22 Feb How To Write Great Adwords Ad Copy
- What types of Ads are competitors writing?
- Which ones are consistently up the top?
- 1 Brand
- 2 non brand
- Include Keyword
- Capitalise the first letter of each word
- Write Ads to appeal to the exact person we are targeting
- Use their language
- Use benefits / offers that would appeal directly to them
- Make it clear and specific
- Goal is to make it clear exactly what you are offering so that only people who are after exactly that are clicking, not people who are unsure and need to clarify your offering
- Make sure that anything covered in the ad is immediately evident on the landing page and any claims or offers are backed up
- What your product or service has to offer
- Reduce your Tax by 20%
- Makes your teeth Whiter
- Emotional Payoffs someone experiences from using product or service
- Feature which means ….
- Increase your disposable income
- People compliment you on your looks / find you more attractive
Offer / Call to Action
- Free Delivery
- Careful use of Free – eg. Order today for free upgrade
- Careful use of !
- Use concrete numbers – eg. 20% off
- Same day quote
- Question – eg. Want more than run of the mill?
- More – eg. Read more here, learn more here etc.
- Discover – eg. Discover the secret to…
- Don’t use generic calls to action – eg. click here
- Try to include keywords, demonstrate relevance
- Does not have to be a real url
Title – include keyword
Line 1 – Include Benefit
Line 2 – Feature or offer
PAUSE POOR ADS
Paused the worst performing ads – but only where there has been enough clicks to tell.
Ideally you’d want the best ads to have had 10+ clicks (per ad group), but I went with less this time to fix things sooner.
This tells Google that it is a separate statement to line 2.