Ad copy is the text that appears in an advertisement. It’s typically used to explain a product’s or service’s benefits but can also be used to position a brand or establish credibility.
The effectiveness of advertising copy depends on how well it resonates with its intended audience. Copywriters attempt to craft messages that appeal to the target market, using language and imagery that will resonate with them.
The goal of ad copy is to generate leads by encouraging visitors to take action. Advertisers use different types of ad copy depending on what they want visitors to do: click through, sign up for a newsletter or buy a product. The best way to determine what type of copy you need is by analyzing your landing page and performing A/B split testing.
The copy in an advertisement is not just a random collection of words, it’s an important marketing tool that should be considered carefully. The copy in an ad should accomplish three things:
The more informative the ad, the better it will perform when tested against a competitor’s ad with less information. For example, if you’re selling a product that’s complicated to explain, you’ll need more copies to answer all of the customer’s questions. If your product is easy to explain, you can get away with less copy because the consumer will be able to understand your product without much effort. This leads to lower costs for your advertising efforts because you won’t have to spend as much money on testing different versions of your ads with varying amounts of copy.
The more informative the ad, the higher return it will generate from each dollar spent on advertising, which means that if you have two ads, one with high information content and one with low information content. Then an ad with higher information content will generate more sales for each dollar spent than an ad with lower content, assuming both ads are equally well-designed.
The copy is the main attraction of your ad and helps draw in new visitors who may not have seen your ad yet. Without copy, your ad will look like it is incomplete. The copy also allows you to explain why people should click on your ad and learn more about what you are selling or offering.
Often, advertisers post an image with a link to their site without describing what they are selling or offering. If someone lands on this page, they will have no idea what they are looking at or why they should stay on it. This can be frustrating for potential customers who might have been interested in buying something if only they had known what was there.
Putting a decent call-to-action in your ads is the most important, even the only thing you should worry about. Your call to action will get your readers to do something and, hopefully, something you want them to do. Create a concise, helpful message that gets right to the point, then spend a lot of time copy editing so that it’s easy to read and understand.