What Is Ad Copy? Plus 14 Actionable Tips to Get It Right

Have you ever stopped mid-scroll to read an ad that just gets you?

It might have even convinced you to buy what it was selling. Or made you laugh and share it with a friend.

That’s effective ad copy in action.

Copywriting in general is snappy, engaging, and persuasive writing. Ad copy is a specific copywriting form, fine-tuned to achieve various marketing objectives through paid advertising.

In this article, you’ll learn what ad copy is and how to do it effectively.

What Is Ad Copy?

Advertising copy, or ad copy, is snappy written or spoken text in paid ads. It’s crafted to grab attention and pique your interest.

Its main goal?

To prompt action. Whether it’s making a purchase, signing up for a newsletter, hopping onto a webinar, or just discovering a new product.

For example, all the written words on this Heinz campaign form ad copy:

So are all the spoken words in this Reese’s video campaign:

The first campaign indirectly tells you that Heinz is the most memorable brand of ketchup and therefore must be the best. So next time you need to buy ketchup, you might be more likely to choose Heinz.

In the Reese’s ad, you’re tempted with visual and written imagery describing a delicious treat.

Notice how the two ads use different formats, but both attempt to convince you to buy their product.

Perhaps not right away. But maybe next time you plan a BBQ or need a chocolatey pick-me-up, you’ll think of your positive associations with this product and choose it over the competition.