How To Write Google AdWord Ads That Bring Profits
By Karon Thackston
Copyright © 2004
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.
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
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
. wide selection of
. free shipping
here are the benefits associated with those features:
. hundreds of styles to choose
. hard-to-find sizes in
. free shipping (costs
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
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.
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
Now, go back and take out every word that does not absolutely
need to be there. You probably came up with something like
Everything in one place! Hundreds of styles, hard-to-find sizes.
Prices far below other stores. Shipping free. Women's shoes and
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
Here are a couple I came up with:
100s of Styles-Low
Big savings on women's shoes. Plus
free shipping! All sizes in
Discount Women's Sandals
Latest styles at deep
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.
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
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.