How Zoho 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 develop that flawless ad copy that either goes viral, wins awards, or sparks dynamic debates reminiscent of a Mad Men boardroom. Yet, the most effective copy is usually straightforward, concise, and vivid. To help your client hit their sales targets and satisfy customer needs, it’s vital to view the project from the perspective of their target audience.

Focus on Benefits, Not Features

Consumers aren’t interested in how impressive your company might be—they care about how your product enriches their lives. Too often, businesses err by listing features rather than highlighting the benefits that truly resonate with their audience.

A prime example of benefit-focused copy is Booking.com’s advertisement for Paris hotels; rather than simply noting room availability, it emphasizes ease, savings, and a smooth booking process.

• "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

No matter how strong your message, if it’s hidden within a cluttered or poorly organized ad, its impact will be lost. The way you structure and present your copy is just as crucial as the content itself.

Lead with Your Strongest Copy

Most people don’t read ads from beginning to end—they merely skim. In fact, research by the Nielsen Norman Group indicates that 79% of users scan pages, with only 16% reading the entire content.

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 underlines the importance of placing your most compelling message at the forefront. If your key selling point is tucked away in the middle or at the end, it may very well be overlooked. Whether it’s a clear benefit, a solution-oriented statement, or a boost in credibility, leading with your best copy maximizes engagement and effectiveness.

3. The Power of Word Choice

The right choice of words can make your ad feel personal, urgent, and engaging. Adopting the appropriate tone can be the deciding factor between an ad that converts and one that goes unnoticed.

Use Words That Resonate with Your Audience

To grab attention effectively, speak in the language of your audience. Reflecting their exact words and expressions helps directly address their needs and creates a more relatable message.

A smart approach to word mirroring is through keyword research. By examining what users are actively searching for, you can detect common language patterns and naturally weave 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.

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

1. Writing for the Audience, Not Yourself

The ad copy directly addresses the needs of customer service managers and support teams by emphasizing the benefits—faster resolutions and improved satisfaction—rather than merely listing features. This aligns perfectly with the sub tip to write for your audience, highlighting how the product improves their lives instead of focusing solely on company attributes, as reflected in Zoho’s comprehensive business management promise.

2. Content Matters, but So Does Structure

The structure of the ad follows best practices by leading with a concise, benefit-rich headline and using clear bullet points. This ensures that the strongest selling points are front-loaded, maximizing engagement from users who typically skim content. Additionally, the inclusion of a free trial call-to-action as a closing statement reinforces trust and makes the next step effortless, addressing the tip to finish with a strong, reassuring close.

3. The Power of Word Choice

The copy employs action-oriented language by incorporating dynamic verbs and impactful words like 'powerful', 'faster resolution', and 'improved'. This not only creates a sense of urgency and excitement but also mirrors the language used by the target audience seeking efficient and reliable customer service solutions, directly applying the advice to use words that resonate with your audience.

1. Writing for the Audience, Not Yourself

The ad copy effectively writes for its audience by emphasizing benefits rather than just listing features. By targeting decision-makers and highlighting how building trust and loyalty leads to long-term business growth, it resonates with readers’ needs. This aligns well with the sub tip of focusing on benefits (not features) and speaking directly to what matters to your audience.

2. Content Matters, but So Does Structure

The structure of the ad copy adheres to best practices in content presentation. It leads with a compelling promise about being the 'world’s favorite CRM' and hints at an easy setup, which captures the attention of busy professionals. This front-loading of key benefits is in line with the tip to 'lead with your strongest copy' and forms a strong narrative that could be further enhanced by a reassuring closing statement to reduce any hesitation from potential customers.

3. The Power of Word Choice

The use of action-oriented and resonant language such as 'build everlasting customer relationships' and 'world’s favorite' creates an aspirational, authoritative tone that appeals directly to the target audience’s desire for reliability and long-term success. This choice of words reflects the sub tip to use action verbs and phraseology that mirrors the audience's own language, thereby strengthening the ad's connection to its customers.

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 Zoho 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 Zoho.