How to Write Ad Copy That Gets More Clicks - Deepstash

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Writing copy for your keywords

Writing copy for your keywords

After researching the keywords for your pay-per-click ad campaign, you can't just add keywords to your ad. Instead, you have to write copy that encourages visitors to click.

But first, you need to know how to craft ad copy that draws in more customers.


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Why ad copy matters

Your ad's design may draw attention, but the copy convinces them to click. Your ad copy allows you to make a lasting impression on potential customers.

The better your ad copy, the less you'll pay for your cost-per-action (CPA). CPA is the cost to get someone to do something with an ad.

Google AdWord's average CPA is $48.96 for search and $75.51 for display. Facebook Ads CPA is $19.68. However, when your copy encourages visitors to take action, you can decrease those prices.


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Keep ad copy to the point

Ensure you know what ad visuals and platform you'll use before you write copy.

  • You only have so much space to make an impression, so stay to the point. Google Search Ads have a headline limit of 30 characters and a 90-character description limit. Facebook and Instagram feed ads are limited to a 40-character headline and 125-character text limit.
  • Prioritise ideas that focus on solutions and benefits. Emphasise benefits over features. Use audience research to help you understand what solutions and benefits to put first.


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Customise based on funnel phase

Ad viewers can be at any stage of the conversion funnel.

  • Leads closer to the top of the funnel (TOFU) respond better to awareness-related messages. Your copy should be inviting and light.
  • Those near the bottom of the funnel (BOFU) need a nudge from your copy to take action. Use action verbs to make your copy more intentional.

Customise your ad's copy and call to action, considering your intended reader's funnel stage.


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Entice with social proof

Entice with social proof

Social proof is evidence that customers like your product or service. It gives you credibility. Reviews and testimonials  show that other people enjoy your product or service, which helps other viewers trust you.

Stay within your ad platform's character limits and keep your social proof short and impactful. If you need more room, consider using a copy-focused graphic.


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Line up your ad copy and landing page copy

Your ad copy affects your customer's journey after they click. For example, if the landing page doesn't match the vibe of your ad, they may get confused and leave.

Keeping your tone and language consistent will reduce the friction between ad click and conversion.


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Creating the finishing touch with your CTA

Your call to action (CTA) should consist of a powerful phrase that matches the action you want your visitor to take when they click your ad.

Ensure that your CTA fits the standards and goals of your ad platform.


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