Pay Per Click

8 tips for writing effective ad copy for Google Adwords, emailers and mobile banners

Visibility is the key to success in digital marketing. Whether it is search marketing, display advertising, emailers and mobile banners, the marketing material has to be eye catchy and readable. Keywords will make your ads visible but you have to make the ads attractive so that the ads attract eyeballs and get clicks.

How to write eye catchy ads?

  1. Be specific

Write specific ads to deliver write message instead of using generic copy that looks common. If you’re selling all kinds of shoes includes men’s, women’s, kids’ and tennis, athletics and walking shoes then you should use set of keywords instead of writing ads for shoes that will be very common.

2. Highlight your unique value proposition

Unique value proposition is what makes your ads different from that of your competitors. Why should customers look at your ad by ignoring others? You have to add UVP to your ad writing to make it specific for targeted audiences.

3. Focus on keywords

Objective of the online ads is to get clicks and the objective can be fulfilled only when the ads keywords. In online advertising, too much creativity could kill the objective. Keywords are the words your customers looking for. You can say it is the keyword that makes an ad copy relevant for targeted audiences. Information about product or service offered must be included in the ad copy and it should be in the form of keyword.

4.Include a call-to-action

Customers need an excuse or reason to click on the ads. Writing an attractive ad copy isn’t sufficient to get business until the ad has call-to-action. It is a reason to click on the advertisement. Attractive ad copy will catch eyeballs but the viewers won’t take any action on the ads until they find reasons for clicking on the ads.

5.Stand out from the competition

Never let your ad copy look like others. Since your competitors are also making ads on the keywords you are using, chances are that you could take idea from your competitors. There is no harm in looking at competitors but you shouldn’t copy their ideas. You should make your ads different.

6. Formatting is important

Make sure that the ad copy is properly formatted to avoid silly mistakes like lower case letters and using different fonts for letters and numbers. For instance, write title with first letter capital in every word. The viewers will give you only a few seconds to look reliable. If you aren’t able to attract viewers and give them a reason to click on your ads then you won’t get clicks.

7. Email subject

If you’re writing an ad for emailer then you should first make a catchy headline that gives a hint of the mail but at the same time encourages the viewers to open the mail. The subject line should be short but it should be descriptive in nature. Inside the mail, you should start with making the offer and then explain advantages of the offer.

8. Making mobile banners

When you make a banner ad for mobile, you make an ad for small screen but it doesn’t impact requirement of the ad. The banner ad contains an image but it should be relevant with the business offered and attractive for customers. Also it should contain call-to-action.


Advertising is the best way to take your message to the targeted clients across digital marketing channels but the ads must be eye-catchy and they should include call-to-action. The ad could include picture but you must be very specific with the pictures. Every ad has a specific design and functionality and also an objective that is to get clicks.




Udit Khanna is a Digital Marketing Course professional at Expert Training Institute, an expert in Digital Marketing, Search Engine Optimization, Pay Per Click, Social Media, etc. who helps companies attract visitors, convert leads, and close customers. Previously, Udit worked as a marketing professional for various startups and tech companies. He graduated with B.Sc from IGNOU with a dual degree in Business Administration (Marketing & Finance).

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