How Liner 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 flawless ad copy—one that goes viral, earns accolades, or sparks lively discussions reminiscent of a Mad Men boardroom. Yet, the most impactful copy is typically straightforward, succinct, and vividly descriptive. To really help your client hit their sales targets and satisfy customer expectations, it's vital to view the message from the perspective of the intended audience.

Solve Their Problem, Not Yours

Many companies tend to highlight what their product does rather than focusing on how it genuinely benefits customers. Instead, compelling ad copy shifts the focus by asking, 'How do we address your problem?' rather than simply stating what it does.

Consider Monday.com's CRM ad as a prime example—it targets users searching for 'CRM for small-medium business' by immediately showing how it simplifies lead tracking, deal management, and workflow automation, rather than just listing its 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 powerful message can fall flat if it’s hidden within a cluttered or poorly organized ad. The way you present your copy is just as essential as the words you choose.

Lead with Your Strongest Copy

Most people don’t read ads word-for-word—they skim. Research from the Nielsen Norman Group reveals that 79% of users scan 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 reinforces the importance of putting your most compelling message at the forefront. If your key selling point is tucked away in the middle or at the end, it might be missed. Leading with a strong benefit, a problem-solving statement, or a trust signal can significantly boost engagement and impact.

3. The Power of Word Choice

Choosing the right words can infuse your ad with a personal, urgent, and engaging tone. The appropriate choice of language can distinguish between an ad that drives conversions and one that gets overlooked.

Use Words That Resonate with Your Audience

To effectively capture attention, speak in the language your audience uses. Reflecting their exact words and phrases directly addresses their needs and makes your ad copy feel more authentic and relatable.

Here's how you can do it:

• Leverage Customer Data →Analyze customer reviews, feedback, and support inquiries to identify recurring phrases and concerns.
• Study Competitor Keywords →Find out what terms your competitors are using to attract traffic, and incorporate those insights into your own ad copy.

If you want to see what keywords your competitors are targeting, tools like Ahrefs, Similarweb, Inpages can help you analyze their traffic sources and identify high-performing keywords.

By using familiar words and phrases, you can make your message feel more authentic and relevant, increasing the chances of capturing your audience's attention and driving meaningful engagement.

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

1. Writing for the Audience, Not Yourself

This ad copy speaks directly to academic researchers who need quick, efficient, and accurate PDF summarization. It follows the 'Write for Your Audience, Not Yourself' tip by addressing a specific challenge: the time-consuming process of summarizing complex documents. Instead of merely listing features, it emphasizes how Liner solves the problem, showcasing benefits that matter to its users.

2. Content Matters, but So Does Structure

The ad begins with a strong headline ('AI PDF Summarizer') and immediately presents compelling benefit statements such as 'Speed meets precision. Done in one click.' This setup aligns with the advice to 'lead with your strongest copy,' ensuring that even skim read users capture the core message. It wraps up with a clear, reassuring call-to-action that reinforces trust and ease of use, which is an essential element of effective ad structure.

3. The Power of Word Choice

Dynamic, action-oriented language like 'Get' and persuasive adjectives like 'fastest', 'advanced', and 'precision' are utilized to create urgency and resonance. These word choices mirror the sub tip 'Start with action verbs' and 'Use Words That Resonate with Your Audience,' ensuring that the message is both immediacy-driven and relatable to users' needs.

1. Writing for the Audience, Not Yourself

The ad copy effectively addresses academic users by emphasizing how it helps them save valuable research time. It focuses on the key benefit—extracting essential insights quickly from scholarly articles—which directly tackles the audience’s problem rather than simply listing features. This approach aligns with Liner’s mission to streamline complex academic tasks and offers a customer-centered message that resonates well with their needs.

2. Content Matters, but So Does Structure

The copy is tightly structured by leading with the most compelling promise of 'instant article highlights' and ending with a clear, reassuring call-to-action ('with one click'). By front-loading the benefit and closing with an action that is both immediate and simple, it adheres to best practices that capture attention quickly, accommodating the scanning behavior of its academic audience.

3. The Power of Word Choice

The language used is clear, concise, and action-oriented, employing words like 'instant', 'convenience', and 'key points.' These terms mirror the academic audience’s language and expectations, ensuring that the copy not only grabs attention but also promises a solution in a manner that is relatable and engaging, consistent with Liner’s identity as an efficient AI research tool.

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 Liner 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 Liner.