You also get 20-character hashtags that allow you creative ways to define your product or service by, for example, including your location, notice of a sale, and whatnot. But hashtags also reduce your character count, so use them sparingly.
Top tip: Instead of hashtags, focus your ad copy on limited time offers, free stuff, and calls to action.
Google Ads might just be the most restrictive when it comes to character limits – 30 characters per headline and 90 characters per product description. However, Google has some great tools that allow you to make the most of limited space.
For instance, you can automatically adjust your ads to appear according to the physical location of the user through Google’s location targeting. Google also lets you take advantage of classic “FOMO” marketing with a countdown timer, which is just one of a set of customizers that they provide.
Top tip: Google Ads are about people actively searching for a solution, so the ad copy should reflect how your brand solves a problem.
After Google’s maximums, it might seem as though LinkedIn’s character limit of 600 is generous. However, for visitors to read anything beyond the first two lines of ad text, they need to click “see more”, so putting your best stuff within the first 150 characters is the best bet.
Plus, don’t forget that LinkedIn (usually) works according to CPC. To reduce the number of unqualified clicks, you should do your best to ensure that the relevance of your product is very clearly set out within those 600 characters (there is no charge for the “see more” click).
Top tip: Insert URLs, hashtags, and CTAs within the first two lines to increase their visibility.
Native ads are different than others because they catch a person as they’re consuming content and not necessarily looking for what the native ad is selling. That means that you need to be eye-catching while also reflecting the post-click content.
It’s therefore essential to use a catchy headline that can describe your content very efficiently. Also, in some placements, the text gets cut off, so you want to lead with the most important info first.
Top tip: Use the headline to call out your audience: “Foodies will love this new restaurant” or “Seniors can benefit from this financial advice”.
The (Often Untapped) Power of AI
The above tips are a mere glimpse at the ins and outs of ad copy. For greater success, marketing managers need a much deeper level of knowledge than what we’ve described here, and that can often feel intimidating.
The good news is, there are new tools that lighten the burden when it comes to ad copy creation.
The most cutting-edge technologies use Aritificial Intelligence to create copy that is tailor-made for each channel. This helps in a few ways: 1) it ensures you have the perfect text for each individual channel; 2) it saves you time by creating multiple variations; and 3) it generates ideas for effective copy if you’re drawing a blank. Plus, with the right AI copywriting platform, you can automate text creation with only a few words as input.
Anyword, developed based on millions of dollars of ad spend, does all this and more. It even grades the copy variations to help you pick just the right message from the multiple variations that it generates. Curious how it works? See what copy it generates for you at go.anyword.com.