How to create highly targeted ad copies?

To create highly targeted ad copies it is very necessary to research the market. To know what customer likes or not. Do ad according to the customer’s needs and wants. Do PPC and advertising of your products and services.

1. Extend Your Brand Voice to Your Ad Copy

Every business needs to have its own voice, one that mimics that of its followers. When users scroll the feed, they should be able to recognize your brand voice immediately.

If your brand is more of a cargo short and t-shirt vibe, avoid using words that reflect a suit and tie mentality. The wording in your ad copy needs to mimic your other posts and include the language your demographic uses. Incorporate local lingo, slang, and grammar to match. Yes, how you spell the words in your ad makes a huge difference here.

The same goes if you’re a B2B that uses more professional and business-like language when you speak and write. Mimic that style in your ad copy.


2. Clearly Communicate the Who, What, When, Where, and Why

Your social media ads not only need to include a call to action but also answer the who, what, when, where, and why. Communicating these details helps ensure users have all of the information they need to know so when they do engage with the ad, they become a warm engagement and not just a casual liker who double-taps on everything they scroll through.

If you look at this WeWork ad, here’s how they answered each W:

  • Who: WeWork
  • What: Flexible workspace for any size company
  • When: Today
  • Where: WeWork offices
  • Why: Because they’re here to help my business grow

Go back to the social media ads you’re currently running.

communication clearly

3. Test Ad Copy Length for Performance

On some social media platforms, you have the option to use longer ad copy, but that doesn’t necessarily mean you should use all of that real estate. If you can communicate your call to action or primary point in three to five words, do so.

Some social media experts argue that shorter copy is more effective, while others say longer copy converts better; split testing will help you discover which copy length your audience prefers. What’s most important is getting to the point and ensuring users understand the message you’re conveying.

4. Combine Your Copy With Complementary Visuals and Targeting

One of the reasons users flock to social media platforms is to take a break and be entertained by what they read and see. They’re bored at the DMV, they’re waiting for their food to arrive at the table, or their attention span of 3 seconds has expired, and it’s time to look down at their phone again.

Whatever the reason, it’s important that both your text and content space are harmonious. Having the creativity to enhance your text is like adding extra-credit points on a quiz. Your text gets the call to action (the primary point) made, but the visual further communicates that point.

I’m a bride-to-be who’s also a business owner and entrepreneur, so Ringly’s targeted ad stopped my scrolling fingers in their tracks specifically because of how they combined the text with the image.

After looking at the ring and being impressed, I then gazed up to read the ad copy. Hmm, what’s a “smart ring”? Naturally, my eyes then scrolled down to the headline, and then it made sense: It’s a personal assistant inside the ring. Now I’m intrigued to learn more.

Make sure all of the components of your ad (the description, headline, URL) all work together and deliver a story to users. This will make users more likely to want to learn more and not just “like” the ad.

5. Align Your Ad Copy With Specific Sales Funnel Targeting

Ad copy is essentially sales copy. But with social media ads, it can’t look or feel like sales copy at all. There is no intent on social media platforms so you can’t come in with a hard sell like you can on AdWords. That’s a big reason why the conversion cycle for social media ads can take a bit longer than other marketing efforts and have more hurdles to jump through.

To help get around the anti-sales hurdle, think of the TOFU (top of the funnel) > MOFU (middle of the funnel) > BOFU (bottom of the funnel) strategy. While this entails creating lots of ads and custom audiences, the results will make it worth the effort.

3 thoughts on “How to create highly targeted ad copies?”

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