Ad copy refers to the actual text of an ad. This includes the wording of a pay-per-click ad, a long-form sales letter, or even the text used in a video ad.

How Do You Write Effective Ad Copy?

Copywriting is a skill that takes practice and a willingness to learn. That said, most great ads offer the following in their copy:

  • A story, question, or statement that captures the buyer’s attention
  • The promise of a benefit that will improve the buyer’s life
  • A fact or endorsement that adds credibility to the brand or product
  • A clear call to action so the buyer knows what you want them to do

 And of course, excellent ad copy can only be accomplished if you have a clear concept of who your target buyer is and what they value.