How Wix 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

Many copywriters aspire to produce that flawless ad copy—one that goes viral, wins awards, or even ignites spirited debates in a top-tier boardroom. Yet, the most effective copy is usually clear, direct, and richly descriptive. To truly help your client hit their sales targets and satisfy customer needs, you must see things from the perspective of their intended audience.

Focus on Benefits, Not Features

Often, what matters to customers isn’t a company’s prestige, but how its product can make their lives better. Too many businesses fall into the trap of listing features rather than emphasizing the benefits that resonate most.

Take Booking.com's Paris hotel campaign as an example—it doesn’t merely highlight room availability but underlines the advantages of convenience, savings, and easy booking, embodying truly benefit-driven copy.

• "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 disorganized layout. How you showcase your copy is just as critical as the words themselves.

3. The Power of Word Choice

Selecting the right words can transform your ad into something personal, urgent, and engaging. The tone you choose can mean the difference between an ad that converts and one that is overlooked.

Use Words That Resonate with Your Audience

The most effective way to grab attention is by speaking in your audience’s own language; mirroring their words makes your message feel immediate and relatable.

By leveraging keyword research, you can uncover the common terms and phrases your audience uses, allowing you to naturally incorporate this language into your ad copy for greater resonance.

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.

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

1. Writing for the Audience, Not Yourself

The ad copy effectively targets the audience's need for a professional online presence by emphasizing the benefit of an intuitive, advanced website builder. It speaks directly to users seeking hassle-free, quality website creation and avoids unnecessary complexity—aligning with the advice to write for the audience, not the brand itself.

2. Content Matters, but So Does Structure

The copy employs a straightforward, logical structure that begins with a powerful and credible headline, followed by a concise list of benefits and features, and capped off with a clear call-to-action. This simplicity and clarity mirrors the sub tip of keeping the message simple and ensuring the content is easy to digest, which is essential for maintaining user attention.

3. The Power of Word Choice

Dynamic action verbs like 'Create' and 'Start' are used to galvanize the reader, along with trust-evoking adjectives such as 'Top-Rated', 'Professional', and 'Advanced'. These choices resonate with the audience by directly addressing their needs and aspirations. The language is aligned with the audience's search patterns and expectations, fulfilling the hint to use words that resonate and drive immediate action.

1. Writing for the Audience, Not Yourself

The ad copy directly targets an audience eager for efficient website solutions that harness AI technology. It emphasizes benefits such as rapid website building and professional customization, speaking to individuals who value quick results and quality without the need for advanced technical skills—perfect for Wix’s audience.

2. Content Matters, but So Does Structure

Built on a clear, minimalist framework, the copy opens with the AI-powered website creation feature and immediately lists the benefits (speed with 'in No Time' and quality through 'High-Quality, Fully Customizable'). This straightforward structure ensures the message is easy to grasp, aligning with the principle of keeping content simple and engaging.

3. The Power of Word Choice

The use of dynamic action verbs like 'Create' drives immediacy and engagement. Descriptive adjectives such as 'High-Quality' and 'Fully Customizable' highlight tangible benefits. The inclusion of 'AI' connects with tech-savvy customers, mirroring their language and search intent, thereby making the ad both resonant and compelling.

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 Wix 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 Wix.