Nailing your copywriting is one of the easiest ways you can improve your ad CTR. There are plenty of aspects of your ad that you’ll need to consider, though, and before jumping in feet first, there are some tips that you should keep at the front of your mind when creating or improving your ad copy.

To make things easier for you, I’ve broken things down into factors you must consider and aspects that are still important, but more on the “nice to have” side of things. Obviously, the more you can do, the better, but if time is a major consideration, you’ve got all the key bases covered.

I’ve created ad copy for a whole host of different brands over the last few years, and these are the things I always consider:

Core Considerations

Let’s first tackle the must-haves when it comes to using copywriting to improve your ad CTR:

• Understand Your Audience – No matter if you’re creating Google Ads or social media ads, understanding your audience is non-negotiable. You should have an understanding of what your audience’s pain points, needs and wants are. This will help you create ad copy that better resonates with them.

• Connect Search Intent – When people search for something online, there is a specific intent behind it. Do they want to make a purchase straight away? Are they just looking for general information? Knowing the intent behind the search will help you shape more engaging ad copy, and therefore hopefully improve your CTR.

• Strong Call-to-Action (CTA) – A lacklustre CTA can really let the ad down. Users should have a clear idea of what you want them to do next. Make your CTA direct, using action verbs that encourage immediate action.

• Showcase Value – You know you’ve got something to add to the lives of your customers, but do they know it? Showcase your value and highlight the benefits of your products/ services. Add information about how you differ from others, and any details on discounts.

• Be Direct – Use clear and concise language and look to avoid jargon. Each ad you develop should have one key purpose/ message, so try not to overcomplicate things. Being direct can help you grab the user’s attention quickly.

• A/B Testing – As there are multiple different, smaller components of your overall ad copy, it’s a good idea to engage in some A/B testing to see which versions produce the best results. A/B test aspects like your headlines, descriptions and CTAs.

Additional Considerations

Now that the core considerations are covered, let’s have a look at some of the additional factors that are still worthwhile to consider:

• Utilise Social Proof – Potential customers tend to place a lot of trust in what previous/ existing customers have to say. So, if you’ve got positive testimonials, ratings, or statistics in general, this is a good way to build trust.

• Try Ad Extensions – Many ad platforms, like Google Ads, for example, offer ad extensions, like sitelinks, callouts and snippets. It’s a good idea to try out some of the most relevant extensions to your business, as it adds more real estate (and information) to your ad.

As you can see, there are plenty of tactics you can use to try to improve your ad CTR, and the ones mentioned here are just the tip of the iceberg. If you want more guidance on improving your ad CTR, all you have to do is reach out 👋