98e74b79d7
Phase 2 refactoring of skills >500 lines and medium-sized skills: - paid-ads: 553 → 297 lines - Extract ad-copy-templates.md, audience-targeting.md, platform-setup-checklists.md - analytics-tracking: 541 → 292 lines - Extract ga4-implementation.md, gtm-implementation.md, event-library.md - ab-test-setup: 510 → 264 lines - Extract test-templates.md, sample-size-guide.md - copywriting: 458 → 248 lines - Extract copy-frameworks.md (headline formulas, section types) - page-cro: 336 → 180 lines - Extract experiments.md (experiment ideas by page type) - onboarding-cro: 435 → 218 lines - Extract experiments.md (onboarding experiment ideas) All skills now use progressive disclosure with references/ folders, keeping SKILL.md files focused on core workflow while detailed content is available when needed. Co-Authored-By: Claude Opus 4.5 <noreply@anthropic.com>
201 lines
4.3 KiB
Markdown
201 lines
4.3 KiB
Markdown
# Ad Copy Templates Reference
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Detailed formulas and templates for writing high-converting ad copy.
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## Primary Text Formulas
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### Problem-Agitate-Solve (PAS)
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```
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[Problem statement]
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[Agitate the pain]
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[Introduce solution]
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[CTA]
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```
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**Example:**
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> Spending hours on manual reporting every week?
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> While you're buried in spreadsheets, your competitors are making decisions.
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> [Product] automates your reports in minutes.
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> Start your free trial →
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---
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### Before-After-Bridge (BAB)
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```
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[Current painful state]
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[Desired future state]
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[Your product as the bridge]
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```
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**Example:**
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> Before: Chasing down approvals across email, Slack, and spreadsheets.
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> After: Every approval tracked, automated, and on time.
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> [Product] connects your tools and keeps projects moving.
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---
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### Social Proof Lead
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```
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[Impressive stat or testimonial]
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[What you do]
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[CTA]
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```
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**Example:**
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> "We cut our reporting time by 75%." — Sarah K., Marketing Director
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> [Product] automates the reports you hate building.
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> See how it works →
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---
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### Feature-Benefit Bridge
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```
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[Feature]
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[So that...]
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[Which means...]
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```
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**Example:**
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> Real-time collaboration on documents
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> So your team always works from the latest version
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> Which means no more version confusion or lost work
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---
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### Direct Response
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```
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[Bold claim/outcome]
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[Proof point]
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[CTA with urgency if genuine]
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```
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**Example:**
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> Cut your reporting time by 80%
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> Join 5,000+ marketing teams already using [Product]
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> Start free → First month 50% off
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---
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## Headline Formulas
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### For Search Ads
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| Formula | Example |
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|---------|---------|
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| [Keyword] + [Benefit] | "Project Management That Teams Actually Use" |
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| [Action] + [Outcome] | "Automate Reports \| Save 10 Hours Weekly" |
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| [Question] | "Tired of Manual Data Entry?" |
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| [Number] + [Benefit] | "500+ Teams Trust [Product] for [Outcome]" |
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| [Keyword] + [Differentiator] | "CRM Built for Small Teams" |
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| [Price/Offer] + [Keyword] | "Free Project Management \| No Credit Card" |
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### For Social Ads
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| Type | Example |
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|------|---------|
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| Outcome hook | "How we 3x'd our conversion rate" |
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| Curiosity hook | "The reporting hack no one talks about" |
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| Contrarian hook | "Why we stopped using [common tool]" |
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| Specificity hook | "The exact template we use for..." |
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| Question hook | "What if you could cut your admin time in half?" |
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| Number hook | "7 ways to improve your workflow today" |
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| Story hook | "We almost gave up. Then we found..." |
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---
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## CTA Variations
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### Soft CTAs (awareness/consideration)
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Best for: Top of funnel, cold audiences, complex products
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- Learn More
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- See How It Works
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- Watch Demo
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- Get the Guide
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- Explore Features
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- See Examples
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- Read the Case Study
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### Hard CTAs (conversion)
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Best for: Bottom of funnel, warm audiences, clear offers
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- Start Free Trial
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- Get Started Free
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- Book a Demo
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- Claim Your Discount
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- Buy Now
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- Sign Up Free
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- Get Instant Access
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### Urgency CTAs (use when genuine)
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Best for: Limited-time offers, scarcity situations
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- Limited Time: 30% Off
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- Offer Ends [Date]
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- Only X Spots Left
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- Last Chance
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- Early Bird Pricing Ends Soon
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### Action-Oriented CTAs
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Best for: Active voice, clear next step
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- Start Saving Time Today
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- Get Your Free Report
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- See Your Score
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- Calculate Your ROI
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- Build Your First Project
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---
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## Platform-Specific Copy Guidelines
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### Google Search Ads
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- **Headline limits:** 30 characters each (up to 15 headlines)
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- **Description limits:** 90 characters each (up to 4 descriptions)
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- Include keywords naturally
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- Use all available headline slots
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- Include numbers and stats when possible
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- Test dynamic keyword insertion
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### Meta Ads (Facebook/Instagram)
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- **Primary text:** 125 characters visible (can be longer, gets truncated)
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- **Headline:** 40 characters recommended
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- Front-load the hook (first line matters most)
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- Emojis can work but test
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- Questions perform well
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- Keep image text under 20%
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### LinkedIn Ads
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- **Intro text:** 600 characters max (150 recommended)
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- **Headline:** 200 characters max (70 recommended)
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- Professional tone (but not boring)
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- Specific job outcomes resonate
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- Stats and social proof important
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- Avoid consumer-style hype
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---
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## Copy Testing Priority
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When testing ad copy, focus on these elements in order of impact:
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1. **Hook/angle** (biggest impact on performance)
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2. **Headline**
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3. **Primary benefit**
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4. **CTA**
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5. **Supporting proof points**
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Test one element at a time for clean data.
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