Creating a compelling ad copy is important in the advertising industry. Writing an attractive creative is an art. Success of marketing campaign depends to a greater extent on a convincing ad copy. After all, it is the first impression of the product to the customer. For the same reason, many ad copy writers include all USPs (unique selling points) in the ad copy.

I realize that in digital media, compelling ad copy carries a lot of importance. It’s highly important that an advertiser has good ad copy for his product/services. In PPC world, ad copy determines Click through rates; hence the cost advertiser has to bear and overall performance of the ad campaign. Also to bear in mind, different geographic locations require personalized ad copy to suit customer’s taste and preferences. Copy that’s successful in UK may not work in India, due to the consumer behavior patterns and psychology.

I have also noticed hawkers and vendors selling their products roadside, shouting & emphasizing the USP i.e. plus points of the product they are marketing. This oral advertising attracts the attention of the commuters and passers, who eventually become their customers. Phrases these hawkers use are nothing but “description 1” and “description 2” of the ad copy which PPC Professionals use in their ad copy. Few important factors to write compelling ad copy are as follows;

· Thorough knowledge of the product

· Ability to define USPs in brief and in users terminology,

· Define utility of products concisely

· Urge to sale the product

Finally, you require the love to convince the customer which successful salesmen possess. On this note, I end the article; Wish you all happy ad writing.