In context
Generic copy: 'High-quality leather phone case. Shop now.' PDA copy targeting cold + safety + unaware: 'One drop. $1,200 gone. This Santa Barbara Polo Club leather case survived all 12 drop tests from 4 feet. 2-year warranty.' The second one hooks, educates, proves, and drives action — same product.
Why it matters
- Copy and visual must reinforce the same angle — mismatched pairs underperform.
- Multilingual AI copy outperforms mechanical translations by 40-60% CTR.
- Specificity (numbers, names, places) beats abstraction always.
Related terms
Frequently asked questions
How long should Meta primary text be?
2-4 sentences for feed, 1-2 for Reels/Stories. Under 125 characters avoids the 'See More' cut.
Are emojis good or bad?
Sparingly — 1-2 per ad for pattern interrupt. More than 3 feels spammy in most English-market creatives.
Should I AB test copy separately from creative?
Yes — lock creative, rotate copy. Copy lifts of 15-30% are common and isolating them is possible with dynamic creative.