Originally published July 27, 2022 , updated on July 25, 2024

You may find yourself wondering, “what is copywriting in advertising? How does hiring a professional impact the efficacy of my ads?” and you wouldn’t be the first. Advertisements scale businesses at the best of times but can repel prospective clients when they’re misused. Good ad copy will get companies in front of prospects who may turn into customers. Some brands also incorporate retargeting campaigns to reach people who expressed interest but did not make a purchase. Displaying ads on Facebook, Google, and other online platforms gives you superior targeting capabilities. You can show ads to people based on their location, interests, and other categories. 

These targeting features help, but advertising copywriting will make or break your ad. Engaging ad copywriters entice people to click on the ad and visit your website. Ads compete for attention, and great copy can draw people to your brand. Writing effective copy has many benefits for your ad campaigns.

Headlines Get People’s Attention

Every ad campaign strives to stop you from scrolling. Ads that grab people’s attention for a brief moment have a better chance of generating clicks. Most people will stop scrolling because of an ad’s headline or picture. These viewers will look at these elements before reading more of your ad or deciding to scroll away. Professional ad copywriting services test several headlines and review data to determine which ones resonate the most. They test headlines with numbers, statistics, facts, and other insights.

The Remaining Copy Prompts People to Take Action

You can get attention with several marketing strategies. Effective copy prompts people to take action. After the headline and picture get a prospect’s attention, the viewer will read the rest of your ad. This copy explains more about your product and encourages people to visit your website. Expert ads copywriting services incorporate several resources to write more captivating copy. 

Some customers feel more confident when presented with social proof. They may buy a product or service if they see others do the same thing. The crowded restaurant gets more attention than the empty option nearby. Many consumers scan product reviews before buying products. They look at social media numbers to see if your brand has a large following and may look for endorsements your company has received. You don’t have to partner with celebrities to acquire social proof. Great reviews from past customers will work just fine. Some copywriters place a product testimonial below the ad’s header, which is an effective strategy for many products and services. 

Quick and Short Copy Retains Attention

You have a short window of opportunity to grab someone’s attention. A lengthy wall of text will dissuade people from reading your ad copy. If the post looks challenging to read, a visitor will continue scrolling. Ad copywriters know how to convey precise messages that prompt action. Most ads only need a few sentences. You can also use bold font, bullet points, and emojis to help people seamlessly navigate through your ad. 

Professional Ads Copywriting Services Try to Understand How Your Customers Think

Ad copywriters know what goes into producing great copy. They know what features to put in the ad, but each brand targets a different type of customer. The best copywriters take a deep dive into your product and existing customer base. They discover your product’s strengths and construct an avatar based on your customers. The copywriter uses all of their skills to craft content for this avatar. Copywriters cannot simply steal what is working for a competitor. Two competing businesses in the same industry may have different copy because they appeal to different types of customers.

Copywriters use gender, age, income level, interests, location, needs, desires, and other characteristics to create a detailed avatar. This planning creates more consistency with your copy. You are speaking to the same person through your ads. Some people will scroll past your ad the first time but give it a closer look when it shows up next week. Some companies run hundreds of ads simultaneously. Consistent messaging makes prospects feel as if you are listening to them. This acknowledgement will make an ad viewer more receptive to your offer.

Effective Advertising Copywriting Addresses Each Stage of the Customer Journey

Advertising copywriting strategies don’t stop with a single customer avatar. Professional ads copywriting services recognise prospects will be at different stages of the customer journey. Some prospects do not know they have a problem that you can solve. Other prospects want help but have never heard of your company. A few prospects may have already engaged with your brand but didn’t commit to making a purchase. 

Each audience group deserves a different set of copy. You don’t want to talk with warm leads as if they have never heard of your business. You also don’t want to send ‘abandoned cart’ copy to someone who has never heard of your company. Writing copy for each of these stages can improve your ad results. You will have more synergy across your ad campaigns and can provide each customer group with the right messaging.

Learn From Your Best Ad Copy

As you create more ads, you will better understand what converts well with your audience. You can analyse your best ads and run A/B split tests to optimise your results. Ad copywriters look for central themes within top-performing copy. You can also learn new insights from your worst-performing ads. These ads reveal copy and calls to action that did not resonate with your audience. You can look for central themes in these ads and avoid repeating them in future advertising campaigns.

Advertising copywriting is a skill that will improve your ad results. You can write for the audience and learn new insights from each campaign. Not every business has the time, resources, or expertise to craft compelling ads and review the analytics. Goodman Lantern uses all three components to create effective ads for clients. We have worked with corporations and small business owners seeking to reach new customers. If you want us to run profitable ads for your company in the background so you can focus on new customers, we would love to help. Contact us today to see how we can work together. 

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