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In the digital world, getting your message across to customers isn’t as easy as holding up a sandwich board. To stand out against the clamoring sea of voices that comprise the internet, you have to have something special.
That starts with your product, carefully crafted by you to serve a need. Even that is not enough, however; you still have to catch your audience’s attention and convince them that you’re worth pausing a second for. How do you do it?
With good ad copy. Whether you’re getting ready for the holiday season or simply trying to home in one best practices in the coming years, focusing on your ad copy is never a bad idea.
In today’s post, we’re going to take a look at the top 10 tips for good ad copywriting, broken into four categories: understanding copy, creating the headline, developing ad content, and optimizing your copy for digital platforms. It’s your crash course in better ads, so don’t wait to get started.
Read on!
Understanding Ad Copywriting
There’s a reason Mad Men was such a hit show. In addition to riding on Jon Hamm’s good looks and charisma (not to mention all those amazing dresses), it painted a fascinating and relatively realistic look at the inner workings of ad agencies.
Viewers got to see how brands such as Lucky Strike, Kodak, and Heinz built consumer interest and loyalty from the ground up, using innovative ideas that hadn’t been done before. If the show made clear one thing, it’s that ad copywriting is a special skill set.
In today’s world, there are many simple ways to take your copy to the next level, such as storing it in a product information management system to dramatically streamline writing and running campaigns.
But the real secret to good copy involves first understanding how it works.
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The Principles of Copywriting
In the world of e-commerce, effective copywriting hinges on connecting with your audience's existing needs. Avoid the trap of sounding overly academic, and ensure that your copy directly addresses the pain points your potential customers are already experiencing.
The key is to swiftly and clearly convey what your product or service can do for them and why it matters. Don't get bogged down in the technicalities of keyword density and meta fields; while catering to search engines is important, it's paramount that your ad copy speaks directly to human experiences. Striking the right balance will not only enhance your online visibility but also resonate powerfully with your target audience.
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Know the Difference Between Traditional and Ad Copy
It’s also crucial to know the difference between traditional copywriting and ad copy. Ad copy must clearly convey a desired action, in other words, there must be a clear call-to-action (CTA). Traditional copy may introduce, inform, build relationships, make offers, and inculcate brand loyalty. And, that makes sense right? Traditional copywriting has time in which to do that; it is talking to people at all stages of the marketing funnel.
With ad copy, that’s not the case. You are trying to get the reader to take an action: click here, purchase now, download immediately. Thus, ad copy must have only one call-to-action as well as meet the guidelines of the ad platform, be it social media, search engine, or even a magazine.
Creating the Perfect Headline
Next up: headlines. They are the first thing your prospects will see other than the image (discussed further in No. 6), so they matter a good deal. Thus, the following two tips will deal with headlines.
Write Effective Headlines
It’s hard to write an effective headline. We’re just being honest! There are many approaches that you can take, from asking a question to using numbers to making a promise. Whatever approach you choose to take, your headline must employ a few basics:
- Active voice: Passive voice leaves the reader out of the equation, so always use active voice.
- Eliminate all unnecessary words: While it’s not necessary to omit every article (a/an/the) à la the newsroom, shorten your headline as much as possible while still retaining the sense.
- Give a reason to keep reading: Your headline is only the beginning of your ad, so include a reason to keep reading in your headline.
- Use statistics where they make sense: Numbers and stats are compelling, just don’t lose yourself in their pursuit.
Most ads could do well with multiple headlines, so it’s smart to create a good “storage” system for all your headlines, the better to reuse them, edit them, and test them in upcoming campaigns. Many companies now use product information management tools, so it becomes easier to compile all information related to your products in a centralized system.
Speaking of testing headlines …
A/B Test and Optimize Headlines
The good news about ad copy in the modern age is you have more than one chance to get it right. Ad platforms now allow you to A/B test headlines, the body of the ad, images, and more. That means creating two versions of the ad where you keep everything except one element the same. That way, when one ad performs better than the other, it’s easy to tell that the variable is responsible.
Make sure to do this with your headlines, which are one of the most important elements of your ad. Even once you find a winner, revisit your headlines regularly to make sure they’re still the best option.
Developing the Ad Content
Once you have your headline down (for the moment), it’s time to turn your attention to the ad copy. Here’s where we dive into the specifics of the ad’s body, which will really bring home the bacon.
Dial in Language and Tone
First and foremost, your ad’s tone must match your overall brand voice. Otherwise, a catchy humorous ad might attract a prospect who will quickly be driven off by your somber website. Whatever heartstrings you tug on in an ad, you must maintain that approach when they get to their destination, from product page to newsletter signup.
The best way to do this is to keep your voice guidelines front and center while writing copy. If you’re writing it yourself, reference it often. If you are using an AI ad copy generator, make sure you’ve fed the correct parameters into the tool before generating ads.
Once you have a few versions of the copy, start running A/B tests to see which works most effectively. When you find a winner, run that one against other versions, and so on. The goal is you are always improving.
Match Copy to Visual Elements
Copy must match your voice, but it must also match your imagery. And, to the same point as above, your imagery in the ad must match your imagery on your site. A bright, crisp ad photo will clash jarringly with a moodily edited product photo, so consistency is key when it comes to branding.
This is another area where keeping a style guide front and center can help. It’s also a reason to use your own images versus stock photography, because you know for sure that they’ll align.
Strategize for Conversions
Your goal is to turn eyeballs into action takers. In other words, you want every ad to convert immediately.
To that end, your ad should always:
- Skip intermediary steps and send the person straight to an action-taking page, such as a landing page, product page, or product collection page
- Say exactly what you want the viewer to do in the copy rather than leave them to figure it out
- Use a button or link that reiterates or rephrases the call to action
- Use the most appealing imagery in your repertoire
That way, your prospect is motivated not only to take action, but to stick with their decision once they research the product page, shopping cart, and checkout.
Optimizing Ad Copy for Digital Platforms
Ad copy has moved away from the billboards, bus stops, newspapers, and magazines that it adorned in Don Draper’s day. In the modern age, most ad copy gets placed before viewers using smartphones and tablets as well as desktop computers. Whatever you may think about the shift to digital, it is more than official and we’re not going back.
“The paradigm shift from analog to digital runs through most aspects of modern society and advertisement has been on the forefront of the change,” explains Statista. “Losses in circulation and the reach of print media, as well as relevant age groups turning away from broadcast TV, is making advertising through traditional avenues increasingly unattractive.”
For that reason, it’s critical that you align your ad copywriting strategy to the ecommerce space. Let’s look at how.
Leverage Google Ads and SEO
You pay for ad spots, which means you don’t have to worry about keywords as a means of bringing people in organically. We’re not talking about a blog post or article; no matter what words you use in your copy, your ad will still get shown … at least to some people.
Many people, however, make the mistake of thinking this means SEO and keywords don’t matter for ads, and that couldn’t be further from the truth. They matter greatly, because the keywords you use determine to whom the ads will be shown. If ads are not relevant to searcher intent, the searcher will not take action.
Not only that, if your ads prove to be of low or no relevance to the eyeballs that see them, they won’t be shown as much and you will end up paying more for fewer results.
For that reason, make sure you use Google Ads to perform thorough research, then use those keywords in your ads and bid on them accordingly. Other ad platforms may offer other research tools, while social media platforms determine how ads are shown using their own metrics. Always do your research before paying for an ad, no matter how well-crafted its copy.
Account for Social Media
Social media copywriting isn’t the same as either traditional copy or ad copy for search engines and e-commerce sites. On social media platforms, you can promote posts, which means that you write the body of your text as usual, and then pay to have it shown to more people.
As such, the rules of the platform dictate what your ad copy will look like. Facebook asks for specially tailored copy, and can have headlines. In comparison, Instagram ads typically mimic a traditional post format, even though both are owned by Meta. Again, always do your research.
If you’re interested in learning more about each social media channel & platform ad guidelines be sure to check out all of our spec guides.
Adjust for Email Marketing and Newsletters
Every ad is meant to inspire an immediate action, and the percentage of people who take that action compared to who see it determines its effectiveness: actions taken/people viewed = percent success rate.
If your ad will take someone to a signup page rather than a specific product page, make that clear. Otherwise, your prospects will face cognitive dissonance and will most likely leave.
Great Ads Start With soona
Ready to take your ads to the next level? soona is here to help, with a suite of tools designed to take your product listings and marketing campaigns from good to great! Learn more about what we do and get started on the best year yet.
In the digital world, getting your message across to customers isn’t as easy as holding up a sandwich board. To stand out against the clamoring sea of voices that comprise the internet, you have to have something special.
That starts with your product, carefully crafted by you to serve a need. Even that is not enough, however; you still have to catch your audience’s attention and convince them that you’re worth pausing a second for. How do you do it?
With good ad copy. Whether you’re getting ready for the holiday season or simply trying to home in one best practices in the coming years, focusing on your ad copy is never a bad idea.
In today’s post, we’re going to take a look at the top 10 tips for good ad copywriting, broken into four categories: understanding copy, creating the headline, developing ad content, and optimizing your copy for digital platforms. It’s your crash course in better ads, so don’t wait to get started.
Read on!
Understanding Ad Copywriting
There’s a reason Mad Men was such a hit show. In addition to riding on Jon Hamm’s good looks and charisma (not to mention all those amazing dresses), it painted a fascinating and relatively realistic look at the inner workings of ad agencies.
Viewers got to see how brands such as Lucky Strike, Kodak, and Heinz built consumer interest and loyalty from the ground up, using innovative ideas that hadn’t been done before. If the show made clear one thing, it’s that ad copywriting is a special skill set.
In today’s world, there are many simple ways to take your copy to the next level, such as storing it in a product information management system to dramatically streamline writing and running campaigns.
But the real secret to good copy involves first understanding how it works.
The Principles of Copywriting
In the world of e-commerce, effective copywriting hinges on connecting with your audience's existing needs. Avoid the trap of sounding overly academic, and ensure that your copy directly addresses the pain points your potential customers are already experiencing.
The key is to swiftly and clearly convey what your product or service can do for them and why it matters. Don't get bogged down in the technicalities of keyword density and meta fields; while catering to search engines is important, it's paramount that your ad copy speaks directly to human experiences. Striking the right balance will not only enhance your online visibility but also resonate powerfully with your target audience.
{{studio-ad="/external-components"}}
Know the Difference Between Traditional and Ad Copy
It’s also crucial to know the difference between traditional copywriting and ad copy. Ad copy must clearly convey a desired action, in other words, there must be a clear call-to-action (CTA). Traditional copy may introduce, inform, build relationships, make offers, and inculcate brand loyalty. And, that makes sense right? Traditional copywriting has time in which to do that; it is talking to people at all stages of the marketing funnel.
With ad copy, that’s not the case. You are trying to get the reader to take an action: click here, purchase now, download immediately. Thus, ad copy must have only one call-to-action as well as meet the guidelines of the ad platform, be it social media, search engine, or even a magazine.
Creating the Perfect Headline
Next up: headlines. They are the first thing your prospects will see other than the image (discussed further in No. 6), so they matter a good deal. Thus, the following two tips will deal with headlines.
Write Effective Headlines
It’s hard to write an effective headline. We’re just being honest! There are many approaches that you can take, from asking a question to using numbers to making a promise. Whatever approach you choose to take, your headline must employ a few basics:
- Active voice: Passive voice leaves the reader out of the equation, so always use active voice.
- Eliminate all unnecessary words: While it’s not necessary to omit every article (a/an/the) à la the newsroom, shorten your headline as much as possible while still retaining the sense.
- Give a reason to keep reading: Your headline is only the beginning of your ad, so include a reason to keep reading in your headline.
- Use statistics where they make sense: Numbers and stats are compelling, just don’t lose yourself in their pursuit.
Most ads could do well with multiple headlines, so it’s smart to create a good “storage” system for all your headlines, the better to reuse them, edit them, and test them in upcoming campaigns. Many companies now use product information management tools, so it becomes easier to compile all information related to your products in a centralized system.
Speaking of testing headlines …
A/B Test and Optimize Headlines
The good news about ad copy in the modern age is you have more than one chance to get it right. Ad platforms now allow you to A/B test headlines, the body of the ad, images, and more. That means creating two versions of the ad where you keep everything except one element the same. That way, when one ad performs better than the other, it’s easy to tell that the variable is responsible.
Make sure to do this with your headlines, which are one of the most important elements of your ad. Even once you find a winner, revisit your headlines regularly to make sure they’re still the best option.
Developing the Ad Content
Once you have your headline down (for the moment), it’s time to turn your attention to the ad copy. Here’s where we dive into the specifics of the ad’s body, which will really bring home the bacon.
Dial in Language and Tone
First and foremost, your ad’s tone must match your overall brand voice. Otherwise, a catchy humorous ad might attract a prospect who will quickly be driven off by your somber website. Whatever heartstrings you tug on in an ad, you must maintain that approach when they get to their destination, from product page to newsletter signup.
The best way to do this is to keep your voice guidelines front and center while writing copy. If you’re writing it yourself, reference it often. If you are using an AI ad copy generator, make sure you’ve fed the correct parameters into the tool before generating ads.
Once you have a few versions of the copy, start running A/B tests to see which works most effectively. When you find a winner, run that one against other versions, and so on. The goal is you are always improving.
Match Copy to Visual Elements
Copy must match your voice, but it must also match your imagery. And, to the same point as above, your imagery in the ad must match your imagery on your site. A bright, crisp ad photo will clash jarringly with a moodily edited product photo, so consistency is key when it comes to branding.
This is another area where keeping a style guide front and center can help. It’s also a reason to use your own images versus stock photography, because you know for sure that they’ll align.
Strategize for Conversions
Your goal is to turn eyeballs into action takers. In other words, you want every ad to convert immediately.
To that end, your ad should always:
- Skip intermediary steps and send the person straight to an action-taking page, such as a landing page, product page, or product collection page
- Say exactly what you want the viewer to do in the copy rather than leave them to figure it out
- Use a button or link that reiterates or rephrases the call to action
- Use the most appealing imagery in your repertoire
That way, your prospect is motivated not only to take action, but to stick with their decision once they research the product page, shopping cart, and checkout.
Optimizing Ad Copy for Digital Platforms
Ad copy has moved away from the billboards, bus stops, newspapers, and magazines that it adorned in Don Draper’s day. In the modern age, most ad copy gets placed before viewers using smartphones and tablets as well as desktop computers. Whatever you may think about the shift to digital, it is more than official and we’re not going back.
“The paradigm shift from analog to digital runs through most aspects of modern society and advertisement has been on the forefront of the change,” explains Statista. “Losses in circulation and the reach of print media, as well as relevant age groups turning away from broadcast TV, is making advertising through traditional avenues increasingly unattractive.”
For that reason, it’s critical that you align your ad copywriting strategy to the ecommerce space. Let’s look at how.
Leverage Google Ads and SEO
You pay for ad spots, which means you don’t have to worry about keywords as a means of bringing people in organically. We’re not talking about a blog post or article; no matter what words you use in your copy, your ad will still get shown … at least to some people.
Many people, however, make the mistake of thinking this means SEO and keywords don’t matter for ads, and that couldn’t be further from the truth. They matter greatly, because the keywords you use determine to whom the ads will be shown. If ads are not relevant to searcher intent, the searcher will not take action.
Not only that, if your ads prove to be of low or no relevance to the eyeballs that see them, they won’t be shown as much and you will end up paying more for fewer results.
For that reason, make sure you use Google Ads to perform thorough research, then use those keywords in your ads and bid on them accordingly. Other ad platforms may offer other research tools, while social media platforms determine how ads are shown using their own metrics. Always do your research before paying for an ad, no matter how well-crafted its copy.
Account for Social Media
Social media copywriting isn’t the same as either traditional copy or ad copy for search engines and e-commerce sites. On social media platforms, you can promote posts, which means that you write the body of your text as usual, and then pay to have it shown to more people.
As such, the rules of the platform dictate what your ad copy will look like. Facebook asks for specially tailored copy, and can have headlines. In comparison, Instagram ads typically mimic a traditional post format, even though both are owned by Meta. Again, always do your research.
If you’re interested in learning more about each social media channel & platform ad guidelines be sure to check out all of our spec guides.
Adjust for Email Marketing and Newsletters
Every ad is meant to inspire an immediate action, and the percentage of people who take that action compared to who see it determines its effectiveness: actions taken/people viewed = percent success rate.
If your ad will take someone to a signup page rather than a specific product page, make that clear. Otherwise, your prospects will face cognitive dissonance and will most likely leave.
Great Ads Start With soona
Ready to take your ads to the next level? soona is here to help, with a suite of tools designed to take your product listings and marketing campaigns from good to great! Learn more about what we do and get started on the best year yet.
