How Salesforce 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 produce that flawless ad copy—one that goes viral, earns accolades, or sparks vigorous debates in a Mad Men–inspired boardroom. Yet, the most impactful copy is usually straightforward, succinct, and vividly descriptive. To help your client meet their sales goals and satisfy customer expectations, it's vital to adopt the perspective of their target audience.

Focus on Benefits, Not Features

Consumers aren’t concerned with how impressive your company appears; they’re interested in how your product can enhance their lives. Too often, businesses make the mistake of listing features instead of emphasizing the benefits that truly resonate with their audience.

A prime example of benefit-focused copy is Booking.com's ad for Paris hotels, where the emphasis isn’t merely on hotel availability but on convenience, savings, and the 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 message can be overlooked if it's hidden within a cluttered or poorly organized ad. The presentation of your copy is just as crucial as the content itself.

Lead with Your Strongest Copy

Most people don’t read ads from beginning to end; they tend to skim. Research from the Nielsen Norman Group shows that 79% of users scan new pages, while only 16% read them completely.

Similarly, Penn State research found that over 75% of people share links on social media without even clicking on them. (Source: Penn State Study)

3. The Power of Word Choice

The right choice of words can make your ad feel personal, urgent, and engaging. Selecting the appropriate tone can be the determining factor between an ad that converts and one that is ignored.

Use Words That Resonate with Your Audience

One of the best ways to capture attention is by speaking in your audience’s own language. By echoing the exact words and phrases they use, you address their needs directly and make your copy more relatable.

An effective strategy for employing word mirroring is to conduct thorough keyword research. By analyzing what people are actively searching for, you can pinpoint common language patterns and naturally integrate them into your advertising.

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.

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

1. Writing for the Audience, Not Yourself

The ad effectively targets its audience by addressing core challenges like maintaining growth and delivering excellent customer service, which aligns with the sub tip 'Write for Your Audience, Not Yourself.' Instead of boasting about the company, it emphasizes how Agentforce helps scale operations without compromising customer experience—directly responding to the practical needs and benefits valued by businesses. This approach resonates with Salesforce's commitment to empowering companies through real, scalable, and reliable AI support.

2. Content Matters, but So Does Structure

The copy is strategically structured to lead with an impactful benefit ('Scale growth without compromising the customer experience'), which captures the reader's attention immediately in line with the sub tip 'Content Matters, but So Does Structure: Lead with Your Strongest Copy.' It then introduces Agentforce and details its 24/7 functionality before ending with a clear call-to-action. This logical flow ensures that the key selling points are front-loaded and each part of the ad builds on the previous one, providing a reassuring and compelling message that guides potential customers towards engagement.

3. The Power of Word Choice

By using dynamic and active language with verbs like 'Scale', 'Meet', and 'Answer', the ad exemplifies the sub tip 'The Power of Word Choice: Start with action verbs.' This direct language creates a sense of urgency and personal connection, while specific phrases like '24/7 autonomous AI agents' not only reinforce credibility but also mirror the technical and results-driven terms used by the target audience. This careful selection of words helps ensure that the message is both relatable and highly compelling, perfectly complementing Salesforce’s integrated, tech-forward messaging.

1. Writing for the Audience, Not Yourself

The ad copy directly addresses the needs of marketing professionals by emphasizing outcomes like time-saving and improved decision-making. This aligns with the sub tip 'Write for Your Audience, Not Yourself', ensuring the message focuses on benefits that enhance the audience's work efficiency and decision-making processes — a core principle for Salesforce’s promise of driving customer success.

2. Content Matters, but So Does Structure

The copy is organized to immediately showcase the strongest value propositions. By listing benefits such as enhanced customer engagement and efficient decision-making at the beginning, it embodies the ‘Lead with Your Strongest Copy’ advice. This ensures that even skimmers grasp the core benefits quickly, and the structured flow reassures potential customers through a clear, logical progression of value-driven statements.

3. The Power of Word Choice

The ad copy utilizes direct, action-oriented language—phrases like 'save time' and 'make more informed decisions' serve as compelling calls to action. This mirrors the advice to start with action verbs and use resonance-based language tailored to the audience. The choice of words transforms technical features into relatable benefits, echoing Salesforce’s focus on providing integrated solutions that simplify customer success.

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 Salesforce 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 Salesforce.