How Apple 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 develop ad copy that goes viral, wins awards, or ignites spirited debates reminiscent of a Mad Men boardroom, the most powerful copy is characterized by clarity, directness, brevity, and vivid description. Embracing the perspective of the target audience is key to helping your client meet their sales goals and satisfy customer expectations.

Understand and Address Your Audience's Needs

In an environment where consumers are constantly inundated with advertisements, the only way to differentiate your message is by addressing the genuine challenges they face and molding your communication to align with their objectives.

Take Shopify Plus’ advertisement as a prime example of audience-centric copy—it appears for searches like 'ecommerce platform enterprise' and effectively mirrors the user's intent by addressing the critical concerns of large companies in need of 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

Even the sharpest message can fall flat if it’s lost in a disorganized or cluttered ad; the way you present your copy is just as vital as the words you choose.

Lead with Your Strongest Copy

Most viewers tend to skim ads rather than read them in full—research from the Nielsen Norman Group shows that 79% of users scan new pages, with only 16% reading every detail.

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 tendency makes it crucial to lead with your strongest statement. If your key selling point is hidden in the middle or at the end, it may go unnoticed. Whether you’re highlighting a significant benefit, offering a solution, or building credibility, front-loading your best copy is essential for maximizing impact and engagement.

3. The Power of Word Choice

Choosing the right words can transform your ad into a personal, urgent, and engaging experience; the correct tone often makes the difference between an ad that converts and one that is overlooked.

Start with action verbs

Using dynamic action verbs can set your ad apart from those that blend in. Words like 'discover,' 'explore,' or 'get' inject urgency and excitement, prompting immediate action from your audience.

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

Upwork’s ad masterfully integrates forceful action words such as 'Hire Experts' and 'Hire Someone for Work Today' to emphasize speed and efficiency in hiring freelancers. Rather than simply listing features, it actively motivates the viewer to act, reinforcing the message that Upwork swiftly connects businesses with top talent and making the platform’s value clear from the start.

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.

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

1. Writing for the Audience, Not Yourself

The ad copy adeptly addresses the customer’s personal needs by emphasizing improved hearing health and comfort, directly speaking to the challenges the audience faces. This approach aligns with the tip to write for your audience rather than focusing on the company’s perspective, showcasing how the product solves real problems—a philosophy that resonates with Apple’s commitment to innovative, user-centered technology.

2. Content Matters, but So Does Structure

The structured layout of the ad copy, which leads with a compelling unique selling proposition (Adaptive Audio and health benefits) followed by segmented calls-to-action, mirrors best practices recommended by experts. By front-loading the strongest message and wrapping up with clear, reassuring calls to action like 'Learn more,' the ad ensures its key benefits are noticed immediately, a strategy that is crucial given the high skimming behavior of modern audiences.

3. The Power of Word Choice

The ad copy uses direct, audience-focused language with potent action verbs such as 'Shop' and 'Buy' and personal touches like 'your.' This not only makes the message more engaging by speaking directly to the consumer but also creates a sense of urgency and personal benefit. Such word choice is in line with sub tips that emphasize using dynamic, benefit-driven language, a technique that Apple consistently employs in its marketing to highlight how its innovative technology directly improves users’ lives.

1. Writing for the Audience, Not Yourself

The ad copy effectively addresses the audience’s needs by focusing on substantial trade-in discounts that directly solve consumers’ financial challenges. By emphasizing how upgrading becomes more accessible through these offers, the copy aligns with the sub tip of writing for the audience and solving their problems rather than merely showcasing product features. This approach resonates with potential customers’ explicit desire for value—especially relevant for a brand like Apple, known for its user-centric innovations.

2. Content Matters, but So Does Structure

The ad smartly leads with its strongest benefit, placing the key incentive of monetary savings upfront. This aligns with the sub tip on content structure, ensuring that the most compelling message is immediately visible. The straightforward, bullet-point format enhances scannability and clarity. To further boost engagement, the analysis suggests that incorporating a reassuring closing statement could help eliminate doubts and prompt immediate action, reinforcing a structured path toward conversion.

3. The Power of Word Choice

The language is direct and engaging, using dynamic action verbs and specific numerals to create urgency. Phrases like 'Get $180-650 off' and 'Up to $1000 in credit' not only highlight clear benefits but also solve the customer's problem by emphasizing tangible value. This proactive word choice adheres to the sub tip of starting with action verbs and avoids passive phrasing, effectively resonating with the target audience’s expectations and aligning with the innovative, clear-cut style associated with Apple.

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 Apple 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 Apple.