Writing ad copy that actually gets people to buy isn’t just about clever words, it’s about connecting with your customer’s immediate need, making your product attractive, and encouraging them to act. With countless products competing for attention, even a well-designed ad can fall flat if the messaging isn’t on point.
So, how do you craft ad copy that turns browsers into buyers? The secret lies in blending psychology with strategy and showing exactly why your product is what your customers need. Whether you’re promoting a one-off deal or building long-term brand awareness, the right words can drive your audience to take the next step. By focusing on your audience’s needs, crafting compelling headlines, emphasising benefits, and using persuasive language, you can increase the chances of turning visitors into loyal customers.
Understanding your target audience
The first step in writing ad copy that converts is understanding exactly who you’re talking to. If you don’t know your customer’s desires, problems, and motivations, your ad will fall flat and won’t engage the right people. To write copy that speaks to your audience, you need to think like them. What’s their current pain point? What are they hoping to solve by purchasing your product?
The more specific and tailored your message, the more likely your audience will resonate with it. For example, if you’re selling a kitchen appliance, the copy shouldn’t just highlight what the item does but also how it makes life easier for someone who struggles with time management or cooking efficiency or meal planning.
Focus on benefits over features
One of the biggest mistakes ecommerce brands make is focusing too much on product features rather than the benefits. While a feature like “bluetooth connectivity” might sound technical and exciting, what does it actually mean to the customer? The key is to translate that feature into a tangible benefit. For instance, instead of saying, “This speaker has Bluetooth connectivity,” frame it as: “Enjoy seamless music anywhere, without the hassle of tangled wires.” You’re not just listing a feature, you’re showing how it improves the user’s experience, making it more relatable and compelling.
Craft a strong call-to-action (CTA)
Without a clear call to action, your ad is a missed opportunity and doesn’t make it clear what you actually want your audience to do. Whether it’s buying a product, signing up for a newsletter, or exploring more products, your CTA must be direct and unambiguous. A great CTA should evoke a sense of urgency or exclusivity, and these features should make it as easy as possible for customers to complete their action.
Build trust with social proof and testimonials
People trust people more than they trust brands, which is why showcasing customer testimonials, product reviews, and user-generated content can be incredibly persuasive. When potential buyers see that others have had a positive experience with your product, they feel more confident in making their own purchase and are more likely to invest in that product compared to one without a review. If possible, highlight positive reviews, customer ratings, or endorsements from influencers who align with your brand to build credibility and demonstrate that your product is well-liked and reliable.
Create urgency and exclusivity
One of the oldest tricks in the marketer’s book is using scarcity and urgency to drive action. If a customer thinks they might miss out on a deal or if a product is in limited supply, they’re more likely to act quickly and ensure that they don’t miss out.
Using phrases such as “only 5 left in stock” or “limited-time offer” creates an instant sense of urgency that can push someone who is on the fence to make a quicker decision. Scarcity works particularly well when paired with a time-sensitive offer, like a 24-hour sale or a flash discount.
Optimise your copy for SEO
SEO isn’t just for blogs or landing pages, it can also help your ecommerce ad copy rank higher in search engine results, especially when you’re running paid ads. By strategically using keywords that your target audience is searching for, you increase the likelihood of reaching them at the right time.
Incorporate high-performing keywords into your ad copy, but make sure it sounds natural. If your copy is too stuffed with keywords, it can come off as awkward or forced, which can turn potential customers away.
Test, refine, and repeat
One of the most important aspects of writing ecommerce ad copy that converts is continuous testing. Even the best copy can always be improved. It’s important to test different versions of your ad to see which one performs better, this can be done by playing with headlines, CTAs, and even the tone of your message.
By constantly refining and adjusting your ads based on data, you ensure that your copy stays effective and relevant, ultimately improving your return on investment (ROI).
Tailoring your ecommerce ad copy for different platforms
Different platforms require different approaches to ad copy. What works on Instagram may not perform as well on Google Ads or Facebook. Each platform has its own style, audience, and best practices for ad copy. Understanding these nuances is key to maximising your ad performance across various channels.
Google ads:
- Focus on concise, highly-targeted copy with a clear value proposition
- Include relevant keywords for better targeting and higher quality scores
- Write with intent in mind—users on Google are often looking for solutions
Facebook/Instagram ads:
- Visual appeal is key. Use engaging images or videos that complement your copy
- Keep the copy short and punchy. Focus on emotional appeal and user benefits
- Use interactive elements like carousels or polls to encourage engagement
Email marketing:
- Craft subject lines that grab attention and encourage opens
- Make your value proposition clear right at the start
- Include strong CTAs, such as “shop now” or “limited time offer”
How do you know if your copy is working?
Once your ecommerce ads are live, the next step is measuring their performance. The goal isn’t just to get clicks, but to convert those clicks into sales. By tracking key performance metrics, you can get a clear picture of whether your ad copy is driving results and where improvements can be made.
- Click-Through Rate (CTR): The percentage of people who click on your ad after seeing it. A low CTR might suggest your headline or offer isn’t compelling enough.
- Conversion Rate: The percentage of people who make a purchase after clicking on your ad. This is the ultimate measure of ad success. Low conversion rates could indicate issues with your landing page or product offering.
- Cost Per Acquisition (CPA): The cost you’re paying for each sale. Keeping this as low as possible ensures a healthy ROI.
- Return on Ad Spend (ROAS): A ratio of revenue generated versus ad spend. A high ROAS means your ads are performing well and driving profitable sales.
