Ad Copy
The written text in an advertisement, including headlines, descriptions, and calls to action.
What Ad Copy means
Ad copy refers to all textual elements of an advertisement — headlines, primary text, descriptions, and call-to-action buttons. From a compliance perspective, ad copy is one of the most scrutinized elements by platform reviewers and automated systems. Common compliance issues in ad copy include misleading claims, prohibited language (e.g., guarantees of results), discriminatory language, use of personal attributes (e.g., 'Are you overweight?'), and trademark infringement. Each platform has specific character limits and text-in-image rules that affect ad copy placement. Writing compliant ad copy requires understanding both platform-specific policies and applicable advertising regulations like FTC guidelines.
Related terms
A/B Testing
A method of comparing two versions of an ad or landing page to determine which performs better.
Call to Action
A prompt in an ad encouraging the viewer to take a specific action, such as 'Shop Now,' 'Learn More,' or 'Sign Up.'
Ad Creative
The visual and multimedia elements of an advertisement, including images, videos, carousels, and interactive formats.
Clickbait
Sensationalized or misleading ad content designed to attract clicks through curiosity or deception, prohibited by most platforms.