AdTech 101: Writing Attention-Grabbing Ad Copy

These days, capturing the attention of potential customers has become increasingly challenging. Whether you’re a seasoned writer or just getting started, knowing how to write ad copy that leads to action is an essential skill. This guide will walk you through the basics of writing effective ad copy and provide practical tips to improve your digital advertising efforts.

What Is Ad Copywriting?

Ad copywriting is the skill of creating persuasive content tailored specifically for advertisements. This content can take many forms, including posters, display ads, social media posts, digital out-of-home (DOOH) ads, and mobile ads. At its core, ad copywriting is about delivering a message that resonates with your target audience and encourages them to take action.

What Makes Ad Copy Effective?

Effective ad copy is clear, concise, and directly addresses the audience’s needs. It uses a strong headline to grab attention, highlights the benefits of the product or service, and ends with a compelling call to action.

Another consideration is how consumers’ attention span has changed over the last several years. Gloria Mark, an attention researcher at the University of California, Irvine, began studying people’s attention span, noting how long it took for them to shift attention. Back in the early 2000s, she found the average attention span was 2.5 minutes. Between 2016 and 2019, we were in the neighborhood of 47 seconds – and patterns might show it continuing to change. Based on this, it’s critical to express your point quickly and uniquely.

Best Practices for Writing Ad Copy

Creating ad copy that works requires more than just following a formula. It involves a deep understanding of your product, your competition, your audience, and the platform you’re using. Here are some best practices to guide you:

Know Your Product Well: Clearly understand the key benefits of your product or service. What problems does it solve? What makes it stand out from the competition? Highlight these points in your ad copy to show why your product is the best choice for new and existing customers.

Analyze Your Competition: Observe what your competitors are doing. Identify what works for them and think about how you can improve or differentiate your approach. Understanding your competition helps you position your product more effectively in the market.

Understand Your Audience: Know who your customers are, what their problems are, and what language they use. The better you understand your audience, the more effectively you can communicate with them. Tailor your ad copy to speak directly to their needs and desires.

Know the Medium and Platform: Different platforms attract different audiences. Adjust your copy to fit the medium, whether it’s in-app, CTV or DOOH (Digital Out-Of-Home) advertising.

Use a Simple Structure: Use a headline-description-CTA format to structure your copy. This ensures your ad is both attention-grabbing and action-focused.

Tips for Writing Engaging Ad Copy

To make your ad copy more engaging and effective, consider these simple tips:

Highlight Benefits Clearly: Make sure the customer knows what they’ll gain from your product or service right away.
Show Empathy: Show that you understand your audience’s problems and how your product can help solve them.
Ask a Question: Starting with a question can immediately grab the reader’s attention and make them consider how your product might meet their needs. Questions can also encourage engagement and interaction.
Use Action Words: Begin sentences with strong, action-oriented words to create a sense of urgency. Phrases like "Get started," "Discover," and "Try now" can motivate readers to take action.
Appeal to the Senses: Use descriptive language to paint a vivid picture in the reader’s mind. Sensory words can help create an emotional response that drives action.
Use Numbers and Social Proof: Incorporate reviews or feedback from other customers to build trust and highlight the value of your product. Social proof is a powerful tool for convincing potential customers.
Personalize Your Copy: Address the reader directly using “you” and “your” to make the content feel more personal and relevant. Personalization helps create a connection with the audience.
Be Honest: Avoid making false or exaggerated claims. Honesty helps build trust with your audience and ensures long-term customer loyalty.
Connect Emotionally: Appeal to the emotions of your audience. Whether it’s excitement or comfort, emotional connections can be powerful motivators.
Keep It Conversational: Write as if you’re speaking directly to the reader. Avoid using overly formal or stiff language. A conversational tone makes your ad copy more relatable and engaging.
Use Strong Visuals: Pair your ad copy with compelling images or visuals to reinforce your message and make your ad more memorable. Visuals can help break up text and make your ad more appealing. You can check out more about these visuals here.
Include Keywords: Incorporate relevant SEO keywords to improve the visibility of your ad, especially in digital formats. Keywords help ensure your ad is seen by the right audience when they search for related terms.
Be Human: Above all, be authentic. People can easily tell when they’re being spoken to by a robot. Add some personality to your copy to make it more relatable and trustworthy.

Today, ads are everywhere—from social media, to search engines and mobile apps, and more. This wide range of advertising channels presents both an opportunity and a challenge. The opportunity lies in the ability to reach a wide and varied audience, while the challenge is to create ad copy that truly stands out in a world full of content.

With so much competition for your audience's attention, it’s important to be both creative and flexible. By using these simple tips and best practices for ad copywriting, you can create ads that not only grab attention but also engage and encourage your audience to take action. The best ad copy speaks directly to your audience in a way that feels personal and invites them to respond. Don’t hesitate to try different approaches, and always remember to be genuine. With the right approach, your ad copy can cut through the noise and make a real impact in today’s digital world.

If you’re looking for some help to get started, or to bolster your ongoing efforts, feel free to get in touch with us.