What makes a good ad copy?

What is an effective ad copy?

Ad copy implies advertising copy. To create an advertisement, writers typically combine a catchy headline with descriptive text, the main body of the ad, and a call to action. As a consumer, you probably see ads daily when you use social media, go shopping, watch TV, and drive on the interstate. Ads promote a product or service’s benefits and encourage purchases.

Sales data shows if ad copy is effective and successful, but from a creative standpoint, specific parameters make effective ad copies.


Good ads catch the audience’s attention. Advertising copy, whether online, in print, or radio, must capture its target audience’s attention. Questions, short sentences, and purposely misspelled words can spark curiosity and get people to read more.


Effective ad copy is fast and to the point. Describe your product or service’s benefits. Many copywriters leverage the benefit to create creative headlines. The lead should always be the benefit.


Many individuals don’t want to watch or listen to ads for long. You may lose your audience if your copy is too long, wordy, or repetitive. After writing ad copy, have an editor or yourself review it with a fresh mind.


Ad copy requires knowing your audience. Identify your target audience and how your product or service may help them. Seasonality and current events can help you remain relevant in your copy.


Your company’s reputation is important. Your honesty impacts the public’s perception of your brand. Ad copy shouldn’t over-promise or be misleading, or it could damage your ad’s credibility.

Tips for writing effective ad copy

Respect your audience

Consumers are intelligent and will determine your company’s success, so treat them respectfully and don’t talk down to them. Otherwise, you may push away potential customers.

Keep it short and sweet

When writing a copy, remember that you have a concise amount of time to grab the reader’s attention. Do not start writing a detailed description of how to create your product at this time; save those for your landing page or upcoming memoir. Keep the copy to the point and concise.

Write a CTA

No matter what you do in your online ad writing, writing a CTA will work to your advantage. Write a compelling call to action that makes the reader want to click on your display ad. Many online marketers use the call to action “Buy now,” but to set yourself apart from the competition, you should consider using a more creative alternative. Remember that your CTA copy should reflect what will happen on your landing page after someone clicks your ad.

Keep ahead of the competition

To create excellent ad copy, you must first understand your rivals and how to tailor your advertisements to put you ahead of the competition. Know your competitors and what they’re doing before starting. Knowing your true competition helps guide you on how to write your online ad to gain an advantage over them.

Exceed expectations

To make it as a marketer, you must master this skill thoroughly. After you understand your customers, you can write online ads that communicate what they want. If you want people to click on your ads, the copy you use must convince them quickly and clearly why they should. Remember that your content should reflect what the user will find once they click your ad, so strive to exceed expectations, but don’t use your display ad copy to promise something you can’t deliver, as consumers will see right through you.

Speak to your audience

When writing copy for your online display ads, there is no substitute for being relevant. Knowing your audience makes writing relevant content simple. With the information you’ve gathered, you can start writing a copy that effectively conveys your message to your target audience. Lack of relevance means it will not appear in search results, which is detrimental. Using related keywords, you can make your advertising copy more relevant to your product or service.

Research and plan

Pre-campaign research may enhance ad copy. You should research the people you want to communicate with. If you know what kind of people make up your target audience, you can find the words that will connect with them. Different groups of your audience will react differently to various types of text. Therefore, your marketing campaigns must reflect this. Your research will show that one size doesn’t fit all when communicating with your audience. Writing copy for all segments of your audience will require more creatives, but it will create a hyper-targeted campaign.

Test ad copy

Copy testing during a campaign’s run is the best way to determine the efficacy of your display ads and learn how to make them even more effective in the future. Always conduct tests to verify that your advertisements are as effective as possible. Predicting how your new ad will perform is difficult, so test your ad copy. Don’t get surprised if the ad you think will win ends up losing. It is why it’s crucial to test the copy of your display ads.

A/B testing improves ad copy. You need to give this procedure your full attention. You must create two ad versions and run them concurrently to see which works best. It will help you achieve your advertising goals and achieve your desired effects.


Writing persuasive ad copy is an ongoing process where the first draft is rarely satisfactory. You need to keep improving and changing your ad copy. Following these tips will make your social media content more user-friendly and create a more well-rounded marketing stack for your brand.

With these ad copy tips, you can show your creativity. Follow the tips above to develop the best ad copy for your ideal audience while staying true to your brand voice.

Thank you for Reading!

Feedback is always appreciated! If you have any questions, concerns or suggestions feel free to email me at sam@theaddigest.com

Need help with your copywriting? Let Jasper.ai write your marketing copy for free! Disclaimer.

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