Ad copy is a HUGE part of any successful pay-per-click (PPC) campaign. After all, if your ads don’t catch the attention of potential customers, you’re not going to make any sales. That is why having compelling ad copy is so important, it gets people interested in what you have to offer.

So, let’s get to it. We are going to discuss the basics of ad copywriting and how marketing firms use it in PPC and paid social media campaigns.


What is Ad Copywriting?

Ad copywriting is the process of creating an advertisement or promotional content that is designed to grab the attention of the target audience and persuade them to take a desired action. It is an important part of any marketing campaign, as it serves as the vehicle to communicate a brand’s message and ultimately influence consumer behavior.

There are 4 main elements that go into writing compelling ad copy:

  1. Call-To-Action – Your ad should have a clear call-to-action that encourages the user to take some kind of action. This could be anything from clicking on a link, entering their information into a form, or even making a purchase.
  2. Unique Value Proposition – Your ad should have a unique value proposition that clearly explains why someone should take advantage of what’s being offered. This could include anything from discounts or free shipping to exclusive access to a product or service.
  3. Make It Easy – Your copy should be concise and direct while also employing persuasive language that resonates with the target audience.
  4. Optimize It – Your ad copy should be optimized for search engines by including relevant keywords and phrases that will help it show up in searches related to the product or service being offered.


Ways to Use Ad Copy

While there are many ways to use ad copy in your digital marketing campaigns, we are going to go over the 2 most common uses:


PPC Marketing

PPC (Pay-Per-Click) marketing is a type of digital advertising where advertisers pay each time their ad is clicked. It enables you to reach your target audience quickly and easily, as well as track the results of their campaigns in real time.

The first step in creating a compelling PPC campaign is writing copy that highlights your business’s key features. Your headline should be eye-catching and clearly summarize the product or service being offered. The description should provide additional details, such as features and benefits, to entice people to click and learn more. Finally, a strong call to action will encourage users to take immediate action.

It’s also important to continually test different versions of your ad copy in order to determine which one performs best with your target audience. Split testing different headlines, descriptions, images, etc., can help you determine what resonates best with your customers so you can optimize your campaigns for maximum success.


Paid Social Ads

Paid social media ads are another great way to use advertising copy to generate leads and/or sales. All the big social media players have paid advertising platforms that allow you to be seen by your target audience quickly and easily. However, you should select which platform you believe would benefit your business the most by doing paid ads.

Let’s break down the different social media platforms a little bit, just to help you choose:



Facebook LinkedIn
Instagram Reddit

When creating ad copy, it’s also important to remember that each of these platforms is different. For example, Instagram and TikTok are heavily image based, so your copy needs to be extremely engaging to grab the user’s attention. While your ad on LinkedIn should give more details about who you are and what you do.


Writing Good Ad Copy

Writing compelling ad copy requires creativity, understanding of the target audience, and a unique voice.

First, it is important to establish the main goal of your ad. This will help you decide what kind of language to use and what features you want to highlight. Your goal could be anything from encouraging people to buy a product or service, to promoting awareness of your brand or mission.

Second, determine the audience you are trying to reach. Consider their age, gender, interests, and other demographics when crafting your message. Researching what kind of language resonates with them will help you create content that speaks directly to them.

Third, consider the tone and voice for your ad copy. It should be consistent with the overall message you are trying to convey and should match the brand’s personality and style guide. Different types of ads require different tones; for example, a humorous tone might work for a product launch but may not be suitable for an awareness campaign about social issues.

Fourth, create a strong headline that will grab attention and convey the main message in just a few words. This is often the first thing people will read before deciding whether they want to read more.

Fifth, focus on benefits instead of features when writing your copy as this allows readers to connect more easily with your message. For example, instead of focusing on how many megapixels your camera has, describe how it makes taking pictures easier than ever before or how it helps capture moments that matter most in life.

Finally, make sure it’s concise but still conveys enough information about the product or service so that readers understand why they should care about it enough to take action (e.g. click through for more information). Use words that convey urgency or a sense of exclusivity like “limited” and “now” to create a sense of urgency which can lead to higher click-through rates. Additionally, emphasizing value through words like “free” or “discounted” can help encourage clicks as well.


Ad Copywriting Services

If you need help writing captivating advertising copy to drive business and convert prospects, Very Good Creative Company is here to help. We offer content marketing packages to fit any budget. Schedule a call today to see how we can help your business thrive.