How to Write Killer Ads
How To Write Traffic Sucking PPC Ads
You, like everyone else in this country, are inundated with piles of junk mail everyday - from the small local business to the large corporations - they are all using the US Mail soliciting for your business.
For the most part, this is a nuisance and only serves to kill off the rain forest. But once in a while, a particular mail piece will catch your attention and cause you to take action.
This action could be any or all of the following:
- Opening the envelope
- Reading the content of the envelope
- Visiting a website to learn more about the offer
- Calling a 800 number
- If the piece is a coupon, visiting the business to take advantage of the offer
- Purchasing a product
… among many other possibilities.
Have you ever wondered why certain mail pieces compel people to take any of the above actions, while others are thrown in the trash unopened? Why do they even bother sending you stuff if they are only going to waste money?
Did you ever find yourself being pulled in by a Real Estate piece offering an irresistible refinance deal so you can pay off your debt and lower your mortgage payment at the same time?
What about the cheap postcards with the JC Penny picture of a real estate agent you’ve never met? Why are you so quick to dump those?
Well, the answer lies in the copywriting – this includes what’s written on the envelope, as well as the content of the letter inside. You can view Google AdWords copy as analogous to the writing on the outside of the envelope.
With an envelope, what you write on the outside will be the difference between someone dumping the envelope unopened and that person taking a step towards the sale.
Lesson #1:In AdWords, having good ad copy is the difference between your ideal customer clicking on your ad, to be taken to your website, and completely missing out on your offer and lowering your Click-Through-Rate (CTR). |
How High Click-Through-Rates Lower Your Advertising Expenses
Like any other business and contrary to the beliefs of many of its loyal socialist followers, Google’s primary goal is to make money – lots of money! And they’ve been very successful at taking over a good chunk of the internet real estate market.
And one way they did it is by giving the public what they want, which includes relevant listings – both organic and sponsored. Naturally when your AdWords copy is relevant to the keyword you are bidding on, your CTR will go up.
If your CTR is high, Google wants you to beat out the rest of the ads because more clicks translates to more money for them. So what they will do is lower your Cost-per-Click (CPC) and raise your rankings on the listings so you can be more prominent on the sponsored listings.
It is actually possible for someone ranked at #1 of the sponsored links results, to be paying less per click than someone ranked at #6. Why you ask?
Well, because 100 clicks at $0.15 cents per click, is better than 50 clicks at $0.25 cents per click over the same volume of searches.
Lesson #2:You can’t simply buy your way to the top of Google AdWords – or at least not without going broke. You have to make a real effort at serving the best interest of the searcher, which will translate to more conversions at a lower cost per sale for you and more money for Google. Win-Win! |
Discover the Power of Relevancy in Your Ads
As we discussed in the previous newsletter, Google prefers tightly organized Ad Groups, because it demonstrates to them that you are making a real effort at being relevant and organized with your campaigns.
Methods we discussed were: a) one-keyword per ad group, b) the 3 match-types of one keyword per ad group c) campaigns organized by match-type & d) simply limiting the number of relevant keywords under one ad group to less than 9.
Another technique, which will help boost your CTR and quality score with Google is using the actual keyword you are bidding on within your actual ad. Google will use bold font on the keyword, which was searched for in both organic and sponsored listings. The bold will attract more clicks, therefore increasing your CTR. Always try to include the keyword you are bidding on, in your ad if possible.
Lesson #3:Include your keyword in your ad. |
Auto-Insert {KeyWord:}
If you use the auto-insert code {KeyWord:<default keyword>} within your ad, Google will automatically insert the keyword which was searched in that part of your ad. However, Google will not reward you for performance if you do this, so your CPC will probably not go down.
The advantage to using this would be for testing purposes. Using auto-insert, you can see which keywords in your list perform well then use the “peel and stick” method for that keyword – meaning create a custom ad group and ad for that keyword, using the practices described in this article, without using auto-insert. This will result in Google rewarding your for performance and lowering your CPC.
Lesson #4:Use KeyWord:<default keyword> sparingly and to split test. |
Secret Google Ninja Tool
A great tool to make this organization job a bit easier is to use AdWords Editor. AdWords Editor is a NOT widely known piece of desktop software, which Google created to make AdWords management easier. The power in this tool lies in your ability to quickly modify and upload campaigns in BULK.
Lesson #4:You can download AdWords Editor for free at: http://www.google.com/adwordseditor |
This is it for now, next time, we’ll get down to the nitty gritty details of creating an ad that will stand out from the rest of the crowd! See you next time.
To Your AdWords Domination,
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| Lawrence Talent |
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