How Temu 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 fantasize about creating the ultimate ad that goes viral, garners awards, or sparks lively debates akin to a Mad Men boardroom, the most impactful copy is straightforward, succinct, and vivid. To truly help your client hit their sales targets and satisfy customer expectations, you need to adopt the perspective of the intended audience.

Focus on Benefits, Not Features

Shoppers aren’t interested solely in how impressive your company is—they care about how your product can make their lives better. All too often, businesses list off features rather than emphasizing the benefits that resonate with their audience.

For example, Booking.com's ad for Paris hotels doesn’t just highlight room availability; it spotlights the convenience, cost savings, and ease of booking that travelers value most.

• "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 brilliant message loses its effect if it's hidden in a cluttered or poorly organized layout. The way you structure and present your copy is just as crucial as the content itself.

Lead with Your Strongest Copy

Most readers don’t go through ads word-for-word—they quickly skim. Research by the Nielsen Norman Group indicates that 79% of users 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 tendency underlines the importance of placing your strongest message at the forefront. If your key selling point is tucked away in the middle or end, it risks being missed. By positioning your best benefit, problem-solver, or trust builder first, you significantly boost engagement and impact.

3. The Power of Word Choice

Choosing the right words can make your ad feel personal, urgent, and captivating. The tone you set often determines whether an ad drives conversions or simply goes unnoticed.

Start with action verbs

Dynamic action verbs can transform an ad from mundane to attention-grabbing. Using energetic words like 'discover', 'explore', or 'get' instills a sense of urgency and enthusiasm, prompting immediate action.

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

Upwork’s ad masterfully employs vigorous calls-to-action such as 'Hire Experts' and 'Hire Someone for Work Today' to stress speed and efficiency in sourcing freelancers. Instead of merely listing features, the ad motivates users to act, making the hiring process feel fluid. The constant emphasis on 'Hire' reinforces that Upwork rapidly connects businesses with top talent, setting a proactive pace that clearly demonstrates 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.

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

1. Writing for the Audience, Not Yourself

This ad copy excels in writing for its audience by directly addressing practical needs—affordability and convenience. By emphasizing benefits like free shipping and hassle-free returns, it aligns with the sub tip of focusing on benefits rather than features, making it immediately relevant for shoppers looking for value. This focus is especially pertinent for Temu, whose reputation centers on offering a broad spectrum of affordable, quality products from various categories.

2. Content Matters, but So Does Structure

The ad copy is structured with the audience's reading habits in mind. It leads with a strong benefit statement ('Awesome Prices & High Quality'), ensuring that the pivotal message is seen first. Following this, the ad provides logical supporting incentives and ends with clear calls-to-action, reflecting the sub tip of front-loading the strongest copy and concluding with a reassuring closing statement to prompt immediate engagement.

3. The Power of Word Choice

The use of dynamic, benefit-driven action verbs such as 'Enjoy', 'View', 'Download', and 'See' creates a sense of urgency and appeal, perfectly matching the sub tip that emphasizes starting with action verbs. The language prioritizes benefits over features, ensuring that the message resonates on a personal level. This tailored word choice is vital for strengthening Temu’s appeal as an online marketplace that delivers quality at affordable prices.

1. Writing for the Audience, Not Yourself

The ad copy zeroes in on what matters most to the customer by spotlighting benefits like free shipping, free returns, and a diverse selection of product categories. This approach embodies the sub tip 'Write for Your Audience, Not Yourself' by emphasizing how Temu’s products enhance lifestyles and offer genuine value, rather than just listing features. It caters directly to shoppers interested in lifestyle and fashion, resonating with their need for convenience and clear value propositions.

2. Content Matters, but So Does Structure

The copy is structured to capture attention immediately by leading with the strongest benefits—'Free shipping' and 'Free returns'. This aligns perfectly with the advice to front-load your key messaging, ensuring that even skimmers receive the most compelling information first. The subsequent listing of additional perks continues to build trust and clarity, though incorporating a strong, reassuring closing statement could further strengthen the conversion potential as indicated in the sub tips.

3. The Power of Word Choice

Dynamic language is used throughout the ad, with action verbs like 'Make Temu your' which serve to evoke a personal connection and create urgency. The choice of clear, benefit-oriented phrases ensures that the audience quickly understands the attractive offer, meeting the sub tip's recommendation to use active and compelling word choices to engage potential customers. This word choice reinforces Temu’s identity as an accessible, value-driven marketplace.

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 Temu 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 Temu.