Headlines and Pay-Per-Click Campaign Management
Just imagine, you have an army one hundred thousand strong, they are all salesmen canvassing the planet just for you. That is what your Google Ads are. The best thing is that you only have to pay them when customers open their doors to hear them.
Salesmanship in print is advertising. The same language used for selling or persuading someone to buy your product via the phone or in person, is the same language to use when composing your Google ads.
In advance of writing your ad copy use this exercise: Tell someone who might want to buy your product all about your product. Watch for their responses of interest, such as raised eyebrows and leaning forward, then take note of what you said to elicit that response.
That army of tiny Google salesmen will succeed for that reason also. Your biggest challenge is the limits on space. You are limited to 25 letters and spaces or less in the headline and the two lines of body are limited to 35 letters and spaces each. Your display URL is also limited to 35 letters and spaces.
These are you limits. But that is ok! You have a relatively uncomplicated goal; be straight-forward; plain and pertinent.
Those advertisers with academic accolades may find they are at a disadvantage when creating their ads. This is one instance where and education can be a handicap.
You don't need to be a literary genius. Google Ads are the language of the street, not the ivory tower. Speak to your customer in the language she responds to in everyday conversation, and she'll click.
Within the fraction of a second it takes to read your headline, your prospective client will make up her mind on the question 'to click, or not to click'. Your headline will hold the greatest amount of advertising weight on your webpage, just as it does with print advertising.
Start with that keyword your customer just typed in and fit it into your headline. That will be the first signal to him that you're truly relevant. This means that you'll want to create enough different ad groups that each of your major keywords can have an ad of its own.
For instance, what if you sold custom power supplies? There is certainly more than one direction a potential client can come looking for the product or service you sell. He may be searching for "adaptors". He might be searching for "power supplies". He might be searching for "transformers".
The thing to do is click on over to your favorite keyword tool, like Wordtracker, or maybe you have some keyword generating software. When you are there you will find all the major variations and related keyword terms for your niche market. Your next step will be to divide them up into sub sets for grouping to match specific ads. Such as:
Custom Power Adaptors
Record-Speed Custom Production Time
Get a Full Quote in 1 Business Day
XYZAdaptors.com
adaptor
adaptors
ac adaptor
power adaptor
custom adaptors
Custom Transformers, Fast
Inventory Cost, Lead Time Advantage
Get a Quote in One Day or Less
transformer
transformers power
transformers
electrical transformers
voltage transformers
Power Supplies to Order
Inventory Cost, Lead Time Advantage
Get a Quote in One Day or Less
XYZAdaptors.com
power supply
power supplies
switching power supply
dc power supplies
ac power supply
These ads may not seem to be very catchy. They don't have any real attention getting phrasing either. In fact they may seem boring. But since they aren't aimed at the average Joe on the street. That is just fine.
This is a company that aimed at engineers, therefore their ads use the terminology that engineers can understand, connect to, and recognize. They reflect their targeted customer well. Plus, they have a good CTR.
The formula for success is this: use your major keyword in the headline, and create as many unique ad groups as necessary to keep them all relevant.
Article Source: http://www.search-raven.com
About the Author
Need to optimize or "fix" your Adwords & PPC campaigns? Kirt Christensen manages over $600k in PPC spending & knows what it takes to make your account hum! When you need an adwords consultant, he's the man!
This article is licensed under a Creative Commons Attribution - No Derivative Works 3.0 Unported License, which means you may freely reprint it, in its entirety, provided you include the author's resource box along with LIVE links (without "nofollow" tags).
by: KirtChristensen
Total views: 55
Word Count: 641
Rating: Not yet rated