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Google Adwords Writing Secrets You Need To Know
Author: Chris CarpenterAdded: April 22, 2006
Writing profitable ads for Google Adword Campaigns is not difficult if you follow a few copywriting secrets. The first key to successful advertising writing is understanding the concept of features and benefits. Features are qualities of the product or service. They are descriptive words like yellow, strong, big etc. Benefits tell the customer what’s in it for them. A benefit focused ad will mention phrases like will last long or easy to find when you need it.
When you begin writing an ad, write down a list of all of the features and then their corresponding benefits. Then put the major benefit of the product into a short sentence. Edit that sentence until you have a short phrase that conveys the same message. For example, if your product has a benefit of lasts a long time you can condense that same idea into the phrase long lasting. Delete unnecessary words in your ad like a, an, on and the.
Make sure to use the keywords in your headline. Google will put the keyword in boldface which will grab your reader’s attention. The headline of your ad should be about benefits to your customer and not the business name. In fact, if you use a business name as a headline your click-thru rate will be low and bid prices will be high. Your ad should focus on your customer and what they want. If you can, add keywords to the second and third line of the ad as well.
Use your space creatively. With only three lines in an ad, you can run the second and third lines together to create one statement. You can also use the headline with the second and third lines to make a longer sentence. Every word in your headline should be capitalized, but avoid using all caps. In the second and third lines, use normal capitalization. Avoid crazy punctuation and wild claims in your ads.
The following simple formulas can be used again and again to create winning headlines: How to ________ and _________ What _______ doesn’t want you to know. Get more _______ for less ______
Here’s a look at those headlines formulas in practice: How to smoke and not suffer the consequences. What the IRS doesn’t want you to know. Get more fun for fewer dollars.
You must learn to “steal.” Look at other successful ads for inspiration. Study good examples from other advertisers and substitute your own wording. All the top copywriters do it. You can keep a collection of strong words and phrases that can be used for a variety of products.
Pay attention to your word choice. A single word change in your headline can make your click-thru rate go from .07% to 5%. Try using attention grabbing words (free, new, genuine) and call-to-action phrases (buy today [link widoczny dla zalogowanych], save 50%, download free trial [link widoczny dla zalogowanych], sale ends tomorrow, buy today and save 70%, offer ends soon, hurry before they’re gone). You can use action verbs (discover, retire, boost, increase, avoid, uncover, eliminate prevent), emotional words (cheap, sale, limited time, quick [link widoczny dla zalogowanych], easy, powerful, don’t, lose out) [link widoczny dla zalogowanych], and motivational words (‘now is your chance,’ ‘you should know,’ ‘ discover your potential,’ ‘ make money now’).
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