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| Google Adwords Writing Secrets
you Need to Know |
| Posted: 16-04-2006 | Views: 90
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| Author: Chris Carpenter |
Writing profitable ads for
Google Adword Campaigns is not difficult if you follow
a few copywriting secrets. The first key to successful
advertising writing is understanding the concept of features
and benefits. Features are qualities of the product or
service. They are descriptive words like yellow, strong,
big etc. Benefits tell the customer what’s in it for them.
A benefit focused ad will mention phrases like will last
long or easy to find when you need it.
When you begin writing an ad, write down a list of all
of the features and then their corresponding benefits.
Then put the major benefit of the product into a short
sentence. Edit that sentence until you have a short phrase
that conveys the same message. For example, if your product
has a benefit of lasts a long time you can condense that
same idea into the phrase long lasting. Delete unnecessary
words in your ad like a, an, on and the.
Make sure to use the keywords in your headline. Google
will put the keyword in boldface which will grab your
reader’s attention. The headline of your ad should be
about benefits to your customer and not the business name.
In fact, if you use a business name as a headline your
click-thru rate will be low and bid prices will be high.
Your ad should focus on your customer and what they want.
If you can, add keywords to the second and third line
of the ad as well.
Use your space creatively. With only three lines in an
ad, you can run the second and third lines together to
create one statement. You can also use the headline with
the second and third lines to make a longer sentence.
Every word in your headline should be capitalized, but
avoid using all caps. In the second and third lines, use
normal capitalization. Avoid crazy punctuation and wild
claims in your ads.
The following simple formulas can be used again and again
to create winning headlines:
How to ________ and _________
What _______ doesn’t want you to know.
Get more _______ for less ______
Here’s a look at those headlines formulas in practice:
How to smoke and not suffer the consequences.
What the IRS doesn’t want you to know.
Get more fun for fewer dollars.
You must learn to “steal.” Look at other successful ads
for inspiration. Study good examples from other advertisers
and substitute your own wording. All the top copywriters
do it. You can keep a collection of strong words and phrases
that can be used for a variety of products.
Pay attention to your word choice. A single word change
in your headline can make your click-thru rate go from
.07% to 5%. Try using attention grabbing words (free,
new, genuine) and call-to-action phrases (buy today, save
50%, download free trial, sale ends tomorrow, buy today
and save 70%, offer ends soon, hurry before they’re gone).
You can use action verbs (discover, retire, boost, increase,
avoid, uncover, eliminate prevent), emotional words (cheap,
sale, limited time, quick, easy, powerful, don’t, lose
out), and motivational words (‘now is your chance,’ ‘you
should know,’ ‘ discover your potential,’ ‘ make money
now’).
You can also show how your product or service is unique
with words like faster, wider variety, discount, most
comprehensive and lowest price. Using 3rd party endorsements
can also be helpful. For example, “blows away Toyota Camry”
says Auto World.
Another way to increase clicks on your ad is to use numbers
whenever possible. Instead of using Make Lots of Money
try using Make $847 per week. The more specific you can
be, the better. You can also be specific in the price.
Mentioning the price in an ad discourages freebie hunters.
However, if you have a free sample to offer that will
eventually lead to a sale, use free but make sure to avoid
capitalizing all of the letters or using an exclamation
point (ie: FREE!!!).
It is essential to remember that the goal is not to be
#1 on the ads page. Ideally, you want to be on the first
page in position #2-#8. Why? There are lots of “tire kickers”
who click the #1 ad spot just to click it and have no
real intention of buying. Fewer people do that to #2-#8.
Shoot for being on the first page, just not in the first
spot. Anything below the first page is a waste of your
advertising dollars.
Since Google doesn’t require you to list affiliate status
anymore, you don’t have to designate that you are an affiliate.
You’ll increase sales by removing your affiliate indicator,
if you have one in an existing ad.
Finally, it is extremely important to test 2 ads simultaneously.
Google will automatically rotate the 2 versions of the
ad so you can tell which writing gets more clicks. When
you have an ad that really works, try to beat it with
another version of the ad. This technique is called “beating
the control” in the advertising world. The goal is to
strive for better and better sales copy and winning ads.
To increase your Google Adwords campaigns’ profitability
use the above advice. You’ll be presently surprised by
the results.
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