3 Ad Copywriting Tips: See Why They Work in Real Examples - Guru

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 produce ad copy that becomes viral, wins accolades, or sparks intense boardroom debates, the most effective ads are straightforward, concise, and descriptive. To boost your client’s sales goals and satisfy customer expectations, it's vital to adopt the perspective of the target audience.

Understand and Address Your Audience's Needs

In an age where consumers are overwhelmed by advertisements, the only way to stand out is by addressing their real challenges head-on and tailoring your message to meet their objectives.

A standout example is Shopify Plus’ ad, which appears when users search for 'ecommerce platform enterprise.' This ad mirrors the searcher’s intent and directly tackles the primary concerns of large businesses seeking a scalable eCommerce solution.

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 strongest message can falter if it's lost in a disorganized or cluttered ad; the way you present your copy is just as crucial as the message itself.

Lead with Your Strongest Copy

Most people simply skim ads rather than reading them entirely. Research from the Nielsen Norman Group reveals that while 79% of users scan new pages, only 16% actually read them in full.

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 why your most compelling message should come first. If your key selling point is buried later, it may go unnoticed; by foregrounding a strong benefit, a solution-oriented statement, or a badge of credibility, you maximize engagement and impact.

3. The Power of Word Choice

The appropriate choice of words can transform your ad into something that feels personal, urgent, and engaging, making all the difference between high conversion and being overlooked.

Start with action verbs

Using strong action verbs differentiates an ad that stands out from one that fades into the background. Energetic terms like 'discover', 'explore', or 'get' inject a sense of urgency and enthusiasm, prompting immediate action.

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

Upwork’s advertisement, for instance, uses commanding phrases like 'Hire Experts' and 'Hire Someone for Work Today' to highlight speed and efficiency in finding freelancers. Instead of merely listing features, it actively encourages the viewer to act, reinforcing its core message that Upwork swiftly connects businesses with top talent, all while creating a sense of momentum and clear 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.

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

1. Writing for the Audience, Not Yourself

The ad leverages the tip 'Write for Your Audience, Not Yourself' by addressing the genuine need for smoother, efficient work processes. It focuses on the audience's problem – the challenge of managing and retrieving enterprise knowledge – and positions Guru’s AI-powered platform as the direct solution. This customer-centric approach ensures that companies seeking increased productivity know they're being understood and offered a remedy that enhances their internal collaboration and information flow.

2. Content Matters, but So Does Structure

The ad's structure aligns with the advice to 'Lead with Your Strongest Copy' and 'End with a Strong, Reassuring Closing Statement'. It opens with a compelling, benefit-driven headline that immediately grabs attention. The subsequent body is concise and well-organized, listing actionable steps like 'Take a tour' and 'View Use Cases' which appeal to a scanning audience. This efficient arrangement ensures that the most impactful messages are seen first, while a concluding line reassures and motivates users to take the next step.

3. The Power of Word Choice

The use of dynamic, action-oriented language such as 'Supercharge' and 'instant' perfectly reflects the tip to 'Start with action verbs'. By directly addressing 'your company' and 'your teams', the ad personalizes its message, making it relatable and engaging. This carefully chosen vocabulary not only creates urgency but also reinforces the promise of rapid, transformative improvements in workplace efficiency, resonating well with the needs of modern enterprises.

1. Writing for the Audience, Not Yourself

The ad correctly targets decision-makers as its audience, directly addressing the real challenges they face when selecting an intranet system. By emphasizing guidance in choosing the right solution, the copy focuses on solving a pain point rather than just listing product features. This approach fits Guru’s mission of streamlining enterprise search and intranet management, ensuring that the content speaks directly to user needs rather than the product's own capabilities.

2. Content Matters, but So Does Structure

The ad utilizes a compelling, credibility-boosting headline ('2024's Best Intranet Systems') placed prominently, in line with the advice to lead with the strongest copy. The structure is direct and skimmable—this ensures that even users who scan the ad quickly capture the key message. It also ends with a clear, reassuring call-to-action to guide decision-making, which aligns with the tip to finish with a strong closing statement that builds trust and encourages immediate response.

3. The Power of Word Choice

The use of dynamic, action-oriented language such as 'How To Select' and the superlative 'Best' reflects the best practices for word choice. These words not only instill urgency but position the platform as a trusted, expert resource for intranet solutions. Such language helps reframe the ad copy to solve customer problems by directly engaging users with a call-to-action, thus matching both the sub tips provided and aligning with Guru’s commitment to enhancing team collaboration.

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 Guru 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 Guru.