by Adrian Key
Posted on November 19, 2009
If you're like everyone else, you'll know how important writing good AdWords ad copy is. Those four lines of text can transform a poor performing campaign into s successful one.
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. Just think about how much easier running your AdWords campaign would 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:
1) 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
2) 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
3) Benefit/Call to Action
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 quite obvious that your main keywords must be included somewhere in your text ad.
4) 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?
The fact of the matter is that most advertisers just write their web site domain name in the display URL field. But to do this is wasting another valuable opportunity to attract attention to your ad.
If you're thinking that your display URL has to be the same as your landing page URL, you'd be wrong. It must however, point to the same domain. You can 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"
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.
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. Just think about how much easier running your AdWords campaign would 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:
1) 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
2) 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
3) Benefit/Call to Action
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 quite obvious that your main keywords must be included somewhere in your text ad.
4) 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?
The fact of the matter is that most advertisers just write their web site domain name in the display URL field. But to do this is wasting another valuable opportunity to attract attention to your ad.
If you're thinking that your display URL has to be the same as your landing page URL, you'd be wrong. It must however, point to the same domain. You can 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"
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.
Adrian Key is editor of the AdWords Adviser, a blog dedicated to making AdWords more profitable for you. Learn more about writing killer ad copy, discover resources, ideas and tips to improve your AdWords campaign at:
==>> http://www.adwords-adviser.co.uk/
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Rick writes: "However, if a particular keyword phrase shows a higher click-through-rate or attracts more conversions then use that instead."
I'd say split the keywords into two groups and target both, or use DKI in your title.
10:01:59 Thu Nov 19 2009 CST
Pages: 1