Guide to Ad Copy Best Practices for Google, Facebook, and TikTok Ads
Crafting compelling ad copy is an essential aspect of digital advertising. When done right, the text in your ads can effectively capture attention, drive engagement, and lead to conversions. This expanded guide dives deeper into the ad copy best practices for Google Ads, Facebook Ads, and TikTok Ads, focusing on specific ad formats designed to optimize sales.
Google Ads
Google Ads offer multiple ad formats that can be leveraged based on your campaign’s specific needs:
Search Ads
Search ads appear next to Google search results when people search for products and services similar to yours.
For search ads, the headline should be catchy and relevant to the keywords you’re targeting. The description should expand on the value proposition and include a clear call to action (CTA).
| Ad Format |
Character Limits |
Example |
| Headline 1 |
30 characters |
“Stylish Homeware for Every Room” |
| Headline 2 |
30 characters |
“Free Shipping on Orders over $50” |
| Description |
90 characters |
“Discover our wide range of quality homeware. Shop now and enjoy free shipping on orders over $50!” |
Display Ads
Display ads can reach customers while they’re browsing their favorite websites, showing a friend a YouTube video, checking their Gmail account, or using mobile devices and apps.
For display ads, keep the message concise and make sure your value proposition stands out.
| Ad Format |
Character Limits |
Example |
| Headline |
30 characters |
“Upgrade Your Home Decor” |
| Description |
90 characters |
“Explore our collection of unique and stylish homeware items. Free shipping on all orders over $50!” |
Facebook Ads
Facebook provides a variety of ad formats to cater to different business goals:
Image Ads
Image ads are simple but effective. A well-chosen image can grab attention and inspire people to learn more.
For image ads, the headline should be engaging and highlight the main value proposition. The text should provide additional details about your product or service and include a compelling CTA.
| Ad Format |
Character Limits |
Example |
| Headline |
25 characters |
“Transform Your Home Today!” |
| Text |
125 characters |
“Explore our collection of stylish homeware. Free shipping on orders over $50. Shop now!” |
Carousel Ads
Carousel Ads allow you to showcase up to ten images or videos within a single ad, each with its own link.
For carousel ads, each card should have a clear, concise message that aligns with the overall story you want to tell.
| Ad Format |
Character Limits |
Example |
| Headline |
40 characters |
“Elevate Your Living Room” |
| Text |
125 characters |
“Check out our top picks for living room decor. Swipe left to explore!” |
TikTok Ads
TikTok, with its highly engaged user base, offers several ad formats:
In-Feed Ads
In-Feed Ads are full-screen ads that appear on the For You page.
The ad text should be short, punchy, and engaging. Use action verbs and compelling language.
| Ad Format |
Character Limits |
Example |
| Ad Text |
80 characters |
“Upgrade Your Home with Our Stylish Homeware!” |
| Video Description |
100 characters |
“Discover our chic homeware collection. Free shipping for orders over $50. Shop now!” |
Brand Takeover Ads
Brand Takeover Ads are full-screen ads that appear immediately when users open the app.
Because this format provides limited time to grab the user’s attention, your message should be clear, concise, and compelling.
| Ad Format |
Character Limits |
Example |
| Ad Text |
80 characters |
“Stylish Homeware? Yes, Please!” |
| Video Description |
100 characters |
“Get the best in home decor. Free shipping on all orders over $50. Don’t wait, shop now!” |
The effectiveness of your ad copy across these platforms and formats ultimately depends on how well you know your audience and how creatively you communicate your value proposition. The right message, delivered in the right way, can significantly impact your salesperformance. Happy advertising!
