Covid ad copy tips

Striking a balance between promotional and socially conscious messaging can be challenging right now. We know that Google and Facebook are actively monitoring and snubbing out inappropriate ad copy that has malicious intent (and for that, we’re grateful). That said, it’s difficult not to talk about it and empathize with our audiences.

Below are ad copy tips for the Covid era and thoughts on how to approach your message:

Ad Copy Tips For COVID


Color theory and the link to psychology can help soften your ads.

  • Try to avoid red as it is often associated with error or warning messages
    If red is one of your brand colors, reserve it for your CTA to draw attention
    Utilize the “calm colors” or earth tones such as blues and greens
    Use a coherent color pallet. To attract attention use complementary colors (colors directly opposite of each other on the color wheel)


The tone of your message should be caring and calm while still illustrating your business’ authority on the matter. Messaging that is too emotional can cause audiences to lose confidence in a business’s authority. Always use credible sources and statistics when making statements and own your narrative. In Kamlyn’s article PPC in the Time of COVID she remarks that consumers respond positively to sensitive ad messaging but data suggests that the majority of consumers are not turned off by your ad messaging.

Audiences are relying heavily on the internet right now for all of their information so having a strong and clear message takes the guesswork out of choosing the right product or service.


Best practices for messaging have not changed much. Now more than ever we should put forth great content that follows a few simple guidelines:

  • Keep it informative: Focus on information first; be brief and succinct; show actions taken to ensure health and safety
  • Keep it positive: Use simple language and focus on the actionable steps that users can take
  • Keep it accessible: Advisory information applies to everyone

About the XtraMark Name

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Every company needs a unique name. And XtraMark is no different. The name XtraMark means we do marketing and “xtra stuff” to help keep your organization successful.

And yes. We misspelled “Xtra” on purpose. Here’s why:

We actually started out with a different name. And it turns out there was a conflict with another company. And we learned the hard way – It pays to do due diligence to capture a unique and compelling name.

The XtraMark tagline is designed to get people asking “what is xtra stuff?”  This generates interest and begins a conversation. Just like a good brand should.

When XtraMark creates your brand, we guarantee you’ll have a unique name, an eye-catching logo,  and a company brand both you and your customers will get excited about.