Ad copy is text and messages on digital advertising (ex., Facebook Ads), landing pages, emails, ad video scripts, or printed marketing materials.
Ad copy aims to create a sense of urgency and desire and then calls people to take action. Though they almost always go together, ad copy shouldn’t be confused with ad creative (the visual part of an ad).
Ad copy must always be simple, easy to understand, and appropriate for the target audience. It tells people what you offer and why people need it.
Ad copy should focus on emotional appeals and benefits rather than costs or features.