Ad copy is the short content of an advertisement made up of headlines and descriptions with a strictly limited number of characters. It determines both the click-through rate and the quality of the visitors who arrive. Several principles work well: using words from the query the user typed, stating a specific benefit instead of general claims about quality and an individual approach, adding a detail that sets the company apart – delivery time, warranty, price from, scope of service – and including a clear call to action. Stating the price or an additional condition filters out people for whom the offer is not suitable, which raises the quality of clicks. Copy should be tested in several variants and rotated, because its effectiveness declines with repeated display.
See also: Ad testing, Creative fatigue, Quality Score.
