ad-copy

name	ad-copy
description	Create ad copy for clinical trial audiences across Google Ads, LinkedIn Ads, and industry publication ads with multiple A/B variants and platform-specific character limit compliance.

Ad Copy Creation for Talosix EDC

Purpose

Create high-performing ad copy that drives qualified clinical trial professionals to Talosix landing pages, demo requests, and content offers. All copy must comply with platform character limits, speak to clinical operations pain points, and differentiate Talosix from competing EDC platforms.

Platform Specifications

Google Ads (Search)

Responsive Search Ads (RSA):

• Headlines: Up to 15 headlines, 30 characters each (minimum 3 shown)
• Descriptions: Up to 4 descriptions, 90 characters each (minimum 2 shown)
• Display URL path: 2 fields, 15 characters each
• Final URL: Landing page URL

Rules:

• No exclamation marks in headlines
• No ALL CAPS words (except acronyms: EDC, CRO, eCRF)
• No repeated punctuation
• Headlines should make sense in any combination
• At least 2 headlines should include the primary keyword
• At least 1 headline should include a CTA
• Pin critical messages to positions 1 or 2 if needed

Example RSA Set:

Headlines (30 char max each):

1. "Clinical Trial EDC Software" (28)
2. "Build Studies in Days Not Wks" (29)
3. "Reduce Query Rates by 65%" (25)
4. "Modern eCRF Design Platform" (27)
5. "Request a Talosix Demo" (22)
6. "21 CFR Part 11 Compliant EDC" (29)
7. "Faster Database Lock Cycles" (27)
8. "EDC Built for Clinical Teams" (28)
9. "Free EDC Evaluation Guide" (25)
10. "Replace Your Legacy EDC" (23)

Descriptions (90 char max each):

1. "Talosix EDC reduces study build time by 60%. Library-driven design for any protocol." (85)
2. "Purpose-built for clinical trials. CDISC aligned, fully validated, cloud-native." (80)
3. "See why leading CROs choose Talosix. Request a personalized demo for your team today." (86)
4. "From protocol to first patient in record time. Intelligent edit checks reduce queries." (87)

Display URL paths:

• Path 1: "EDC-Platform" (12)
• Path 2: "Demo" (4)

LinkedIn Ads

Sponsored Content (Single Image):

• Introductory text: 150 characters recommended (600 max, truncated at ~150 on mobile)
• Headline: 70 characters recommended (200 max, truncated at ~70)
• Description: 100 characters (only shown in LinkedIn Audience Network)
• CTA button: Select from predefined options (Learn More, Sign Up, Download, Request Demo)

Sponsored Content (Carousel):

• Introductory text: 150 characters recommended
• Card headline: 45 characters max
• 2-10 cards per carousel

Message Ads (Sponsored InMail):

• Subject: 60 characters max
• Body: 1,500 characters max
• CTA button text: 20 characters max
• Sender: Real person profile (not company page)

Text Ads:

• Headline: 25 characters max
• Description: 75 characters max
• Image: 100x100px company logo

LinkedIn targeting note: Copy should speak to the specific audience segment being targeted. LinkedIn's strength is role and company-based targeting — use copy that resonates with the targeted role.

Industry Publication Ads

Banner Ads (Applied Clinical Trials, Clinical Leader, etc.):

• Headline: 5-8 words (must be readable at banner size)
• Body text: 1-2 short sentences maximum
• CTA: 2-4 words
• Visual: Product screenshot or conceptual image
• Sizes: 728x90 (leaderboard), 300x250 (medium rectangle), 160x600 (skyscraper)

Sponsored Content / Native Ads:

• Headline: 60-80 characters
• Teaser text: 150-200 characters
• Reads like editorial content, clearly marked as sponsored
• Links to article-style landing page, not product page

Print Ads (Conference Programs, Trade Publications):

• Headline: 8-12 words
• Body: 30-50 words
• CTA with URL
• Must work in single-color and full-color formats

Email Newsletter Sponsorships:

• Subject line contribution: 50-60 characters (if dedicated send)
• Ad block: 100-150 words with image
• CTA: Button with 3-5 word text
• Align with newsletter audience and tone

Audience-Specific Messaging

For Clinical Data Managers

Pain points: High query rates, manual edit checks, slow database lock, CDISC mapping headaches Messaging angles:

• "Cut query rates with intelligent edit checks"
• "CDASH-aligned eCRF templates ready to deploy"
• "From last patient out to database lock in half the time"
• "Edit checks that catch errors at the point of entry"

For Clinical Operations Leaders

Pain points: Study delays, budget overruns, vendor management complexity, oversight gaps Messaging angles:

• "Launch studies in days, not months"
• "Real-time study oversight across all sites"
• "One platform from study build to database lock"
• "Reduce EDC costs without reducing capability"

For CRO Business Development

Pain points: Winning proposals, supporting multiple sponsors, speed of deployment, scalability Messaging angles:

• "Win more bids with faster study startup"
• "Multi-sponsor EDC that scales with your business"
• "Proposal-ready study builds in under a week"
• "Flexible EDC for every sponsor, every protocol"

For Site Staff

Pain points: Complicated interfaces, training burden, offline access, query overload Messaging angles:

• "eCRFs your sites will actually want to use"
• "Offline data entry for sites with connectivity issues"
• "Reduce site query burden by 65%"
• "Site training in hours, not days"

For IT / Validation Teams

Pain points: Validation burden, integration complexity, compliance risk, security concerns Messaging angles:

• "21 CFR Part 11 compliant, SOC 2 certified"
• "Validation package included — not an add-on"
• "API-first EDC that integrates with your stack"
• "Cloud-native with enterprise-grade security"

A/B Testing Variants

Variant Strategy

For every ad set, create minimum 3 variants testing different angles:

Variant A — Pain Point Lead: Focus on the problem the audience faces.

"Tired of 8-Week Study Builds?" / "Talosix EDC gets your studies live in days with library-driven design."

Variant B — Benefit Lead: Focus on the positive outcome.

"Launch Clinical Studies 60% Faster" / "Talosix EDC's reusable libraries and intelligent design cut build time dramatically."

Variant C — Social Proof Lead: Focus on credibility and adoption.

"Trusted by 50+ CROs Worldwide" / "See why clinical teams are switching to Talosix for faster, cleaner studies."

Variant D — Competitive Lead (use carefully): Focus on switching or comparison.

"Beyond Legacy EDC" / "Modern clinical data capture without the complexity. Migrate to Talosix."

Testing Protocol

• Run minimum 2 variants per ad group
• Test one variable at a time (headline, description, CTA, or image)
• Minimum 1,000 impressions per variant before evaluation
• Primary metric: Click-through rate (CTR) for awareness; conversion rate for bottom-funnel
• Document winning patterns and apply to future campaigns

Character Count Compliance

Always verify character counts before finalizing. Provide exact character counts in parentheses next to each line of copy.

Quick reference:

Platform	Element	Limit
Google RSA	Headline	30 chars
Google RSA	Description	90 chars
Google RSA	Display path	15 chars each
LinkedIn Sponsored Content	Intro text	150 chars (recommended)
LinkedIn Sponsored Content	Headline	70 chars (recommended)
LinkedIn Message Ad	Subject	60 chars
LinkedIn Message Ad	Body	1,500 chars
LinkedIn Message Ad	CTA button	20 chars
LinkedIn Text Ad	Headline	25 chars
LinkedIn Text Ad	Description	75 chars

Compliance and Legal

• Do not claim "FDA approved" for software (FDA does not approve EDC software)
• Use "21 CFR Part 11 compliant" or "designed for 21 CFR Part 11 compliance"
• Do not guarantee specific outcomes ("will reduce" vs. "designed to reduce" or "customers report")
• Include trademark symbols where required on first use in ad copy if space allows
• Competitor names: Do not use in ad copy. Use "legacy EDC" or "your current system" instead.
• Google Ads: Do not use competitor names as keywords in ad copy text (keyword targeting is separate)
• All claims should be substantiable (have a source or customer reference if challenged)

Output Deliverables

When creating ad copy, provide:

1. Platform-specific ad sets with exact character counts
2. Minimum 3 variants per ad group with testing hypothesis noted
3. Audience targeting recommendations per platform
4. Suggested landing page and CTA alignment
5. Negative keyword list for Google Ads (to exclude irrelevant clinical terms)
6. Budget allocation recommendation across platforms (if requested)