Just imagine, you have an army one hundred thousand strong, they are all salesmen canvassing the planet just for you. That is what your Google Ads are. The best thing is that you only have to pay them when customers open their doors to hear them.
Salesmanship in print is advertising. The same language used for selling or persuading someone to buy your product via the phone or in person, is the same language to use when composing your Google ads.
Before attempting to write ad copy, do this exercise. Explain what you are selling to an individual who would possibly buy from you. As you see their responses of interest, such as eyebrow raising, and leaning forward, make note of what you said that brought on that response.
These things you said, will also help your army of Google ads get their foot inside the door. The challenge you face will be fitting it in to the limited space. Your character limitations are: 25 letters and spaces for your title, 35 for each of the two lines of the body and 35 letters and spaces for the displayed URL.
These are you limits. But that is ok! You have a relatively uncomplicated goal; be straight-forward; plain and pertinent.
English majors and Ph.Ds, and even MBA's generally suffer from severe marketing debilitations. In advertising, an academic education is more of a liability than an asset!
It doesn't take a literary genius. Common language is more what Google ads are like. No need for fancy talk. You want to communicate with your customers in a comfortable easy manner. That is what will make him want to click.
As in printed ad and on web-page, the headline is the greatest asset in garnering responses. In that minute moment of time it takes to read the headline copy your customer first begins to decide whether you are truly relevant.
Your potential clients are using specific search terms. You want to plug those terms into your headline. This will be his first relevancy clue. Which means that you need to make enough different ad groups so that each one of your major keyword terms has its own ad.
Let's say that you sell customized power supplies. There's certainly more than one way a potential customer of yours might come looking for what you sell. She might search for "adaptors." She might search for "power supplies." She might search for "transformers."
What you must do is head to your keyword tool, like Wordtracker, or maybe special keyword generation software, and you search out all of the possible keyword variations and relative terms for your market niche. Then divide them into small groupings that can be matched to specific ads. Like:
Custom Power Adaptors
Record-Speed Custom Production Time
Get a Full Quote in 1 Business Day
XYZAdaptors.com
adaptor
adaptors
ac adaptor
power adaptor
custom adaptors
Custom Transformers, Fast
Inventory Cost, Lead Time Advantage
Get a Quote in One Day or Less
transformer
transformers power
transformers
electrical transformers
voltage transformers
Power Supplies to Order
Inventory Cost, Lead Time Advantage
Get a Quote in One Day or Less
XYZAdaptors.com
power supply
power supplies
switching power supply
dc power supplies
ac power supply
These ads aren't very flashy, are they? They're not loaded with over-the-top language; in fact, to folks like you and me they're, frankly, boring. But that's okay. They aren't meant for the average guy on the street.
These ads are aimed at engineers. They use language and terminology that is understood and appreciated by engineers. This is a perfect ad for the audience it is aimed at. The most telling fact is, they have a good click through rate.
Using your major keywords in your headline and creating as many different ad groups as you need with all of your biggest keywords is what makes the formula work.
Salesmanship in print is advertising. The same language used for selling or persuading someone to buy your product via the phone or in person, is the same language to use when composing your Google ads.
Before attempting to write ad copy, do this exercise. Explain what you are selling to an individual who would possibly buy from you. As you see their responses of interest, such as eyebrow raising, and leaning forward, make note of what you said that brought on that response.
These things you said, will also help your army of Google ads get their foot inside the door. The challenge you face will be fitting it in to the limited space. Your character limitations are: 25 letters and spaces for your title, 35 for each of the two lines of the body and 35 letters and spaces for the displayed URL.
These are you limits. But that is ok! You have a relatively uncomplicated goal; be straight-forward; plain and pertinent.
English majors and Ph.Ds, and even MBA's generally suffer from severe marketing debilitations. In advertising, an academic education is more of a liability than an asset!
It doesn't take a literary genius. Common language is more what Google ads are like. No need for fancy talk. You want to communicate with your customers in a comfortable easy manner. That is what will make him want to click.
As in printed ad and on web-page, the headline is the greatest asset in garnering responses. In that minute moment of time it takes to read the headline copy your customer first begins to decide whether you are truly relevant.
Your potential clients are using specific search terms. You want to plug those terms into your headline. This will be his first relevancy clue. Which means that you need to make enough different ad groups so that each one of your major keyword terms has its own ad.
Let's say that you sell customized power supplies. There's certainly more than one way a potential customer of yours might come looking for what you sell. She might search for "adaptors." She might search for "power supplies." She might search for "transformers."
What you must do is head to your keyword tool, like Wordtracker, or maybe special keyword generation software, and you search out all of the possible keyword variations and relative terms for your market niche. Then divide them into small groupings that can be matched to specific ads. Like:
Custom Power Adaptors
Record-Speed Custom Production Time
Get a Full Quote in 1 Business Day
XYZAdaptors.com
adaptor
adaptors
ac adaptor
power adaptor
custom adaptors
Custom Transformers, Fast
Inventory Cost, Lead Time Advantage
Get a Quote in One Day or Less
transformer
transformers power
transformers
electrical transformers
voltage transformers
Power Supplies to Order
Inventory Cost, Lead Time Advantage
Get a Quote in One Day or Less
XYZAdaptors.com
power supply
power supplies
switching power supply
dc power supplies
ac power supply
These ads aren't very flashy, are they? They're not loaded with over-the-top language; in fact, to folks like you and me they're, frankly, boring. But that's okay. They aren't meant for the average guy on the street.
These ads are aimed at engineers. They use language and terminology that is understood and appreciated by engineers. This is a perfect ad for the audience it is aimed at. The most telling fact is, they have a good click through rate.
Using your major keywords in your headline and creating as many different ad groups as you need with all of your biggest keywords is what makes the formula work.
About the Author:
Need to optimize or "fix" your Adwords & PPC campaigns? Kirt Christensen manages over $600k in PPC spending & knows what it takes to make your account hum! When it comes to adwords help, he's the man!
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