Here Are 2020’s Ad Copy Best Practices To Learn

If you’ve been monitoring ad trends over the past few years, then you probably know that it’s constantly evolving and ever-changing. In fact, not keeping up with the trends and applying ad copy best practices can result in a low return on investment. 

With advertising placement coming with hefty price tags, applying outdated strategies is as good as throwing money down the drain. So, to get the most out of your hard-earned ads budget, it’s best to know what copies work to generate leads and increase sales.

How Ad Copy Best Practices Can Help Your Business

Whether you’re talking about traditional ads in broadcast, print, or outdoor venues, or the newer versions on online platforms, a copy can be considered as the soul of the ad.

There are no clear-cut rules in marketing writing for ads. Generally speaking, however, your copy should be crafted to bring the following benefits to your brand:

• Catch your audience’s attention and make them aware of the product
• Sustain their interest and make them consider your product as a viable option
• Make your brand relatable and invite them to be a part of your community

Of course, the goals could be more specific, depending on the campaign you’re taking on. But all in all, every copy should contribute to a brand’s unique narrative and journey with its community.

10 Ad Copy Best Practices to Keep in Mind in 2020

Here are ten ad copy best practices you’d want to apply in 2020, whether you’re crafting a copy of traditional or digital media.

1. Address the Problem Head-On

This is one of the Facebook ad copy best practices many innovative brands have been applying over the past few years. Don’t beat around the bush and attack your audience’s problem head-on. Let’s take, for example, a food delivery service that offers healthy food. You might want to avoid beating around the bush and use a strong copy like, “Healthy meals delivered to you.” It’s also vital to note that according to stats, five-word headlines work best on Facebook.

2. Be Poetic

Not a lot of ad copy examples use poetry in relaying a message. However, this ad for United Nations shows just how effective it can be in catching the attention of viewers. That said, the copy doesn’t have to be a long poem for it to work. All you have to do is to inject a bit of creativity in delivering the words.

3. Check Out Your Competitor’s Copy

If you want to know how you’re fairing in 2020 copy trends, you might want to check out how your competitors are doing it. However, you mustn’t copy their style. Instead, consider their strategy as you brainstorm for a better ad that would make your target market choose you over them.

4. Urgency is Key

One thing you can observe from most Google ads and business Facebook ads is their unique urgency element. For instance, it’s not uncommon to see copies that say, “limited time offer” or “one-day flash sale.” Copies like these paint a ticking timer in the viewers’ minds and make them feel the urgency to purchase what’s offered in the ad.

5. Appeal to Your Audience’s Emotions

Many of the best ad copy examples employ an appeal to emotion to get their message across actively and adequately. For example, this copy for Bethany.org reiterates the concept of nurture over nature as it encourages the target market to consider adoption. The copy tugs at the heart of aspiring parents worried that they wouldn’t see a bit of themselves in a child they’ll adopt.

6. Begin With the End in Mind

Skilled advertising copywriters don’t only think of the copy itself when brainstorming for words. Instead, they visualize what the whole ad will look like once released – the graphics, possible videos, the placement. By creating the copy with the end in mind, you can customize it better – definitely something you won’t be able to do if you’re merely using an ad copy generator.

7. Use Reverse Psychology

Reverse psychology is a strategy not regularly tapped by a typical copywriter for business. If you’re wondering how to write ad copy that uses this tactic, take a look at this ad for NHS Blood and Transplant. Though the copy is headlined, “Giving blood is really, really bad,” all the reasons given seem to be petty. The CTA then says, “Don’t be a prick, get your tick.”

8. Include Social Proof 

Social proof is one of the concepts that previously worked on writing copy for TV ads and now also works well in online ads. Strong testimonials from clients make the ad appear more credible and give it a word-of-mouth marketing appeal.

9. Be Creative With Your Call-To-Action

Gone are the days when your call-to-action options are limited to “learn more” or “buy now.” In 2020, it pays to be more creative and use the CTA button to add an extra punch to your copy. For instance, “Get 30% off” instead of “Buy now” makes customers feel like they’re getting value and not losing money.

10. Add a Shock Factor

Want to get your audience’s attention in an instant? Use a shocking statement. For example, this ad by Tajrobeh Design Studio has a headline that says, “Sneezing can kill.” Though the statement may seem absurd at first, it makes sense when seen in the context of coronavirus disease.

The Bottom Line

Along with the design, the copy is a crucial part of an ad. It has the power to convince the viewer to support the brand. And if it’s lackluster, it can also turn off the viewer in an instant. 

Reviewing these ad copy best practices can help you craft the best messages for your campaigns. And as a result, you’ll get to enjoy great ROI for your ad spend. 

If you’re having a hard time crafting the copy you want for your business, get help from reputable writing services. Remember, all the effort and investment is worth it if the campaign takes you closer to the hearts of your audiences.

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