{"id":69257,"date":"2024-02-28T09:00:59","date_gmt":"2024-02-28T09:00:59","guid":{"rendered":"https:\/\/www.similarweb.com\/corp\/?p=69257"},"modified":"2025-04-02T14:28:44","modified_gmt":"2025-04-02T14:28:44","slug":"writing-ad-copy","status":"publish","type":"post","link":"https:\/\/www.similarweb.com\/blog\/marketing\/sem-ppc\/writing-ad-copy\/","title":{"rendered":"How to Write Ad Copy (That Actually Converts): 10 Top Tips"},"content":{"rendered":"<p>What does it take to write <em>really<\/em> good ad copy?<\/p>\n<p>You know, the type of ad copy that makes you fold your arms, nod smugly, and say \u201cYep, that was me\u201d while new customers fall over themselves to click on the ad, and your competitors think \u201cWhy didn\u2019t I come up with that?\u201d.<\/p>\n<p><strong>Quick answer<\/strong>: These top 10 ad copy tips, right here.<\/p>\n<p>With these tips, you can avoid costly mistakes for your business and see maximum results from your paid advertising.<\/p>\n<p>Let\u2019s jump right in.<\/p>\n<h2>What is ad copy?<\/h2>\n<p>Ad copy is short-form advertising copy that is used for pay-per-click advertising, including:<\/p>\n<ul>\n<li>Search ads<\/li>\n<li>Display ads<\/li>\n<li>Native ads<\/li>\n<li>Social media ads<\/li>\n<\/ul>\n<p>With effective ad copywriting, you\u2019ll reap the benefits of increasing <a href=\"https:\/\/www.similarweb.com\/website\/\">website traffic<\/a>, brand awareness, numbers of <a href=\"https:\/\/www.similarweb.com\/blog\/sales\/b2b-sales\/what-is-lead-generation\/\">leads generated<\/a>, and ideally, sales and ROI.<\/p>\n<h2>How to write ad copy (that actually converts)<\/h2>\n<p>Now, enough of the basics &#8211; you want to get started on learning how to write ad copy that sells. Here are our top 10 tips on writing ad copy:<\/p>\n<h3>1) Offer a solution<\/h3>\n<p>The number one rule of marketing: <strong>provide value to your users.<\/strong> It\u2019s a \u2013 mostly \u2013 guaranteed way to get the attention of your target audience, and get them wanting to know more.<\/p>\n<p>Before setting out to write your ad copy, you should have an idea of the buyer persona or personas you\u2019re targeting, along with their typical pain points.<\/p>\n<p>Then? Hit \u2018em where it hurts (but in the nicest, and most respectful way possible).<\/p>\n<p>Let\u2019s say we\u2019re targeting an advertising executive or manager. Their typical pain points include:<\/p>\n<ul>\n<li>Keeping within a \u2013 often strict \u2013 advertising budget<\/li>\n<li>Targeting the right audience for the business<\/li>\n<li>Measuring the success of advertising campaigns<\/li>\n<li>Staying up to date with the ever-changing landscape<\/li>\n<li>Knowing the best brands for ad copy inspiration<\/li>\n<\/ul>\n<p>In terms of solutions for these problems or hindrances, this persona is looking for best practices for ads that convert, an easy way to reach their target audience, and simple reporting for most efficient working.<\/p>\n<p>Below, LinkedIn caught me out <em>and <\/em>caught my attention with this cheeky sponsored ad; it\u2019s providing anyone seeking inspiration with a clear solution.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-187170 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/04\/writing-ad-copy-linkedin-customer-pain-points.png\" alt=\"writing-ad-copy-linkedin - customer pain points\" width=\"1704\" height=\"762\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/04\/writing-ad-copy-linkedin-customer-pain-points.png 1704w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/04\/writing-ad-copy-linkedin-customer-pain-points-300x134.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/04\/writing-ad-copy-linkedin-customer-pain-points-1024x458.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/04\/writing-ad-copy-linkedin-customer-pain-points-768x343.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/04\/writing-ad-copy-linkedin-customer-pain-points-1536x687.png 1536w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/04\/writing-ad-copy-linkedin-customer-pain-points-512x229.png 512w\" sizes=\"(max-width: 1704px) 100vw, 1704px\" \/><\/p>\n<h3>2) Use the right target keywords<\/h3>\n<p>The hard work you put into your ad copywriting is kinda redundant if you\u2019re not using the right keywords for both your business and your target audience.<\/p>\n<p>Align your ads with what people are *actually* searching for, with thorough <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/seo\/keyword-research\/\">keyword research<\/a>.<\/p>\n<p>Use tools like Similarweb\u2019s <a href=\"https:\/\/www.similarweb.com\/corp\/search\/features\/keyword-generator\/\">Keyword Generator<\/a> to understand different variations of the core keywords your business wants to target, as well as the <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/seo\/keyword-search-volume\/\">search volume<\/a> for each.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-187168\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/04\/writing-ad-copy-cowboy-hat.png\" alt=\"writing-ad-copy-cowboy hat\" width=\"1379\" height=\"603\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/04\/writing-ad-copy-cowboy-hat.png 1379w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/04\/writing-ad-copy-cowboy-hat-300x131.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/04\/writing-ad-copy-cowboy-hat-1024x448.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/04\/writing-ad-copy-cowboy-hat-768x336.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/04\/writing-ad-copy-cowboy-hat-512x224.png 512w\" sizes=\"(max-width: 1379px) 100vw, 1379px\" \/><\/p>\n<p>You can even filter the results to discover specific question queries and trending search terms in your niche, and work both your ad copy and your landing page content around these.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-187169\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/04\/writing-ad-copy-cowboy-hat-ad.png\" alt=\"writing-ad-copy-cowboy hat ad\" width=\"495\" height=\"135\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/04\/writing-ad-copy-cowboy-hat-ad.png 495w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/04\/writing-ad-copy-cowboy-hat-ad-300x82.png 300w\" sizes=\"(max-width: 495px) 100vw, 495px\" \/><\/p>\n<p>But please note: <strong>DO NOT keyword stuff your ads<\/strong> &#8211; or any of your content for that matter. It doesn\u2019t look good, doesn\u2019t make your business look good, and it doesn\u2019t make your target audience want to hear more. Got that, partner?<\/p>\n<h3>3) Understand your competitive landscape<\/h3>\n<p>We\u2019re living in a competitive world &#8211; especially when it comes to online marketing. That\u2019s why it\u2019s important to know what you\u2019re up against.<\/p>\n<p>No, this doesn\u2019t just mean knowing who your competitors are and stalking their content from time to time, it means <strong>really good <\/strong><a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/marketing-strategy\/competitive-analysis\/\"><strong>competitor analysis<\/strong><\/a>.<\/p>\n<p>We talk about competitor research a lot for two reasons:<\/p>\n<ol>\n<li>Because it\u2019s crucial to your business success<\/li>\n<li>Because we have all the data you need to do it<\/li>\n<\/ol>\n<p><a href=\"https:\/\/www.similarweb.com\/corp\/search\/features\/search-ads\/\">Spying on your competitors\u2019 ads<\/a> will not only give you inspiration for your own ad copy, but give you insight into which of their ads are generating the most traffic and <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/advertising\/roas\/\">Return on Ad Spend (ROAS)<\/a>.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-187172\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/04\/writing-ad-copy-lululemon-paid-overview.png\" alt=\"writing-ad-copy-lululemon paid overview\" width=\"1107\" height=\"802\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/04\/writing-ad-copy-lululemon-paid-overview.png 1107w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/04\/writing-ad-copy-lululemon-paid-overview-300x217.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/04\/writing-ad-copy-lululemon-paid-overview-1024x742.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/04\/writing-ad-copy-lululemon-paid-overview-768x556.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/04\/writing-ad-copy-lululemon-paid-overview-512x371.png 512w\" sizes=\"(max-width: 1107px) 100vw, 1107px\" \/><\/p>\n<p><em>Using Similarweb, gain insight into your competitors\u2019 paid strategies &#8211; here, we use LuluLemon as an example.\u00a0<\/em><\/p>\n<p>Similarweb has the <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/sem-ppc\/ppc-competitive-analysis\/\">PPC competitor analysis<\/a> tools you need to find out what your competitors are targeting in their ad copy and content, <a href=\"https:\/\/www.similarweb.com\/corp\/search\/features\/paid-keywords\/\">what paid keywords they\u2019re bidding on<\/a> and for how much, and how successful (or not) that ad is in terms of website traffic and conversions.<\/p>\n<h3>4) Include a super snappy call to action<\/h3>\n<p>Whatever solution you\u2019re providing, target keywords you\u2019re providing, and competitor you\u2019re competing against, you need a call to action. Otherwise, what\u2019s the point in the ad?<\/p>\n<p>And if you want a call to action that <em>actually <\/em>works, there are a few best practices for you to follow, including:<\/p>\n<ul>\n<li><strong>Make it specific:<\/strong> Make sure your audience knows where they\u2019re headed<\/li>\n<li><strong>Make it snappy<\/strong>: Keep it brief but actionable &#8211; ideally, up to three words<\/li>\n<li><strong>Make it audience-oriented<\/strong>: Focus on your target audiences\u2019 goals and needs<\/li>\n<li><strong>Make it fit with your campaign<\/strong>: It should also align with campaign objectives<\/li>\n<\/ul>\n<p>Some very general examples include:<\/p>\n<ul>\n<li><em><em>\u201cBuy now\u201d\u00a0<\/em><\/em><\/li>\n<li><em>\u201cTry for free\u201d<\/em><\/li>\n<li><em>\u201cDownload now\u201d<\/em><\/li>\n<li><em>\u201cSend a gift\u201d\u00a0<\/em><\/li>\n<li><em>\u201cSign up for free\u201d<\/em><\/li>\n<\/ul>\n<p>But it\u2019s important to consider CTAs that are more personalized to your brand or campaign &#8211; doing this can make your ad campaigns even more powerful. We\u2019ll look into some examples from well-known brands further down.<\/p>\n<h3>5) Align it with your landing page copy<\/h3>\n<p>We already touched on how successful ad copy needs to resonate with your <a href=\"https:\/\/www.similarweb.com\/blog\/research\/audience-and-brand-building\/target-audience-analysis\/\">target audience<\/a>, as well as align with your campaign. The landing page that the ad sends your audience to <em>should<\/em> follow the same rules.<\/p>\n<p>If it doesn\u2019t, your users won\u2019t be happy &#8211; and neither will your <a href=\"https:\/\/www.similarweb.com\/blog\/research\/market-research\/bounce-rate\/\">bounce rate<\/a> or your PPC budget.<\/p>\n<p>Let\u2019s say you\u2019re an ecommerce brand, for example. You sell a particularly niche selection of cow-print footwear but with the season changing into summer, it\u2019s time for a summer sale to get rid of cow-print boots, to make way for your cow-print sandals.<\/p>\n<p>You promote the cow-print boot sale via pay-per-click advertising, which is doing well but you feel your new cow-print sandals are missing out on a slice of the action so change the landing page to the homepage.<\/p>\n<p>Now, Brenda \u2013 who was really looking forward to browsing some affordable cow-print boots \u2013 is faced with a longer (and very much assumed) customer journey, after not being taken to the page she so hoped for. Sad face and a quick click on the X of that tab.<\/p>\n<p>The moral of the cow-printed story: Always consider <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/seo\/search-intent\/\"><strong>search intent<\/strong><\/a> in both your ad copy and your landing page, keeping them aligned always.<\/p>\n<h3>6) Use promotions, benefits and incentives<\/h3>\n<p>If you\u2019re looking to grab attention with your ad copy \u2013 or any kind of copy for that matter \u2013 then it\u2019s smart to use things like promotions, benefits, or other incentives.<\/p>\n<p>This is a sure-fire way to make you stand out from your competitors.<\/p>\n<p>In fact, you can put your competitor analysis and research to good use here to see who\u2019s offering what in their marketing and <a href=\"https:\/\/www.similarweb.com\/blog\/sales\/b2b-sales\/sales-process\/\">sales process<\/a>, and what you can offer to encourage that initial spark with prospects (or even a sneaky switcheroo from another provider).<\/p>\n<p>Is it a free gift? 50% discount? Free delivery? Easy returns? A two-year guarantee?<\/p>\n<p>Whatever the benefit or incentive is, make it known in the ads for more interest, more engagement, and more conversions. This might just be your <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/marketing-strategy\/competitive-advantage\/\">competitive advantage<\/a>.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-187165\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/04\/writing-ad-copy-asos-incentive-ads.png\" alt=\"writing-ad-copy-asos incentive ads\" width=\"1091\" height=\"798\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/04\/writing-ad-copy-asos-incentive-ads.png 1091w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/04\/writing-ad-copy-asos-incentive-ads-300x219.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/04\/writing-ad-copy-asos-incentive-ads-1024x749.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/04\/writing-ad-copy-asos-incentive-ads-768x562.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/04\/writing-ad-copy-asos-incentive-ads-512x374.png 512w\" sizes=\"(max-width: 1091px) 100vw, 1091px\" \/><\/p>\n<p><em>Here, we can see ASOS uses a range of incentives in its current ad campaigns, mainly revolving around deals and discounts.\u00a0<\/em><\/p>\n<h3>7) Entice your audience with statistics and numbers<\/h3>\n<p><strong>99.7%<\/strong> of people love seeing statistics in ad copy.<\/p>\n<p>Okay, we made that one up but to prove this next point.<\/p>\n<p>There is something about numbers, percentages or other statistics in copy that really gets people wanting to know more. They evoke some kind of emotional response, which lures people in &#8211; hence why it\u2019s a popular technique to include when writing ad copy.<\/p>\n<p>The thing is, people love to learn about themselves, and that includes whether they think or believe the same as a majority of not.<\/p>\n<p>Think about how you can use statistics and numbers in your ad copy to get the same effect. Here are a few examples:<\/p>\n<ul>\n<li><em><em>Join 2,000 companies who doubled their ROI<\/em><\/em><\/li>\n<li><em>99% of shoppers recommend us<\/em><\/li>\n<li><em>2,567 out of 2,600 marketers say this saved time and money<\/em><\/li>\n<li><em>Limited availability &#8211; only 10 left<\/em><\/li>\n<\/ul>\n<p>\u2026 you get the idea. You can see that the idea of product or person inclusivity and exclusivity, as well as creating a sense of urgency works well.<\/p>\n<h3>8) Think about mobile devices<\/h3>\n<p>You might be writing away on your work laptop or desktop for this ad copy, but it\u2019s <em>so <\/em>important to remember the importance of mobile-responsiveness and friendliness.<\/p>\n<p>Around <a href=\"https:\/\/explodingtopics.com\/blog\/mobile-internet-traffic\">92.3%<\/a> of internet users access the internet on their phone &#8211; you want to make sure your ad is there, looking good, ready to grab their attention mid-browse. And with a high percentage like that, there\u2019s a strong likelihood your customers and prospects are using mobile phones to learn more about your brand or purchase from your website.<\/p>\n<h3>9) A\/B test your copy<\/h3>\n<p>In the ever-changing world of digital, us marketers have got to experiment.<\/p>\n<p><a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/marketing-strategy\/website-ab-testing\/\">A\/B testing<\/a> allows us to experiment with multiple options and gather data to see what works well and sometimes, what doesn\u2019t work so well.<\/p>\n<p>It\u2019s so important to track any successes and failures, and note <em>why <\/em>it worked or didn\u2019t work.<\/p>\n<p>For example, if your ad didn\u2019t pick up any traffic until months after it went live, this suggests it went live at the wrong time or for the wrong amount of time. Or maybe you saw your localized ad see much more traffic than your more general ad &#8211; now you know to put more time into localization.<\/p>\n<p>Some tools and platforms for A\/B testing include:<\/p>\n<ul>\n<li>Optimizely<\/li>\n<li>A\/B Tasty<\/li>\n<li>Crazy Egg<\/li>\n<\/ul>\n<h3>10) Consider these examples of great ad copy<\/h3>\n<p>Not sure where to start? Let\u2019s go through some ad copy examples to provide you with some ad inspiration (or <em>\u2018adspiration\u2019<\/em>? \u2026 anyone?).<\/p>\n<h4>Example #1: Providing an incentive<\/h4>\n<p>Monzo has used its thorough competitor research to know what makes them stand out for those looking for business bank accounts.<\/p>\n<p>You had us at \u201cNo Monthly Fees\u201d&#8230; but \u201cApply Online In Minutes\u201d sounds pretty good too.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-187177\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/04\/monzo.png\" alt=\"writing-ad-copy-monzo\" width=\"1442\" height=\"1040\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/04\/monzo.png 1442w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/04\/monzo-300x216.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/04\/monzo-1024x739.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/04\/monzo-768x554.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/04\/monzo-512x369.png 512w\" sizes=\"(max-width: 1442px) 100vw, 1442px\" \/><\/p>\n<h4>Example #2: Knowing what your audience is searching for<\/h4>\n<p>Combining both competitor analysis and keyword analysis in, what could be, a fatal mix for Monday.com, Asana targets those searching for \u201cmonday.com\u201d specifically, and encourages them to make the switch.<\/p>\n<p>The idea of inclusivity steps in here. \u201cMake the switch\u201d implies others have already done the same, and done so very easily.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-187174\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/04\/writing-ad-copy-monday.com-asana-make-the-switch-know-what-your-audience-is-searching-for.png\" alt=\"writing-ad-copy-monday.com - asana - make the switch - know what your audience is searching for\" width=\"844\" height=\"740\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/04\/writing-ad-copy-monday.com-asana-make-the-switch-know-what-your-audience-is-searching-for.png 844w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/04\/writing-ad-copy-monday.com-asana-make-the-switch-know-what-your-audience-is-searching-for-300x263.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/04\/writing-ad-copy-monday.com-asana-make-the-switch-know-what-your-audience-is-searching-for-768x673.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/04\/writing-ad-copy-monday.com-asana-make-the-switch-know-what-your-audience-is-searching-for-512x449.png 512w\" sizes=\"(max-width: 844px) 100vw, 844px\" \/><\/p>\n<h4>Example #3: Getting ultra competitive<\/h4>\n<p>Sometimes considered petty, sometimes considered straight to the point = ad copy that targets your main competitors\u2019 branded keywords and using the real estate to show why you\u2019re better.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-187167\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/04\/writing-ad-copy-chargebee-over-paddle.png\" alt=\"writing-ad-copy-chargebee over paddle\" width=\"1374\" height=\"874\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/04\/writing-ad-copy-chargebee-over-paddle.png 1374w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/04\/writing-ad-copy-chargebee-over-paddle-300x191.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/04\/writing-ad-copy-chargebee-over-paddle-1024x651.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/04\/writing-ad-copy-chargebee-over-paddle-768x489.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/04\/writing-ad-copy-chargebee-over-paddle-512x326.png 512w\" sizes=\"(max-width: 1374px) 100vw, 1374px\" \/><\/p>\n<p>Psst\u2026 if you\u2019d prefer this to *not* happen to you, check out our <a href=\"https:\/\/www.similarweb.com\/corp\/search\/features\/brand-protection\/\">Brand Protection tool<\/a>. With this tool, you\u2019ll be able to monitor the keywords that are crucial to your business, and act fast if a competitor (known or not) bids on them.<\/p>\n<h4>Example #4: Offering some real personality<\/h4>\n<p>An oldie, but a goldie: The Snickers ad campaign back in 2013 (hence the pretty old school search engine style).<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-187176\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/04\/writing-ad-copy-snickers.jpg\" alt=\"writing-ad-copy-snickers\" width=\"512\" height=\"312\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/04\/writing-ad-copy-snickers.jpg 512w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/04\/writing-ad-copy-snickers-300x183.jpg 300w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><\/p>\n<p>Sure, it\u2019s common practice to target misspelled search terms in paid advertising, but Snickers wanted to bring it up a notch. They gathered together a list of 500 <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/seo\/top-keywords\/\">top search terms<\/a>, and used a keyword generator to create a list of over 25,000 misspellings of those terms\u2026 then bid on them.<\/p>\n<p>This added a real element of personality to their advertising, showing the brand to be funny, witty, and also cost-effective given the lower ad spends of bad spelling.<\/p>\n<h2>Be more competitive with competitor insights<\/h2>\n<p>PPC advertising, amongst everything else in digital marketing, is competitive &#8211; and you want to stand out from the crowd.<\/p>\n<p>By following these top 10 ad copy tips, including having all the inside knowledge of what your competitors are up to (or trying to get up to), you\u2019ll see a huge increase in conversions and in ROAS as both a team and business.<\/p>\n<p>With Similarweb, you can spy on not only your competitors\u2019 ad campaigns, but their entire <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/marketing-strategy\/digital-marketing-strategy\/\">marketing strategy<\/a>. And guess what? You can <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/marketing-strategy\/similarweb-free\/\">try the platform for free<\/a> today.<\/p>\n    <div class=\"post-banner post-banner--base\">\n        <div class=\"post-banner__wrapper\">\n            <div class=\"post-banner__text\">\n                                    <p class=\"post-banner__title\">Drive conversions with competitor and keyword research<\/p>\n                                    <p class=\"post-banner__subtitle\">All the data you need to reveal your competitors\u2019 paid marketing strategies.<\/p>\n                                <div class=\"post-banner__button-wrapper\">\n                                            <a class=\"swui-button swui-button--solid swui-button--primary post-banner__button js-post-banner\"\n                           href=\"https:\/\/account.similarweb.com\"\n                           data-disable-dynamic-tracking\n                        >Try Similarweb free<\/a>\n                                    <\/div>\n            <\/div>\n                    <\/div>\n    <\/div>\n\n<h2>FAQs<\/h2>\n<p><strong>What&#8217;s the most important element of ad copy?<\/strong><\/p>\n<p>It&#8217;s a tie! A strong headline grabs attention, and a clear call to action (CTA) tells readers what to do next.<\/p>\n<p><strong>How do I write a captivating headline?<\/strong><\/p>\n<p>Keep it short, benefit-oriented, and use strong verbs or questions to spark curiosity.<\/p>\n<p><strong>Should I focus on features or benefits in my ad copy?<\/strong><\/p>\n<p>Focus on benefits. Explain how your product or service improves readers&#8217; lives, not just its technical specs.<\/p>\n<p><strong>What are some powerful words to use in ad copy?<\/strong><\/p>\n<p>Use action verbs, emotional words, and numbers to create a sense of urgency and impact.<\/p>\n<p><strong>How can I test my ad copy?<\/strong><\/p>\n<p>Try A\/B testing different versions and see which one resonates best with your audience.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>What does it take to write really good ad copy? You know, the type of ad copy that makes you fold your arms, nod smugly, and say \u201cYep, that was me\u201d while new customers fall over themselves to click on the ad, and your competitors think \u201cWhy didn\u2019t I come up with that?\u201d. Quick answer: [&hellip;]<\/p>\n","protected":false},"author":469,"featured_media":182429,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[6387,2803,6359],"tags":[],"class_list":["post-69257","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","category-marketing","category-sem-ppc"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Write Ad Copy (That Actually Converts) | Similarweb<\/title>\n<meta name=\"description\" content=\"Want to avoid costly mistakes for your business and see maximum results from your paid advertising? 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