Digital advertising is more important than ever! This guide will answer questions like "What is ad copy?" and give you tips to write ads for your customers!

Think it’s easy to capture the attention of your target market online? Think again.

On average, website visitors will leave your site within 10 to 20 seconds and read only 28% of the words on the page. That’s why it’s more important than ever that you learn how to write captivating ad copy that speaks to your target audience. 

But what is ad copy, exactly, and what are some tips to make your copy stand out from the competition? You’ve come to the right place. 

Keep reading to learn about the different types of copy, see some ad copy examples, and learn how to write copy that converts. 

Different Types of Ad Copy

In short, anything that’s written with the purpose of advertising products or services to consumers qualifies as ad copy.

However, there are two common types that you’ll see most often in the advertising world. Before you get started writing, it’s important to understand the type you need to use to most effectively reach your audience. 

Long-Form Copy

As its name suggests, long-form copy includes longer, more in-depth articles that give plenty of information to your readers. In most cases, long-form content is over 1,000 words.

As we mentioned above, most website visitors have a short attention span, so you need to capture them quickly. In that case, it might seem like long-form copy is useless.

However, that’s not true. You just have to be strategic about how and when you use it. 

For example, if you’re a pool builder, creating a long-form piece about the pool building process can help you better qualify leads who are actually interested in your service. Consumers who are preparing to invest in an expensive inground pool would find this in-depth content useful, whereas more casual visitors would skip over it. 

Short-Form Copy

Short-form copy, on the other hand, is a quick snippet used in advertising to quickly sell your products or services. One common example of this is pay-per-click (PPC) ads like you see on Google when you search for something. Facebook ad copy is another common type of short-form advertising.

However, keep in mind that short-form ad copy is not only made to be read.

Let’s say, for example, you write a jingle. Even though you’ve made the jingle with the idea of people listening to it, you should write just as you would any other type of short-form copy. 

Tips for Writing Effective Ad Copy

So, when writing short- or long-form copy, how should you approach it? Keep the following tips in mind:

  • Know the specifics about your audience so you can better appeal to them
  • Write captivating headlines through the use of humor or asking questions
  • Identify important keywords for your business and use them in your copy
  • Call attention to your customer pain points and how you can fix them
  • Write a mixture of evergreen content that’s always relevant along with season-specific content
  • Include a strong call-to-action (CTA) in every single piece of ad copy you write

By keeping these tips in mind as you write your copy, you’ll find that you’re better able to reach your target audience. 

What Is Ad Copy? Now You Know

After reading this quick guide, you can answer the question, “What is ad copy?” 

Now, the real work begins! Use what you’ve learned here to craft effective copy and watch the sales start pouring in. 

For more advice on how to grow your business, check out our other posts before you go.