Understanding the capricious nature of inspiration is a common realization among writers, yet when crafting new ad copy, the waiting for inspiration can be detrimental. Thankfully, perusing a selection of ad copy examples can often reignite the creative process.Here, I’ve compiled a variety of ad copy examples across different formats to spark your creativity. Continue reading to discover nine advertising strategies you can adopt, along with illustrative examples to inspire your own copywriting endeavors!Access examples for specific tactics directly, or delve into the entire collection for a comprehensive source of inspiration:
Identify your audience’s pain points
Highlight your unique market position
Communicate specific user benefits
Connect with your audience’s self-image
Highlight your competitive edge
Strengthen trust signals
Demonstrate a new product
Utilize relational messaging
Entertain your audience
While you’re here, are you seeking more digital advertising insights? Explore our blog post to learn techniques to enhance your advertising strategy!The initial advertising campaign strategy to consider is addressing your audience’s pain points. This approach is effective as consumers are inclined to opt for products or services that resolve their issues. The sooner they perceive the benefit, the more likely they are to make a purchase.For inspiration on this strategy, refer to these ad copywriting examples:
This Shibumi beach umbrella advertisement demonstrates the company’s understanding and resolution of a significant problem faced by their target demographic. The headline asserts that their shade “won’t break in high winds.”The company further elaborates on this benefit by illustrating the problem in the description — “Stop Chasing Umbrellas Down The Beach.” The ad strategically highlights the pain point in the headline, followed by a detailed explanation in the supporting copy.
Vyond employs a concise and catchy headline in this display ad — “Boredom costs businesses.” The phrase resonates well, succinctly outlining the problem and the stakes for businesses.Below the headline, Vyond describes how their platform can assist in overcoming this challenge.
Spotify is adept at understanding their audience, as evidenced by ads like this TikTok video. Many Spotify users prefer to listen to playlists while driving rather than the radio.This TikTok ad copy quickly narrates a scenario that potential listeners may encounter — the inconvenience of using a phone for in-car music. However, Spotify’s Car Thing is designed for this purpose.The advertisement concludes by emphasizing the primary benefit over phones — “No more toggling between apps.”Subsequent ad copy examples leverage a brand’s unique market positioning. In a competitive digital landscape, distinguishing your product or service is crucial. If you have a robust unique selling proposition (USP), it can be a powerful tool in your ad copy.Observe how Overstock and Gatorade execute this copywriting strategy:
Overstock positions itself as a destination for discounted furniture, a message clearly conveyed in their search ad. The headline boldly declares, “70% Off Thousands of Items,” emphasizing the cost-saving benefit and the variety of options available.They reinforce the cost-saving advantage in the description with phrases like “Free Shipping” and “Great Deals on Quality Home Products.”This ad copywriting example illustrates that a compelling USP can capture a reader’s attention and resonate with their brand associations.
This Gatorade ad employs a straightforward tagline “Fuel Tomorrow,” paired with a CTA to learn more. Given Gatorade’s well-established position as an energy drink, this simple tagline is sufficient to remind consumers of their USP and encourage engagement.While most ad copy focuses on product benefits, you might offer limited-time promotions or discounts that explicitly state the precise value proposition to your audience.Here are two examples of such ad copy in action:
This Capital One display ad zeroes in on the 2% cash back feature of their credit card. The headline positions the card as “The easiest way to earn 2% cash back,” with the copy below detailing the specifics of earning cash back.The ad’s simplicity and directness keep the focus on the primary benefit that appeals to Capital One’s target audience.
The Favor Instagram ad prominently features the word “Free,” drawing attention as users scroll. Upon stopping, they discover the specific benefit — “Get your first order delivered free.”The brand also leverages the summer season to emphasize the benefit, suggesting specific scenarios where the free delivery could be utilized — “at a pool, picnic table, or porch near you.”The imagery in the caption aids the audience in visualizing themselves using the service and reaping its benefits.Audiences hold certain self-perceptions and aspirations. Your offering should align with this sense of self or help them achieve these dreams.Two brands that excel in this approach are Wondrium and Closet Factory:
Wondrium, a video subscription service, positions itself as a learning hub, targeting lifelong learners. This search ad copy reflects this positioning by labeling the platform as “An Intellectual’s Dream,” appealing to readers who value their intellect and curiosity.The description highlights the platform’s extensive content, promising to cover “anything you’ve ever wondered about,” aligning with the brand’s identity and resonating with the target audience’s sense of self.
This YouTube display ad from Closet Factory appeals to those with a specific goal — to realize their dream closet. The ad copy is straightforward yet compelling, with promises like “We Make Your Closets Special” and “Your dream closet is an appointment away.”While concentrating on customers is crucial, it’s also important to demonstrate how you stand out from the competition.Competitive ad copy examples often make subtle or explicit comparisons to other companies, often employing a more aggressive approach to convince customers to choose their brand.
This Grubhub search ad appears during a search for UberEats, employing a keyword targeting strategy that involves some level of competitive comparison. However, the ad copy takes a more implicit approach to the comparison.<
