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How To Write Little Tiny AdWords Ads That Bring Giant
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,[link widoczny dla zalogowanych], but they can both be done.
I think Mark Twain said it best. 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.
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 have to be aware of the difference between features and benefits. Start by making a list. I use the example of an online shoe store.
Here are a few features:
huge inventorywide selection of sizesdiscounted pricesfree shipping
And here are the benefits associated with those features:
hundreds of styles to choose fromhard-to-find sizes in stocksave moneyfree shipping (free is free!)
Step Two Know what your customers are looking for. YOU may feel that one benefit outweighs another. However,[link widoczny dla zalogowanych], 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. If you used Overture pay-per-click engine before, you know that there is a greater click through rate on search results that use the exact key phrase the surfer types in. The same holds true for Google AdWords program.
While the following have by no means been researched, we assume that some optimum keywords for our shoe store are: women's shoes and sandals. We 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 like your customer to know,[link widoczny dla zalogowanych]. Perhaps:
You find everything you looking for in one place,[link widoczny dla zalogowanych]! Hundreds of styles to choose from including hard-to-find sizes in stock. You 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,[link widoczny dla zalogowanych]. Check out our excellent selection of women's shoes and sandals.
Now,[link widoczny dla zalogowanych], 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 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 guidelines, include your keywords,[link widoczny dla zalogowanych], and draw a crowd to your site.
Here are a couple I came up with:
100's of Styles-Low Prices
Big savings on women's shoes. Plus
free shipping,[link widoczny dla zalogowanych]! All sizes in stock.
Discount Women's Sandals
Latest styles at deep discounts,[link widoczny dla zalogowanych].
All sizes in stock. Free Shipping,[link widoczny dla zalogowanych]!
Step Five Test, test,[link widoczny dla zalogowanych], test! Put them up and give them a go. See what happens. Believe me, Google will notify you quickly if your ads aren performing. Those that get lower than a .05% click through rate are immediately 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 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,[link widoczny dla zalogowanych], make simple changes to start with. Swapping out the word for or for can be all it takes to catapult you to the top of the list.
When you write extremely short copy,[link widoczny dla zalogowanych], remember to stay focused. There is not enough room to sell the customer within your copy,[link widoczny dla zalogowanych], but there IS enough room to pique their interest. Use the limited space you have to punch up the biggest benefits or end results your customers are looking for and you see bigger returns on your AdWords investment.
2002 Karon Thackston
Karon is Owner and CEO of Marketing Words, Inc. who offers targeted copywriting,[link widoczny dla zalogowanych], copy editing ezine article services. Click here to learn to write your own powerful copy.
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