How To Write Killer Google AdWords Ads
Running Google AdWords Ads Is The Fastest and Most Targeted Way To Generate Traffic To Your Web Site.
Google AdWords started in March 2002 and became the largest advertising platform on the Internet ($21 billion in 2008). I believe that Google PPC is the most important advertising medium ever existed because, given it’s approach of response-accountable direct marketing, if an ad works in Google PPC, most times works in all other medium and vice versa.
Pay-per-click is direct marketing on steroids. You can test ideas in minutes and hours – not days, weeks or months. And, you can do it for tens or hundreds of dollars – not thousands, tens of thousands or hundreds of thousands of dollars like in other mediums.
Depending on the business model, many people build large businesses online using Google AdWords Ads and Google Placement Ads (content network) exclusively.
I’ve used AdWords since 2005 to build my online network marketing businesses. It’s not my exclusive method of building a business, but it’s a big component of my marketing strategy for generating leads.
Just open a free Google AdWords account, write the ad and you can be on the front page of Google in ten minutes for your target market!
To open an account is intuitive, but if you are new to Google AdWords you need to know some important basics before you place ads.
Don’t go crazy. There are TONS of courses and e-books out there and everyone claims to have best tricks. There are no tricks. You only need good solid knowledge and a sound strategy. Here’s what I recommend.
You can get free cheat sheets and a free 5-day course from Perry Marshall, the #1, legendary Google AdWords expert. Trust me when I say there’s no one better. Eventually it’s important that you download the “New 2010 Definitive Google AdWords Guide.” It’s the most downloaded Google PPC material in the world.
In order to be effective, you must know how to write Google AdWords ads and some basic Google rules.
This article deals with writing the best possible ads to create a high visitor/lead or visitor/sale conversion rate.
This training is simple, compacted, but sufficient to put you ahead of 97% of other direct/network marketers out there.
Once you know how to write good PPC ads you can write ads for anything else. PCC is the most skill-demanding type of advertising. The online market is a fast moving place, you either grab people’s interest or you lose them.
The key is to create a message that will make a reader stop, realize the benefits and make the decision to act on the ad.
It is as simple and as complicated as that.
Simple because you know what you want to accomplish, but complicated because it has to be done with so few words.
I think you can see why it is virtually impossible to sell an item or an entire idea just through an ad. The ad is simply the door opener. It has to be powerful enough to lead the person to more information.
When it comes to online marketing and advertising (or offline) we all want the same things. We want to pay as little as possible and get as many sales as possible, fast. The competition for your prospect’s mind is fierce. So, you’ve gotta be good!
It all starts by looking at the old AIDA formula: Attention, Interest, Desire, Action.
This simple formula is taught all over the Internet and at times may sound like an old adage, but it works!
AIDA isn’t some amateur’s exercise. AIDA is good marketing. Professional web copywriters always refer to AIDA for writing anything.
Ads, headlines, emails, blog posts, articles, sales letters, you name it. Attract attention, raise interest, arouse desire, and have a clear call to action. Another way to put it is Problem – Agitate – Solution.
The 12 Golden Rules Of PPC Ads:
Rule #1: Use ads to sort, not to sell. The purpose of an ad is to arouse curiosity and sell the click, not to sell the product. Your web site will sell the product. Don’t try to tell the story in your ad offer. Focus on getting the click. Read it, edit it, and re-write it as many times as you have to. Don’t think “tricks.” Think curiosity and benefits.
Rule #2: Target your particular market. For example: fishermen, gardeners, golfers, dog owners, web marketers, biz-op seekers, etc. It makes no sense to try to sell bird food to alligators.
Rule #3: Focus on the benefits, never the features. The feature is what a product is. The benefit is what it does for a person. Example: This watch has dials that glow at night. That’s a feature. Read the time at night without waking up your wife. That’s a benefit.
Rule #4: Write ads for human nature. Push the right emotional buttons. People buy emotionally and justify logically. Use short, powerful words.
Rule #5: Think of an ad in four parts: Headline, main benefit, call for action, and URL. The headline sells the ad and can also be a major benefit. It has to be good enough so the reader wants to pursue reading the ad. The benefit must be compelling and must lead to make the prospect take action.
Rule #6: People reading ads generally want to “make more money” or “save time” (or both) and most times want “free information.” The more you can tie your offer into these three main motivators the better your ad will pull.
Rule #7: Answer these questions when writing your ads.
• How will you save them money?
• How will you help them save time?
• How will you help them feel better?
• How will it make things easier?
• How will you help them get more done?
• How will you help them have more fun?
• How will you help them solve a problem?
• How will you help them get more pleasure?
• How will you help them achieve something faster?
Rule #8: Relevancy. This is not a training on relevancy and all the Google rules that go with it, but I have to spend a few words here. It makes no sense for you to write ads without taking relevancy into consideration. Google will kill you on the price and ranking.
Google is a “keyword-based search platform.”
People get off the couch, turn on the computer and search for a “specific term” expecting to find “relevant content” for that term or phrase.
There is nothing more aggravating than searching for a term and ending up on a bunch of irrelevant web sites.
Google’s goal is to give the user the best content and experience for their search whether paid or organic. They have to or people will stop using their search engine.
Google has tightened the rules and they will “slap you” (lowers your ranking and charges you more) if your ad AND web site is not relevant to the keyword being searched.
The days where Shaklee reps can run PPC ads on Noni keywords are over, unless you re-write your ad and page considering a reason of relevancy for doing so.
When you place an ad in your account Google will give it a “quality score.” The lower the score, the lower is your position and the higher is your cost per click.
That score takes in consideration the relevancy of the ad, web site and “on page optimization” factors.
Let me be clear. On page optimization factors used to be important to compete in the “organic” or free search only. This has changed. For a PPC ad to get a good quality score, you also need the best on page optimization possible, plus a privacy policy and a contact link somewhere on the page.
So, here’s your line of action:
A. Before you write anything online from now on, the first step is to do keyword research, THEN write a landing page or capture page around the keyword, and THEN write a relevant ad to advertise that site. Everything has to tie together.
Amazingly, 90% of people are still not “clued in” and do it the other way around. They write the site then try to advertise it at random. Of course, now that you know, that’s an advantage to you!
Do this simple exercise.
1. Pick a keyword in your niche (one that has no more than 10,000 searches a month). Use this free tool
2. Register a domain with the keyword in it. First choice is a .com, then .org, then.net – Never pick .info, .biz, .tv, or any other.
If a domain with your keyword is not available, then put a word before or after it, like MyDomain.com, Domainnow.com or BestDomain.com, DomainElite.com, Domainreview.com, etc.
Avoid a domain with hyphens (My-Travel-Business.com) unless you really have to. But if you have to, then it’s better to have the keyword in a domain with hyphens than not having the keyword in the domain at all.
3. Write the landing page with the keyword in the title, meta description, headline, the sub headline and 3% keyword density in the copy, plus a few LSI keywords ( permutations of the main keyword found in the Goggle Keyword Tool). This is not a total page optimization, but it’s better than 90% of direct marketing pages on the web.
4. Write the Google ad and make sure your keyword is present in the headline, copy and URL (see ad examples below).
NOTE: I recommend that the landing page should be a “capture page” because “list building” is the most important thing you will ever do online.
B. Use this free spy tool www.Spyfu.com to see what the competition is doing for the same keyword. Find out what other related keywords they are bidding on, their bid per click and their daily budget.
If you monitor other marketers URLs and keywords, it will give you an idea which keywords are working and what you can expect to pay -:)
C. You can also analyze their on page optimization and see how you can make your page better.
D. Write ONE ad and landing page for EACH keyword. Try not to advertise the same ad on different keywords. If you have one landing page only, then you are limited to advertising on one keyword under the rule of relevancy. So, get used to having several domains and landing pages.
(For advance users: Software is available where you can have ONE landing page and your PPC ads and landing pages keywords will automatically change to match the keywords being searched. How cool is that!
For example is you keyword is “rubber shoes” and you also added “winter rubber shoes” and “brown rubber shows” in the keyword list, the software will change those specific keywords in the ad and the page.
Rule #9: Apply these Google basics.
A. Google allows you so many characters per line. Ads can contain, including spaces, 25 characters for the title, 70 characters for the ad text, and 35 characters for a display URL.
B. NO CAPS or exclamation marks (!) are allowed in the headline. The words “Best” and “#1″ are assumptive and Google does not allow them.
C. Ads In Title Case Pull Better. Make the URL in Title case as well.
Rule #10: Bracket your keywords. When you load keywords in your ad make sure you bracket the keywords according to Broad, “Phrase” (in quotes) or [Exact] in square brackets according to you the nature of your keyword.
Rule #11: Split testing. Load four ad variations for each ad and let Google rotate them evenly, then narrow down the one with the highest conversion rate and get rid of the other ones. At the end of the day, no matter how clever you are at writing ads, you never know which one pulls best.
Rule#12: Try to rank in the middle position of the eight ads or at the bottom. This will avoid curiosity clicks. It’s also better to bid less, rank a little lower and bid on more keywords than trying to beat the top 3 positions. Dollar for dollar, you will generate more traffic depending on your particular situation.
Before you decide on a keyword, search it and see how many ads are competing for that keyword. If it’s less than eight, that’s ideal because you can rank for $.5 per click at the bottom. Try not for you ad to flow on the second page.
Ad Examples (these are just examples to show the psychology of ads):
” Work at home” keyword
Work At Home – $3K A Week
Our Business Works Immediately.
Only 4 Hours a Day – Free Info!
www.WorkAtHomeWithJoe.com
“Fire your boss” keyword
Fire Your Boss, I Did It.
$8,000 A Month In 30 Days.
People Call You, See This One!
www.YourDomain.com/FireYourBoss
“Golf Drive” keyword
Improve Your Golf Drive
50 Extra Yards To Your Golf Drive
New Club. Free Information!
www.YourDomain.Com/GolfDrive
“Travel business opportunity” keyword
Hot Travel Business Opportunity
I Made $5,000 While On Vacation.
Free 3-Day Weekend and Info!
www.My-Travel-Business-Opportunity.Com
“Lose weight eating chocolate” keyword
Lose Weight Eating Chocolate
I Lost 25 Pounds Eating Chocolate.
Shed 5 Pounds Your First Week!
www.LoseWeightEatingChocholate.Com
“Entrepreneurs” keyword
Entrepreneurs Wanted
Earn $770 Per Day Online.
Join Top Team. Serious Only.
www.YourDomain.com/Entrepreneurs
You give it a try now. Pick some keywords, make some ads and go to town!
Best,
AdWords(TM) is a Trademark of Google Inc., Mountain View, California.
Wave Marketing, Inc. is an independent and impartial training entity.
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