What Everyone Ought To Know About Ad Writing

Writing an ad for a pay per click campaign or a social media platform has its challenges. There are a few ways you can go about it though to make the process easier even if you don’t know where to start or have writer’s block. It might take some time but it’s definitely worth it.

Add A Personal Touch

Make the pitch emotional by trying to reflect on the potential search phrase that your client has in mind. You have to know your audience and understand their needs in order to address them. Get the message directly from your users and never forget that this is about them not you. Make it personal and avoid generic phrases. Have something of value to offer in other words. Exclusivity is what we’re aiming for.

Look at the forest, not the tree

Some times it’s very easy to lose track and start trying out different variations of the same ad to see which one works better (A/B testing). We do not discourage that practice, on the contrary, it’s a must. Test and then test some more until you get it right. We just want to emphasize the importance of taking into consideration the whole picture and the interdependence of its parts. Breaking something down to analyze it makes it easier to understand but don’t lose track of the end goal. Create your headlines carefully.

Use Space Wisely

When it comes to characters space is limited so use it wisely. For example, Facebook doesn’t like pictures with words on top of them for ad campaigns and google recommends adding a call to action and emphasizing benefits like discounts. Social networks and channels have never been more different from each other and each deserves its own approach. That’s why we highly recommend you hire a professional to break it all down for you.

Leave No Doubts

You have to be able to say how you differ from the competition and what benefits your service/product has to offer. By the end of the sentence there has to be no doubt that you can do a better job and deliver results. Use numbers if you deem necessary but address all concerns as to why someone should buy from you. Keep it clear and precise.


It’s always a good idea to have a second pair of eyes take a look at your work when it’s done just to make sure everything is correct. Spelling and grammar mistakes may end up becoming costly. Your credibility is on the line when trying to create brand awareness and spur growth. It’s about reaching the right people, not the most.