How Moloco 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 design that ideal ad—one that sparks virality, garners accolades, or fuels in-depth debates. Yet, the most effective copy remains clear, concise, and illustrative. To truly drive your client's sales and satisfy their customers, it's key to view your message from the audience’s perspective.

Solve Their Problem, Not Yours

While many brands tend to emphasize what their product does, they often overlook explaining how it benefits the customer. Effective ad copy reverses this by focusing on solving a problem rather than merely listing features.

Take Monday.com's CRM ad as an example: When users search for a 'CRM for small-medium business,' the ad doesn't just enumerate features; it immediately showcases how it streamlines lead tracking, deal management, and workflow automation.

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 compelling message can fall flat if it's hidden within a cluttered or disorganized ad. The way you arrange your copy is as crucial as the words you choose.

Lead with Your Strongest Copy

Most people don't read ads from top to bottom; they skim. In fact, research from the Nielsen Norman Group shows that 79% of users scan pages, with only 16% reading every word.

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 makes it vital to feature your most persuasive message right at the beginning. If your key selling point is buried later, chances are it will be missed. Whether you’re highlighting a major benefit, addressing a problem, or boosting credibility, leading with your best copy drives greater engagement and impact.

3. The Power of Word Choice

Selecting the right words can make your ad feel personal, urgent, and engaging. The tone you choose can be the deciding factor between an ad that converts and one that gets overlooked.

Start with action verbs

Using robust action verbs can set your ad apart from the rest. Dynamic words like 'discover', 'explore', or 'get' infuse urgency and excitement, prompting immediate action.

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

Upwork’s ad, for instance, leverages powerful phrases such as 'Hire Experts' and 'Hire Someone for Work Today' to emphasize speed and efficiency in finding freelancers. Instead of just listing features, it directly calls for action, making the hiring process seem effortless. The repeated use of 'Hire' underscores the core promise that Upwork helps businesses quickly access top talent, creating momentum and clearly guiding users to their next step.

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.

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

1. Writing for the Audience, Not Yourself

The ad copy immediately addresses the core challenges faced by advertisers by asking, 'Want to find, convert & retain new users?' This direct question speaks to the customer’s needs by emphasizing the benefits that matter most—solving user growth issues—rather than just listing product features. It aligns with the 'Write for Your Audience, Not Yourself' and 'Solve Their Problem, Not Yours' tips, while also echoing Moloco’s goal of leveraging advanced machine learning and innovative technology to improve campaign performance.

2. Content Matters, but So Does Structure

The structure of the ad is optimized by leading with a compelling and benefit-driven question that quickly captures the audience's attention. This front-loaded message ensures that the strongest selling point is seen immediately, adhering to best practices that stress clear and impactful opening copy. The subsequent call-to-action further reinforces a sense of urgency and expert guidance, aligning with the sub tip to end with a strong, reassuring closing statement.

3. The Power of Word Choice

The ad uses dynamic and action-oriented words like 'find, convert & retain' which not only invoke a sense of immediacy but also deliver a clear message of tangible benefits. This choice of language matches the sub tips on using action verbs and focusing on benefits, ensuring that the reader feels directly spoken to and encouraged to act—precisely what an effective ad targeting Moloco’s audience should accomplish.

1. Writing for the Audience, Not Yourself

The ad copy effectively follows the 'Write for Your Audience, Not Yourself' and 'Solve Their Problem, Not Yours' sub tips by prioritizing customer benefits. Instead of merely listing features, it clearly communicates the advantage of using Moloco's battle-tested solution to overcome mobile user acquisition and remarketing challenges, ensuring that the audience immediately understands how it can transform their ad campaigns.

2. Content Matters, but So Does Structure

Ad structure is key to capturing attention quickly. Here, the ad uses an engaging opening line focused on the primary benefits, followed by credibility cues that enhance trust through phrases like 'battle-tested performance ads platform'. The final call-to-action 'Speak to our experts today' serves as a strong and reassuring closing statement, effectively guiding the user from interest to action as recommended in the content structure sub tips.

3. The Power of Word Choice

The ad employs dynamic, action-oriented verbs such as 'achieve' which align with the 'The Power of Word Choice' tip. By choosing strong terms like 'unbeatable' and 'battle-tested', the copy immediately conveys reliability and urgency. Additionally, personalizing language with phrases like 'your mobile user acquisition' ensures the messaging is directly addressing the individual challenges of the audience, further emphasizing the focus on benefits rather than generic features.

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 Moloco 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 Moloco.