1.
P O W E R
POWER
CREATIVE
DESIGN
Ashley Ward
SEMrush
Corporate Speaker
Social Media and Content Marketer
@AshleyMadhatter

2.
@ A S H L E Y M A D H A T T E R
Adwords, Facebook, and LinkedIn Ad Copy
A D W O R D S T I P S F A C E B O O K T I P S L I N K E D I N T I P SAD I N F O
1 2 3 4
F I N A L T I P S
5

3.
P O W E R
E c o n o m i c
I m p a c t
According to Google, advertisers
on their platform make $2 for
every $1 spent.
@ A S H L E Y M A D H A T T E R

4.
P O W E R
$ 1 A D a y
Minimum ad spend on Facebook
is only $1 per day, and they have
the lowest cost per 1,000
impressions in advertising history.
@ A S H L E Y M A D H A T T E R

5.
P O W E R
A d s t a g e
LinkedIn Ads are gaining steam
as marketers are setting aside
more budget for LinkedIn Ads
now more than ever.
@ A S H L E Y M A D H A T T E R

6.
Using either
network, you can
reach thousands for
as little as
$30 a month.
Adespresso@ A S H L E Y M A D H A T T E R

7.
P O W E R
@ A S H L E Y M A D H A T T E R
Understanding
the Difference
@ A S H L E Y M A D H A T T E R

8.
• User intent is there and very clear
@ A S H L E Y M A D H A T T E R
• Shorter ad copy - black & white
• Keywords are more relevant
• Dynamic keyword insertion / keyword tools
• Goals are measured clicks, impressions, conversions, & CTR

9.
• Absolutely no user intent
@ A S H L E Y M A D H A T T E R
• Long, very long ad copy options
• You’re allowed to be creative
• Purchase may be overtime, not immediate
• Goals are measured via engagement metrics and branding

10.
• Speaking directly to a person and demographic
• Sponsored InMail
@ A S H L E Y M A D H A T T E R
• Keywords aren’t the primary focus
• Results are more immediate due to connections
• Goals are measured via engagement metrics, brand
awareness, and conversions

11.
@ A S H L E Y M A D H A T T E R
Adwords Ad Copy Tips
AD W O R D S T I P S F A C E B O O K T I P S L I N K E D I N T I P SA D I N F O
1 2 3 4
F I N A L T I P S
5

12.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Provide a
Solution
User intent is everything. Your ads
should provide:
• Who
• What
• When
• Where
• Solution
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13.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Think of Voice
Search
Terminology
Voice search now accounts for
20% of all Google mobile queries
• Use long-tail copy
13
WordStream
• Write like we speak
• Do your own voice search

14.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Think People
First, Keywords
Second
People are the ones searching, not
just bots.
• Use pronouns: we, she, he, us
14
WordStream
• Focus on humanizing your copy
• Less focus on keyword stuffing

15.
P O W E R
@ A S H L E Y M A D H A T T E R
Use Numbers in
Your Ad Copy
Numbers help convert. Include
numbers like:
• The discount percentage
15
AdEspresso
• Amount of awards won
• Statistics to prove your point
• Total amount of savings
Make sure the numbers are relevant
to your point

16.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Ask Questions to
Provide Answers
• Back to idea of humanizing ad
copy
• Common question > provide
answer
16
AdEspresso

17.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Ask Questions to
Provide Answers
17
AdEspresso
• Tired of battling sun damage?
• Back to idea of humanizing ad
copy
• Common question > provide
answer

18.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Ask Questions to
Provide Answers
18
AdEspresso
• Tired of battling sun damage?
• Back to idea of humanizing ad
copy
• Common question > provide
answer
• Need pizza now?

19.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Use Organic For
Headline
Inspiration
Use tools like SEMrush Keyword
Analytics to pull organic results:
• Headline ideas
• Subhead ideas
• Body copy
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20.
@ A S H L E Y M A D H A T T E R
Facebook Ad Copy Tips
A D W O R D S T I P S F AC E B O O K T I P S L I N K E D I N T I P SA D I N F O
1 2 3 4
F I N A L T I P S
5

21.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Experiment with
Long Copy vs
Short Copy
Run an A/B ad test targeting same
demographics, same budget, same
imagery.
Ad A:
Long form copy
Ad B:
Short form copy
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22.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
TOFU, MOFU,
BOFU Ad Copy
Create different ad copy for each stage
that your audience is in:
TOFU:
Brand awareness ad copy - you exist
22

23.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
TOFU, MOFU,
BOFU Ad Copy
Create different ad copy for each stage
that your audience is in:
TOFU:
Brand awareness ad copy - you exist
MOFU:
You have a solution
23

24.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
TOFU, MOFU,
BOFU Ad Copy
Create different ad copy for each stage
that your audience is in:
TOFU:
Brand awareness ad copy - you exist
MOFU:
You have a solution
BOFU:
Be aggressive - urgency, discount, promo
24

25.
P O W E R
@ A S H L E Y M A D H A T T E R
TOFU, MOFU,
BOFU Ad Copy
When people engage with TOFU then
you retarget them with MOFU > BOFU
- Better user experience
25

26.
P O W E R
@ A S H L E Y M A D H A T T E R
TOFU, MOFU,
BOFU Ad Copy
When people engage with TOFU then
you retarget them with MOFU > BOFU
- Better user experience
- Better lead quality
26

27.
P O W E R
@ A S H L E Y M A D H A T T E R
TOFU, MOFU,
BOFU Ad Copy
When people engage with TOFU then
you retarget them with MOFU > BOFU
- Better user experience
- Better lead quality
- Better conversions
27

28.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Have Fun on
Facebook
Facebook ads don’t have user intent,
so make it fun to attract the user:
• Add emojis to the ad copy
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29.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Have Fun on
Facebook
Facebook ads don’t have user intent,
so make it fun to attract the user:
• Add emojis to the ad copy
• Ask a question in the copy and have
the image answer it
29

30.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Have Fun on
Facebook
Facebook ads don’t have user intent,
so make it fun to attract the user:
• Add emojis to the ad copy
• Ask a question in the copy and have
the image answer it
• Use terminology your demographic
uses
30

31.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Tone of Voice is
EVERYTHING
What is your demographic's persona?
31

32.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Tone of Voice is
EVERYTHING
What is your demographic's persona?
Do they use slang terms?
32

33.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Tone of Voice is
EVERYTHING
What is your demographic's persona?
Do they use slang terms?
Do they use local terminology?
33

34.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Tone of Voice is
EVERYTHING
What is your demographic's persona?
Do they use slang terms?
Do they use local terminology?
Write ad copy the matches.
34

35.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Tell a Story With
Your Content
Use the whole ad to tell the story:
1. Define your buyer personas
35

36.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Tell a Story With
Your Content
Use the whole ad to tell the story:
1. Define your buyer personas
2. Identify what their pain points are
36

37.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Tell a Story With
Your Content
Use the whole ad to tell the story:
1. Define your buyer personas
2. Identify what their pain points are
3. State how your product or service
solves those pain points
37

38.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Utilize Influencer
Content
1. Get influencers to give you access to
their Facebook page (works with
micro-influencers).
38

39.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Utilize Influencer
Content
1. Get influencers to give you access to
their Facebook page (works with
micro-influencers).
2. Run ads promoting the posts on their
page - your content
39

40.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Utilize Influencer
Content
1. Get influencers to give you access to
their Facebook page (works with
micro-influencers).
2. Run ads promoting the posts on their
page - your content
3. Use their audience for targeted
advertising
40

41.
Think Mobile First
on Facebook
@ A S H L E Y M A D H A T T E R

42.
P O W E R
E x p a n e d
R a m b l i n g s
56.5% of Facebook users ONLY
login on mobile.
@ A S H L E Y M A D H A T T E R
42

43.
P O W E R
E x p a n d e d
R a m b l i n g s
89% of Facebook ad revenue
comes from mobile.
@ A S H L E Y M A D H A T T E R
43

44.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Think Mobile-
First on
Facebook
Copy should focus on engagement,
something you can do on mobile:
• Check-in
• Install Now
• Watch a video
• Download
44

45.
@ A S H L E Y M A D H A T T E R
LinkedIn Ad Copy Tips
A D W O R D S T I P S F A C E B O O K T I P S L I N K E D I N T I P SA D I N F O
1 2 3 4
F I N AL
T I P S
5
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46.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Keep Copy Short
& Sweet
• Write ad headlines that are under
150 characters.
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47.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Keep Copy Short
& Sweet
• Write ad headlines that are under
150 characters.
• Keep descriptive copy under 70
characters.
47

48.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Keep Copy Short
& Sweet
• Write ad headlines that are under
150 characters.
• Keep descriptive copy under 70
characters
• Anything over 100 characters could
be cut off on desktop
48

49.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Don’t Copy &
Paste InMail
Get your InMail read by:
• Addressing the person’s name
49

50.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Don’t Copy &
Paste InMail
Get your InMail read by:
• Addressing the person’s name
• Taking the time to customize each
InMail body text
50

51.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Don’t Copy &
Paste InMail
Get your InMail read by:
• Addressing the person’s name
• Taking the time to customize each
InMail body text
• It’s not a formal letter, so don’t write
like it.
• Keep it short, personal, and
to the point
51

52.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Put Your
Professional
Pants On
LinkedIn is used by professionals.
Your ad copy should:
• Provide a solution to professional
problems
52

53.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Put Your
Professional
Pants On
LinkedIn is used by professionals.
Your ad copy should:
• Provide a solution to professional
problems
• Use professional terminology
53

54.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Put Your
Professional
Pants On
LinkedIn is used by professionals.
Your ad copy should:
• Provide a solution to professional
problems
• Use professional terminology
• Offer an improvement opportunity
54

55.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Run Micro-
Campaigns
• Practice hyper-targeting
55

56.
P O W E R
@ A S H L E Y M A D H A T T E R
Run Micro-
Campaigns
• Practice hyper-targeting
• Write ads that speak to micro
audiences
56

57.
P O W E R
@ A S H L E Y M A D H A T T E R
Run Micro-
Campaigns
• Practice hyper-targeting
• Write ads that speak to micro
audiences
• Multiple ads targeting sub-sections
of your demographic
57

58.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Utilize Video
Content
• NEW: Position yourself as a thought
leader using video content
58

59.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Utilize Video
Content
• NEW: Position yourself as a thought
leader using video content
• Tell your brand’s story
59

60.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Utilize Video
Content
• NEW: Position yourself as a thought
leader using video content
• Tell your brand’s story
• Share stories of customer success
60

61.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Utilize Video
Content
• NEW: Position yourself as a thought
leader using video content
• Tell your brand’s story
• Share stories of customer success
• Show a quick demo of your product
61

62.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Utilize Video
Content
• NEW: Position yourself as a thought
leader using video content
• Tell your brand’s story
• Share stories of customer success
• Show a quick demo of your product
• Give a sneak peak of your webinar
62

63.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Utilize Video
Content
• NEW: Position yourself as a thought
leader using video content
• Tell your brand’s story
• Share stories of customer success
• Show a quick demo of your product
• Give a sneak peak of your webinar
• Event promotion / preview
63

64.
@ A S H L E Y M A D H A T T E R
Ad Copy Tips - For Them All
A D W O R D S T I P S F A C E B O O K T I P S L I N K E D I N T I P SA D I N F O
1 2 3 4
F I N AL
T I P S
5

65.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Use Local
Terminology
65
No one is doing this on LinkedIn.
#BetheFirst

66.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Think Timely,
Not Past Tense
• Focus on time periods. Yes, that
means updating your ad copy
each month or each season
66

67.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Think Timely,
Not Past Tense
• Focus on time periods. Yes, that
means updating your ad copy
each month or each season
• Feel more like a human by being
timely
67

68.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Satisfy Both Bots
AND Humans
Ensure that your ad is:
• Receiving engagement
• Still hitting metrics
68

69.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Utilize Emotions
in
Ad Copy
Focus on emotional ad copy just as
much as you focus on keywords.
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70.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Utilize Emotions
in
Ad Copy
Ad Example:
• Clarifies the benefit
70

71.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Utilize Emotions
in
Ad Copy
Ad Example:
• Clarifies the benefit
• Has an angry tone of voice
71

72.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Utilize Emotions
in
Ad Copy
Ad Example:
• Clarifies the benefit
• Has an angry tone of voice
• URL: Cheating-Husband = anger
72

73.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Utilize Emotions
in
Ad Copy
Ad Example:
• Clarifies the benefit
• Has an angry tone of voice
• URL: Cheating-Husband = anger
73
• Offers solutions: email address,
numbers, and usernames

74.
Know What Are
Your Competitors
Doing
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R

75.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Competitor
Research
• What kind of ad copy are your
competitors using?
• Their content
75

76.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Competitor
Research
• What kind of ad copy are your
competitors using?
• Their content
• Influencer’s content
76

77.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Competitor
Research
• What kind of ad copy are your
competitors using?
• Their content
• Influencer’s content
• User’s content
77

78.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Competitor
Research
• Use tools for Adwords
competitive analysis:
• Advertising Research
• Competitive Analysis
Domain Overview
78

79.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Competitor
Research
• Follow competitors on social for
their ads to appear
79

80.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Competitor
Research
• Follow competitors on social for
their ads to appear
• Use tools to see competitor ads:
• Adfox
80

81.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
A/B Test Ad
Copy
• Test two ad copies using:
• Same time period
81

82.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
A/B Test Ad
Copy
• Test two ad copies using:
• Same time period
• Same landing page
82

83.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
A/B Test Ad
Copy
• Test two ad copies using:
• Same time period
• Same landing page
• Same target demographic
83

84.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
A/B Test Ad
Copy
• Test two ad copies using:
• Same time period
• Same landing page
• Same target demographic
• Different headlines
84

85.
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
A/B Test Ad
Copy
• Test two ad copies using:
• Same time period
• Same landing page
• Same target demographic
• Different headlines
• Different ad copy
85

86.
P O W E R
@ A S H L E Y M A D H A T T E R
G E T S L I D E S
Ashley.Ward@SEMrush.com
L I N K E D I N
Linkedin.com/in/ashleyward90
S E M r u s h
www.SEMrush.com
F O L L O W M E