How Microsoft 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

Copywriters often imagine creating the ultimate ad that goes viral, wins awards, or sparks intense boardroom debates reminiscent of Mad Men. Yet, the most effective copy is straightforward, precise, and vivid. To hit sales targets and satisfy customer expectations, you must adopt the perspective of the target audience.

Focus on Benefits, Not Features

Consumers aren’t interested in your company’s reputation—they care about how your product makes a positive impact on their lives. Many businesses mistakenly list features instead of emphasizing the benefits that truly resonate.

Take Booking.com's Paris hotels ad as an example; rather than merely announcing room availability, it highlights the convenience, cost savings, and ease of booking.

• "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 messaging can fall flat if it's hidden in a chaotic or poorly organized ad. How you structure your copy is as crucial as the content itself.

Lead with Your Strongest Copy

Most people skim through ads rather than reading them word for word; Nielsen Norman Group reports that 79% of users scan new pages, with only 16% reading all the way through.

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 to skim underscores the need to lead with your strongest message. If your key selling point is buried later in the ad, it might be missed. By front-loading a compelling benefit, solution, or credibility boost, you ensure maximum engagement.

3. The Power of Word Choice

Choosing the right words can infuse your ad with a personal, urgent, and engaging feel. The tone you adopt can be the deciding factor between an ad that converts and one that gets overlooked.

Use "You" and "Your" for Personalization

A fundamental marketing principle is to speak to an individual rather than a faceless crowd. When your ad reads like a personal conversation instead of a generic announcement, it’s more likely to capture attention.

Using terms like 'you' and 'your' makes the message feel tailored and personal, helping potential customers feel acknowledged and valued instead of lost in the masses.

Take a look at this Digital PR ad from Digital Third Coast:

This ad is a great example of how to effectively use "you" and "your" to make the message feel more personal and engaging. Notice how just by switching one word, the copy sounds more personal.

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

1. Writing for the Audience, Not Yourself

The ad copy is sharply tuned to the audience’s need for enhanced productivity, clearly emphasizing a solution that allows them to focus on what truly matters. This approach not only speaks directly to the target audience's everyday pain points but also prioritizes benefits over features, a strategy that aligns well with the sub tip of writing for your audience—not yourself. In the context of a company like Microsoft, known for setting high standards in technology, the benefit-focused messaging reinforces a practical solution that enhances performance.

2. Content Matters, but So Does Structure

The ad effectively leads with a compelling value proposition that highlights the key benefit upfront, ensuring that even readers who skim will grasp the core message immediately. The clear, concise phrasing and strong call-to-action at the end conform to the recommended ad structure: starting with the strongest copy to hook the reader, followed by information that underlines the benefit, and concluding with a reassuring closing statement to prompt the desired action.

3. The Power of Word Choice

The copy smartly incorporates personalized language using words like 'you' and 'your', which makes the message feel tailored and engaging. It uses dynamic action verbs such as 'free' and 'begin' to inspire immediate action, and emphasizes the benefits of focus and efficiency, resonating with professionals seeking real-world productivity enhancements. This focused word choice mirrors the audience's typical language and concerns, reinforcing the ad’s relevance and appeal, consistent with best practices in effective ad copywriting.

1. Writing for the Audience, Not Yourself

The ad copy effectively targets its intended audience—creative professionals—by emphasizing benefits over features. It invites the user to transform their ideas into reality, focusing on the tangible benefit of innovation and flexibility. By addressing the audience directly and showcasing how Microsoft's cutting-edge technology can enhance their creative work, the ad avoids self-promotion and instead resonates with what your audience values most.

2. Content Matters, but So Does Structure

The structure of the ad copy is designed to grab attention immediately with punchy, compelling headlines, in line with the sub tip to lead with your strongest copy. It quickly communicates key benefits before diving into additional value propositions like free shipping and upgrade options, which reinforces trust and reduces hesitation, ensuring that even skimmers recognize the value.

3. The Power of Word Choice

The ad employs dynamic and direct language, using phrases like 'You Sketch It. AI Creates It.' This personalized tone, achieved through the strategic use of 'you' and 'your,' makes the message relatable and directly appealing to creative individuals. Such word choice not only aligns perfectly with the audience's expectations but also mirrors the language they use, making it more engaging and effective.

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 Microsoft 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 Microsoft.