How Sendbird 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 craft that flawless ad that goes viral, garners accolades, or sparks high-level discussions, yet the most effective copy remains clear, concise, and to the point. To help your client hit their sales targets and meet customer expectations, it’s vital to see things from the perspective of their intended audience.

Focus on Benefits, Not Features

Shoppers aren’t interested in how remarkable your company is—they care about how your product positively changes their lives. Too many businesses fall into the trap of listing features rather than emphasizing the benefits that truly resonate with their audience.

Consider Booking.com's Paris hotels ad as a prime example: it doesn’t merely advertise available rooms; it highlights the convenience, cost savings, and simplicity 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 fall flat if it’s buried within a chaotic or poorly organized ad; the way you present your copy is just as crucial as the content itself.

Lead with Your Strongest Copy

Most people don’t read every word of an ad—they simply skim. According to the Nielsen Norman Group, while 79% of users scan new pages, 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)

This tendency underscores the importance of showcasing your most persuasive message right at the start. If your key selling point is hidden in the middle or towards the end, it’s likely to go unnoticed. Whether it’s a standout benefit, a solution-oriented claim, or a trust-building element, leading with your strongest copy maximizes engagement and impact.

3. The Power of Word Choice

The right choice of words can make your ad feel personal, urgent, and captivating. The tone you set might be the determining factor between an ad that converts and one that gets overlooked.

Start with action verbs

Using powerful action verbs can distinguish an ad that blends in from one that truly grabs attention. Words like 'discover', 'explore', or 'get' instill urgency and excitement, nudging your audience to act immediately.

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

Upwork’s ad smartly leverages dynamic phrases such as 'Hire Experts' and 'Hire Someone for Work Today' to highlight the speed and ease of finding freelancers. Instead of passively listing features, it directly calls for action, making the hiring process seem effortless. The repeated emphasis on 'Hire' reinforces the core message that Upwork swiftly connects businesses with 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.

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

1. Writing for the Audience, Not Yourself

The ad copy successfully targets its specific audience—business owners—by emphasizing immediate benefits like rapid implementation and a free trial, aligning with the 'Write for Your Audience, Not Yourself' tip. It avoids listing features and instead explains how the chatbot solution directly improves business operations, much like Sendbird’s focus on powering real-time interactions that enhance customer communication.

2. Content Matters, but So Does Structure

The structure of the ad copy is optimized for quick engagement as recommended. It leads with a strong headline ('Boost Your Business') followed by a clear, step-by-step guide ('5 simple steps'), ensuring that the most compelling information is front-loaded. This approach is in line with the guidance to 'Lead with Your Strongest Copy' and ends with a call to action that reinforces the ease of starting, providing reassurance and lowering the barrier to conversion.

3. The Power of Word Choice

The ad copy employs direct action verbs such as 'launch' and 'free', which immediately engage the reader and prompt action. By using dynamic and personalized language, the copy not only captures attention but also instills a sense of urgency. This choice of words connects the offering to the immediate needs of business owners, mirroring Sendbird’s approach of using impactful communication to drive real-time interactions.

1. Writing for the Audience, Not Yourself

The ad copy effectively targets business decision-makers by emphasizing tangible benefits—such as expert migration support and free credits—over technical features. This directly aligns with the ‘Write for Your Audience, Not Yourself’ tip, ensuring that the message is customer-centric and clearly communicates how Sendbird’s real-time messaging solution can improve their operational efficiency.

2. Content Matters, but So Does Structure

The ad begins with a strong imperative statement, 'Try Sendbird Instead,' immediately capturing attention and serving as the primary call-to-action. Its segmented layout, which highlights the transition from basic to advanced messaging, expert support, and bonus free credits, aligns with the best practices of front-loading your strongest message. However, incorporating a reassuring closing statement to eliminate any residual doubts could further increase user confidence, thus enhancing the overall structure.

3. The Power of Word Choice

Dynamic, action-oriented language is at the core of this ad. Words like 'Try,' 'Go beyond,' and 'migrate' are used to instigate immediate action. This active vocabulary, paired with benefits-focused terms such as 'expert migration services' and 'free credits,' not only adheres to the 'Power of Word Choice' tip but also resonates effectively with businesses seeking a reliable upgrade to their communication solutions.

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 Sendbird 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 Sendbird.