How to Write a Compelling Ad Copy in 7 Steps

Have you ever wondered how expert copywriters create compelling ad copy?

Well, writing an ad copy requires skills that are much different to that of blogs. After all, you have to communicate your brand message and sales pitch within a small block of words. You need to know about what your audience is looking for and how to fulfil that need.

An advertising copy is a key part of any marketing campaign. It tells current and new customers about your latest brand offerings and what you have to offer to them. But writing an ad copy is easier said than done. In this post, we will explain some strategies to make your ad copies more appealing.

What is Ad Copy?

An ad copy is a piece of content advertised to the audience with an intent to increase the conversion rate. The end goal could be to increase Facebook post likes, Twitter retweets, or sales within a targeted period. 

A typical copy includes a heading, supporting text, main content, and an eye-catching CTA at the end. All of these elements are written in a way to increase audience engagement and conversions.

Most of us are unaware that we are exposed to ad copies on a daily basis. Whether you are scrolling through the Facebook newsfeed, watching Instagram reels, or reading tweets, you are constantly being targeted by marketers. In short, the main objective of ad copies is to convince people to buy a product or service.

How to Write Ad Copy in 7 Steps

Digital advertising is a game in which small improvements can give you a big boost in your small business. Whether you want to increase landing page engagement rate or more conversions, you can do it with an effective copy.

Here are the seven best ad copywriting tips that you can implement in your upcoming digital marketing campaign.

1. Identify Your Target Audience

When writing an ad copy, you need to take into consideration your target audience. Take a moment to stop thinking like a marketer and start thinking like a customer. Where will you look for when you are in need of a particular product? How much will you be willing to spend on that product?

Some important audience demographics include:

  • Location 
  • Age group
  • Gender
  • Profession
  • Income range

Putting a pink background for the promotion of a men’s wristwatch might not be a good idea. Similarly, using slang words in the copy advertising of a technical IT product might also not work. So, you have to keep your target audience in your mind when writing an ad copy.

2. What is Your USP?

Whether you are running a small enterprise or a well-established business, you need to identify your USP. A unique selling proposition or unique selling point is something that sets you apart from your peers. 

Many novice business owners don’t know about the unique selling point benefits in terms of copy advertising. Sometimes inexperienced marketers end up beating around the bush in their copies because of which customers lose interest.

Your USP should be written in a self-centred way. Showing how hard you worked to create a certain product might not be a good idea. Your customers don’t care much about your personal achievements. They are looking for something that can resolve the issues they are dealing with.

You need to identify your customer pain points. Once you know about what keeps your customers awake at night, you can leverage it in your ad copies.

3. Solve their Problems

To stand out, you need to add solutions to your target audience’s problems in your ad copy. 

Let’s be honest, we click on ads because they promise to solve our problems. We don’t click on ads just because the copywriter used highly ranked keywords in it. While keywords ranking is important, you also need to add value to your audience’s life.

To increase user engagement, think about the end goal of your prospective customers. Do they want to earn money with online jobs? Do they want to learn about a quick recipe? Whatever their concern is, you need to highlight its solution in your ad copy.

4. Include Emotional Triggers

While many people will search for a product with a specific intention, many will just be browsing through the web. To make an impact on all kinds of online audiences, you need to add emotional triggers.

Your copy can trigger a series of emotions in your audience such as:

  • Instant gratification
  • Love
  • Trust 
  • Fear
  • Jealousy
  • A sense of belonging

Depending upon the type of products or services you are offering, you will need to touch your audience’s emotions. Most of us make buying decisions based on emotional responses rather than logical reasoning.

5. Use Target Keywords

Apart from ranking high on Google, keyword targeting SEO can also help you get audience attention. Adding all the right keywords in your headings will ensure that you get your message to the right people.

Content relevancy holds great importance in Google search engine ranking. Make sure to add relevant keywords in your copywriting for better credibility and audience reach. 

Proper use of keywords can help you with the conversion rate, as you will be only using specific words in your copies. 

6. Add Statistics and Numbers

Adding statistical figures and numbers can help you improve your brand’s credibility and professionalism. People will trust your ad copies more if you can show your USP based on statistics.

Saying something like “our copywriting services help brands increase 33% of their click through rate”, can increase user engagement. Also, adding FOMO phrases or fear of missing out phrases can help increase your average CTR.

7. Don’t Forget to Add a CTA

What is your end goal for creating the copy ad in the first place? Do you want your audience to buy your product or sign up for a newsletter? 

Whatever your end goal is, you need to define it clearly in the CTA button. The call to action button should also be written with a certain word limit in mind. Your CTA button would look less appealing if it is too long.

A good call to action example would be “Sign-up to newsletter for a free 7-day trial.” Some strong call to action words include:

  • Sign up
  • Try for Free
  • Talk to Us 
  • Take Me There


With competition continuously increasing, you need to make a compelling ad copy for a higher conversion rate. We hope you will implement our copywriting techniques in your next marketing campaign. 

Once you have implemented these strategies, make sure to monitor the performance of your ads. Identify ads that are driving the most traffic to your landing page, as that would help you get insights on how to improve your future ad copies.


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