How Allbirds improves Ad Copywriting: 3 Proven Tips With Examples

How to Write Great Copy: 3 Copywriting Tips

Many copywriters dream of creating viral or award-winning ads, but the most successful copy isn't about creativity for creativity's sake—it's about clarity, directness, and impact. The best ad copy puts the audience's needs first, speaking directly to their challenges and guiding them toward a solution.

1. Write for Your Audience, Not Yourself

Countless copywriters aspire to create that flawless ad copy—one that goes viral, earns accolades, or sparks lively debates in a boardroom reminiscent of Mad Men. Yet the most impactful copy remains clear, concise, and straightforward. To effectively hit sales targets and meet customer expectations, it's vital to view your message from your audience's perspective.

Focus on Benefits, Not Features

Consumers aren’t interested in your company’s grand claims—they care about how your product can make their lives better. Many companies mistakenly list features instead of emphasizing the benefits that truly resonate with their audience.

Take Booking.com's Paris hotel ad as an example: rather than simply noting room availability, it spotlights convenience, cost savings, and ease of booking, clearly demonstrating a benefits-focused approach.

• "Quick, Easy Booking. No Reservation Costs." →Emphasizes convenience and cost savings.
• "Save 10% with Genius." →Offers a tangible financial incentive.
• "24/7 Customer Service. We speak your language." →Builds trust and reduces barriers.
• "Read Real Guest Reviews." →Helps users make informed decisions.

By focusing on ease of booking, affordability, and customer support, Booking.com ensures its ad aligns with what travelers care about most—a hassle-free, reliable experience.

In contrast, David Yurman's ad for men's jewelry prioritizes features over benefits, failing to connect with the audience on an emotional level:

• Lists product types but doesn't explain why they're unique or valuable.
• Fails to highlight customer benefits like craftsmanship, exclusivity, or personalization.
• Misses emotional connection—jewelry purchases are often tied to special occasions, yet the ad doesn't evoke sentiment.

2. Content Matters, but So Does Structure

Even the most compelling message can fall flat if it's lost amid a cluttered or poorly organized ad; the way your copy is presented is just as important as its content.

Lead with Your Strongest Copy

Most people skim through ads rather than reading them in full—research from the Nielsen Norman Group shows that 79% of users scan new pages, while only 16% take the time to read every word.

Similarly, Penn State research found that over 75% of people share links on social media without even clicking on them. (Source: Penn State Study)

This behavior underscores the need to front-load your strongest message. If your key selling point is hidden later in the ad, it may go unnoticed. Leading with a compelling benefit, solution, or trust factor helps maximize engagement and impact.

3. The Power of Word Choice

The right choice of words can give your ad a personal, urgent, and engaging tone. Striking the proper tone often separates an ad that drives conversions from one that’s overlooked.

Start with action verbs

Using robust action verbs can transform an ad from generic to attention-grabbing. Words like 'discover', 'explore', or 'get' infuse a sense of urgency and excitement, urging your audience to act immediately.

Take a look at this Upwork ad, which effectively uses action verbs to drive engagement:

Upwork’s ad is a case in point: it employs forceful phrases such as 'Hire Experts' and 'Hire Someone for Work Today' to stress quick, efficient freelancer sourcing. By actively prompting action rather than listing features passively, and by repeatedly emphasizing 'Hire', the ad builds clear momentum and effectively communicates the platform’s value.

If you want your ad copy to feel more compelling, start by replacing passive phrasing with action-driven alternatives. Instead of "We provide expert freelancers for your project", use "Find expert freelancers to bring your project to life". Instead of "Upwork connects businesses with professionals", use "Connect with top professionals and get your job done faster". By leading with clear, action-driven language, your ad instantly feels more engaging and encourages higher conversion rates.

Allbirds's Ad Copy: Tips in Action

We've covered key tips to keep in mind. Now, let's take a look at real examples from Allbirds to see how these tips are applied in actual Google paid ads.

1. Writing for the Audience, Not Yourself

The ad copy is finely tuned to its target audience by directly addressing the challenges of unpredictable weather—resonating with customers who want reliability and sustainability. Instead of showcasing features, it highlights how its cold-weather protection provides practical benefits, ensuring customers feel secure regardless of the weather. This aligns with the sub tip of writing for your audience by emphasizing benefits over self-promotion.

2. Content Matters, but So Does Structure

The structure of the ad is strategically crafted to capture attention immediately. It leads with a strong, clear headline that identifies the product (Cold-Weather Shoes) and follows with a bullet-like presentation of benefits such as weather-readiness, machine-washability, and free shipping. This front-loading of key selling points aligns well with tips on placing the strongest copy upfront and ending with a reassuring closing that guides the viewer towards engagement.

3. The Power of Word Choice

Active and engaging language characterizes the ad copy. It uses dynamic action verbs and relatable, benefit-focused phrases like 'weather-ready-er,' 'Protect styles,' and 'surprise downpours,' which create urgency and interest. Moreover, measurable attributes like 'Lightweight & Breathable' are incorporated to enhance clarity and trust. This approach demonstrates effective word choice that leverages strong action words and benefit-driven descriptions, aligning well with the emphasis on impactful and persuasive communication.

1. Writing for the Audience, Not Yourself

The ad targets customers specifically looking for enhanced foot comfort and preventative care, perfectly aligning with the sub tip of writing for your audience. Rather than merely listing features, it highlights a tangible benefit—improved comfort—that directly addresses a common pain point, therefore speaking directly to the customer’s needs as advised.

2. Content Matters, but So Does Structure

Starting with the vibrant imperative 'Treat Your Feet', the ad immediately draws attention, satisfying the sub tip of leading with your strongest copy. The subsequent breakdown of benefits like cushioning and quality materials is structured for quick readability, ensuring that even skimmers capture the key value proposition. This strategic arrangement mirrors the recommended practice of front-loading compelling information to maximize engagement.

3. The Power of Word Choice

The language is both dynamic and inviting, beginning with action verbs such as 'Treat' and 'Get the spring back in your step', which instill energy and prompt action. By blending technical descriptors like 'merino-lined' with everyday, relatable phrasing, the ad maintains a friendly tone that reassures the reader of the product's quality and its sustainable credentials—both central to Allbirds' brand identity.

Conclusion

Great ad copy isn't just about being clever—it's about understanding your audience, structuring your message effectively, and using the right words to drive action. The examples from Allbirds demonstrate how well-crafted copy can make an ad more engaging, easy to understand, and conversion-focused.

Key Takeaways:

• ✅Write for Your Audience

  Focus on their needs, not features. Align with their goals and search intent.

• ✅Structure Matters

  Lead with your strongest copy. Keep it short, scannable, and benefit-focused.

• ✅Use the Right Words

  Start with action verbs, personalize with "you", and keep language simple.

By applying these principles, you can craft ad copy that grabs attention, builds trust, and drives higher conversions—just like Allbirds.