How
To Write Little Tiny AdWords Ads That Bring Giant-Sized Profits
It seems to be a phenomenon. You try Google AdWords Select, your
ad gets "disapproved" by the powers that be at Google,
you count your losses and give up. It doesn't have to be that way.
There are two primary factors to succeeding at Google AdWords. The
first is getting the right keywords. The second is writing little
tiny ads. Neither is all that easy, but they can both be done.
Mark Twain said it best. "If I would have had more time, I
would have written you a shorter letter." The point? it takes
much more skill, and much more time to write short copy than long
copy.
Let's go through the process together and I'll show you a few tricks
of the trade that have brought me AdWords click through rates of
7.1%, 8.0%? even 25%.
Step One ? You would be very wise to either use a benefit or an
end result in your headline. In order to do this, you'll have to
be aware of the difference between features and benefits. Start
by making a list. I'll use the example of an online shoe store.
Here are a few features:
- huge inventory
- wide selection of sizes
- discounted prices
- free shipping
And here are the benefits associated with those features:
- hundreds of styles to choose from
- hard-to-find sizes in stock
- save money
- free shipping (costs nothing extra)
Step Two ? Know what your customers are looking for. YOU may feel
that one benefit outweighs another. However, your customer might
feel differently. Be sure you understand what is important to your
customer before writing your headline and your ad. You have no room
to waste so it is vital that you find a so-called nail and hit it
right on the head.
Step Three ? Work in your keywords. There tends to be a greater
click through rate on search results that use the exact keyphrase
the surfer types in. The same holds true for Google's AdWords program.
While the following have by no means been researched, we'll assume
that some optimum keywords for our shoe store are: women's shoes
and sandals. We'll want to include these in our ads.
Step Four ? Start big and narrow it down. Begin by writing a few
sentences or a paragraph about what you'd like your customer to
know. Perhaps:
You'll find everything you're looking for in one place! Hundreds
of styles to choose from including hard-to-find sizes in stock.
You'll save lots of money because our regular prices are far below
that of other stores. Plus shipping is always free ? regardless
of the amount of your purchase. Check out our excellent selection
of women's shoes and sandals.
Now, go back and take out every word that does not absolutely need
to be there. You probably came up with something like this:
Everything in one place! Hundreds of styles, hard-to-find sizes.
Prices far below other stores. Shipping free. Women's shoes and
sandals.
That's a LOT smaller and still gets the point across. However,
it is still too long for AdWords. Your headline must be less than
25 characters (including spaces). Your copy can only be 35 characters
per line. (You get two lines.) Now is the time to begin rearranging
words to create an ad that will match Google's guidelines, include
your keywords, and draw a crowd to your site.
Here are a couple I came up with:
100s of Styles-Low Prices
Big savings on women's shoes. Plus
free shipping! All sizes in stock.
Discount Women's Sandals
Latest styles at deep discounts.
All sizes in stock. Free Shipping!
Step Five ? Test, test, test! Put them up and give them a go. See
what happens. Believe me, Google will notify you quickly if your
ads aren't performing. Those that get lower than a .05% click through
rate are immediately "disapproved." You are notified that
your ad has been pulled and that you need to make changes.
Use the information in the AdWords campaign section to track the
results. I've heard countless tales of those who have changed one
little word and gone from a .07% CTR to a 5.0% CTR. If your ad is
pulled, make simple changes to start with. Swapping out the word
"savings" for "discount" or "big"
for "huge" can be all it takes to catapult you to the
top of the list.
When you write extremely short copy, remember to stay focused.
There is not enough room to sell the customer within your copy,
but there IS enough room to pique their interests. Use the limited
space you have to punch up the biggest benefits or end results your
customers are looking for and you'll see bigger returns on your
AdWords investment.
About
the Author Most buying decisions are emotional. Your
ad copy should be, too! Karon is Owner and President
of Marketing Words, Inc. which offers targeted copywriting, SEO
copywriting & ezine article services. Visit her site at http://www.marketingwords.com
today, or learn to write your own powerful copy at http://www.copywritingcourse.com
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