Imagine you’re scrolling on Facebook or Instagram, suddenly you see an ad that speaks directly to what you want, and you find yourself clicking on “Buy Now” or “Learn More” . That, my friend, is the power of a killer ad copy!

We’re about to spill our best tips for ad copies that will boost your page views and make more people buy from you. Plus, we’ve got a free detailed step-by-step ad copy guide to help you on your very next ads campaign. Let’s dive in!

How to write ad copy that sells

  1. Understand Your Audience : First, get to know who you are talking to. Ask yourself the following questions: : What do they need? What do they like?

Crafting amazing ad copy lies in understanding and addressing your audience’s deepest desires and challenges. By understanding their needs and desires, you can tailor your message to provide solutions that resonate deeply. To do this effectively, ask yourself and answer sincerely, “ If I don’t know this brand and this ad shows up on my screen, would I just scroll past ? What would appeal to me fast enough to make me click on it? ”   Whatever comes to mind should be a great starting point for you. 

Below are steps to understand your target audience :

  • Building a Connection Through Relevance: Imagine trying to strike up a conversation with a stranger without knowing anything about their interests or background. The result would likely be awkward and ineffective. Similarly, crafting ad copy without understanding your target audience can lead to disconnection and indifference. When you understand who your audience is, you can tailor your message to align with their interests and values. This relevance sparks curiosity and encourages readers to engage with your ad further.
  • Addressing Pain Points and Aspirations : Every consumer has pain points they want to solve and aspirations they aim to fulfill. By identifying these pain points and aspirations, you can position your product or service as the solution they’ve been searching for. Your ad copy can then address these pain points directly, showing that you understand their struggles and have the remedy they need. Additionally, by highlighting how your offering can help them achieve their aspirations, you create a sense of hope and possibility that resonates deeply.
  • Tailoring Language and Tone : The language and tone you use in your ad copy play a significant role in capturing your audience’s attention. A younger audience might respond better to informal and relatable language, while a professional audience might prefer a more formal and authoritative tone. Understanding your audience’s preferences enables you to craft copy that feels like a conversation with a friend rather than a sales pitch.
  •  Aligning with Consumer Values : In today’s world, consumers value brands that align with their values and beliefs. By understanding your audience’s values, you can integrate messaging that resonates on a deeper level. For instance, if your audience values sustainability, your ad copy can highlight eco-friendly features of your product or your brand’s commitment to environmental responsibility.
  • Enhancing Personalization : Personalization is a key ingredient in captivating ad copy. When you know your audience’s preferences, you can create copy that addresses them personally. Whether it’s using their name or referencing their specific needs, personalized ad copy makes readers feel seen and valued, increasing the likelihood of engagement.

 2. Start with an Eye-Catching Headline: 

Think of your headline as the first impression. Make it count! Ask a question, offer a solution, or make people curious. You have just a few moments to grab their attention.

 Use The Right Keywords: When making your ad, remember to include the important keywords that people search for. This helps your ad show up for the right people at the right time.  Your headline and words should match what the person wants. If possible match the exact phrase they are most likely to type.

Highlight How You Can Help : Instead of just listing features, explain how your product or service will solve their problems. Make it clear why they need what you’re offering, and why they would be missing out if they don’t get it from you. Highlight what makes you stand out from others in your niche. This activates fear of missing out (FOMO) on something that could benefit them.

Create a Vivid Picture: Use words that paint a mental picture. Help your audience imagine themselves using your product and reaping its benefits. It’s like describing a delicious meal in detail – it makes you hungry for it!

Stir Up Feelings: Emotions play a big role in decision-making. Share stories, relatable examples, or even something funny. When you evoke people’s emotions, they’re more likely to engage. Do research on the emotions experienced by most persons in your niche and develop a strategy that works fine around that.  

For example for non-profit organizations, evoking empathy for a cause can drive donations. In health and wellness, showcasing the emotional benefits of a product can create strong bonds with customers. In luxury goods, stirring aspirations can drive demand. Understand your niche emotions and use it well.

 Keep It Short and Sweet: Statistics show that people have very short attention spans, so keep your message concise. Every word should be focused on the overall goal of the advert.

 Show Off Happy Customers: People trust what others say. Share reviews, testimonials, or posts from happy customers to show that you’re the real deal.

 3. Create a Sense of Urgency and a clear CTA : If there’s a limited-time offer or something exclusive, let people know. It can push them to act sooner rather than later. Your clear Call-To-Action plays a big role in guiding your potential client towards your goal, it’s like taking his/her hand and walking them through the process till the end.

 Try Different Versions: Don’t guess – test! Make a couple of versions of your ad copy and see which one gets more attention. Then, keep refining based on what works best. Discover the power of impactful ad copy that drives results. Partner with AfrikBrand for a transformative digital marketing journey. Don’t miss out on the opportunity to unlock your brand’s potential and elevate your success. Your growth story starts now. 

How long should ad copy Be?

The length of ad copy largely depends on the platform you are using and the goal of your advertisement. For social media platforms like Facebook and Instagram, shorter ad copy tends to perform better as users have shorter attention spans. Aim for around 100-150 characters for these platforms. Your primary text should span 1-3 lines at most. On the other hand, for search engine ads or longer-form content like blog posts, you have more room to convey your message effectively. Generally, a range of 200-300 words is a good guideline to follow for search engine ads and blog posts.

What is the most important part of an ad copy?

The headline is undoubtedly the most crucial part of your ad copy. It’s the first thing that grabs your audience’s attention and entices them to click read more. A compelling headline should be concise, relevant, and clearly communicate the value proposition of your product or service. Use strong and action-oriented words that resonate with your target audience. Remember, the headline should ignite curiosity and make the reader want to know more.

Here are some examples of action words that work very well when crafting ad headlines :






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What should an ad copy contain ?

Unique Selling Proposition (USP): Clearly highlight what makes your product or service stand out from the competition. Focus on the benefits that your target audience will gain.

Features and Benefits: Detail the features of your product or service along with the benefits they provide to the consumer. Show how your offering solves their pain points or meets their needs. When crafting ad copy, it’s also important to tap into your audience’s dreams and aspirations, rather than only focusing on their pain points, so be sure to strike a balance.

Call-to-Action (CTA): Every ad copy should have a strong and clear CTA that tells the audience what action you want them to take next. Whether it’s “Shop Now,” “Sign Up,” or “Learn More,” your CTA should be compelling and action-oriented.

Emotional Appeal: Connect with your audience’s emotions by tapping into their desires, fears, or aspirations. Create a relatable story or scenario that resonates with them.

Social Proof: Include customer testimonials, reviews, or statistics that demonstrate the credibility and effectiveness of your product or service.

Visual Elements: If possible, use visuals such as images or videos that enhance your ad copy and provide a visual representation of your offering.

Keywords: Incorporate relevant keywords that are commonly used by your target audience while searching for products or services similar to yours. This will improve your ad’s visibility on search engines.

Short and Snappy Sentences: Keep your sentences concise and to the point. Avoid using jargon or complex language that might confuse your audience.

A/B Testing: Test different variations of your ad copy to see which one resonates better with your audience. Analyze the performance of each version and refine your copy accordingly.

In conclusion, a well-crafted ad copy should be a harmonious blend of a captivating headline, essential elements, and a compelling CTA. Tailor your ad copy to the platform you’re using and the preferences of your target audience to maximize its impact. By following these techniques, you can create ad copy that grabs attention, engages readers, and drives desired actions.