4 steps to writing Ad Copy that cuts through


In our effort to make a sale, it can be easy to over-cook the message when writing copy for online advertisements. Facebook has a number of Ad Formats, each with different options when it comes to how much text you can include. Google just introduced Expanded Text Ads, which gives advertisers twice as much room for copy than ever before.

The best advice you can get when writing Ad Copy has been around much longer than Advertising, or what we call Digital Marketing today: Keep it simple. Just like you, your audience don’t always read everything they see, instead, they scan for key points. Focus on your keywords, try to think along the lines of what customers might be typing into a Search Engine.

Just like your Ad copy, the copy on your Landing Page and your call-to-action should be direct and give your new leads or returning customers a clear reason to sign up or buy.

Consider these 4 simple steps when writing Ad copy:

1. Set up the problem: You customer has a problem and your product or service is the solution. Think about what pains your customer so you can relate to what they are experiencing.

2. Explain the solution: Clearly identify how your product or service is the answer to taking their pain away.

3. What’s in it for them: We are the centre of our own universe. Once you put yourself in your customer’s shoes, it should be easy to highlight what they’re going to get out of this transaction.

4. Deliver the good stuff: Highlight your unique selling points, think why someone would choose your product or service over something else that may appear similar. Make sure your copy is relevant to your offering. Round it off with a firm call-to-action to motivate them, and send them to a Landing Page dedicated to providing more detailed information on the Ad they have clicked.

By keeping these 4 simple steps in mind, you might find writing Ad Copy is more straightforward than you think.

About the author

Fred Porter

Fred has played a key role in brand marketing and digital transformation for more than two decades.

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