How Bankrate 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

Numerous copywriters aspire to create that ideal ad copy—one that goes viral, earns accolades, or sparks spirited boardroom debates reminiscent of Mad Men. Yet, truly effective copy remains clear, direct, succinct, and descriptive. To help your client hit their sales targets and satisfy customer expectations, you have to see things from the perspective of the intended audience.

Solve Their Problem, Not Yours

Many brands tend to highlight what their product does instead of showing how it benefits customers. In contrast, impactful ad copy reverses this approach by shifting the focus from 'Here's what we do' to 'Here's how we solve your problem.'

Consider Monday.com's CRM advertisement as a prime example of solution-focused copy. Geared toward users searching for 'CRM for small-medium business,' the ad immediately emphasizes how it streamlines lead tracking, deal management, and workflow automation rather than merely listing features.

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

• "CRM for Small-Medium Business - That's Actually Easy to Use" →Directly counters a major pain point: most CRMs are complex and difficult to use. This reassures SMBs looking for a simple solution.
• "An Intuitive CRM to Better Track & Manage Leads, and Close Deals Faster." →Focuses on solving efficiency problems: tracking leads and closing deals without frustration.
• "Try For Free. Get Started in Less Than 2 Minutes!" →Removes adoption barriers by making the decision risk-free and effortless.

Instead of simply showcasing features, this ad positions the CRM as a direct solution to the user's challenges, making it more relevant and compelling.

2. Content Matters, but So Does Structure

Even the most persuasive message can fall flat if it's hidden in a cluttered or poorly organized ad. The way you present your copy is just as crucial as the message itself.

Lead with Your Strongest Copy

Most people don’t read ads in their entirety—they simply skim. Research by the Nielsen Norman Group indicates that 79% of users merely scan new pages while only 16% read them fully.

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 highlights why it’s vital to lead with your most compelling message. If your key selling point is buried too far down, it might be overlooked. Whether it’s a standout benefit, a solution-driven claim, or a boost in credibility, placing your best copy upfront maximizes engagement and impact.

3. The Power of Word Choice

Choosing the right words can transform your ad into something that feels personal, urgent, and engaging. The tone you adopt can mean the difference between an ad that drives conversions and one that gets ignored.

Start with action verbs

Leveraging strong action words can set an ad apart from the mundane and capture attention instantly. Dynamic verbs such as 'discover,' 'explore,' or 'get' infuse a sense of urgency and excitement, encouraging immediate action.

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

Upwork’s ad expertly employs robust action phrases like 'Hire Experts' and 'Hire Someone for Work Today' to underscore efficiency in finding freelancers. Instead of passively listing benefits, it directly drives action, making the hiring process feel seamless. The repeated use of 'Hire' reinforces the central message that Upwork connects businesses with top talent swiftly, building momentum and clearly guiding users to their next step.

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.

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

1. Writing for the Audience, Not Yourself

This ad copy effectively speaks to the audience by emphasizing the benefits of finding high-yield savings accounts through trusted FDIC-insured banks. It shifts the focus from mere product features to addressing a common financial need—finding a better savings rate—thus solving the customer’s problem rather than showcasing the company’s own strengths. This aligns perfectly with the sub tip, 'Solve Their Problem, Not Yours', and underscores the need to write for the audience, not for the brand.

2. Content Matters, but So Does Structure

The structure is designed with busy consumers in mind, leading with a strong headline that immediately highlights the top benefit and followed by clear calls to action like ‘View Online Today’ and ‘Start Saving Now’. This approach reflects the sub tip of ‘Lead with Your Strongest Copy’, ensuring that the key selling points are front-loaded for quick scanning. The closing elements are reassuring enough to eliminate doubts, meeting the advice of ending with a strong, reassuring closing statement.

3. The Power of Word Choice

The use of dynamic, action-oriented words such as ‘Earn’ and ‘Start’ creates enthusiasm and immediacy, compelling the audience to act immediately. While the ad utilizes trust-building language like ‘Trusted FDIC Insured Banks’, incorporating a bit more personal language (using words like ‘your’) could further enhance the connection with the reader. Overall, the chosen words support the sub tip on the power of word choice by keeping the language direct, persuasive, and focused on clear benefits.

1. Writing for the Audience, Not Yourself

The ad effectively centers on the audience by immediately addressing their urgent financial needs and by highlighting practical benefits rather than just discussing product features. It speaks directly to the common challenges faced by consumers, such as debt consolidation and emergency expenses, aligning with the sub tip of ‘Write for Your Audience, Not Yourself’ by ensuring the focus is on how the product improves their financial condition rather than simply listing what the company does.

2. Content Matters, but So Does Structure

The structure is streamlined to capture attention quickly, beginning with a compelling call-to-action ('Apply Online in Minutes') and followed by benefit-driven bullet points. This method mirrors the best practice of leading with the strongest copy to maximize engagement. Furthermore, the logical progression from a strong opening to directly addressing specific financial needs and concluding with a reassuring prompt follows the sub tip on using a strong, reassuring closing statement to convert interest into action.

3. The Power of Word Choice

The ad utilizes dynamic, action-oriented verbs such as ‘Apply’ and ‘Get’ to create a sense of immediacy. The conversational phrasing, exemplified by queries like ‘Looking for a personal loan?’, makes the message relatable and empowers the reader by transforming abstract financial solutions into tangible benefits. This word choice supports the sub tip on choosing powerful, action verbs, ensuring the content feels both direct and personalized—qualities that resonate well with the target audience of Bankrate.

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 Bankrate 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 Bankrate.