How Skylight 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

While many copywriters aspire to create ad copy that goes viral, wins awards, or sparks lively debates reminiscent of a Mad Men boardroom, truly effective copy is characterized by clarity, brevity, and directness. To help your client hit their sales targets and satisfy customer expectations, it's crucial to view the message from your audience’s perspective.

Solve Their Problem, Not Yours

Often, brands emphasize what their product does instead of demonstrating how it benefits the customer. The most impactful copy shifts this focus from 'this is what we do' to 'this is how we address your needs.'

For instance, Monday.com's CRM ad, targeted at those searching for a CRM for small to medium businesses, doesn’t just list features—it immediately showcases how it streamlines lead tracking, deal management, and workflow automation.

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 most compelling message can be overlooked if it’s hidden in a cluttered or poorly organized ad. How you layout and present your copy is just as important as the content itself.

Lead with Your Strongest Copy

Most people don’t read ads from start to finish—they tend to skim. In fact, research from the Nielsen Norman Group shows that 79% of users scan pages quickly, with only 16% reading 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 necessity of front-loading your strongest message. If your key benefit or credibility boost is buried in the middle or at the end, it may be missed, reducing the overall impact of your ad.

3. The Power of Word Choice

The right choice of words can make your ad feel more personal, urgent, and engaging. The tone you set can be the defining factor between an ad that converts and one that is overlooked.

Start with action verbs

Using strong, action-oriented verbs makes a significant difference—verbs like 'discover', 'explore', or 'get' inject urgency and excitement that prompt immediate audience action.

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

Upwork’s ad, for example, employs commanding phrases such as 'Hire Experts' and 'Hire Someone for Work Today' to highlight speed and efficiency in connecting with freelancers. By directly inviting the audience to take action and repeating the term 'Hire', the ad reinforces its core message and creates momentum that clearly communicates the platform’s benefits.

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.

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

1. Writing for the Audience, Not Yourself

The ad copy is sharply tailored to speak directly to busy families by addressing a common pain point: the stress of managing chaotic paper calendars. By emphasizing how the digital solution streamlines schedule management, it shifts the focus from merely listing product features to clearly outlining a benefit that resonates with the target audience. This approach directly aligns with the 'Solve Their Problem, Not Yours' tip, as it highlights how Skylight's digital solution creates order from chaos, meeting a real need in everyday life.

2. Content Matters, but So Does Structure

The ad strategically leads with its strongest benefit—effortless schedule syncing—which immediately captures the reader’s attention. It effectively contrasts this benefit against the frustrations of disorganized, paper-based calendars, reinforcing the ad's message. By wrapping up with a compelling call-to-action, it adheres to the sub tip of 'Lead with Your Strongest Copy' and 'End with a Strong, Reassuring Closing Statement', ensuring that the audience's concerns are acknowledged and resolved while encouraging immediate engagement.

3. The Power of Word Choice

The use of dynamic, action-oriented verbs like 'sync', 'drop', and 'ditch' reflects a proactive tone that energizes the reader. This choice is in line with the 'Start with Action Verbs' tip, as it creates a sense of urgency and empowerment. Phrases such as 'restore calm' effectively encapsulate the ad’s promise of a simpler, stress-free life, making the intended benefits of Skylight’s digital solution both clear and appealing.

1. Writing for the Audience, Not Yourself

The ad copy effectively tailors its message for families—a key audience for Skylight’s innovative digital photo frames—by emphasizing benefits that resonate emotionally and practically. It concentrates on solving the customer’s problem of easily sharing photos and creating memorable moments, rather than bombarding them with technical features. This approach directly aligns with the ‘Write for Your Audience, Not Yourself’ and ‘Solve Their Problem, Not Yours’ tips, presenting benefits such as ease of use and a reliable sharing experience that matter most to the target audience.

2. Content Matters, but So Does Structure

The ad copy opens with an attention-grabbing benefit ('The easiest way to share photos w/ family') which immediately establishes relevance and appeal. By following with a satisfaction guarantee and robust social proof (e.g., 'Seen On Forbes & WSJ'), the structure adheres to the best practices of 'Lead with Your Strongest Copy' and 'End with a Strong, Reassuring Closing Statement'. This clear, sequential organization builds trust and credibility, ensuring that the most compelling messages are seen first by potential customers, echoing Skylight's commitment to a user-friendly and supportive experience.

3. The Power of Word Choice

The language in the ad is crafted to be both warm and compelling, using action verbs and benefit-oriented words such as 'easiest', 'perfect gift', and 'share memories'. This choice emphasizes simplicity and reliability, reinforcing the value the product brings to families. Precise trust signals like '100% satisfaction guaranteed' and endorsements from reputable media outlets reassure the audience of the product’s quality, aligning perfectly with the tip to use strong, benefit-focused word choice to drive customer engagement.

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 Skylight 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 Skylight.