Here are two more tips on price ...

1. Never say "price" or "cost" in your document. Instead, use word "investment".

It may sound like a little thing but it has a major psychological effect on your reader.

The word "cost" makes reader feel like it is an expense they need to shell out for. Conversely, word "investment" makes them feel like it is an investment that will give them a considerable pay back.

2. Never say "Your investment in xyz widget is $1235". Instead say, "Your investment in xyz widget is $1235 which includes 14 refills (valued at $xxx), a lifetime replacement guarantee, free lifetime technical support etc. etc."

See what we've done here. By ending a sentence with price, you give them time to pause and reflect on monetary amount.

Instead, by mentioning price, then in same breath giving a brief snapshot of what it includes, your reader instantly makes an association between price and return they will have on their investment.

In other words, buyer makes a purchasing decision based on value for money and NOT on actual cost.

Makes sense, doesn't it!

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 womens shoes and sandals.

Now, go back and take out every word that does not absolutely need to be there. You probably came up with something like this:

Everything in one place! Hundreds of styles, hard-to-find sizes. Prices far below other stores. Shipping free. Womens shoes and sandals.

That’s a LOT smaller and still gets point across. However, it is still too long for AdWords. Your headline must be less than 25 characters (including spaces). Your copy can only be 35 characters per line. (You get two lines.) Now is time to begin rearranging words to create an ad that will match Google’s guidelines, include your keywords, and draw a crowd to your site.

Here are a couple I came up with:

100s of Styles-Low Prices Big savings on womens shoes. Plus free shipping! All sizes in stock.

Discount Womens Sandals Latest styles at deep discounts. All sizes in stock. Free Shipping!

Step Five – Test, test, test! Put them up and give them a go. See what happens. Believe me, Google will notify you quickly if your ads aren’t performing. Those that get lower than a .05% click through rate are immediately “disapproved.” You are notified that your ad has been pulled and that you need to make changes.

Use information in AdWords campaign section to track results. I’ve heard countless tales of those who have changed one little word and gone from a .07% CTR to a 5.0% CTR. If your ad is pulled, make simple changes to start with. Swapping out word “savings” for “discount” or “big” for “huge” can be all it takes to catapult you to top of list.

When you write extremely short copy, remember to stay focused. There is not enough room to sell customer within your copy, but there IS enough room to peak their interest. Use limited space you have to punch up biggest benefits or end results your customers are looking for and you’ll see bigger returns on your AdWords investment.