📝 This copy was 56.4% more profitable than the rest

Meta advertisers often overlook the importance of copywriting.

Take a look at all of the great components in this Dr. Squatch ad:

1. “Smell your best” = Desired outcome

2. “All day” = Product benefit

3. “Avoid smelly pits” = Problem identification

4. “Natural deodorant” = Product differentiator

5. “Trusted by over 300,000 men” = Trust signal

Same with the bulleted list.

Dr. Squatch is known for attention-grabbing, often humorous creatives. But once they have your attention and create interest in the product, the copy helps the audience rationalize their decision to buy.

If you don’t believe in the importance of copy just look at this:

Below are the results of a recent copy test I ran. All 5 ads used the same creative, headline and descriptions. The only difference was primary text: