6 replies
Hello,

I am looking for a good book on how to write good PPC ads or even find/hire copywriters specializing in PPC Search Ads.
#ads #copywriter #ppc
  • Profile picture of the author Mark Pescetti
    Are you writing the ads to get the best possible quality score... or strictly for conversions?

    Before I focused on writing web sales copy, I marketed myself as an Adwords copywriter.

    Why?

    Well, a lot of people throw their money away on P.P.C. because they're playing the game the way Google wants them to.

    Big mistake.

    Firstly, you aren't bidding when you create your daily budget.

    You can pay way less per click than the competition, but still be at the top of the first page.

    Likewise...

    You can pay up the butt and get buried on the 4th page results.

    So a lot of people try to beat the system, rather than focusing on their actual ad copy.

    But there are incredibly simple tactics you can use to get a slightly higher quality score, without making your ads read like they were produced by an SEO droid.

    Ultimately though...

    None of that should matter, because you need to be targeting tiny niches in your broader market to obtain the highest possible ROI.

    I rarely use quotes in my ads. I almost always use brackets for my keywords. And I never go broad.

    Also...

    Make sure you're sending prospects to a specific landing page that you developed for the campaign.

    Title your page and domain appropriately.

    And keep your copy extremely relevant, but give yourself creative license to write the copy for sales. Never try or aspire to adhere to the ridiculous SEO standards Google ambiguously markets.

    As for the ads themselves, use the copy to position yourself in a very particular way, while also prequalifying prospects - so you cut down on erroneous clicks.

    For instance...

    If you're selling something that's a little more expensive than what the competition offers, communicate how you're upper scale (positioning) and advertise your lowest price (prequalifying.)

    The ads also need to reflect what's on the landing page, which should really be echoed in your headline so you cut down on bounces.

    Lastly...

    I never focus on impressions.

    My only goal is to make sure that every click is a legit customer.

    Produce 4 - 6 ads, all with different positioning messages (or stating the same positioning in different ways) and see which one gets you clicks... and sales.

    I know you asked for a book, but I thought I'd just try to sum up the gist of it.

    Mark Pescetti

    P.S. keep your copy on the shorter side. Google's approval standards are insane these days.
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    • Profile picture of the author RickDuris
      Originally Posted by Reflection Marketing View Post

      I rarely use quotes in my ads. I almost always use brackets for my keywords. And I never go broad.
      I found Google's new twist amazing, because they're deliberately diluting the benefits of exact match because they think they know better than the Adwords customer now:

      Adwords Exact Match Changes and How to Opt Out - April 2012 | SpyFu Blog

      Yes, after they implement this change as well as others, it's time to throw all your Adwords training in the trash.

      - Rick Duris
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      • Profile picture of the author Mark Pescetti
        Originally Posted by RickDuris View Post

        I found Google's new twist amazing, because they're deliberately diluting the benefits of exact match because they think they know better than the Adwords customer now:

        Adwords Exact Match Changes and How to Opt Out - April 2012 | SpyFu Blog

        Yes, after they implement this change as well as others, it's time to throw all your Adwords training in the trash.

        - Rick Duris
        Interesting.

        Thanks for sharing that Rick.

        I'll tell you though...

        What Google considers "helping" people, I call stealing.

        What's worse is, there's no oversight.

        Google is (and rightfully so) extremely secretive about their methods.

        But sadly, for the every day entrepreneur who is just doing the best they can with the tools they're aware of, like Adwords, they'll end up losing tons of money and have no idea why.

        Criminal.

        Mark Pescetti
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        Do you want a 9 figure copywriter and biz owner to Write With You? I'll work with you, on zoom, to help write your copy or client copy... while you learn from one of the few copywriters to legit hit 9 figures in gross sales! Discover More

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        • Profile picture of the author thegrinder
          thanks for the info ill keep it in mind, right now im trying to look for an affordable copywriter that specializes in PPC Search Ads. Regarding the actual ppc management and strategies I will deal with that, I just don't want to write the ads myself. I've been trying to find some warriors for hire but it seems the majority are for actual sales letter/landing page rather than those 140 words ads. Let me know if you would be interested
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  • Profile picture of the author AdwordsMogul
    Just so you know... a lot of people worry about their Adwords campaign when in reality the problem lies elsewhere.

    Most of the time, the marketing funnel, and the landing pages are not properly thought through. So you may get more, cheaper traffic but not necessarily make more money.

    I'm not saying this is your situation but if you don't have a clear USP for main business your Adwords campaign will not save you.
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  • Profile picture of the author thegrinder
    hi thanks for your words, i am well aware of that, im just looking to find a good book about ppc ads copywriting as the ones listed in the main thread are all for sales letter/email/landing pages...
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