The ad copy refers to the text that is written as part of the ad. It is very restrictive with character limits for the titles and descriptions of each ad. Therefore, the small amount of text that is displayed needs to encourage the user to click on your ad and complete a conversion. It needs to be concise, whilst informing users about the USP of your business and how what you are offering is better than your competitors.
The copy also needs to be as relevant as possible, containing keywords to align landing page content and targeting. It should also feature attention grabbing headlines and CTAs to invoke responses.
By having highly relevant ad copy, you inform the user of what they are clicking on, making them a more qualified lead and more likely to complete a conversion.