Archive for the ‘Good Ad Copy’ Category
How To Write Good AdWords Ad Copy
Everyone knows the importance of writing good AdWords ad copy. Simply put, what you say in those four lines of text can make a poor performing keyword into one that has a click-through-rate of 2-3% or more.
If you’re like most AdWords users, you’ll spend a long time agonizing over your ad copy. And once finished, you’ll probably be disappointed with the results, realising that most of your ads could be written a lot better if only you new how.
Imagine what it would be like if you could write ads in minutes rather than hours. How much easier and less time consuming would running your AdWords campaign become?
Writing good ads doesn’t have to be difficult or time consuming. Here is a simple formula you can follow that will help you to write the perfect AdWords ad copy every time.
Think of your ad in four separate parts, a heading, feature, benefit and display URL.
Now let’s take a look at each part in more detail:
Heading
In every instance, your heading must contain the primary keyword for the ad group that will trigger the ad. This is usually the keyword that gets the most impressions. However, if a particular keyword phrase shows a higher click-through-rate or attracts more conversions then use that instead.
Once you have included your primary keyword, any remaining characters in your headline can be used to make it stand out more.
Example Headline: How To Do AdWords Ads
Feature
To further reinforce your headline, the first line of your description must describe a feature of your product.
Examples of features might be:
- price – use only if product is price sensitive and you’re price is cheaper than your competition.
- percentages – facts must be easy for Google to verify.
- famous names – endorsements from celebrities and well known personalities.
- product specs – fastest, slowest, sharpest, thinest etc.
- third party endorsements – as recommended by …
- include words such as “free” and “new” when true and appropriate.
Example Feature: 45% of readers report improved ads
Benefit
Everyone knows that every successful sales page must have a call to action and your AdWords ad copy should be no exception. On the second line of your description you therefore need to show a benefit of owning your product with an effective ”call to action” that will get searchers clicking on your ad.
Good benefits that you might use are:
- browse our massive site.
- submit your RFI online today.
- see our list of satisfied clients.
- free UK shipping.
- order today, ship tonight.
- download our brochure.
- free consultation, apply now.
- free demo, apply now.
- free quote, apply now.
- free report, apply now.
- don’t wait, start now.
- call us 24/7.
Example Benefit: Read the “AdWords Adviser” today
Note: It is very important that your main keyword should be included once somewhere in your feature and/or benefit.
Display URL
Wouldn’t it be amazing if you could have four lines of text in your ad to get your message across and attract attention?
Most advertisers simply write the domain name of their web site in the display URL field. But to do this is wasting another valuable opportunity to attract attention to your ad.
Your display URL doesn’t have to be the same as your landing page URL. It must however, point to the same domain. If your domain name is not too long, then why not make your ad stand out even more by including your ad groups main keyword in the URL.
e.g. your-domain.com/keyword
Remember, you don’t need to include the “http” or “www” prefix’s in your display address which can give you more valuable characters to play with.
Example Display URL: “AdWords-Adviser. co.uk/adwords-ads”
Putting It All Together
Here’s the complete example ad:
How To Do AdWords Ads
45% of readers report improved ads
Read the ”AdWords Adviser” today
AdWords-Adviser. co.uk/adwords-ads
P.S. Follow this simple template and you’ll soon be quickly writing good AdWords ad copy that will easily out-perform all your existing ad copy.
Now it’s your turn. What tips can you give to improve an ad’s performance? Leave a comment with your ideas.
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