Creating Engaging Ad Copy

A/B Testing in Google Ads: Best Practices for Better Performance Introduction to A/B Testing A/B testing in Google Ads is a crucial strategy for optimizing ad performance through data-driven insights. It involves comparing two versions of an ad to determine which one delivers better results.  Set Clear Goals Before conducting A/B tests, define clear objectives such as increasing click-through rates or conversions. Having specific goals will guide your testing process and help you measure success accurately.  Test Variables To effectively A/B test ads, focus on testing one variable at a time, such as the ad copy, images, or call-to-action. This approach will provide clear insights into what elements are driving performance. Create Variations Develop distinct ad variations with subtle differences to compare their impact. Ensure that each version is unique enough to produce measurable results but relevant to your target audience.  Implement Proper Tracking Set up conversion tracking and monitor key metrics closely to evaluate the performance of each ad variation accurately. Use tools like Google Analytics to gather meaningful data. Monitor Performance Metrics Regularly review performance metrics like click-through rates, conversion rates, and cost per acquisition to identify trends and patterns. Analyzing these metrics will help you make informed decisions. Scale Successful Tests Once you identify a winning ad variation, scale it by allocating more budget and resources to drive maximum results. Replicate successful strategies in future campaigns. Continuous Optimization Optimization is an ongoing process, so continue to test, refine, and adapt ad elements to enhance performance continuously. Stay updated with industry trends and consumer preferences. Analyze Results After conducting A/B tests, analyze the results comprehensively to understand the impact of your optimizations. Use the insights gained to inform future ad strategies. Summary  Following best practices for A/B testing in Google Ads can significantly improve the performance of your campaigns. By testing, analyzing, and optimizing ad variations, you can enhance engagement, conversions, and overall ROI. #MetaAds, #VideoMarketing, #DigitalAdvertising, #SocialMediaStrategy, #ContentCreation, #BrandAwareness, #VideoBestPractices, #MarketingTips, #MobileOptimization, #AdPerformance

According to an analysis conducted by Meta, campaigns experience a 40% drop in click-through rate and a 60% drop in conversions after four exposures to the same creative. In other words, each time your audience sees your ad, they become less likely to click on it. To combat this, follow these three best practices to maximize your creative within Meta’s bidding system: 1) Establish Creative Foundations: Optimize all creative for mobile devices and tailor it for specific audiences and placements to ensure broad and successful distribution. 2) Aim for Creative Differentiation: The more variations of your creative, the better. Achieve this through paid partnerships that place your ads in creators' feeds, format diversification from static images to videos and carousels, and message diversification to address different user value propositions and pain points. 3) Continuously Test Your Creative: Maintain a strong testing cadence to generate new ad variations. According to a Meta study, the fastest-growing advertisers test 11 times more ads per month than their competitors. Following these best practices is crucial for improving your conversion and click-through rates, driving up your Estimated Action Rate, and enhancing your bid quality.

📝 The Art of Crafting Effective Ad Copy in SEM: Mastering the Language of Clicks In the fast-paced world of Search Engine Marketing (SEM), the art of crafting compelling ad copy is a game-changer. Your ad copy is the voice of your brand in the competitive digital arena, and mastering this art can significantly impact click-through rates and conversions. Let's delve into the key elements that make ad copy truly effective. **1. Know Your Audience: The foundation of impactful ad copy lies in understanding your target audience. What resonates with them? What pain points do they seek solutions for? Tailor your language to speak directly to their needs and aspirations. **2. Craft a Captivating Headline: The headline is your ad's first impression. Make it count. It should be concise, engaging, and immediately convey the value proposition. Spark curiosity, use power words, and align it with the searcher's intent. **3. Focus on Unique Selling Proposition (USP): What sets your product or service apart? Clearly articulate your Unique Selling Proposition (USP). Whether it's a special offer, unique features, or exceptional service, let your audience know why they should choose you. **4. Conciseness is Key: In the realm of SEM, brevity is a virtue. Craft your message with utmost clarity and conciseness. Every word should add value. Eliminate unnecessary details and ensure that your message is easily digestible. **5. Create a Compelling Call-to-Action (CTA): The CTA is the bridge between interest and action. Whether it's "Shop Now," "Learn More," or "Sign Up Today," your CTA should be compelling and instigate immediate action. Make it clear what you want your audience to do next. **6. Speak the Language of Benefits: Shift the focus from features to benefits. How does your product or service improve the lives of your customers? Highlight the positive outcomes they can expect, creating an emotional connection that resonates. **7. Utilize Ad Extensions Wisely: Leverage ad extensions to provide additional context and information. Site links, callouts, and structured snippets can enhance your ad, offering users more reasons to click through and explore. **8. A/B Testing for Optimization: The journey to the perfect ad copy involves experimentation. Conduct A/B tests with different variations of your ad copy to understand what resonates best with your audience. Continuously refine and optimize based on performance data. In the realm of SEM, effective ad copy is a potent tool that can elevate your campaigns to new heights. By understanding your audience, communicating your USP, and continually refining your approach through testing, you'll master the art of crafting ad copy that speaks the language of clicks. 🚀💬 #SEM #DigitalMarketing #AdCopyMastery

This supermarket own-brand chocolate ad beats most I've seen When private-label gets this good, brands should worry. Mr Bean is at his best in this new campaign from Swiss supermarket chain Migros Ticaret's own-brand chocolate, Frey. We've tested it to understand what makes this a brand-building masterclass that should strike fear into the Excel sheets of premium and global megabrands. I've made System1's Test Your Ad report free in the comments but here's 5 things it can teach all marketers. 𝐄𝐦𝐨𝐭𝐢𝐨𝐧 - Imagine all the other own-brand ads talking about functional, rational and cost reasons to trade down. This ad scores nearly double the Emotional Intensity of our Swiss TV average. It gets actual attention for the brand, which will capture in-market sales. 𝐄𝐧𝐭𝐞𝐫𝐭𝐚𝐢𝐧𝐢𝐧𝐠 - Brands comparing themselves to others brands have got it wrong. Your ads are competing with Netflix and TikTok content. Instead of assuming attention, entertaining earns it. Using a story, character, clear sense of place and humour is a sure fire way achieve this. 𝐃𝐨𝐢𝐧𝐠 𝐓𝐡𝐞 𝐋𝐨𝐧𝐠 & 𝐒𝐡𝐨𝐫𝐭 𝐨𝐟 𝐈𝐭 - I've never seen anything like it, this ad left 80% of viewers feeling positive. You can see it below as it builds second-by-second. Usually advertising leaves HALF of viewers feeling nothing. This plays into the affect heuristic. If a brand feels good, it will feel like the right choice when it comes to mind for years to come. 𝐊𝐢𝐥𝐥𝐞𝐫 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐲 - Strategy needs the three C's. Consumer: Wants delicious chocolate. Competitor: Premium, fancy, complicated. Company: Migro can deliver brilliant basics. Output? Chocolate without the fuss. It's a realistic, true, ownable positioning. It makes the work more emotional and salience-building. Viewers recall 'Chocolate' (71%) and 'Delicious' (19%). That's job done. 𝐂𝐞𝐥𝐞𝐛 𝐌𝐚𝐬𝐭𝐞𝐫𝐜𝐥𝐚𝐬𝐬 - Brands waste millions on celebs that don't bring anything to the table, replace a proper idea and distract from the brand. Here, Mr Bean is doing what he's known best for to make the idea stronger. He's earned his cash. My one build? Marketers seem shy to brand, especially early. In a skippable, three-screen world, using your most unique and famous assets early and often in all channels is usually best practice. Full System1 research linked in the comments. I share the world's best #advertising and #marketing insights daily, stuff you won't see anywhere else. Hit follow to get more.

Do long or short Message Ads convert better on #LinkedInAds? I recently conducted an A/B test for a Higher Ed client. I tend to be negative about Message Ads, but for Higher Ed, they're proven and awesome. Our goal was to drive leads for those interested in specific programs. I wanted to know whether short messages get more people to read it completely or if long messages answer more questions and lead to a higher conversion rate (CvR). So I launched long vs short copy to each campaign and ran for ~2 months. Then I measured each of the affected metrics to isolate length as the only variable. Here's what I found... Short ads had an actual CTR that was ~2x, leading to more clicks to the website for the same amount of spend. As hypothesized, short copy also had a lower CvR since it wouldn't be as complete of an answer to their questions. But even though CvR was significantly higher for the long ads, the CPCs were so much higher that the CPL of short ads came out ~$50 lower. In this case, even though CvR of longer Message Ads was better, short still won because CTR was so high that it made the CPC so much lower than the longer copy. Based on these results, I think I'm going to play a bit more with short copy. Which do you prefer and why? What kind of results have you seen when testing long vs short copy? #b2bmarketing #linkedinadvertising

This one change to your ad copy can 3x your engagement. I've been noticing a pattern across the accounts I manage. The ads that perform best are the ones that name a specific moment. Here's what I mean. Most B2B ad copy describes pain at the category level. "Phishing attacks are a growing threat to enterprise security." "Pipeline forecasting is unreliable for most revenue teams." "Production outages cost engineering teams time and money." "New rep onboarding is broken at most SaaS companies." All technically true. All technically a pain point. All scroll-by material. Now compare those to the same pain points framed as a specific moment: "It's Tuesday morning and your CFO just forwarded an email asking if the wire transfer he 'approved' was real." "It's the last day of the quarter and three deals you forecasted as commit just slipped to next." "It's 2 AM, PagerDuty is going off, and nobody knows which of the 14 deploys today broke checkout." "Your new AE is in week 6 and still asking Slack where the pricing deck lives." Same problems. Wildly different reactions. The category-level version makes a prospect nod. The specific-moment version makes them stop scrolling because they lived it last week. That's the difference between "this is relevant to my role" and "this is happening to me right now." Recognition beats relevance. A few things I've noticed when this approach works: 👉 The pain is concrete enough that the prospect can picture the room they were in when it happened 👉 It names the time, the trigger, or the artifact (the email, the slipped deal, the Slack message) 👉 It doesn't try to be clever, it just describes the moment honestly And one warning - this only works if you actually understand your audience's day-to-day. If you don't know what your buyer's bad Tuesday looks like, you can't write the ad that captures it. That's usually where the homework needs to happen first. Customer interviews. Win/loss calls. Support tickets. Sales call recordings. The specifics are sitting in there. Most teams just never extract them and turn them into ad copy. When they do, the ads start to feel less like marketing and more like a solution that truly understands their pain.. And how to solve it. #linkedinads #b2bmarketing

A year ago, I was that guy—writing copy that sounded like a university thesis. Buzzwords, jargon, and enough fluff to fill a pillow factory. My readers? Confused. My conversions? Nonexistent. Then I stumbled upon brands like Moosejaw and BarkBox. Their copy felt like a friend texting me, not a robot pitching me. That’s when I realized: conversational copy isn’t just “casual.” It’s strategic. It builds trust, makes you memorable, and (most importantly) gets results. Here’s how brands like these taught me to write copy that clicks with people: Conversational copywriting is all about writing like you're talking—no jargon, no sales-y pitch. But how do you nail it? Here’s a guide based on brands that get it right. Thread 🧵 1/ Moosejaw Fun and quirky copy that hooks you instantly. Examples: ✔️ “We love NFTs (Nacho Fun Times).” ✔️ “Remember to season your concrete after shoveling snow.” ✔️ “No, our website isn’t powered by hamsters in wheels… yet.” Takeaway: Don't be afraid to let your personality shine—it’s what makes people remember you. 2/ BarkBox What do they sell? Adorable joy for dogs. ✔️ They use relatable humor + 100% satisfaction guarantees. ✔️ They speak their audience's language—dog parents, not just dog owners. Takeaway: Know your audience. Write for them, not at them. 3/ Innocent Drinks Natural products, natural tone. ✔️ They use ultra-specific details like “botanical” to emphasize quality. ✔️ They lean on transparency to eliminate buyer anxiety. Takeaway: Be real, and get specific—your audience will trust you more. 4/ OkCupid DTF? They redefine it. ✔️ Their copy flips expectations. ✔️ They invite users to define their version of dating. Takeaway: Play with cultural norms to create an emotional connection. 5/ Gymit Copy that feels like a casual gym chat. ✔️ They make gyms approachable—not intimidating. ✔️ The honesty in their tone makes them relatable to everyone, not just fitness buffs. Takeaway: Use language that removes barriers for your audience. 6/ Lego Timeless yet relevant. ✔️ Nostalgia meets values. ✔️ One ad paired a retro toy with a modern message about equality. Takeaway: Tie your brand’s history with current values to create powerful storytelling. Conversational copy isn’t magic—it’s empathy. Think: What would your audience actually want to hear? Then say that.

Ever tried to make an ad feel like a warm hug but ended up sounding like a pushy telemarketer? Been there, done that. 😂 But trust me, when you get the balance right, writing with emotional impact is like the perfect first date: a little nervous, a lot of fun, and leaves them wanting more. So, how can you sprinkle that magic into copy? Let me break it down: --- 💛 Rule #1: Speak to the “Human” in Them  People don’t care about your company’s state-of-the-art features. What they care about is them.  So I write like I’m speaking to a friend—someone who’s tired, overwhelmed, or just looking for something that’ll make life a little easier. 💛 Rule #2: Paint Pictures with Words Ever heard of a “feel-good moment” in an ad? That’s when you hit the emotional jackpot.  I love painting mental pictures with my words, from sipping the perfect cup of coffee on a rainy day to feeling the excitement of unboxing something you’ve been eyeing forever.  These little moments make the ad feel less like an ad and more like a snapshot of their life. 💛 Rule #3: Use the Power of "Relatable Struggles"    You know that feeling when you finally find the TV remote under the couch cushions after 30 minutes of searching? It’s the small victories that we ALL know and love.  When I write ads, I tap into these everyday struggles—because we’ve all been there. 💛 Rule #4: Add a Dash of Humor (But Don’t Overdo It)  Emotions + Humor = The sweet spot.  But here’s the trick: don’t make it too funny or it’ll feel like you're trying too hard.  A good chuckle can build rapport, making your audience feel like they’re having a conversation with a friend rather than a brand. --- At the end of the day, writing with emotional impact is all about connecting. If your copy makes them feel something—whether it’s joy, relief, excitement, or even a little guilt for never cleaning out their inbox—then you’ve done your job. 💪 So, what emotional triggers do you use in your copy? Drop your tips in the comments and let’s make this whole "selling with feels" thing even more fun! 🌟

Let's talk about the emotional algorithm of B2B decision-making. At the core of every buying decision—whether it's enterprise software or sneakers—lies the same human truth: Logic justifies. Emotion decides. Heartstrings loosen purse strings. We've spent decades pretending B2B decisions are purely rational. The data tells a different story: - Kantar research reveals emotionally-driven digital ads are *4X more likely* to build brand equity than their rational counterparts. - LinkedIn x Magna research shows *39% of B2B buyers* prioritize emotional connection when selecting vendors. (Yes, even for those six-figure contracts!) Yet I see most marketers make one of two fundamental mistakes: 1. They ignore emotion entirely, clinging to sterile "professional" content that feels safe but fails to connect. 2. They treat emotion as a blunt instrument, defaulting to generic inspiration that could apply to any brand in any category. There's a smarter, more nuanced approach. Our Creative Labs team at LinkedIn for Marketing decoded an emotional blueprint that maps precisely to the buyer's journey. I'm breaking it down in today's #PurnasProTip because it's too good not to share. After analyzing top-performing tech brands on our platform, we discovered distinct emotional patterns: - Awareness Stage: Winning content sparks celebration and love, mirroring the optimism of discovery. This is where possibility lives. - Consideration Stage: Reactions shift dramatically to insightful, reflecting the brain's need for evaluation and validation. Depth matters here. - Decision Stage: Top performers blend insightful + love, proving final choices require both confidence and emotional resonance. The head and heart must align. What this means for you: LinkedIn isn't a "suit and tie" network where emotions get checked at the door. It's where professionals come to solve problems, feel understood, and align with brands they genuinely like. The most successful B2B marketers are those who understand the emotional journey behind every seemingly "rational" decision. Infuse the right emotion at the right stage, and watch your impact multiply. Because heartstrings loosen purse strings. #HICM #CreativeLabs #B2BEmotion #HeartstringsLoosenPurseStrings

Ads that sell aren’t born, they’re built. Here’s how top copywriters do it. 💡 Great copywriting isn’t luck—it’s structure. Here are 7 timeless copywriting formulas to transform your ads into conversion machines: 1️⃣ AIDA: Attention → Interest → Desire → Action 🔑 Start strong to grab attention, build curiosity, create emotional desire, and finish with a compelling call-to-action (CTA). 💬 Example: "Struggling with slow mornings? Our coffee gives you 20 minutes back each day. That’s time for your kids, your workout, or just you. Start your day smarter—try it today!" 2️⃣ PAS: Problem → Agitation → Solution 🔑 Spotlight your customer’s pain point, intensify the discomfort, then swoop in with your solution. 💬 Example: "Can’t sleep through the night? Tossing and turning drains your energy and focus. Our mattress is clinically proven to help you sleep better—starting tonight." 3️⃣ 4Cs: Clear → Concise → Compelling → Credible 🔑 Deliver a simple, emotionally engaging, and evidence-backed message. 💬 Example: "Fast delivery. Free next-day shipping. Shop today, get it tomorrow. Rated 5 stars by 1M+ happy customers." 4️⃣ FAB: Features → Advantages → Benefits 🔑 Show what your product does, why it’s superior, and how it changes your customer’s life. 💬 Example: "Noise-canceling headphones → Blocks 95% of background noise → Enjoy focus like never before, even in the busiest spaces." 5️⃣ Before-After-Bridge 🔑 Paint the "before" struggle, highlight the "after" transformation, and position your product as the bridge to success. 💬 Example: "Before: Hours wasted planning social media content. After: Daily posts driving consistent engagement and leads. Bridge: With our AI-powered scheduler, posting is stress-free." 6️⃣ Problem-Solution Formula 🔑 Keep it ultra-simple—present the problem, then solve it. 💬 Example: "Finding healthy snacks is hard. Our organic snack box delivers guilt-free treats right to your door." 7️⃣ The “So What?” Test 🔑 Answer "Why does this matter?" until your copy resonates deeply with your audience. 💬 Example: "Feature: Waterproof jacket. So what? You stay dry. So what? You can enjoy every outdoor adventure without worry." Don’t just write ads. Create impact. Start using these formulas today. 🚀 Take Action Now: 1️⃣ Save this post to master these frameworks whenever you need. 2️⃣ Share it with your team to elevate your marketing game together. 3️⃣ Follow Tom Wanek for more strategies that turn words into results.