28  Ad Copy

Generative AI has revolutionized ad copy creation in digital marketing. This chapter explores how AI transforms advertising content creation, making it more efficient, personalized, and effective across multiple platforms.

Creating numerous ad variations allows marketers to:

One of the most powerful features of generative AI in ad copy creation is its ability to produce highly targeted content for different audience segments. Tailored ad copy can:

28.1 Ad Copy Generation

To better understand how generative AI fits into the ad copy creation workflow, let’s examine the process step-by-step:

  1. Input Campaign Goals and Target Audience: Marketers provide the AI with crucial information about the campaign objectives, target audience demographics, psychographics, and key product features.

  2. AI Generates Multiple Ad Copy Variations: Based on the input, the AI creates numerous versions of ad copy, each tailored to the campaign goals and audience segments.

  3. Human Review and Refinement: Marketing professionals review the AI-generated copies, selecting the most promising ones and making any necessary adjustments to align with brand voice and strategy.

  4. A/B Testing of Selected Copies: The chosen ad copies are deployed in a controlled A/B testing environment to measure their performance against key metrics (e.g., click-through rate, conversion rate).

  5. Performance Analysis and Iteration: Based on the test results, marketers analyze which copies performed best and why. This information is then fed back into the AI system to improve future generations.

Before we dive into platform-specific prompts, let’s look at a general structure for ad copy generation prompts:

Generate tailored ad copy for [PLATFORM] promoting [PRODUCT/SERVICE] targeting the following audience segments:

1. [SEGMENT_1]
2. [SEGMENT_2]
3. [SEGMENT_3]

Product/Service Details:
- [KEY_FEATURE_1]
- [KEY_FEATURE_2]
- [KEY_FEATURE_3]

Brand Voice: [BRAND_VOICE]

For each segment, provide:
1. A brief description of the segment's characteristics (2-3 sentences)
2. Key pain points or desires for this segment (2-3 points)
3. Unique selling proposition for this segment (1 sentence)
4. Ad copy tailored to the segment ([WORD_COUNT] words)
   - Headline ([HEADLINE_WORD_COUNT] words)
   - Main body ([BODY_SENTENCE_COUNT] sentences)
   - Call-to-action ([CTA_WORD_COUNT] words)

Ensure that each ad copy variation:
- Addresses the specific needs and values of the segment
- Highlights relevant product features for the segment
- Uses language and tone appropriate for the segment
- Aligns with the overall brand voice

Constraints:
- Keep all ad copy within [PLATFORM]'s character limits
- Incorporate at least one key feature of the product/service in each variation

[PLATFORM] = Facebook
[PRODUCT/SERVICE] = Organic cotton t-shirts
[SEGMENT_1] = Eco-conscious Millennials
[SEGMENT_2] = Budget-conscious Families
[SEGMENT_3] = Fashion-forward Professionals
[KEY_FEATURE_1] = Made from 100% organic cotton
[KEY_FEATURE_2] = Available in 10 different colors
[KEY_FEATURE_3] = Ethically manufactured with fair labor practices
[BRAND_VOICE] = Friendly, eco-conscious, and slightly humorous
[WORD_COUNT] = 50-100
[HEADLINE_WORD_COUNT] = 5-7
[BODY_SENTENCE_COUNT] = 2-3
[CTA_WORD_COUNT] = 5-7

Explanation of placeholders:

  • [PLATFORM] = The social media or advertising platform (e.g., Facebook, Instagram, Google Ads)
  • [PRODUCT/SERVICE] = The product or service being advertised
  • [SEGMENT_1] = First target audience segment
  • [SEGMENT_2] = Second target audience segment
  • [SEGMENT_3] = Third target audience segment
  • [KEY_FEATURE_1] = First key feature of the product/service
  • [KEY_FEATURE_2] = Second key feature of the product/service
  • [KEY_FEATURE_3] = Third key feature of the product/service
  • [BRAND_VOICE] = Description of the brand’s tone and style
  • [WORD_COUNT] = Total word count for the ad copy (e.g., 50-100)
  • [HEADLINE_WORD_COUNT] = Word count for the headline (e.g., 5-7)
  • [BODY_SENTENCE_COUNT] = Number of sentences for the main body (e.g., 2-3)
  • [CTA_WORD_COUNT] = Word count for the call-to-action (e.g., 5-7)

28.2 Best Practices

To maximize the effectiveness of your prompts, consider the following best practices:

  1. Customize for Your Brand: While prompt templates provide a solid structure, always adjust them to fit your brand’s unique voice, values, and marketing objectives.

  2. Be Specific: The more detailed and specific you are in your prompts, especially regarding product features and target audience, the more relevant and effective the generated ad copy will be.

  3. Experiment with Variations: Don’t be afraid to tweak the prompts slightly between generations. Small changes in wording or emphasis can lead to significantly different outputs.

  4. Use Platform-Specific Knowledge: Incorporate platform-specific best practices into your prompts. For example, if you know that questions perform well in Facebook ads, you might include “Generate one variation that starts with a question” in your Facebook ad prompt.

  5. Iterate Based on Performance: Use the insights gained from A/B testing to refine your prompts. If certain types of copy consistently perform well, incorporate those elements into future prompts.

If you notice that ad copies mentioning product durability perform well, you might adjust your prompt like this:

Original:

Product/Service Details:
- Organic cotton material
- Various colors available
- Eco-friendly production

Refined:

Product/Service Details:
- Durable organic cotton material (emphasize longevity)
- Wide range of trendy colors
- Eco-friendly production that reduces water waste

  1. Balance Creativity and Constraints: While it’s important to adhere to platform-specific guidelines, also encourage the AI to be creative within those constraints. You might add a line like “Be creative and think outside the box while adhering to the given constraints” to your prompts.

  2. Consider Seasonal or Trendy Elements: If relevant, include information about current trends, seasons, or events in your prompts to make the ad copy more timely and engaging.

28.3 Platform-Specific Guidelines

Different advertising platforms have unique requirements for ad copy, including character limits and content guidelines. Generative AI can be programmed to create ad copy that automatically complies with these specifications.

When generating ad copy, AI takes into account:

  • Character limits for headlines and descriptions
  • Prohibited content and language
  • Best practices for each platform
  • Call-to-action (CTA) requirements

28.3.1 TikTok

Create TikTok ad copy for a [PRODUCT/SERVICE] targeting [AUDIENCE].

Product Details:
- [KEY_FEATURE_1]
- [KEY_FEATURE_2]
- [KEY_FEATURE_3]

Audience:
- Age: [AGE_RANGE]
- Interests: [INTEREST_1], [INTEREST_2], [INTEREST_3]

Brand Voice: [BRAND_VOICE]

Key Message: [KEY_MESSAGE]

Call-to-Action: [CALL_TO_ACTION]

Constraints:
- Text: Max 100 characters
- Hashtags: Include 2-3 relevant hashtags

Generate [NUMBER_OF_VARIATIONS] variations of ad copy that are catchy, trend-aware, and optimized for TikTok's young audience.

[PRODUCT/SERVICE] = Sustainable sneakers
[AUDIENCE] = Gen Z eco-conscious consumers
[KEY_FEATURE_1] = Made from recycled ocean plastics
[KEY_FEATURE_2] = Available in 5 vibrant colors
[KEY_FEATURE_3] = Ultra-comfortable memory foam insoles
[AGE_RANGE] = 18-24
[INTEREST_1] = Environmental activism
[INTEREST_2] = Fashion trends
[INTEREST_3] = Fitness and wellness
[BRAND_VOICE] = Playful, eco-friendly, and energetic
[KEY_MESSAGE] = Step into style while saving the planet
[CALL_TO_ACTION] = Shop now and make waves
[NUMBER_OF_VARIATIONS] = 3

28.3.2 Facebook

Generate Facebook ad copy for a [PRODUCT/SERVICE] targeting [AUDIENCE].

Product/Service Details:
- [KEY_FEATURE_1]
- [KEY_FEATURE_2]
- [KEY_FEATURE_3]

Target Audience:
- Age: [AGE_RANGE]
- Interests: [INTEREST_1], [INTEREST_2], [INTEREST_3]
- Pain Points: [PAIN_POINT_1], [PAIN_POINT_2]

Brand Voice: [BRAND_VOICE]

Key Message: [KEY_MESSAGE]

Call-to-Action: [CALL_TO_ACTION]

Constraints:
- Primary Text: Max 125 characters
- Headline: Max 40 characters
- Description: Max 30 characters

Create [NUMBER_OF_VARIATIONS] variations of ad copy that are engaging, benefit-focused, and optimized for Facebook's diverse audience.

[PRODUCT/SERVICE] = Online yoga classes
[AUDIENCE] = Work-from-home professionals
[KEY_FEATURE_1] = Live-streamed classes with expert instructors
[KEY_FEATURE_2] = Flexible schedule with 24/7 access to recorded sessions
[KEY_FEATURE_3] = Personalized progress tracking and goal setting
[AGE_RANGE] = 25-45
[INTEREST_1] = Fitness and wellness
[INTEREST_2] = Work-life balance
[INTEREST_3] = Stress management
[PAIN_POINT_1] = Limited time for self-care
[PAIN_POINT_2] = Stress from sedentary work lifestyle
[BRAND_VOICE] = Supportive, empowering, and approachable
[KEY_MESSAGE] = Transform your workday with convenient, effective yoga sessions
[CALL_TO_ACTION] = Start your free trial today
[NUMBER_OF_VARIATIONS] = 3

28.3.3 Instagram

Create Instagram ad copy for a [PRODUCT/SERVICE] aimed at [AUDIENCE].

Product Highlights:
- [KEY_FEATURE_1]
- [KEY_FEATURE_2]
- [KEY_FEATURE_3]

Target Audience:
- Age: [AGE_RANGE]
- Interests: [INTEREST_1], [INTEREST_2], [INTEREST_3]
- Aspirations: [ASPIRATION_1], [ASPIRATION_2]

Brand Voice: [BRAND_VOICE]

Key Message: [KEY_MESSAGE]

Call-to-Action: [CALL_TO_ACTION]

Constraints:
- Caption: Max 2200 characters (aim for 138-150 characters for optimal engagement)
- Include 5-9 relevant hashtags

Generate [NUMBER_OF_VARIATIONS] variations of visually descriptive, engaging ad copy that resonates with Instagram's image-centric platform.

[PRODUCT/SERVICE] = Customizable meal prep service
[AUDIENCE] = Health-conscious young professionals
[KEY_FEATURE_1] = Personalized meal plans based on dietary preferences and goals
[KEY_FEATURE_2] = Fresh, locally-sourced ingredients delivered weekly
[KEY_FEATURE_3] = Easy-to-follow recipes with video tutorials
[AGE_RANGE] = 28-40
[INTEREST_1] = Healthy eating
[INTEREST_2] = Cooking and food photography
[INTEREST_3] = Time-saving life hacks
[ASPIRATION_1] = Achieve a balanced, healthy lifestyle
[ASPIRATION_2] = Master new cooking skills
[BRAND_VOICE] = Inspiring, knowledgeable, and friendly
[KEY_MESSAGE] = Effortless healthy eating tailored just for you
[CALL_TO_ACTION] = Customize your plan now
[NUMBER_OF_VARIATIONS] = 3

28.3.4 X (Formerly Twitter)

Craft X (Twitter) ad copy for a [PRODUCT/SERVICE] targeting [AUDIENCE].

Product/Service Essence:
- [KEY_FEATURE_1]
- [KEY_FEATURE_2]
- [KEY_FEATURE_3]

Target Audience:
- Demographics: [DEMOGRAPHICS]
- Interests: [INTEREST_1], [INTEREST_2], [INTEREST_3]

Brand Voice: [BRAND_VOICE]

Key Message: [KEY_MESSAGE]

Call-to-Action: [CALL_TO_ACTION]

Constraints:
- Tweet Text: Max 280 characters
- Include 1-2 relevant hashtags
- Optionally include an emoji for visual appeal

Create [NUMBER_OF_VARIATIONS] variations of concise, impactful ad copy optimized for X's fast-paced environment.

[PRODUCT/SERVICE] = AI-powered language learning app
[AUDIENCE] = Global business professionals
[KEY_FEATURE_1] = Adaptive learning algorithm for personalized lessons
[KEY_FEATURE_2] = Real-time conversation practice with native speakers
[KEY_FEATURE_3] = Industry-specific vocabulary modules
[DEMOGRAPHICS] = 30-55 years old, multinational corporations
[INTEREST_1] = Career development
[INTEREST_2] = International business
[INTEREST_3] = Technology and innovation
[BRAND_VOICE] = Professional, innovative, and globally-minded
[KEY_MESSAGE] = Master a new language and unlock global opportunities
[CALL_TO_ACTION] = Download and start learning today
[NUMBER_OF_VARIATIONS] = 3

28.3.6 YouTube

Create YouTube ad copy for a [PRODUCT/SERVICE] targeting [AUDIENCE].

Product/Service Highlights:
- [KEY_FEATURE_1]
- [KEY_FEATURE_2]
- [KEY_FEATURE_3]

Target Audience:
- Demographics: [DEMOGRAPHICS]
- Interests: [INTEREST_1], [INTEREST_2], [INTEREST_3]

Brand Voice: [BRAND_VOICE]

Key Message: [KEY_MESSAGE]

Call-to-Action: [CALL_TO_ACTION]

Constraints:
- Headline: Max 15 characters
- Description: Max 120 characters

Generate [NUMBER_OF_VARIATIONS] variations of ad copy that are attention-grabbing and optimized for YouTube's visual platform.

[PRODUCT/SERVICE] = Educational coding bootcamp for kids
[AUDIENCE] = Parents of tech-savvy children
[KEY_FEATURE_1] = Interactive, game-based learning modules
[KEY_FEATURE_2] = Live online classes with expert instructors
[KEY_FEATURE_3] = Project-based curriculum with real-world applications
[DEMOGRAPHICS] = Parents aged 30-50 with children aged 8-16
[INTEREST_1] = STEM education
[INTEREST_2] = Child development
[INTEREST_3] = Technology and innovation
[BRAND_VOICE] = Enthusiastic, educational, and forward-thinking
[KEY_MESSAGE] = Empower your child with the skills of the future
[CALL_TO_ACTION] = Enroll now for a free trial class
[NUMBER_OF_VARIATIONS] = 3

28.4 Measuring the Impact

To truly understand the value of using AI for ad copy generation, it’s crucial to measure its impact. Here are some key metrics to track:

  1. Time Savings: Compare the time taken to create ad copy manually versus using AI-assisted methods.

  2. Variety of Ideas: Measure the number of unique ad copy variations generated for each campaign.

  3. Performance Metrics: Track standard advertising KPIs such as click-through rate (CTR), conversion rate, and return on ad spend (ROAS) for AI-generated copy versus traditionally created copy.

  4. A/B Testing Efficiency: Measure how quickly you can iterate and optimize based on A/B test results.

  5. Audience Engagement: Analyze audience engagement metrics like comments, shares, and likes for ads using AI-generated copy. As we can see, AI-assisted methods generally show significant improvements in time saved, number of variations created, Click-Through Rate (CTR) improvement, and Return on Ad Spend (ROAS) increase.

28.5 Conclusion

Generative AI is transforming the landscape of ad copy creation in digital marketing. By leveraging AI to produce multiple variations, tailor content to specific audiences, and adhere to platform guidelines, marketers can create more effective, personalized, and compliant ad campaigns.

The prompt templates provided for various platforms offer a structured approach to generating high-quality ad copy, while the best practices for using these templates ensure that marketers can make the most of AI-generated content.