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Writing Adwords Ads

by Sylvia Meier
13 replies
  • SEO
    • |
Okay,
I will admit I must really suck at writing these. Keywords are perfect, I am ranking high for them, tons of impressions very little clicks. Any tips or tricks on writing the copy?

The method I have been using is

KEYWORD
Benefit
Feature

Any suggestions?

All help is much appreciated.
Sylvia
#ads #adwords #writing
  • Profile picture of the author dburk
    Hi Sylvia,

    I usually go with:

    Keyword {price}
    Emotional Benefit
    Call To Action

    In that order, but not necessarily keeping each within the lines. Try to fit as many emotional benefits in as you can and optionally include a price. Always include a call to action.
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    • Profile picture of the author Michael T.
      Originally Posted by dburk View Post

      Hi Sylvia,

      I usually go with:

      Keyword {price}
      Emotional Benefit
      Call To Action

      In that order, but not necessarily keeping each within the lines. Try to fit as many emotional benefits in as you can and optionally include a price. Always include a call to action.
      Same with me but i not always include the price.

      Try some split testing with different adcopy variations.

      One word can change your CTR by 2-3% very easily.

      Test different adcopyes and see which gives the best results and then use only the best adcopy.

      Adwords is all about testing so to get great results test a lot.
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      Regards...Michael T.

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      • Profile picture of the author fragin_bastich
        Don't forget dynamic keyword insertion! If you are not familiar it's actually very simple and has worked wonders for me (for ctr, conversion, and quality score)

        You write your ad like this:

        Headline {Keyword: Default Keyword}
        Line One
        Line Two

        So if you're adgroup was something like "bad credit auto loans" you could have:

        Guaranteed {Keyword:bad credit auto loans}
        line one
        line two

        And if you had a keyword list of "bad credit auto loans" "poor credit auto loans" "auto loans with bad credit", etc adwords would automatically insert whichever keyword triggered the ad between the brackets. The default keyword is there to take the place of any keywords that may be too long for the headline.

        Other than that, be sure to make multiple ads per adgroup and track/test them and tightly group your adgroups to match your keywords.
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        • Profile picture of the author Sylvia Meier
          Thanks for the suggestions, I have written a few new ones, paused the old ones and will see how these do. As for the {} idea thanks but I have my ad groups so tightly related that that would do little for me. They are generally the same phrase in the three forms, negative the word free and that is it to ensure the best fit. Means lots of ad groups but also makes it much easier to see what is converting, working and what is not.

          Sylvia
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          • Profile picture of the author John Hocking
            I use one keyword/phrase per ad group.

            This way I can target my ad and landing page to get the best quality score.

            As for the ads, Try to use the keyword/phrase in the title and /or body
            of the ad.

            Google will highlight every match with the serach term and you will get better click through rates.

            I also try to monitor my bids to keep my placement around 5 or 6.
            I my get less clicks but I find they covert to sales better.

            Create 2 versions of a ad and test one difference at a time. Monitor the clicks and keep the best. Then create a new ad and change one element from the better ad. Keep up this process will improve the your ads over time.
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    • Profile picture of the author Yetty
      Originally Posted by dburk View Post

      Hi Sylvia,

      I usually go with:

      Keyword {price}
      Emotional Benefit
      Call To Action

      In that order, but not necessarily keeping each within the lines. Try to fit as many emotional benefits in as you can and optionally include a price. Always include a call to action.

      Yes, attracting the buy is the key to it and dont be decieptive. I mean the keyword {price} should be considered. I think if not free dont say free except if you have a reason for that. The tips are pretty good.
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      MAKE $20+5% PER AFFILIATE SIGNUP AND UP TO $175 PER SALE
      AFFILIATE MARKETING INFO
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  • Profile picture of the author dcsingleton
    Here is what I use as a guideline for adwords:

    First and formost rule is Relevance. this pertains to the keywords for your adwords ad.

    Headlines must reflect the Relevant keyword. Often it is the keyword. Relevence is KING.

    Ad body = Benefit

    Call to Action

    Here are some templates:

    Template1:

    Looking To (Keyword)
    Proof: (Number in time)
    Instantly (Benefit)

    Example1:

    Looking To Make Money?
    Proof: $600 In 24 Hours
    Get Paid Instantly

    Template2:

    Want To: (Keyword)
    Unique: (Only with this)
    Find out (Call to action)

    Example2:

    Want to Burn DVD's?
    You Can With This Software
    Find Out How to Copy Any DVD

    Template3:

    Action (Keyword)
    Benefit (Quantity)
    Benefit (Quantity & choice)

    Example3:

    Download Music
    Get Unlimited Music
    Thousands of Songs Available

    Forget clever or catchy sayings for the headline. Try to get in the buyer head.
    What are they really looking for?

    It may not be what you think. Here is a story that illustrates the point.

    During marketing research on how to sell big screen TVs a friend of mind found a salesman who outsold every other saleman by a huge margin. As he observed the salesman he noticed some odd things in the salesman's pitch. You need to know that the largest consumers of big screen TVs are single men. During the sales pitch the saleman would interject things like "this will really knock her panties off", "this will get her juices flowing", "when she see this her panties will fly off". "this will get her hot and bothered" and other odd sexual inuendos.

    When my friend asked the salesman about his odd comments when telling prospects about the the big screen TVs he told him he had discovered that the men buying the big screen TVs believed they would have more sex buy owning a big screen TV. The saleman didn't question it he just began causually interjecting phrases reinforcing the prospect belief. His sales numbers reflected his correct observation about his prospects. He said he had no idea if it was true (the men got laid more after buying the big screen TVs) he just used the belief to sell more TVs.

    With that in mind I suppose an Adwords ad for big screen TVs would look like this

    keyword: big screen TV
    headline: Knock Her Panties Off (benefit)
    ad body: Panty Dropping Picture (benefit)
    ad body: Instantly Get More Action (benefit)

    Remember: Relevance (to your prospect) is King, forget what make sense to you.

    Hope this helps and I hope readers of this have a sense of humor, no offense intended.
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    • Profile picture of the author LivingCovers
      Magnificent piece of invaluable information there, dcsingleton.
      Got them all copied to my drive.
      Thanks.
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  • Profile picture of the author Yetty
    Men, that is a very good one. That is just the way to be at the top. Thanks dcsingleton
    Signature
    MAKE $20+5% PER AFFILIATE SIGNUP AND UP TO $175 PER SALE
    AFFILIATE MARKETING INFO
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    • Profile picture of the author LeannaLuck
      Yes I definitely needed that help. Thank you. I had a friend give me some advice to try and word the first sentence of the ad in the form of a question. I tried it and got my clicks up. However, now I just need to get the clickers to actually buy, lol.

      Thanks
      Leanna
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  • Profile picture of the author teiturgu
    Yes i have the same problem, got some click but no sale.
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  • Profile picture of the author JustinSch
    Hi Sylvia,

    I usually do not stick with any specific formula.

    What works on one keyword may not work on another, so I like to look at what other advertisers are doing on a given keyword, or set of closely related keywords.

    The goal is to "fit in" and "stand out" at the same time.

    As an example, if everyone is using prices in their ads, then using prices in your ad can help you fit in, using a lower price or mentioning an additional discount can help you stand out.

    Look for common words or phrases, besides the keywords themselves, that your competitors are using and consider using them yourself, if you aren't already.

    Another big thing most people don't realize is that a 1% CTR might be fantastic for your keyword, even though many of the ebooks on the subject may lead you to believe otherwise.

    I also noticed that you mentioned pausing your current ads to test new ones. I highly recommend running both the old and the new at the same time, otherwise what you have is "time interval testing" and your results could potentially be skewed.

    To get a more accurate picture, run both the new and old ads at the same time, and in your campaign, on the "Edit Campaign Details" page make sure you have Ad Serving set to "Rotate" and not "Optimize" otherwise you may not get accurate test results.

    Finally, I would keep both the new and old text ads running until you have statistically significant test results, which you can determine using these calculators:

    :::SplitTester.com:::
    Split Test (A/B Test) Calculator | User Effect
    200-Proof Marketing
    (none of those are mine)

    Hope you found that helpful, PM me if you have any questions.

    - Justin Schneiderman
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  • Profile picture of the author bimawarrior
    Thanks for kindly sharing your knowledge dcsingleton.

    Copied into my ad swap files

    Talking about relevance, I have a free small apps developed here:
    http://www.warriorforum.com/adsense-...rds.html<br />

    It will make one adgroup for one keyword you have, which is inserted as tokens.

    Thanks!

    Hendra
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