| Writing profitable google adwords is not difficult if you | | | | 11. Delete unnecessary words like a, an, On, the, etc. |
| know copywriting secrets, here's how to increase the | | | | 12. Use attention grabbing words like free, new, etc. |
| profitability of every Google Ad you run: | | | | 13. When you do use the word "free", do not capitalize |
| 1. Use keywords in your headline. Google puts them in | | | | all the letters, and don't use an exclamation point after |
| boldface and that helps your ad grab the readers | | | | the word. |
| attention. Egotists and Narcissists please note: The | | | | 14. Use action verbs (discover, retire, boost, increase, |
| name of any business makes a lousy headline. Your | | | | avoid, uncover, eliminate, prevent, etc. |
| click-thru rate will be low, and bid prices will be high. | | | | 15. Use active (vs passive) voice. |
| That's because your ad is about your company, not | | | | -Wrong: Discount shoes to be discovered |
| about what your customer wants. Your ad needs to | | | | -Right: Discover discount shoes |
| be about your customer, not you. | | | | 16. Use emotional words (cheap, sale, limited time, don't |
| 2. Use keywords also in lines 2 and 3 wherever | | | | lose out, easy, quick powerful, etc.) |
| possible. | | | | 17. Use motivational words. "now is your chance" |
| 3. Speaking of lines 2 and 3, it's O.K. to run lines 2 and | | | | "weight loss secrets you should know" "discover your |
| 3 together intoone sentence, or all 3 lines for that | | | | potential" "tips you can use to make money now" |
| matter. | | | | 18. Avoid crazy punctuation and wild claims. |
| 4. In your headline, capitalize the first letter of every | | | | 19. Use 3d-party endorsements "blows away Toyota |
| word, but avoid all capitals. | | | | Camry" says Autoworld" |
| 5. A single word change in your headline can make the | | | | 20. Show how your product/service is unique (faster, |
| click-thru rate go from .07% to 5%! | | | | wider variety, discount, most comprehensive, lowest |
| 6. Use the following formulas to create great headlines: | | | | price, etc) |
| For example: | | | | 21. Use call-to-action phrases (buy today, save 50%, |
| -How to _________ and ___________ | | | | download free trial now, sale ends tomorrow, buy |
| -What _______doesn't want you to know | | | | today save 70% offer ends soon, hurry before they're |
| -Get more _______ for less ________ | | | | gone) |
| Some real life examples: | | | | 22. Learn to steal. Yes, you read that right. All the top |
| -How to smoke and not suffer the consequences | | | | copywriters do it. That is, study good examples from |
| -What the IRS doesn't want you to know | | | | other advertisers and substitute your own wording. |
| -Get more fun for fewer dollars | | | | Better yet, keep a collection of strong words and |
| Look for other successful ads, find the formula in them, | | | | phrases. |
| then apply them to your product or service. | | | | 23. Discourage freebie hunters by including a price. |
| 7. Use numbers whenever possible. | | | | Including the price actually increases clicks. |
| -Wrong: Make lots of money. | | | | 24. By the way, the word "free" increases clicks. This |
| -Right: Make $847/week | | | | refers to a free sample, which leads reader eventually |
| 8. Note the difference between features and benefits. | | | | to a sale. |
| Features describe, benefits answer the question: | | | | 25. Very important: Try nOT to be #1 on the first page. |
| What's in it for me. | | | | #2-8, yes. Why? Lots of tire kickers click on the #1 ad, |
| For example, with your widget: Features include yellow, | | | | fewer do on 2-8, but always shoot for the first page |
| strong, etc. Corresponding benefits include easy to find | | | | or you are wasting your advertising dollars. |
| when you need it, will last long | | | | 26. Do not indicate that you are an affiliate. Google |
| List all the features, then list all the corresponding | | | | doesn't require that anymore. You'll increase sales |
| benefits. In your ad copy, focus on the benefits. | | | | without the affiliate indication. |
| 9. To begin writing, put the major benefit into a short | | | | 27. Extremely Important: Always test 2 ads |
| sentence, then hone it down, deleting excess words. | | | | simultaneously. When you have a hit, try to beat it with |
| E.g. Will last a long time vs longlasting | | | | another version (called "beat the control" in advertising |
| 10. Be specific so you don't get random clicks. | | | | lingo). Google will automatically rotate your 2 versions. |
| -Wrong: Tennis | | | | Keep the better performing one, then try to defeat it |
| -Right: Antique tennis racquets | | | | with an even more profitable ad. |