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Are your ads not generating the desired impact?

Updated: Nov 1, 2023

Stressed out women

In today's digital age, advertising is more crucial than ever for businesses looking to reach their target audience. From social media campaigns to search engine ads and email marketing, there are countless ways to promote your products or services. However, even with all these options, it's not uncommon for businesses to find that their ads are not delivering the desired impact. If you're facing this issue, don't worry – you're not alone.


According to Scott Lieberman, the founder of Touchdown Money and a seasoned copywriting pro, the BIGGEST skill for ad copywriting isn't even writing. It's all about empathy. It’s about putting yourself in your prospective customer's shoes and understanding what they're feeling.

Here are some techniques that can up your advertising game:

1. Crafting Targeted Messages:

What if your audience can't immediately discern the relevance or interest in your message? In such cases, the likelihood of them delving deeper diminishes significantly. Therefore, it's crucial to tailor your message to your audience's needs, not just by employing terms like "you" and "your," but by emphasizing key points that establish its pertinence to the viewer. To achieve this, thorough audience research is indispensable, and this research should be periodically refreshed to comprehend their pain points, objectives, and more.

2. Thoughtful Language Selection:

Another essential aspect of creating highly relevant messaging is the use of language familiar to your target audience. However, to employ this language effectively, you must first gain an understanding of it. Hence, conducting social listening, user interviews, and reviewing customer interactions, such as website chat support transcripts, becomes crucial. Nevertheless, maintaining a balance between adopting your audience's tone and staying authentic to your brand is equally important. Define your brand's reputation, voice, and consider how your company's core values influence these aspects. Then, align with the shared elements of your and your audience's personalities, voices, and values. Careful word choice is vital as well; remember that words with similar meanings can carry different connotations (e.g., affordable vs. cheap) and that certain words evoke specific emotions (e.g., luxurious vs. expensive). Clearly define the emotions you intend to evoke before you start crafting your message to stay on course.

3. Building Trust:

While benefits-focused content is compelling, its impact is significantly enhanced when accompanied by evidence, such as:

  • The credibility of your information, such as citing subject matter experts or the research source.

  • Demonstrating your expertise, such as highlighting successful collaborations with renowned brands or showcasing problems you've effectively solved.

  • Proving your ability to deliver on promises, including customer testimonials or past results.

Incorporating trust-building elements strategically across all your content is essential, especially when you lack established relationships with your advertising audience. They also play a pivotal role when you're promoting high-value offers, whether in terms of cost or the complexity of implementation.

4. Clear, Benefit-Oriented Calls-to-Action:

Often, it's worthwhile to explicitly instruct viewers on what action to take based on the information presented in your ad. When including a direct call-to-action, be unambiguous about the recommended action (e.g., "download the free guide" or "sign up today"). Ideally, clarify what your audience can expect in return (e.g., "visit our website to get a free, instant quote"). Additionally, avoid using passive language, which can be verbose and unclear. Instead, employ active voice to reinforce the desired action (e.g., "Book now and receive a confirmation email right away!").

5. Learning from Experimentation:

While some ad copywriters swear by established frameworks like Pain Agitate Solution (PAS) and Attention Interest Desire Action (AIDA), others advocate for creative experimentation in ad copywriting. The question isn't whether to experiment but when to do so. Experimentation is most effective when you've already built a stable base of loyal customers who may appreciate innovative approaches and provide feedback for evaluating your copywriting success. However, excessive experimentation can backfire, potentially costing immediate conversions and long-term relationships. Therefore, it's wise to implement proven copywriting best practices initially to secure sales while considering new approaches. When experimenting, avoid making drastic changes to all your ads simultaneously; instead, select one or two to modify cautiously and assess their success or failure. Gradually expand your experimentation as you gain insights. In essence, take inspiration from existing ad copy examples but adhere to the five best practices mentioned above to advance toward, or even surpass, your advertising objectives.


One of the primary reasons why ads fail to generate the desired impact is the absence of clear and measurable objectives. Before launching any advertising campaign, it's essential to define your goals. Are you looking to increase brand awareness, drive website traffic, boost sales, or generate leads? Without specific goals, you won't be able to measure the success of your ads effectively.

Tip: Take the time to set SMART (Specific, Measurable, Achievable, Relevant, and Time-bound) goals for your advertising campaigns. This will provide you with a clear roadmap and help you track your progress.


Another common pitfall is targeting the wrong audience. Your ads might be beautifully designed and well-crafted, but if they're not reaching the people who are genuinely interested in your products or services, they won't generate the desired impact.

Tip: Invest time in understanding your target audience's demographics, interests, and online behavior. Utilize audience segmentation and targeting options offered by advertising platforms to reach the right people.


Where your ads appear online matters. Placing your ads on irrelevant websites or in ad placements that don't align with your target audience's interests can result in poor performance.

Tip: Use placement targeting options to choose specific websites or platforms where your ads will appear. Consider contextual advertising to ensure your ads show up in relevant content.


Even if you've set up your ads perfectly, the digital landscape is constantly evolving. Neglecting to monitor your campaigns and make necessary adjustments can lead to diminishing returns over time.

Tip: Regularly analyze the performance of your ads and make data-driven optimizations. Experiment with different ad formats, budgets, and targeting options to see what works best.


Lastly, it's essential to have realistic expectations regarding the impact of your ads. Not every campaign will lead to an immediate surge in sales or brand recognition.

Tip: Give your ads time to gain traction and assess their impact over a reasonable timeframe. Be prepared to adjust your strategy as needed.

In conclusion, if your ads are not generating the desired impact, it's crucial to assess and refine your advertising strategy. By setting clear goals, optimizing your copywriting, targeting the right audience, optimizing your creatives, and staying vigilant in monitoring and adjusting your campaigns, you can increase the effectiveness of your advertising efforts.

Christina COhen

Remember that advertising is an ongoing process, and continuous improvement is key to achieving your desired results.



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