How Signifyd 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

Numerous copywriters aspire to produce flawless ad copy—ads that go viral, earn accolades, or spark lively debates in a boardroom reminiscent of Mad Men. Yet, the most impactful copy is usually straightforward, concise, and vividly descriptive. To help your client reach their sales goals and satisfy customer expectations, it’s vital to understand the perspective of their target audience.

Solve Their Problem, Not Yours

Many companies tend to spotlight what their product is capable of rather than emphasizing its benefits to customers. In contrast, effective ad copy shifts the focus from 'what we do' to 'how we address your needs.'

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 strongest message can fall flat if it's hidden within an ad that's cluttered or poorly organized; the layout of your copy is just as crucial as its content.

Lead with Your Strongest Copy

Consumers rarely read ads word-for-word—they primarily skim. Research from the Nielsen Norman Group shows that 79% of users only scan new pages, with a mere 16% reading them 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 behavior underscores the need to place your most compelling message right at the beginning. If your key selling point is buried later, it may go unnoticed. Leading with a powerful benefit, a solution-oriented statement, or a trust-enhancing detail boosts both engagement and overall impact.

3. The Power of Word Choice

Choosing the right words can give your ad a personal, urgent, and engaging feel. The tone you set can be the difference between an ad that converts and one that fades into the background.

Use Words That Resonate with Your Audience

The best way to grab attention is to speak in the language of your audience. By echoing the phrases and vocabulary they use, you can directly address their needs and make your ad copy feel more relatable.

Conducting keyword research is an excellent strategy for this. By analyzing what people are really searching for, you can uncover common language patterns and smoothly integrate them into your ads.

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.

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

1. Writing for the Audience, Not Yourself

The ad adeptly targets the specific needs of ecommerce merchants by addressing their primary concern—fraud protection—in a way that speaks directly to them. Instead of boasting about Signifyd's technical prowess alone, the copy highlights clear benefits such as securing online transactions and boosting revenue. This approach aligns well with the sub tip of writing for your audience rather than listing company features, and it focuses on solving the customer's problem instead of simply narrating what the platform does.

2. Content Matters, but So Does Structure

The structure of the ad is strategically crafted for quick comprehension. It opens with a compelling statement that unites disparate data points to block fraud, capturing the audience’s attention immediately. The subsequent benefit-driven bullet format—'secure orders, reduce risk, boost sales'—ensures that even skimmers quickly grasp the core advantages. This mirrors the sub tip to lead with your strongest copy and to end with a strong, reassuring statement, ensuring maximum engagement and clear messaging.

3. The Power of Word Choice

The copy employs dynamic and action-oriented language, using phrases like 'block fraud' and 'boost sales' to trigger immediate emotional and practical responses. The inclusion of technical terms such as 'AI-powered' and 'Machine Learning' resonates with a tech-savvy ecommerce audience, establishing credibility and relevance. This reflects the sub tip recommending the use of action verbs and audience-specific terminology to drive urgency and make the message relatable.

1. Writing for the Audience, Not Yourself

The ad clearly addresses a significant pain point—friendly fraud—by promising to mitigate chargebacks and optimize revenue. This directly aligns with the sub tip 'Solve Their Problem, Not Yours,' as it shifts the focus towards easing the merchant's financial and trust issues. Additionally, it benefits the audience by stating how Signifyd solves their fraud concerns rather than simply listing product features, resonating with the idea of 'Write for Your Audience, Not Yourself.'

2. Content Matters, but So Does Structure

The ad’s structure is exemplary as it begins with a commanding call to action ('Say Goodbye To Friendly Fraud'), which follows the advice to 'Lead with Your Strongest Copy.' By placing the compelling benefit at the forefront, it immediately captures attention. The use of social proof ('Thousands Of Merchants Worldwide Trust Signifyd') acts as a credibility booster, echoing the recommendation to end with a strong, reassuring closing statement that reinforces trust and encourages further engagement.

3. The Power of Word Choice

The selection of words is effective and aligns with the sub tip 'The Power of Word Choice.' With dynamic phrases like 'Say Goodbye' and 'Optimize Revenue,' the ad uses action verbs that create urgency and excitement. Moreover, terms such as 'Trust Signifyd' leverage credibility while also mirroring language that resonates with its target audience, enhancing relatability and benefit-focused communication, which is essential given Signifyd's reputation as a market-leading ecommerce fraud prevention platform.

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 Signifyd 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 Signifyd.