Every week, Boost brings you insights straight from the writers in our Creative Network. Writers share tips on how to inject more creativity into ads, best practices for writing ad copy, and more. This week, Dylan Barmmer, pen name “wordisborn” who has been an active writer in the Network for over five years, gives you 5 simple tips for writing effective online ads. 




When it comes to crafting effective online ads, it’s wise to think of the practice as part art…and part science.


Like any endeavor in life, there are certain tips, tactics, tricks, and “best practices” you can apply to the craft of writing digital ads. That’s the science part of the equation. And it’s something we here at Boost Media have always prided ourselves on understanding.


To that end, we present you with five quick tips for writing effective online ads.


*Make Your Headline Matter: We covered this topic more at length in an earlier blog post, which you can find right here. In a nutshell, it’s vital to get this part of the ad right. And it’s equally important to remember just how important your headline is…before you sit down to write it. Remember, this is the first part of the ad the consumer will see. Make a good impression. Better yet, make a great impression. And if you’re working with a list of keywords, make a concerted effort to use at least one of them here.


*Include Keywords: The headline isn’t the only place you should make it a point to incorporate keywords. You should use them in the body copy of your ad, as well. Using keywords reinforces the relevance of your ad to the online search engines, as well as the consumers doing the searching. Just try to avoid “forcing” or “stuffing” keywords into your ad. You want them to appear natural and logical in their usage.


*Qualify Your Customers: It’s one thing to craft a digital ad that gets a lot of views (and a lot of conversions). But it’s another matter all together to get the right consumers to view (and click on) your ads. In short, it’s vital to qualify your customers whenever possible. Know your audience. Understand your target consumer. And craft an ad that speaks specifically to his or her wants, needs, desires, and preferences.


*Include a Call to Action: This is another area we covered in great detail in a previous blog post, which you can find here. This seems like a no-brainer, just as creating a strong and memorable headline seems like a given. But you’d be surprised how many people seem to forget to include a powerful call-to-action (or CTA for short). It’s always wise to assume that your consumers are intelligent. But it’s not wise to assume they can read your mind. So let them know what the next step is. Compel them to take further action. And always keep in mind what your own end goal is here. Is it increasing page views? Collecting leads? Driving downloads?


*Create and Test Multiple Ads: Remember, Rome wasn’t built in a day. And you’re not likely to craft the perfect – or perfectly effective – online ad with just one crack at it, either. So create several versions of an ad. Change the headline in one alternate version. Try some new body copy in another variation. Create an entirely new iteration – headline, body copy, CTA. Then test. Test more. Then test again. Variety is the spice of life. And a key to creating effective digital ads.


These are just a handful of tips you can apply to create more powerful, memorable, and effective digital ads. If you’re a writer looking for even more ad writing experience, you’re welcome to join our network of more than 1,000 global creative.


If you’re an advertiser looking to utilize a wide-ranging network of experienced and talented writers, and test a variety of different messages, voices, and styles of ad creative, you can take advantage of our powerful combination of software and people to drive increased ad relevance at scale. As the leading creative optimization platform, we’ve delivered more than $1 billion in optimized digital ads for more than 100 leading global brands.


Contact us today to see how we can help you source, text, and optimize your digital ad creative across search, social, image, and mobile!


About Boost Media

Boost Media increases advertiser profitability by using a combination of humans and a proprietary software platform to drive increased ad relevance at scale.

The Boost marketplace comprises over 1,000 expert copywriters and image optimizers who compete to provide a diverse array of perspectives. Boost’s proprietary software identifies opportunities for creative optimization and drives performance using a combination of workflow tools and algorithms. Headquartered in San Francisco, the Boost Media optimization platform provides fresh, performance-driven creative in 12 localized languages worldwide.