How Samsung 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 copy—one that goes viral, earns accolades, or sparks energized boardroom debates in the style of Mad Men. Yet, the most successful copy is typically straightforward, succinct, and vivid. To meet your client’s sales targets and customer expectations, it’s crucial to adopt the perspective of their intended audience.

Focus on Benefits, Not Features

Consumers aren’t as interested in your company’s reputation as they are in how your product enriches their lives. Many businesses make the mistake of emphasizing features rather than highlighting the benefits that truly matter to their audience.

A prime example of benefit-driven messaging is Booking.com’s ad for Paris hotels, which moves beyond merely advertising room availability to underscore ease of booking, savings, and overall convenience.

• "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 compelling your message, it can fall flat if it’s hidden in a disorganized or cluttered ad layout. The presentation of your copy is just as integral as the words themselves.

Lead with Your Strongest Copy

Most people don’t read ads cover-to-cover—they tend to skim. Research by the Nielsen Norman Group indicates that 79% of users scan new pages, while only 16% read the content in full.

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 highlights why it’s essential to place your most persuasive message upfront. If your key selling point is buried in the middle or at the end, it’s likely to be missed. Leading with your strongest benefit, solution statement, or credibility boost maximizes both engagement and impact.

3. The Power of Word Choice

Selecting the right words can infuse your ad with a personal, urgent, and engaging feel. The tone you choose can be the deciding factor between an ad that converts and one that goes unnoticed.

Use Words That Resonate with Your Audience

The most effective way to grab attention is by speaking in your audience’s own language. Mirroring the phrases they use allows you to speak directly to their needs, making your ad more relatable.

Keyword research is an excellent strategy for practicing word mirroring. By examining what people are searching for, you can identify common language patterns and naturally weave them into your ad copy.

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.

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

1. Writing for the Audience, Not Yourself

This ad speaks directly to the target audience by centering on the benefits that matter most to them—significant savings and the ability to capture unforgettable moments—instead of overwhelming readers with technical details. By addressing real consumer needs and emphasizing how Samsung’s Galaxy S24 Ultra can improve their lives, the ad perfectly aligns with the tip to write for your audience, not yourself.

2. Content Matters, but So Does Structure

The copy follows an effective structure by leading with its most compelling benefit: substantial savings and enhanced trade-in offers. This front-loaded approach captures immediate attention and guides the reader through a concise, benefit-focused narrative, mirroring the advice to place your strongest message first and to end with a reassuring call-to-action that minimizes hesitance.

3. The Power of Word Choice

The ad uses dynamic, action-oriented language with phrases like 'Save Up To $800' and 'Capture Epic Memories' to create urgency and connect emotionally with the audience. This choice of words not only resonates with consumers by reflecting their aspirations for innovation and value but also adheres to the tip of employing terms that mirror the audience's language, ensuring the communication feels both personal and relatable.

1. Writing for the Audience, Not Yourself

The ad copy is laser-focused on addressing real customer pain points by appealing directly to homeowners frustrated with outdated laundry setups. By emphasizing the clear benefit—transforming an everyday chore into a modern, simplified experience—it effectively writes for the audience rather than the company, a key sub tip that prioritizes customer benefits over mere product features.

2. Content Matters, but So Does Structure

The ad's structure is crafted with a logical flow that grabs attention immediately with an inspiring headline ('Reimagine Your Laundry Space'). It then quickly introduces the innovative Bespoke AI Laundry Combo™ and concludes with a strong call-to-action. This front-loaded approach aligns with best practices by prioritizing the most compelling message for skimmers, reinforcing the structural advice of leading with your strongest copy and rounding off with a reassuring closing statement.

3. The Power of Word Choice

The language is compelling and directly tailored to the target audience. By using action verbs such as 'Reimagine' and featuring a branded term like 'Bespoke AI Laundry Combo™', the ad copy not only evokes modernity and high-tech innovation but also resonates with cost-conscious and style-aware consumers. This careful word choice reflects the powerful guidance to use terms that mirror the audience's lifestyle aspirations and immediate needs, consistent with Samsung's reputation for advanced technology.

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 Samsung 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 Samsung.