Great advertising copy has a greater chance of keeping users interested in the ad compared to copy that isn’t very good. The purpose of good ad copy is to create connections with the image/video an encourage potential customers or clients to click on the ad, moving to your website.
The purpose of great copywriting shows people where they need to go.
Many advertisers typically dive into structure, testing and more, but will usually gloss over the copy itself. What these advertisers miss is that ad copy is the root of their advertising.
Alysa Altman did a deep dive in her SMX Convert session, where she talked about writing ad copy that converts. Check out the recap over at Search Engine Land.