How Miro 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 aspire to create ad copy that goes viral, wins accolades, or ignites passionate boardroom discussions. Yet, the truly impactful copy is clear, direct, succinct, and vivid. To help your client meet their sales targets and satisfy customer expectations, it's vital to see things from your audience's perspective.

Focus on Benefits, Not Features

Customers are less interested in your company's reputation and more in how your product can enhance their lives. Many companies mistakenly list features rather than emphasizing the benefits that truly resonate with their audience.

• "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

No matter how strong your message is, it can be lost in an ad that's cluttered or poorly organized. The way you present your copy is just as crucial as the words you choose.

Lead with Your Strongest Copy

Most readers don't consume ads from start to finish—they tend to skim. Research by the Nielsen Norman Group shows that 79% of users scan new pages, while only 16% read them entirely.

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 underscores the need to showcase your strongest message upfront. If your main selling point is hidden further down, it might be overlooked. Whether you’re highlighting a key benefit, offering a solution, or boosting your credibility, leading with your best copy enhances engagement and impact.

3. The Power of Word Choice

Choosing the right words can transform your ad into a personal, urgent, and engaging experience. The proper tone can be the deciding factor between a high-converting ad and one that is ignored.

Start with action verbs

Using bold action verbs can distinguish an ad that captures attention from one that fades into the background. By employing dynamic words like 'discover', 'explore', or 'get', you create a sense of urgency that encourages immediate action.

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

Upwork’s ad cleverly uses decisive action phrases like 'Hire Experts' and 'Hire Someone for Work Today' to stress quick and efficient freelancer recruitment. Instead of merely listing features, it calls the audience to act, streamlining the hiring process. The repetition of 'Hire' reinforces the core message—that Upwork rapidly connects businesses with top talent. Leading with such action words builds momentum and makes the value of the platform immediately apparent.

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.

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

1. Writing for the Audience, Not Yourself

The ad copy analysis effectively centers on addressing the audience's challenges by emphasizing benefits such as improved productivity, enhanced creativity, and streamlined workflows. This directly follows the 'Write for Your Audience, Not Yourself' and 'Focus on Benefits, Not Features' tips by highlighting how Miro AI improves users' work environments, not just listing technical features. It resonates with Miro’s mission to empower distributed teams to innovate and collaborate.

2. Content Matters, but So Does Structure

The structure is robust and in line with best practices by starting with a strong, action-oriented header ('Discover Miro AI'). This immediately grabs the audience's attention, aligning with the advice to lead with your strongest copy. The subsequent brief benefit list and conclusive call to action provide clarity and reinforce the message, effectively reducing hesitation with a strong closing statement. This mirrors the tip on content structure and ensuring that the ad's key selling points are visible to users who skim content.

3. The Power of Word Choice

The ad employs dynamic and compelling action verbs like 'Discover', 'Enhance', and 'Transform', which not only inject a sense of urgency but also align with the principle of starting with action verbs. While the language is energetic and benefit-driven, a slight adjustment toward more personalized language (such as directly addressing the audience) could further enhance relatability. Overall, the word choice supports the ad's goal of conveying Miro AI as a solution for modern work challenges.

1. Writing for the Audience, Not Yourself

The ad copy is finely tuned to its audience, emphasizing the benefits that matter most to individuals seeking effective mind mapping solutions. It prioritizes customer needs by highlighting ease of use and quick-start capabilities, thereby addressing the sub tip 'Write for Your Audience, Not Yourself' and 'Focus on Benefits, Not Features.' By underscoring benefits such as efficiency and validation through social proof, the copy aligns well with Miro’s mission of empowering collaborative innovation.

2. Content Matters, but So Does Structure

The structure of the ad copy is strategically organized to immediately capture attention and guide the reader through the message. It opens with strong benefits ('Free, Easy, Shareable') to quickly engage the audience, a key aspect of leading with your strongest copy. The placement of social proof and a clear call-to-action exemplifies the tip to end with a strong, reassuring closing statement. This ensures that the message flows naturally from benefit to conversion, reinforcing trust—an approach that echoes the strategic content structure best practices.

3. The Power of Word Choice

The ad copy employs dynamic and personalized language that resonates with the audience, using phrases like 'just like you' to foster a personal connection. Action verbs such as 'try' and 'join' effectively prompt immediate engagement, in line with the power of word choice sub tip. These choices not only enhance clarity and accessibility but also serve to energize the message, ensuring it remains both compelling and relatable to prospective users, particularly those interested in Miro’s innovative, visual workspace.

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 Miro 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 Miro.