With only so much real estate on a Google results page or Facebook feed, character counts must be enforced. Ultimately, this calls for short-form copywriting which, in essence, is about communicating your message with as few words as possible. This type of copywriting is without the fluff and goes straight to the point.

This project called for exactly that: short-form copywriting. The client, an agency specializing in PPC advertising, tasked me with crafting the headlines and descriptions for their client’s paid campaigns. For each platform they used for their clients (Facebook, Yahoo, AOL), they’d run responsive ads. Therefore, I had to come up with multiple headlines and descriptions for each of those platforms. That way, the optimal combination could be determined.

As per the client’s request, the headlines and descriptions I produced maintained a buzzworthy tone. They were those ads that you occasionally come across and remark, 'This can't be true.' However, that was the client’s idea behind making the ad copy buzzworthy. This is because, on top of the ads themselves, the client would have a dedicated landing page in place to further complement the ad. In terms of AIDA, the ads definitely fulfilled the attention aspect while the landing pages would fulfill the interest, desire, and action aspect.

Albeit not on Google, the ad copy I wrote for this client was used in PPC campaigns. While some of my other projects displayed on this website demonstrate my technical skills with launching PPC campaigns, this project demonstrates my ability to do the creative for campaigns.

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