How to Maximize Online Ad ROI and Engage Customers With Compelling Copy

The body copy in the ad is important too, and for limited-time sales, it pays to highlight the urgency in the call to action. Phrases like "limited time only," "limited quantities" and "offer ends soon" are compelling, as are discount numbers like "20% off" and "$20 off."

Using Display URLs and Landing Pages for Maximum Effect
Display URLs — i.e., the copy that appears in the link to your site — can also be an excellent way to position products. A special page for sales can entice consumers to visit your site for an exclusive deal. The standard format is your regular homepage URL followed by a slash mark and "Holiday Sale," "Annual Sale" or other name that indicates the special occasion.