How
To Write Little Tiny Ad Words Ads That Bring Giant-Sized Profits
How To Write Little Tiny Ad Words 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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