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How to Make Your Ad Copy Stand Out From the Competition

Your words need to serve a purpose.

Strong ad copy is a cornerstone of many great marketing campaigns and can help differentiate your brand/company from the competition. Exciting, vibrant writing with a purpose goes a long way. You need a message that is on point and can also intrigue your customers.

Here are some tips for upgrading your ad copy to make it shine!


Let’s start with the basic idea that we stress at Digicom. Your content has to be compelling.

Your content needs to engage the reader. They are not going to give two thoughts to boring content. You want your content to stand out and make them want to read more.

If you’re just using the same keywords, it’s going to be hard to stand out from your competitors. You may get lost in a wave of similar keywords.

Dynamic keyword insertion can help you stand out with your headline. This will “automatically update your ads with keywords in your ad group that caused your ads to show,” per Google.

You can also try using the value proposition you are promoting, whether that’s a specific feature of your product or a promotion such as a discount or a free component such as shipping. It’s important to know what your customers are searching for and what they need.

As we always preach, you want to focus on how your product enhances your customer’s life. You want your pitch to speak to their exact needs and desires. On LinkedIn, for example, you’re appealing to the potential challenges or problems that businesses are facing today.


Here are two words to use in your ad copy: You and your.

They are proven and effective.

You can use the words “you” and “your” to better convey how this product is going to benefit your customers’ lives. That is going to stick out more than just saying what the product does.

For Twitter ads, containing words such as hurry, fast, now, and limited time will lower the cost per action (CPA) and increase link click rates (LCR) by 10%, according to Using the word “new” with tweets can lower CPA by 10% but boost the cost per link click (CPLC) by 26%, per the same article.

Also, consider using questions in your copy. You can work in certain emotions or issues that you know they are facing–and that your product will help with.

Questions can be great for Twitter due to its 280-character limit and results in a 9% lower cost per link click (CPLC) and 16% greater LCR, per


One mistake you have to avoid is making claims that you can’t back up. You don’t want to get the customer to your page only to have them realize you mislead them.

Reputation matters in marketing.

Instead, use real data and information that showcases why you stand out from the competition. Tell your customers the numbers that differentiate you from the pack. Maybe it’s where you rank among peers. ePerhaps it’s the amount of trials or patents your company has.

Those numbers help showcase why your company is an authority in your space.

For those using advertising on Facebook–which you should strongly consider due to its vast audience–you’ll want to have social proof.

Social proof consists of using numbers, reviews or even influencer testimonials to showcase your company/brand’s power. Ads with user-generated content, which is part of social proof, produce a 30% higher clickthrough rate (CTR) and 50% lower CPA, per

You can use pull quotes featuring the positive reviews or your company/brand and link to the coverage that showcases your product in a positive light. Site reviews can help retarget potential customers who already browsed your website in the past.


You always need to keep tabs on your competition. Always.

You want to know what they are doing and areas where you can improve and best them, but research can help you find competitors that perhaps you didn’t know existed.

Your company may find that you have competitors who focus on other elements of the business, and you can learn about the language and words they are using with their messaging..

Using a tool like Spyfu can help your company discover the keywords that are delivering for your competitors. You can enter your target keyword or your competitors’ website, the latter of which will provide the paid and organic keywords being utilized. The paid keywords section will allow you to cost per click (CPC) and keywords they are bidding for.

Knowing what keywords are helping their campaigns can be quite helpful.


Google Ads has the potential to be quite profitable for your company. Businesses produce $2 in revenue for every $1 they spend with Google Ads, according to

However, make sure you keep updating your copy to avoid it becoming stale, which can hurt your click-through rates. Constantly think of new and exciting copy.


While you may be tempted to use plenty of hashtags, you should try to keep it as simple as possible and limit yourself to no more than two hashtags.

Tweets that have hashtags received two times more engagements than tweets not containing them, according to Tweets with more than two hashtags see a 17% drop in engagement, per that same report.

Promoted tweets featuring hashtags also received a 24% higher CPA and a 3% lower LCR, according to

Focus on having only one link or place to click within your Twitter ad since having more can be cumbersome and difficult to follow for the user.


For Facebook, you’re going to want to be more direct with your copy. This isn’t to say you can’t be exciting or creative. But you need to be direct knowing your customers are scrolling. You can’t expect them to take the time to keep reading the page the way Google users may..

You’ll want to consider updating your copy based on what demographic you are targeting. There are different messages for an older demographic versus say millennials.


Since LinkedIn is centered around businesses and professionals, there is going to be an emphasis on marketing to businesses.

It’s important to be as narrow-minded with your target audience, and try to lay out every step of the process to make it as simple as possible.

We hope these ad copy tips have helped you learn more about what to do and what to avoid with your ad copy. With some tweaking, your next campaign can have engaging, compelling ad copy that hopefully can help lead to better results for your brand/company.

Keep following Digicom for tips and strategies for your marketing campaigns!


Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements, provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.

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