Ad Copy Tips For Adwords, Facebook, and LinkedIn Ads: BrightonSEO

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

@ 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
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F I N A L T I P S
5

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.

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.

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.

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

P O W E R
Understanding
the Difference

• User intent is there and very clear
• Shorter ad copy - black & white
• Keywords are more relevant
• Dynamic keyword insertion / keyword tools
• Goals are measured clicks, impressions, conversions, & CTR

• Absolutely no user intent
• 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

• Speaking directly to a person and demographic
• Sponsored InMail
• Keywords aren’t the primary focus
• Results are more immediate due to connections
• Goals are measured via engagement metrics, brand
awareness, and conversions

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
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@ 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
12

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

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

P O W 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

Ask Questions to
Provide Answers
• Back to idea of humanizing ad
copy
• Common question > provide
answer
16
AdEspresso

Ask Questions to
Provide Answers
17
AdEspresso
• Tired of battling sun damage?
copy
answer

Ask Questions to
Provide Answers
18
AdEspresso
• Tired of battling sun damage?
copy
answer
• Need pizza now?

Use Organic For
Headline
Inspiration
Use tools like SEMrush Keyword
Analytics to pull organic results:
• Headline ideas
• Subhead ideas
• Body copy
19

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
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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
21

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

TOFU, MOFU,
BOFU Ad Copy
TOFU:
MOFU:
You have a solution
23

TOFU, MOFU,
BOFU Ad Copy
TOFU:
MOFU:
You have a solution
BOFU:
Be aggressive - urgency, discount, promo
24

P O W E R
TOFU, MOFU,
BOFU Ad Copy
When people engage with TOFU then
you retarget them with MOFU > BOFU
- Better user experience
25

P O W E R
TOFU, MOFU,
BOFU Ad Copy
- Better lead quality
26

P O W E R
TOFU, MOFU,
BOFU Ad Copy
- Better lead quality
- Better conversions
27

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
28

Have Fun on
Facebook
• Ask a question in the copy and have
the image answer it
29

Have Fun on
Facebook
• Ask a question in the copy and have
the image answer it
• Use terminology your demographic
uses
30

Tone of Voice is
EVERYTHING
What is your demographic's persona?
31

Tone of Voice is
EVERYTHING
Do they use slang terms?
32

Tone of Voice is
EVERYTHING
Do they use local terminology?
33

Tone of Voice is
EVERYTHING
Do they use local terminology?
Write ad copy the matches.
34

Tell a Story With
Your Content
Use the whole ad to tell the story:
1. Define your buyer personas
35

Tell a Story With
Your Content
2. Identify what their pain points are
36

Tell a Story With
Your Content
2. Identify what their pain points are
3. State how your product or service
solves those pain points
37

Utilize Influencer
Content
1. Get influencers to give you access to
their Facebook page (works with
micro-influencers).
38

Utilize Influencer
Content
micro-influencers).
2. Run ads promoting the posts on their
page - your content
39

Utilize Influencer
Content
micro-influencers).
2. Run ads promoting the posts on their
page - your content
3. Use their audience for targeted
advertising
40

Think Mobile First
on Facebook

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.
42

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.
43

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

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
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F I N AL
T I P S
5
45

Keep Copy Short
& Sweet
• Write ad headlines that are under
150 characters.
46

Keep Copy Short
& Sweet
150 characters.
• Keep descriptive copy under 70
characters.
47

Keep Copy Short
& Sweet
150 characters.
• Keep descriptive copy under 70
characters
• Anything over 100 characters could
be cut off on desktop
48

Don’t Copy &
Paste InMail
Get your InMail read by:
• Addressing the person’s name
49

Don’t Copy &
Paste InMail
• Taking the time to customize each
InMail body text
50

Don’t Copy &
Paste InMail
• 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

Put Your
Professional
Pants On
LinkedIn is used by professionals.
Your ad copy should:
• Provide a solution to professional
problems
52

Put Your
Professional
Pants On
problems
• Use professional terminology
53

Put Your
Professional
Pants On
problems
• Use professional terminology
• Offer an improvement opportunity
54

Run Micro-
Campaigns
• Practice hyper-targeting
55

P O W E R
Run Micro-
Campaigns
• Write ads that speak to micro
audiences
56

P O W E R
Run Micro-
Campaigns
• Write ads that speak to micro
audiences
• Multiple ads targeting sub-sections
of your demographic
57

Utilize Video
Content
• NEW: Position yourself as a thought
leader using video content
58

Utilize Video
Content
• Tell your brand’s story
59

Utilize Video
Content
• Share stories of customer success
60

Utilize Video
Content
• Show a quick demo of your product
61

Utilize Video
Content
• Give a sneak peak of your webinar
62

Utilize Video
Content
• Give a sneak peak of your webinar
• Event promotion / preview
63

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
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F I N AL
T I P S
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Use Local
Terminology
65
No one is doing this on LinkedIn.
#BetheFirst

Think Timely,
Not Past Tense
• Focus on time periods. Yes, that
means updating your ad copy
each month or each season
66

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

Satisfy Both Bots
AND Humans
Ensure that your ad is:
• Receiving engagement
• Still hitting metrics
68

Utilize Emotions
in
Ad Copy
Focus on emotional ad copy just as
much as you focus on keywords.
69

Utilize Emotions
in
Ad Copy
Ad Example:
• Clarifies the benefit
70

Utilize Emotions
in
Ad Copy
Ad Example:
• Has an angry tone of voice
71

Utilize Emotions
in
Ad Copy
Ad Example:
• URL: Cheating-Husband = anger
72

Utilize Emotions
in
Ad Copy
Ad Example:
• URL: Cheating-Husband = anger
73
• Offers solutions: email address,
numbers, and usernames

Know What Are
Your Competitors
Doing

Competitor
Research
• What kind of ad copy are your
competitors using?
• Their content
75

Competitor
Research
competitors using?
• Their content
• Influencer’s content
76

Competitor
Research
competitors using?
• Their content
• Influencer’s content
• User’s content
77

Competitor
Research
• Use tools for Adwords
competitive analysis:
• Advertising Research
• Competitive Analysis
Domain Overview
78

Competitor
Research
• Follow competitors on social for
their ads to appear
79

Competitor
Research
• Follow competitors on social for
their ads to appear
• Use tools to see competitor ads:
• Adfox
80

A/B Test Ad
Copy
• Test two ad copies using:
• Same time period
81

A/B Test Ad
Copy
• Same landing page
82

A/B Test Ad
Copy
• Same target demographic
83

A/B Test Ad
Copy
• Different headlines
84

A/B Test Ad
Copy
• Different headlines
• Different ad copy
85

P O W 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

Ad Copy Tips For Adwords, Facebook, and LinkedIn Ads: BrightonSEO

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