Pay Attention to Ad Copy Word Choice to Increase Sales

BY Rachel Cagle
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The wording in your client’s advertisements matters. According to Kristen McCormick, writing for WordStream, “your word choice is your first line when building that trust, through your branded content, SEO efforts, online profiles, social media posts, and website and landing page copy, and more.” When consumers trust a brand, they are more likely to take some form of action that will benefit the company. That can range from making a purchase themselves to sharing content with others who are likely to make purchases. In this post, let’s focus on ad copy word choice.

Ad Copy Word Choice


According to Compose​.ly, “Short-​form ad copy, or short copy, is often used in pay-​per-​click (PPC) advertising, such as sponsored social media posts, display ads, and Google ads. Typically made of just a headline and call to action, short copy must quickly resonate with audiences and, in the least amount of characters possible, compel prospects to take action.”

It can be difficult to establish a connection with your client’s target customers with short-​form ads. However, your ad copy word choice can make it easier by referencing proven credibility and a call to action. Include phrases like, “See our reviews,” and “Check out our testimonials page.” These statements show that actual people have made purchases from the company and love its products. Display ads that reduce uncertainty can also inspire clicks. Do this by using words such as “Money-​back guarantee” or “First month/​time period free.”


Compose​.ly says that, “long copy allows you to include more details in your ads, such as additional benefits, company stories, anchor text, and testimonials. While people might seem to not have the time or desire to read paragraphs, recent studies have found that longer copy sometimes outperforms short copy, since it paints a better picture for customers.”

In order to persuade potential customers to read long-​form ad copy, the first sentence needs to pique their interest enough that they’ll be invested in learning more.

For example, says McCormick, hitting on common pain points, “helps demonstrate to your readers… that you really know them, can empathize with them, and even be the answer to their problems." All you have to do is start off your client’s long-​form ad copy using ad copy word choices such as:

  • We get it…”: This statement establishes that the product or service you are about to describe specifically addresses a common need. The brand understood that something was a problem for its customers, so the company took action to create a solution. Read on to learn more!
  • Aren’t you tired of…”: Cue relatable experience! The rest of this sentence will call out a common problem among consumers. This tactic uses empathy to automatically get the reader into the mindset they take on when faced with this problem. When the rest of the ad provides a solution to the problem, it will hit home harder because the reader was already reminded of when they had no easy solution to the problem at hand.
  • We’ve got you…”: A sentence beginning with these words is basically saying, “We know you’re facing a problem or have a need that can be difficult to satisfy. We understand that it can be frustrating to solve on your own. But don’t worry, you don’t have to anymore. Let us do the hard part for you!”

Which Form Should Your Client Use?

What types of ad copy are your client’s customers most likely to react to? Check out their audience profiles on AudienceSCAN on AdMall by SalesFuel to find out about the ad types that led them to take action recently.