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Hello,
Welcome to this week's edition of Etips.
In this week's edition of Etips,
Karon Thackston will assist
you in writing profitable Google Adwords ads.
I hope you'll enjoy the publication.
To your success!
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Message
 How To Write Little Tiny
AdWords Ads That Bring Giant-Sized 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.
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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| Tip of
the Week |
 |
When writing your sales copy,
a great way to come up with new benefits is to use the "so what" strategy.
After each sentence, say to yourself, "so what" and then elaborate.
Remember...benefits sell not features.
Today's tip is an excerpt from the highly acclaimed
Web Design Mastery series.
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