Ad copy is one of the most important things that we as marketers do. It's what catches the users' attention, what gets them to click, convert, and hopefully come again. Writing great or even good copy is difficult. If you are a marketer who started before all of this AI stuff, you probably know that we all used to read all sorts of copywriting books and guides that would help us get better results.
Nowadays, things are a lot different. If you want to write a good headline, description, or call to action that compels people to click, you just ask your trusty chatbot for a recommendation. While this is super helpful and often more than enough, without a least a bit of human input, the results are never great.
This is why experts always say that AI should be a helping hand, a copilot, not the main writer. AI is not here to take your job, it's here to supercharge it! And if you learn how to use it properly and improve on your own ideas and thoughts, you can make copy that converts in record time!
What is AI-Powered Ad Copy Optimization?
It’s the process of optimizing your ad copy with the help of AI. This means that you write the bulk of your ad copy yourself, and after you are done, you use artificial intelligence to analyze and improve it so that it is more effective. Text generation models have advanced quite a bit from the old days of standard spellchecking, so you should expect AI to give you real feedback and improve your results right away with the right angle.
Of course, it's not just enough to let the AI write it for you. ChatGPT, Gemini, Grok, and all others have one issue in common. They like to write a bunch of nothing without any substance. That's why it's still pretty easy to spot AI-generated text. If you can spot it, so can your audience.
This is why writing things yourself, with your own style, knowledge, and approach, is so important.
How to Write and Optimize Copy With AI
Writing with the help of a bot is harder than it might seem in the beginning. Most of us used an LLM (large language model) like GPT to write something, and if you tried it, you know that you don’t always get the results you are hoping for. Often, the results are too vague, inaccurate, or hard to read. This is because writing with these tools is something you need to do a certain way if you want the best results.
This is how you can get the best results:
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Your Prompt
This is the most important step of all. It all starts with what your prompt is. This will guide the AI to generate the content you need for the audience you specify. A good prompt should include these things:
- Your goal
- Your target audience
- The tone you want to use
- The product or service you want to advertise, as well as some benefits and features of it
- Common pain points your customers have
- How aggressive should the copy be
- Any limitations you want to impose
- An example of previous work that worked well (if you have it)
So, following this, you could write a prompt like:
“I want you to generate me an engaging headline and short article that catches users' attention and helps them convert. My target audience is women in the US between the ages of 25 and 45. I would like to use an informal yet professional tone that might fit the expectations of my audience.
I am offering yoga equipment that is stylish and functional, and affordable, even though it's of premium quality. Most of our customers love our design, quality, and materials we use, and this is something that sets us apart from other brands. The copy itself should be very engaging, as the goal is to push sales right away.
Don’t mention any weight loss or exclusive offers as the first is prohibited by the platform we advertise on, and the second one might sound too elitist. You can find something that worked for us in the past here (here you can copy or link your previous work), but we would like a fresh approach to it!”
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Output
Based on your prompt, you should get one or multiple variations of headlines, descriptions. Once you are happy with some of them, you can tell the AI to re-generate various angles with the same style that cover different pain points, features, or products.
Read through them and see which one fits the best for your vision.
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Changing and Adapting
After you have a few winners, you should go and edit each of them by hand. Change things that might sound off, replace irrelevant things with features and benefits you want to focus on, and work on creating the best version of the copy you can.
Then you can paste the finished work to the AI again and work on making it easier to read, more engaging, and flow better.
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Learning
If you repeat steps 1-3 a couple of times, you should notice that the generations start to become more and more in line with your expectations. This is because the models are building a custom model that fits your needs better. This means that the system is learning what you expect from it, and it tries to deliver a better result each and every time. That's what's so cool about this human-ai cooperation. The more effort you put into it, the better the results will be!
Why Is This A Gamechanger?
Integrating AI into your workflow can be a huge advantage in every aspect of your campaigns. The main benefits you will experience are:
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Increased speed and scaling
With the work of AI, you can improve your workflow and generate more content in an hour alone than a team of copywriters can in a week. This can also be incredible when you need to scale and make more variations of your copy.
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Less creative fatigue as you generate more variations
Since you can generate high-quality content at an increased rate, you don’t have to worry about creative fatigue as much. Once you have a winning formula, just make winning copy with different angles.
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Data-driven creativity
Everyone has their way of doing things, and sometimes these ways are not the best ways to do things. With AI, you can create more variations, test them out, and see what works for your audience. Within just a few iterations, you can have the winning formula that gets people converting every time!
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Personalization at scale
If you want to target different audiences with different copy, then you know how time-consuming that can be when doing things manually. With LLMs, you can define your audience, and the bot will do the rest. Custom and personalized content with just a few clicks!
Do You Even Need a Human?
With how much AI can do, you might be asking yourself if you even need to do anything yourself. The truth is, yeah, for the most part, AI is just a tool, and relying solely on it can give you bad results.
AI lacks things like true understanding and context, which really show if you have offers that are more personal or out of the ordinary. It also has a hard time keeping a consistent brand image or tone, so that is something you have to pay attention to whenever it's generating something.
All LLMs also have the problem of “hallucinations”. This is when the AI writes things that might sound good on the surface, but don’t really make sense if you think about them or are completely false. This is just a part of these models that can’t be fixed that easily, so it's something you, as a human, need to pay attention to.
Conclusion
AI-powered ad copy optimization is not about replacing the marketer, it's about making them and their content better. By automating most of the time-consuming parts of the task, you can focus on the things that really matter. The tone, the content, and the goal.
You should always focus on your creativity and ideas, and let these advanced computer models help you out to make those ideas a reality. If you master using AI as a tool and empower yourself with it, then you can scale better, increase your productivity, and make better content faster!
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