How Semrush 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 that flawless ad copy that goes viral, wins awards, or sparks engaging boardroom debates, much like the iconic Mad Men era. Still, the most impactful copy is clear, direct, succinct, and descriptive. To help your client hit sales targets and satisfy customer expectations, it's vital to view the narrative from the target audience's perspective.

Focus on Benefits, Not Features

Consumers aren’t interested in your company’s prestige; they’re focused on how your product can enhance their everyday lives. Too often, businesses simply list features rather than showcasing the benefits that truly resonate with their audience.

Consider Booking.com's Paris hotel campaign as a prime example: instead of merely noting room availability, it highlights convenience, cost 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 falter if it’s hidden within a cluttered or poorly organized ad. How you layout your copy is just as critical as the message itself.

Lead with Your Strongest Copy

Most viewers don’t read ads word-for-word — they skim. Research from Nielsen Norman Group shows that 79% of users scan content while only 16% read it thoroughly.

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 behavior underscores the need to present your strongest message first. If your key selling point is buried in the middle or at the end, it risks being overlooked. Whether it’s emphasizing a significant benefit, a solution-oriented claim, or lending credibility, front-loading your best copy enhances both engagement and impact.

3. The Power of Word Choice

Choosing the right words makes your ad feel personal, urgent, and captivating. The correct tone can be the difference between an ad that converts and one that goes unnoticed.

Start with action verbs

Vibrant action verbs set your ad apart rather than letting it blend into the background. By selecting dynamic words such as 'discover,' 'explore,' or 'get,' you infuse urgency and excitement that prompts immediate action.

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

Upwork’s advertisement leverages commanding phrases like 'Hire Experts' and 'Hire Someone for Work Today' to emphasize the speed and efficiency of connecting with freelancers. Rather than passively listing features, it actively calls users to act, making the hiring process feel seamless. The repeated use of 'Hire' reinforces its message that Upwork helps businesses quickly access top talent, building momentum and clearly conveying the platform’s value.

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.

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

1. Writing for the Audience, Not Yourself

The ad excels by homing in on what matters most to digital marketers and SEO professionals – time-saving, competitive insights, and strategic advantage. It clearly targets the audience rather than boasting about the company itself, following the 'Write for Your Audience, Not Yourself' tip. By emphasizing benefits like competitor research and keyword discovery, it highlights how Semrush’s tools can improve their work efficiency and results, directly aligning with the 'Focus on Benefits, Not Features' guideline.

2. Content Matters, but So Does Structure

The ad copy is well-organized, starting with a compelling call to action ('Try Semrush Free') which immediately grabs attention. This structure ensures that key selling points, such as quality backlink building and other benefits, are communicated upfront, resonating with the 'Content Matters, but So Does Structure' tip. The flow from benefit listing to a clear directive ('Start today') reinforces trust and encourages immediate engagement, reflecting the importance of ending with a strong, reassuring statement.

3. The Power of Word Choice

The use of dynamic, action-oriented language is a standout feature of this ad copy. Employing phrases like 'your competitors,' 'traffic-driving,' and 'save time for what matters most, your life' ensures that the language remains engaging and directly addresses the reader. This approach not only creates urgency but also aligns perfectly with the 'The Power of Word Choice' tip, as it replaces passive language with proactive verbs that drive the call to action.

1. Writing for the Audience, Not Yourself

The ad copy is designed for businesses seeking an easier, more effective way of managing search ad campaigns. By emphasizing a streamlined, AI-driven approach, it directly speaks to the audience’s pain points and benefits, aligning with the 'Write for Your Audience, Not Yourself' tip. It understands that customers care more about the improvement in their lives—namely, reduced complexity and enhanced ad performance—rather than a list of features.

2. Content Matters, but So Does Structure

The ad begins with a potent, benefit-driven headline ('Boost your business with effective paid ads'), which immediately captures the audience’s attention—a direct application of leading with your strongest copy. The minimal yet potent layout ensures that busy marketers, much like Semrush’s target audience, can quickly grasp the main benefits and next steps without wading through excessive detail. Ending with a clear focus on the tool's functionality helps reinforce trust and prompt immediate action, reflecting the tip to end with a strong, reassuring closing statement.

3. The Power of Word Choice

The ad employs dynamic action verbs such as 'boost' and 'set up', effectively creating a sense of urgency and appeal. The use of descriptive and modern terms like 'AI-driven' resonates with contemporary marketers, emphasizing innovation and ease of use. This deliberate selection of impactful words mirrors the 'Power of Word Choice' tip, ensuring the copy is both compelling and directly relevant to the benefits that busy business owners require.

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 Semrush 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 Semrush.