by Karon Thackston © 2004 http://www.copywritingcourse.com
It seems to be a phenomenon. You try Google AdWords Select, your ad gets “disapproved” by 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 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 process together and I’ll show you a few tricks of 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 difference between features and benefits. Start by making a list. I’ll use example of an online shoe store.
Here are a few features:
·huge inventory ·wide selection of sizes ·discounted prices ·free shipping
And here are 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 head.
Step Three – Work in your keywords. There tends to be a greater click through rate on search results that use exact keyphrase surfer types in. The same holds true for Google’s AdWords program.
While 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 amount of your purchase. Check out our excellent selection of women's shoes and sandals.