Topics: Social Networks, Facebook, Twitter, Advertising

3 Ways to Shorten Ad Copy & Maximize Results

There’s one thing we’ve found in common across all direct response online ad types: Concise, powerful copy almost always drives stronger click-through and conversion rates vs. longer form copy.

In other words – the shorter the copy, the better the ad.

It’s no wonder why. When scrolling a social media feed or perusing a blog, content is bombarding the audience a mile a minute. The chances that longer ad copy can cut through the noise is slim.

Additionally, there are restrictions to consider – take Facebook’s 20% rule, or the often-awkward shapes and sizes of display ads.

The bottom line? It is important to keep your copy short and impactful to maximize results.

Here are three ways to cut down on excessive copy in ads:

1. Use of Imagery

Icon imagery can be used to visually represent big ideas, with limited or even zero text. Icons are best used in two ways...

1) By defining the subject of the ad:

2) Enhancing the creative concept:

Of course, there can be too much of a good thing when using icon imagery. Be careful to avoid the temptation – we’ve found that incorporating too many icons can negatively impact ad performance.

An ad with too many icons can very quickly become cluttered and confusing, and no longer cut through the noise. Icon imagery is most effectively used to communicate clear and simple concepts that are easy for audiences to interpret.

Powerful, visually-engaging photos (including stock images) can be used very effectively to tell an ad’s story.

For example, gun rights enthusiasts respond to pictures of hunting and shooting ranges, and right-to-life advocates respond to images of young children.


People. Love. Buttons.

It’s simple – buttons draw the eye to ads and effectively drive clicks. And they are great for reducing excess copy by: 1) Eliminating the need for extensive call to action language, and; 2) Allowing the destination landing page to serve as the host for additional, more in-depth information and messaging.

Buttons can be as simple as an arrow symbol or a round-edged rectangle. The objective is not to make something look like a physical button, but to entice the viewer and indicate that more content is just a click away.

3. Cut the Fluff

There are several ways to cut down on unnecessary words.

  • Conjugate.
  • Cut conjunctions.
  • Eliminate punctuation.
  • Use lines, stars, and shapes to section language.
  • Eliminate the logo if it’s a social ad (your logo or organization is already listed alongside the post/tweet).

The bottom line? If you don’t need it, cut it. The more concise you are with online ad copy, the better it will perform.

So there it is – three simple ways to cut down on ad copy for more effective online advertisements. Now go out and win the online advertising game with shorter copy.

← back

Let's Chat

Are you looking to hire a digital team for your campaign or committee?  Let’s chat and see if we would be a good fit for you.

Please fill out the form below and we will get back with you.  Or, call us at 317.886.4438.

Thank you for considering PG.