Best Practices for Writing Effective Display Ad Copy

Display ads are a cornerstone of digital advertising, helping businesses reach audiences across various websites, apps, and social media platforms. Unlike search ads, which target users actively seeking a product or service, display ads appear while users browse, providing a more passive yet visually driven approach to engagement. To stand out amidst the noise and catch the viewer’s attention, writing effective display ad copy is crucial. This article covers the best practices for crafting compelling display ad copy that captures attention, drives clicks, and ultimately converts leads into customers.

Know Your Audience

Before you start writing your display ad copy, understanding your target audience is essential. A well-written ad that doesn’t resonate with its intended audience won’t drive the desired results. Knowing who you’re writing for allows you to tailor your message to their needs, preferences, and pain points.

Segment Your Audience

Audience segmentation based on demographics, behavior, location, and interests will help create personalized ad experiences. For example, an ad for a luxury product targeting high-income professionals will look different than an ad aimed at students seeking affordable tech gadgets.

Example:

• Luxury audience: “Elevate your style with exclusive designer pieces.”
• Budget-conscious audience: “Tech essentials at student-friendly prices.”

Leverage Empathy

Once you’ve segmented your audience, ensure your copy reflects an understanding of their challenges. Empathetic copy connects with your audience on a deeper level. For instance, an ad for noise-canceling headphones could say, “Tired of distractions? Enjoy peace and focus with our noise-canceling headphones.”

Keep It Simple and Concise

Display ads have limited space, so your message must be short, clear, and impactful. You only have a few seconds to catch the viewer’s attention, and overly complicated or long-winded copy will likely be ignored.

Focus on One Key Message

Rather than trying to say everything, focus on a single message or benefit that the user will immediately recognize. Are you offering a discount? Is there a new product launch? Clarity is key—your ad should make it obvious what action you want the user to take.

Example:

• Instead of: “Our online store has hundreds of products, from shoes to accessories, all on sale for a limited time!”
• Use: “Get 30% off all shoes today!”

Avoid Jargon

Your audience may not be familiar with technical terms, especially if they’re not actively looking for a solution. Use simple language that everyone can understand. This makes your ad more accessible and ensures that you don’t lose potential customers due to confusing wording.

Example:

• Instead of: “Our SaaS platform offers intuitive and scalable CRM solutions.”
• Use: “Manage your customer relationships with ease.”

Create an Attention-Grabbing Headline

The headline is the first thing users see in your display ad, and it needs to grab their attention immediately. A great headline draws users in and encourages them to keep reading or click through.

Use Power Words and Action Verbs

Incorporating action-oriented language can inspire users to take immediate action. Words like “Discover,” “Save,” “Shop,” or “Try” are actionable and provoke curiosity or excitement.

Examples:

• “Shop the Sale—Save 40% Today!”
• “Discover the Future of Fitness Tech.”

Include a Value Proposition

Ensure your headline clearly conveys what the user will gain from clicking on the ad. Is there a discount? A free trial? A special offer? The headline should entice users by promising a benefit.

Examples:

• “Get 2-for-1 Concert Tickets—Limited Time Only!”
• “Try Our Streaming Service Free for 30 Days.”

Add Urgency When Relevant

Adding a sense of urgency to your headline can prompt users to take quick action. Limited-time offers or time-sensitive promotions work particularly well in display ads. Use phrases like “Hurry,” “Limited Time,” or “Act Now.”

Examples:

• “Only 24 Hours Left to Save 50%!”
• “Limited Stock—Get Yours Before They’re Gone.”

Focus on Benefits, Not Features

While it may be tempting to highlight all the great features of your product or service, focusing on the benefits is far more effective in display ad copy. Users want to know how your offering will solve their problems or improve their lives.

Translate Features Into Benefits

Don’t just tell users what your product does—tell them why it matters. For instance, instead of saying “Our laptops have 16GB of RAM,” you could say “Experience lightning-fast performance with our advanced laptops.”

Examples:

• Feature-focused: “Our mattress is made with memory foam.”
• Benefit-focused: “Sleep better with a mattress that adapts to your body.”

Make It Personal

Use language that speaks directly to the user. Words like “you” and “your” make the ad feel more personalized and can enhance the connection between the ad and the viewer.

Example:

• “Transform your home with our stylish, affordable furniture.”

Use a Strong Call to Action (CTA)

Your display ad copy should include a clear and compelling call to action (CTA) that tells the user what to do next. Without a strong CTA, users might not know how to proceed, even if they’re interested.

Be Direct and Clear

Use simple, clear language for your CTA. Phrases like “Shop Now,” “Learn More,” or “Get Started” guide users towards taking the desired action.

Examples:

• “Shop Now for 20% Off!”
• “Sign Up for a Free Trial Today.”

Make It Stand Out

The CTA should be the focal point of your ad. While the entire ad needs to be visually appealing, ensure that the CTA button or text is prominent and easy to find. Contrasting colors and bold fonts can help draw attention to the CTA.

Match the CTA to the User’s Stage in the Buying Process

Not all users are ready to buy immediately, so tailor your CTA based on where they are in the buying journey. For example:

• Awareness stage: Use CTAs like “Learn More” or “See How It Works.”
• Consideration stage: Use “Try Now” or “Get a Free Trial.”
• Decision stage: Use “Buy Now” or “Shop Today.”

Align Copy With Visuals

Display ads are primarily visual, so your copy should complement the design elements. The text and visuals need to work together to deliver a cohesive and compelling message. For example, if the ad features an image of a product, the copy should highlight a key benefit or promotion related to that product.

Use Consistent Branding

Ensure that the tone, style, and messaging of your display ad align with your brand’s overall identity. Consistent branding builds trust and recognition, making users more likely to engage with your ads.

Limit Text

While the copy is essential, overloading a display ad with too much text can overwhelm users. Keep your text minimal and focus on a strong headline and CTA. The imagery should do a lot of the talking, and the copy should only serve to enhance it.

Test and Optimize Your Copy

Even the best-written display ad copy can be improved through testing. A/B testing different variations of your ad copy can help you determine what resonates most with your audience.

Test Headlines, CTAs, and Offers

Create multiple versions of your ad with slight variations in the headline, CTA, or offer. By testing these elements, you can see which combination drives the most clicks and conversions.

Use Analytics to Measure Success

Track the performance of your display ads to see how users are interacting with them. Metrics like click-through rate (CTR), conversion rate, and bounce