Guide to Writing Effective Ad Copy

A few tips that can assist you in developing unique and catchy ad copy for effective online marketing

Anyone wishing to conduct successful online marketing must learn how to write an effective ad copy. The ad copy is meant to capture the attention of potential buyers and convince them to try out your product or services. It is also meant to optimize your domain for SEO purposes.

Below are a few tips that can assist you in developing unique and catchy ad copy for effective online marketing and SEO.


The use of keywords is necessary when writing ad copy. It will come in handy when someone types in a certain query on common search engines. You can also use the keyword on the display URL in order to ensure there is more than one occurrence of the specific keyword on the page.

Include a Call to Action Statement

Effective ad copy must be concluded by a catchy call to action tagline. You can either choose to make the call to action short or slightly long depending on what is being sold or promoted. The important point is to ensure that your call to action phrase is captivating and enticing to the reader.


In order to come up with a useful ad copy, you must fine-tune it to the specific page to which it is targeted. The target can either be a domain or a landing page for specific online promotions. It is essential that the visitor finds exactly what they were promised when they click on the link. This will help in improving your overall scores and conversion rates while reducing your bounce rates.


Cogency is an important aspect when attempting to develop valuable ad copy. Cogency involves creating small ads with the intact keyword targeting specific market groups. Hence, one ad copy should carry at least one keyword or key phrase. Smart use of the keyword on the copy will improve its conversion rate and increase the overall click through rate.

Use of Numerals

Numbers are easy to notice and can easily arrest the eyes. This includes price offers, percentages and other numerical symbols. Specific items must be expressed in numerals in order to capture the attention of readers.

Emotional Appeal

One of the most challenging aspects of producing constructive ad copy is bringing out emotional appeal using as few words as possible. This strategy is achieved by knowing what the users want and using the right words to lure them. Phrases such as “get for free” “learn how to” and “get it now” are commonly used in ad copies to evoke a rushed feeling and spur action.

Proofread Your Work

An ad copy only has 25-35 characters. It must therefore be completely error free. There must be no typos, misspellings or other careless mistakes that show you did not review your work.

Ad copy is part and parcel of online marketing. There are several basics you must incorporate into the development of a successful ad copy. These include keyword placement, call to action, relevance, cogency, use of numerals, emotional appeal and proofreading your work to avoid appearing careless.

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Author: Haliyma Barrow

This guest article was contributed by Haliyma Barrow. Haliyma started her journalism career as a staff writer for the student newspaper at Indiana University of Pennsylvania, where she got a Bachelor of Arts degree. Haliyma loves to study various e-commerce businesses, and their marketing strategies.

This entry was posted on Wednesday, March 16th, 2011 at 6:30 pm and modified by WebMaster View on Friday, March 21st, 2014 at 1:12 am. You can follow any responses to this entry through the RSS 2.0 feed. Responses are currently closed, but you can trackback from your own site.

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