What is a Good Advertising Copy?

What is an advertising copy? An advertising copy can be
explained as a brief, uniquely designed content that instantly persuades
prospects to take action toward purchasing a product.

Ad copy in relation to affiliate marketing is significant to
PPC campaigns and other forms of digital marketing.

An ad copy is responsible for either increasing or
decreasing the CTR of your landing page or sales page, i.e.,  for prospects to ‘click-through’ to your
landing page or sales page, your ad copy must be very creative and persuasive.

In this article, I would be sharing important tips on how
you can create a good ad copy for your online promotions to draw the right attention to your marketing campaigns.

Why is a Good Ad Copy extremely Significant?

A good ad copy is more like your TOFU stage (Top of the
funnel) of your sales funnel when running an ad. It is what triggers a
click to the next stage of your sales pitch (your landing page, or sales page).

These are some of the statistics that
prove the value of having a good ad copy. Online ads are the main source of
attracting customers (TOFU) but without a proper ad copy, it may fail to fulfill
its course of persuasion and attraction.


#1 The goal of creating an Ad Copy

Primarily, the goal of a good ad copy is
to increase CTR to your landing page or sales page. It can also contribute
to conversions, but it depends on how coherent your landing page is to your ad
copy, for example, see the difference between Image A and Image B:

Ad copy displaying KFC
Landing page displaying Vegan Foods


Ad copy displaying Mamajamas Babies
Landing page coherent with Mamajamas baby Ad.

You can see that image B is more coherent than image A.

In image B, the ad copy shows coherency with its landing page. The ad copy talks about babies in relation to the Mamajamas

Meanwhile, Image A shows a KFC ad
copy, but leading to a landing page about a Vegan shop. In this case the
ad copy is not in any way coherent with the landing page, meaning that the CTR
may increase, but the conversion would gradually decrease, because the landing page
does not justify the ad copy.

A good ad copy always justifies its landing
page, webpage, or sales page in order not to mislead potential customers.

A good ad copy must have a goal and a
professional sense of direction.

#2 The right Keywords in accordance with
queries (Google AdWords)

This is specifically for PPC campaigns
with Google AdWords. Utilizing the right keywords is not only restricted to interest-based research, it must also reflect on your ad.

Vital keywords must be included in the
body and meta description of your ad.

If you are using Google AdWords as a PPC campaign platform, then the keywords on your ad must be in accordance with queries
relating to whatever product or service you are promoting.

For example, see the highlighted ads below,
relating to the search keyword Digital Cameras.

However, your ad copy should avoid keyword
stuffing, because it could damage the chances of your ad being displayed in the
right position on the search engine. Like the example below, the words with bold display highlights the number of
keywords stuffed in one sentence:

You can see how many times the keyword “Savings” is used.

Keywords in accordance with search queries
are basic requirements for creating a
good ad copy on search engines. These requirements also apply to PPC campaigns
on Bing, Pinterest, or Yahoo!

When it comes to PPC campaigns on social
media networks like Facebook,  Twitter,
Instagram, etc., using keyword is quite liberal, it doesn’t really care much
about queries, however, the keyword used in these platforms also requires proper clarity to get the right attention, let’s discuss more on that in the third section.

#3 Removing Ambiguity in your Heading,  Subheading & Body Text.


Nothing is more important than clarity
when trying to sell anything online.

It is easier to just throw words around
when handling business on a casual ‘face to face’ basis, but when it comes to
selling online the formalities required can be really strict.

Sentences need to be structured correctly so that prospects can comprehend your services better. These include your:

  • Heading
  • Primary Text or Subheading
  • Body Text or Description.

The recurring mistake made by some online marketers when creating their ad copy is that of ambiguity.

Sometimes, this problem arises as a result
of trying too hard to be creative or unique, but in actuality, getting the right text and
sentences are not that complicated. It simply needs to tell prospects what “need” or
“problem” your product has come to fulfill or solve.

PPC campaigns on social media platforms
like Facebook, makes it possible for ad copies to engage easily with whoever sees it,
and for this reason :

  • Your headline must be short, and it must
    trigger a sense of engagement and solution, for example, see this Facebook ad
    copy by Imperfect, notice their headline 

Sometimes, prospects don’t care much about
reading the full description written in the body text, they can simply rely on the headline to know if your product or service is worth their time. 

  • Your primary text (especially with Facebook
    ads) can serve as a subheading, but regardless, your subheading should be
    consistent in detail to what your headline projects, and it should also
    contain the relevant keywords used in the headline. A quick and good example:

Headline-  “Learn SEO, and Watch Your Blog Grow Rapidly!” 


Subheading– “SEO for beginners, learn
how you can grow from having 500 blog visitors to 1000 blog visitors per

  • Finally, the body text or description should
    include engaging content about the product or services. In this part, you can go into details about discount prices, free trials, how you plan to solve a problem
    with your product or service, the goal, etc.

Quick Note: Avoid exaggerating your texts and coming off as too ‘salesy’. Prospects can detect when an ad text is genuinely written. One way to do this is by using punctuation marks correctly, avoid using too many exclamation marks(! ) and avoid using all CAPS in a sentence as much as possible.

#4 Proper Media Representation

The use of images, videos, gifs, and so
on… is very important in communicating your product to potential customers.

The images you use in your ad copy must agree
with your ad text. A common mistake to avoid is using a picture completely different
from the text and headline, for example, see this ad copy by Bombas:

From the image above you can see a variety
of socks on display with the tag “Bombas” but how does the image relate to the headline that says “Bombas is the Latin word for what Insect?

Now, take a look at this image below, you can see a bit of
coherency between the ad image and the ad text:

You can clearly see that the ad text with
the keyword “Facebook Ads” is also detailed in the image.

In conclusion,  being coherent plays a major role in
structuring a good advertising copy. Your ad copy must not only be coherent
with the content on your landing page, but it must also be coherent in itself, that is,  the
text, keywords and whatever media representation you choose must be consistent
to the product or services, you are marketing.

Also bear in mind that, prospects are
online not for the sake of making a purchase, or following a sales funnel,
therefore, if your ad copy doesn’t provide value or attraction at the first
glance, your ad would be constantly ignored.

Quick Disclaimer: Images displayed above are
for exemplary purposes only!

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