How Casper 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 dream of producing that ideal ad copy that goes viral, earns accolades, or sparks animated debates in a Mad Men–inspired boardroom. Yet, truly effective copy is usually plainspoken, succinct, and richly descriptive. To drive sales and meet customer expectations, you must view the content from the perspective of your target audience.

Focus on Benefits, Not Features

People aren’t interested in your company’s accolades—they care about how your product makes a difference in their lives. Too many businesses fall into the trap of listing features rather than emphasizing the benefits that resonate with customers.

Take Booking.com's Paris hotel ad as an example; instead of solely announcing hotel availability, it spotlights the convenience, cost savings, and simplicity of the booking process.

• "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 be overlooked if it’s hidden within a chaotic or poorly organized ad. The way you arrange your copy is just as crucial as the message itself.

Lead with Your Strongest Copy

Since most people skim ads rather than reading them in full—79% scan new pages while only 16% read thoroughly—the structure of your message plays a vital role.

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 pattern underscores the importance of leading with your most impactful message. If your key selling point is buried later in the ad, chances are it will be missed. Whether you’re highlighting a major benefit, a clear solution, or building credibility, front-loading your strongest content boosts engagement and effectiveness.

3. The Power of Word Choice

Carefully chosen words can infuse your ad with a personal, urgent, and captivating feel. The right tone can distinguish a high-performing ad from one that goes unnoticed.

Start with action verbs

Using potent action verbs can transform an ad from forgettable to attention-grabbing. Words like 'discover,' 'explore,' and 'get' inject urgency and excitement, prompting 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 great example—it utilizes dynamic action phrases such as 'Hire Experts' and 'Hire Someone for Work Today' to convey speed and efficiency in finding freelancers. Rather than simply listing features, the ad actively drives action, making the hiring process feel effortless. The repeated use of 'Hire' reinforces the core message that Upwork connects businesses with top talent rapidly, creating momentum that guides users to take the next step while clearly conveying 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.

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

1. Writing for the Audience, Not Yourself

The ad effectively tailors its message to Casper’s audience by emphasizing personal benefits—quality sleep and cost savings—over generic features. This aligns with 'Write for Your Audience, Not Yourself' and 'Focus on Benefits, Not Features' by addressing the reader's desire to transform their sleep experience and wake up refreshed.

2. Content Matters, but So Does Structure

The ad is structured to immediately capture attention with a compelling discount headline, then transitions into clear benefits before closing with a strong call-to-action that creates urgency. This mirrors the tip of 'Content Matters, but So Does Structure', ensuring that the most compelling message is front-loaded and the ad ends on a reassuring note that eliminates doubts.

3. The Power of Word Choice

Dynamic action verbs such as 'Experience' and 'Wake Up Refreshed' are used to energize the reader and prompt immediate action. Clever phrases like 'Don't Sleep On Savings' not only use smart wordplay but also personalize the message for Casper’s target audience, embodying the 'Power of Word Choice' tip by replacing passive language with engaging, action-driven alternatives.

1. Writing for the Audience, Not Yourself

The ad clearly emphasizes the customer benefit of achieving a transformative sleep experience rather than detailing technical features. By addressing the audience's need for better, more comfortable sleep with a risk-free trial and financing options, it adheres to the tip of writing for your audience and focusing on benefits, ensuring that the customer's life improvement is front and center.

2. Content Matters, but So Does Structure

The ad is strategically organized to capture attention immediately; it begins with an empathetic call to self-care ('Gift yourself great sleep with Casper'), which serves as the strongest, benefit-led statement. This is complemented by reassuring details about financing and risk-free trials, effectively following the sub tip to lead with the best copy and end with a strong, reassuring closing that builds trust and prompts action.

3. The Power of Word Choice

The language is warm, action-oriented, and personal—using phrases like 'Gift yourself' and 'Discover the Magic of Better Sleep' to grab attention. These active verbs and inviting expressions not only make the ad engaging but also align perfectly with Casper’s customer-focused brand identity, reinforcing the idea that improved sleep quality is both accessible and transformative.

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 Casper 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 Casper.