Compelling Words That Will Make Your Ads Work Harder

329 Compelling Words for improving your ads

Ever find yourself asking the rest of the office “what’s another word for…” or frequently Googling of “XXX synonym“? There are many ways of saying the same thing, yet each has a nuanced difference in meaning. Find your perfect words or phrases to convey the meaning you want with our comprehensive list of compelling words.

The Ultimate List?

According to David Ogilvy, the top 20 most influential words are:

  • Suddenly
  • Now
  • Announcing
  • Introducing
  • Improvement
  • Amazing
  • Sensational
  • Remarkable
  • Revolutionary
  • Startling
  • Miracle
  • Magic
  • Offer
  • Quick
  • Easy
  • Wanted
  • Challenge
  • Compare
  • Bargain
  • Hurry

David wrote that list in 1963, but we’d be willing to bet that most of those words still have the same power and relevance today. Not sure about using the words ‘miracle’ or ‘magic’ in ads; there are more stringent advertising laws these days.
Use these for: Headlines, bullet points, subject lines
Compelling Words for Ad Copy

Want to say exclusive another way?

Want to sign people up to a newsletter, want them to subscribe to updates or answer a call to action? One of the best ways of doing this is to instill an element of exclusivity. But there’s only so many times you can use the word exclusive. These phrases conjure up that feeling, without being overly ‘salesy’.

  • Become an insider
  • Be one of the few
  • Get it before everybody else
  • Be the first to hear about it
  • Only available to subscribers
  • Members only
  • Login required
  • Class full
  • Membership now closed
  • Ask for an invitation
  • Apply to be one of our beta testers
  • Exclusive offers

Use These For: Signup forms, links, CTAs, sub-headers

Limited Time Offer?

Want to add a soupcon of FOMO (that’s the Fear of Missing Out)? Try out these phrases that imply scarcity:

  • Limited offer
  • Supplies running out
  • Get them while they last
  • Sale ends soon
  • Today only
  • Only 10 available
  • Only 3 left
  • Only available here
  • Double the offer in the next hour only

Use these for: Headings, promotional copy

Cause and Effect Words

If you want to demonstrate the result of something (i.e. your product or service) you can use these awesome cause and effect words and phrases…

  • Accordingly
  • As a result
  • Because
  • Caused by
  • Consequently
  • Due to
  • For this reason
  • Since
  • Therefore
  • Thus

Use these for: Closing paragraphs, transitions
Compelling Words

Need To Sound Safe And Trustworthy?

Often there are few differences between products sold by competitors. Make sure that you define your brand as being the ‘safe’ option. Using words that invoke a feel of trust can help achieve this.

  • Anonymous
  • Authentic
  • Backed
  • Best-selling
  • Cancel Anytime
  • Certified
  • Endorsed
  • Guaranteed
  • Ironclad
  • Lifetime
  • Moneyback
  • No Obligation
  • No Questions Asked
  • No Risk
  • No Strings Attached
  • Official
  • Privacy
  • Protected
  • Proven
  • Recession-proof
  • Refund
  • Research
  • Results
  • Secure
  • Tested
  • Try before You Buy
  • Verify
  • Unconditional

Use these for: Payment forms, signup forms, testimonials
Compelling Words


Want To Encourage Readers To Share?

If you’re looking for content to go viral, there are several words that can help you to encourage sharing…

  • Secret
  • Tell us
  • Inspires
  • Take
  • Help
  • Promote
  • Increase
  • Create
  • Discover

Use these for: Social media updates
Compelling Words

Power Words That Win

When you need to make a bold statement, catch the eye of users and state your case that your product or service is the best, you need a power word or two. Here are just some of the ones you can try:

  • Protect
  • Help
  • Easy
  • Amazing
  • Latest
  • Extraordinary
  • How to
  • Worst
  • Ultimate
  • Hot
  • First
  • Big
  • Anniversary
  • Premiere
  • Basic
  • Complete
  • Save
  • Plus!
  • Create
  • Improve
  • Trust
  • Immediately
  • Discover
  • Profit
  • Learn
  • Know
  • Understand
  • Powerful
  • Best
  • Win
  • Hot Special
  • More
  • Bonus
  • Exclusive
  • Extra
  • You
  • Free
  • Health
  • Guarantee
  • New
  • Proven
  • Safety
  • Money
  • Now
  • Today
  • Results

Compelling Words


Words That Make Someone Excited

Incite some excitement for people as they search. Use uplifiting words that will make them excited about your product and its benefits to them.

  • Amazing
  • Audacity
  • Backbone
  • Belief
  • Blissful
  • Bravery
  • Breathtaking
  • Cheer
  • Conquer
  • Courage
  • Daring
  • Defiance
  • Delight
  • Devoted
  • Excited
  • Eye-opening
  • Faith
  • Fearless
  • Fulfill
  • Grateful
  • Grit
  • Guts
  • Happy
  • Heart
  • Hero
  • Hope
  • Jaw-dropping
  • Jubilant
  • Magic
  • Mind-blowing
  • Miracle
  • Pluck
  • Sensational
  • Spectacular
  • Spine
  • Spirit
  • Staggering
  • Stunning
  • Surprising
  • Triumph
  • Uplifting
  • Valor
  • Victory
  • Wonderful
  • Wondrous

Compelling Words

Appeal To Their Money-Saving Desires

Who doesn’t love a bargain? You’ll find that even the richest customer will love a good deal. Make them feel like they’re getting that with these tried and tested words:

  • Bargain
  • Best
  • Billion
  • Bonanza
  • Cash
  • Cheap
  • Discount
  • Dollar
  • Double
  • Explode
  • Extra
  • Feast
  • Fortune
  • Free
  • Freebie
  • Frenzy
  • Frugal
  • Gift
  • Greatest
  • Inexpensive
  • Jackpot
  • Luxurious
  • Marked down
  • Massive
  • Money
  • Nest egg
  • Pay zero
  • Prize
  • Profit
  • Quadruple
  • Reduced
  • Rich
  • Savings
  • Six-figure
  • Skyrocket
  • Soaring
  • Surge
  • Treasure
  • Triple
  • Whopping

Compelling Words

Want To Prove You Can Solve Their Problems?

Make sure they fear that problem with our fear mongering words…

  • Agony
  • Apocalypse
  • Armageddon
  • Assault
  • Backlash
  • Beating
  • Beware
  • Blinded
  • Blood
  • Bloodbath
  • Bloodcurdling
  • Bloody
  • Bomb
  • Buffoon
  • Bumbling
  • Cadaver
  • Catastrophe
  • Caution
  • Collapse
  • Corpse
  • Crazy
  • Cripple
  • Crisis
  • Danger
  • Deadly
  • Death
  • Destroy
  • Devastating
  • Disastrous
  • Drowning
  • Dumb
  • Embarrass
  • Fail
  • Feeble
  • Fired
  • Fool
  • Fooled
  • Frantic
  • Frightening
  • Gambling
  • Gullible
  • Hack
  • Hazardous
  • Hoax
  • Horrific
  • Hurricane
  • Insidious
  • Invasion
  • Jail
  • Jeopardy
  • Lawsuit
  • Looming
  • Lunatic
  • Lurking
  • Meltdown
  • Mired
  • Mistake
  • Murder
  • Nightmare
  • Painful
  • Pale
  • Panic
  • Peril
  • Piranha
  • Pitfall
  • Plague
  • Played
  • Plummet
  • Plunge
  • Poison
  • Pummel
  • Poor
  • Prison
  • Reckoning
  • Refugee
  • Revenge
  • Risky
  • Scary
  • Scream
  • Searing
  • Shatter
  • Silly
  • Slaughter
  • Slave
  • Smash
  • Strangle
  • Stupid
  • Suck
  • Tailspin
  • Tank
  • Targeted
  • Teetering
  • Terror
  • Toxic
  • Trap
  • Vaporize
  • Victim
  • Volatile
  • Vulnerable
  • Warning
  • Worry
  • Wounded

PPC Ad Copy

We all know that ad copy is important, and there are hundreds on articles available online that tell us how to make ad copy relevant and how to make Google love our ads. Yes, it’s important that Google approves, but isn’t it just as important that the audience is attracted to it?
Where can we find that balance?
Let us briefly go over what Google considers when determining a Quality Score for ads in very basic terms:
1. Correlation between landing page and ads
2. Consistency between keywords and ad copy
Makes sense, right?
Well, it does until we put it into practice! People will stuff ads with keywords, or create ads that are loaded with what Google wants but doesn’t necessarily make sense to someone reading it.
Let’s assume I (Jeff) own a plumbing service.
An ad like this would be approved by Google, but it really isn’t all that attractive, and probably quite similar to hundreds of other ads.
This isn’t to say that Google hasn’t mentioned or recommended emotive ads but the algorithm probably doesn’t take it into account when calculating the quality score.
What does the audience want?
1. Speech fluidity and good flow. This isn’t always easy to do! Two description lines with 35 characters each is quite limiting. Using words based on the area you target (football vs. soccer, or moving vs. removals) works wonders.
2. Calls to action. We all know we have to do this; people are so much more likely to do things when they know what’s in it for them and are told what to do.
3. Consistency with what they typed in. Personally I don’t suggest dynamic keyword insertion in most cases, but when your keyword base expands, so should your repertoire of ad variations.
4. Ads that appeal to their emotions. Maybe one of the most difficult to implement, but, it’s definitely worth the time. Writing your ads for the customer means that you’ll be targeting the right people (higher CTR) and you’ll stick out in the sea of industrially stamped out ads.
So how can we achieve this balance, reaching a high quality score while being enticing (catching the attention of the paying customer)?

Research and then testing (ad infinitum)
1. Find the words that people search for, put it in their keywords and put it in the ads.
2. Find out how people speak, put it in the landing pages, put it in the ads.
1. Test what works – each industry has a different voice and personality. It might work for others but not for you.
2.Test words in ad copy, format, punctuation, display URLs, etc.
3. Record the data from when changes were made, see if the quality score has changed (after some time, immediate quality score might not be accurate) to see if Google likes your ads, and then record clicks/CTR/conversions to see if your audience likes it!
So once again, back to my plumbing company
This ad would also be approved by Google, but it appeals to their situation, has a call to action and promises an outcome that they can look forward to.
Ad copy is so incredibly important, and is one of those things that can really boost the performance of your account. It may be time consuming and unpredictable, but it will usually yield pretty positive results. Happy testing!
Written by Jeff Chang

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