majiayu000 Ad Copywriting (PPC, Social, Display)
Create compelling, concise ad copy that captures attention and drives action within strict platform constraints.
Overview
Combine persuasion principles with platform-specific best practices to maximize return on advertising spend. Ad copy quality directly impacts Quality Score, CPC, and campaign profitability.
Platform Specifications
| Platform | Headlines | Description | Notes |
|---|---|---|---|
| Google Search (RSA) | 15 × 30 chars | 4 × 90 chars | Diverse angles |
| Google Display | 5 × 25-90 chars | 5 × 90 chars | Visual context |
| Meta Ads | 40 chars | 125 chars optimal | Emoji-friendly |
| 70 chars | 150 chars | Professional tone | |
| Twitter/X | 280 chars total | N/A | Conversational |
Copy Framework by Objective
| Objective | Lead With | CTA Style |
|---|---|---|
| Awareness | Brand benefit | Learn More |
| Traffic | Curiosity hook | Explore, Discover |
| Leads | Value proposition | Get, Download |
| Conversions | Urgency/scarcity | Buy, Start, Try |
| App Install | Key benefit | Install, Get App |
Google Search Ads
Headline Angle Mix (for RSAs)
- Benefit-focused (3-4)
- Feature callouts (2-3)
- Social proof (2-3)
- Urgency/scarcity (2-3)
- Question headlines (2-3)
- Brand + keyword (2-3)
Description Structure
- Para 1: Primary value proposition + CTA
- Para 2: Supporting benefit + credibility
- Include keywords naturally
Meta Ads (Facebook/Instagram)
Primary Text Formulas
- Problem-Solution: State pain point, offer solution
- Social Proof: "Join X people who..."
- Question Lead: Start with engaging question
- Story Hook: Mini narrative opening
Headline Formulas
- [Benefit] for [Audience]
- [Result] in [Timeframe]
- [Action Verb] Your [Outcome]
LinkedIn Ads
Tone Guidelines
- Professional, not stuffy
- Authority-building
- Data and results-oriented
- Industry-specific terminology
B2B Focus Areas
- ROI and efficiency gains
- Industry recognition
- Peer adoption ("Leading companies use...")
- Thought leadership angle
Copy Quality Checklist
- Clear value proposition
- Strong, specific CTA
- Keywords incorporated naturally
- Within character limits
- Matches landing page message
- Platform policy compliant
- Emotional trigger present
- Differentiated from competitors
Using the Reference Files
/references/platform-specs.md
Read when creating ads for specific platforms. Contains detailed character limits, format options, and best practices.
/references/persuasion-formulas.md
Read when crafting compelling hooks and CTAs. Contains proven copywriting frameworks and examples.
Reference Files
This skill includes the following detailed reference materials:
- Display Ads
- Google Ads
- Linkedin Ads
- Meta Ads
- Persuasion Formulas
- Platform Specs
- Video Ads