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.

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.

Men, that is a very good one. That is just the way to be at the top. Thanks dcsingleton

Yes i have the same problem, got some click but no sale.

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

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