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In this week's edition of eTips, Ryan Cole, of theinternetmarketingblog.org,
will explain 'How to Write Google Adwords Ads That Get Clicks.'
I hope you'll enjoy the publication.
To your success!
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 How To
Write Google Adwords Ads That Get Clicks
By
Ryan
Cole Copyright © 2006
A typical AdWords newbie is often guilty of several profit-squashing mistakes
when setting up his first campaign. There are dozens of no-nos, but perhaps
none so egregious as writing ineffective ads.
An effective AdWords ad is one that gets lots of clicks — that's the
only thing you should be concerned about when writing your ads (except, of
course, Google’s editorial policy). If you’ve done your keyword
research, you’ll get impressions; if you’ve got a page that converts
to sales, you’ll get a return on your investment. But getting people
to your landing page is the ad’s job, and there are some things you
can do to pump up your clickthrough rate (CTR), which will improve your ads'
positioning and lower your click costs.
First, some ad basics. Each AdWords ad comprises four lines of text: the
first is the headline, which can contain up to 25 characters including spaces;
the next two are the ad copy, 35 characters each; and the last is your display
URL, also 35 characters. (There is actually a fifth line — the destination
URL — but that won't display with your ad and shouldn't affect your
CTRs). Obviously, the headline is most important, because it’s usually
the first thing a searcher sees. If you can make your headline jump out from
the rest, your ad will be more visible. Fortunately, Google makes this pretty
easy.
You may have noticed that, when searching on Google, your search query is
bolded when it appears in any of the search results. The same thing goes
for sponsored search results: if you include the keywords you’re bidding
on in your ad text, specifically the headline, your ad will stand out.
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But what if you’ve got hundreds
or thousands of keywords? You can’t be expected to write a different
ad for each keyword, right? Of course not — and you don’t have
to. In AdWords, your keywords can be separated into groups, aptly dubbed
"ad groups." Each ad group should contain a set of keywords and phrases that
all have a common thread. For example, if you’re bidding on the term
“widgets,” you should place each phrase containing that term into
one ad group. You then write an ad whose title contains the word
“widgets” — for example, “Get Your Widgets Here.”
You can even repeat this for terms within ad groups. For example, in your
“widgets” group, you might have the terms “red widgets”
and “green widgets.” You can take these out and place each in its
own ad group, along with any other similar phrases. Then your ads will be
even more focused — for example, “Get Red Widgets Here.” The
more keywords that appear in your ad, the more relevant your ad becomes.
Chris McNeeney, author of "AdWords Miracle," has some great copywriting tips.
Chris used to write classified ads for a living, and his mastery of the art
is evident in the techniques he outlines in his book. For example, he talks
about a method called "stop them in their tracks." To stop potential customers
in their tracks, you've got to come up with ad copy that tells customers
to do the opposite of what they're trying to do. In keeping with the widgets
theme, you could write an ad whose headline says, "Don't Buy Any Widgets!"
Follow that up with some relevant ad text that entices people to buy your
widgets rather than someone else's, by including the benefits your widgets
offer; e.g., "Check out ours first. Better, cheaper, and guaranteed." This
kind of ad will get people's attention right away, and getting their attention
is all you need to do.
And now, an experiment. Pretend you want to buy something online. Head over
to Google and do a search for whatever it is. See the sponsored links? Look
at the headlines. Which one jumps out at you first? I’m betting it’s
the one that seemed most relevant to your search because it contained the
exact information you searched for. What’s the headline look like? I
bet at least one of the words is bolded (if not all of them), and I’ll
bet the rest of the ad lets you know exactly what you’ll get when you
click on it. This is the best way to figure out how to write ads. Put yourself
in the place of your target market, and then actually do some searches and
check out the ads. Which one makes you want to click? Ask people you know
to do searches and tell you which ads grab their attention. You’ll probably
find it’s the same kind of ad every time.
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