What is ad copy?
Ad copy is the written portion of an advertisment. This text is used to describe and explain the product or service in greater detail. You can think of ad copy as a type of sales letter.
Why is ad copy important?
Whether a website owner is selling a product or offering a service, it is the ad copy that will make the biggest impression on visitors and help them decide whether it is for them or not. Writing honest and captivating ad copy is what will persuade visitors to become customers. Good ad copy has the ability to increase the potential of a business leading to greater success.
How do you write good ad copy?
Good ad copy starts with knowing your target audience. While it would be nice to sell a product or service to everyone, that’s rarely a possibility. By determining your target audience, you can figure out the type of wording to use. Older folks and younger folks will not be drawn to the same ad copy. Whoever your target audience is, make sure that your ad copy is not boring or mundane. Use exciting, uplifting, and empowering words.
Beginning with the headline, you want to make visitors curious about what you are offering. A headline can ask an important question or use appealing keywords. Once you draw them in with your headline, you want your ad copy to be just as engaging. Use keywords that support what you are offering and what the visitor needs or wants. Sometimes a visitors doesn’t realize they need something until they read well-written ad copy. Avoid using complicated words that only some people will understand. You want everyone to understand what you’re explaining by using words that are heard and used in day to day life. This will make you, your website, and what you are selling more relatable.
Ad copy should reflect how you, your company/website, and your product or service will benefit the life of the visitor. Provide information that leaves visitors with no questions about what you are offering and how it will improve their home life, health, work, etc.
Ad copy should always include a call-to-action. What is a call-to-action? A call-to-action is a way for visitors to take a step in the right direction of becoming a customer. A call-to-action can come in a variety of ways including, but not limited to signing up for a newsletter, filling out a form, or the purchase of the service or product that you are offering. To make a call-to-action successful, you want to use strong action verbs like “subscribe,” “join,” or “act now.”
Ad copy is an important part of any advertisment. It goes into further detail about the company, product, and/or service that is being offered to potential customers. Ad copy should be written with the goal of benefitting and adding value to the visitor’s life. If ad copy can make someone feel like they care and evoke an emotional response, there is a greater chance of conversion.