How Apify 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

While many copywriters aspire to create ad copy that goes viral, wins accolades, or sparks heated debates, the most impactful ads are those that are clear, direct, and descriptive. To truly help your client reach their sales targets and satisfy customer needs, you must adopt the perspective of the intended audience.

Understand and Address Your Audience's Needs

With consumers constantly overwhelmed by advertisements, the best way to capture attention is to address their real challenges head-on and match your messaging with their goals.

Take Shopify Plus’ ad as an example: targeting searches for 'ecommerce platform enterprise', it mirrors the searcher’s intent perfectly by addressing the core concerns of enterprise businesses seeking scalable eCommerce solutions.

The headline instantly signals that Shopify Plus is designed for enterprises, while the description acknowledges core business challenges:

• Custom Design Your Online Store and Checkout Experience →Highlights the complexity of enterprise eCommerce and the need for customization.
• Get Up to 18% Higher Conversion Rates →Speaks to a key objective: improving performance and efficiency.
• Unlimited Bandwidth, Flexible Integrations, Unlimited Staff Accounts →Recognizes the need for scalability and operational flexibility.

Rather than just listing features, this ad aligns its message with enterprise-level priorities—ensuring it speaks directly to the user's needs.

2. Content Matters, but So Does Structure

No matter how strong your message, if it’s hidden within a cluttered or disorganized ad, it won’t hit home. The way you structure your copy is just as crucial as the message itself.

Lead with Your Strongest Copy

People typically skim ads rather than reading every word—research from the Nielsen Norman Group reveals that 79% of users scan new pages while only 16% read thoroughly.

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 skimming behavior underscores the importance of placing your most persuasive message at the forefront. If your key selling point is buried in the middle or at the end, it risks being overlooked. Leading with your strongest benefit, solution, or credibility boost enhances both engagement and impact.

3. The Power of Word Choice

Choosing the right words can give your ad a personal, urgent, and engaging feel. The tone you set can be the decisive factor between an ad that converts and one that gets ignored.

Start with action verbs

Dynamic action verbs can distinguish an ad that stands out from one that fades into the background. Using energetic words like 'discover', 'explore', or 'get' instills urgency and excitement, spurring immediate action.

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

Upwork’s ad is a prime illustration of this principle—by employing compelling phrases such as 'Hire Experts' and 'Hire Someone for Work Today', it emphasizes speed and efficiency in recruiting freelancers. Rather than simply listing features, it actively prompts the audience to engage, reinforcing its message that Upwork swiftly connects businesses with top talent.

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.

Apify'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 Apify to see how these tips are applied in actual Google paid ads.

1. Writing for the Audience, Not Yourself

The ad copy effectively targets developers and marketers by addressing their specific need to efficiently extract Instagram comments. It speaks directly to a common challenge in social media analytics, ensuring that the message resonates with the audience’s objectives. By focusing on solving the customer’s problem rather than showcasing the product features, it adheres to the tip of writing for your audience and solving their problem.

2. Content Matters, but So Does Structure

The ad copy employs a clear, organized structure by leading with a strong title that immediately communicates its purpose, followed by a detailed list of benefits and features. This approach captures the reader's attention quickly and guides them through the ad in a logical flow. The clear call-to-action, 'Try out Apify for free!', serves as a reassuring and strong closing statement, encouraging immediate engagement and reducing any hesitation.

3. The Power of Word Choice

The ad copy makes excellent use of active, direct verbs such as 'Crawl,' 'extract,' and 'monitor,' which create urgency and drive immediate action. This language not only aligns with the expectations of tech-savvy professionals but also transforms the message from a product description to a problem-solving solution, enhancing its persuasive appeal.

1. Writing for the Audience, Not Yourself

The ad copy is finely tuned to the target audience of developers and data professionals by clearly addressing their need for high-quality, clean data extraction. It emphasizes solving a critical challenge—extracting reliable data from any website—thus directly addressing the audience's real-world problems, rather than merely showcasing product features. This approach mirrors the tip to write for your audience, aligning the solution with their specific objectives and challenges.

2. Content Matters, but So Does Structure

The ad employs a strong, benefit-driven opening that captures immediate attention, consistent with the advice to lead with your strongest copy. It provides a logical progression: starting with a clear headline, then detailing how the extracted data supports techniques like knowledge retrieval and AI-based applications. This results-oriented structure reassures readers, as it culminates in a promise of practical, impactful benefits, satisfying the tip to end with a strong, reassuring statement.

3. The Power of Word Choice

The ad’s use of direct, action-oriented language (e.g., 'Get data', 'Extract clean web data') exemplifies the power of starting with action verbs, generating urgency and excitement. By incorporating industry-specific terms such as 'knowledge retrieval' and 'RAG', it not only speaks in the technical language of its intended audience but also reinforces the credibility and tailor-made nature of the solution offered by Apify, adhering to effective word choice strategies.

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 Apify 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 Apify.