5 Expert Tips For Crafting The Perfect AdWords Ad

Google AdWords: Writing The Perfect Ad (Part One)

Google AdWords: Writing The Perfect Ad (Part One)

Your headlines are the most important part of your text ads. Without a “clickable” headline, your ad will languish and die. Your description line, display URL, and ad extensions only exist to complement the headlines.

Where are your eyes drawn to in the ad below?

With the prominence given to the double headlines, many searchers gloss over the other text.

 

It’s important to take up the additional real estate (as ad extensions do help to improve overall headline CTR), but the majority of searchers are going to click your ads based upon your headline messaging.

 

It’s imperative to include your targeted keyword(s) and call to action in the headlines.

 

It’s also good to include any competitive differentiators, promos or urgency messaging if they will fit. Don’t save your most important messaging for non-headline text.

1.Write a great headline that attracts your reader’s attention and is relevant to their search.

 

Description 1: Use this section to tell people about the benefits of your product or service, or your Unique Value Proposition.

 

Description 2: Use this section to further outline benefits, or to give your readers an incentive to click. This is where you’ll call readers to action.

 

To get better at writing these ads, write three versions of your ads. In the first, you’ll write an ad that explains “what’s in it for me,” and discuss the value of your product and the outcome of using it.

 

The headline will contain the keyword, and you’ll make sure to show the benefits before putting in your call to action in the second description section.

 

The second ad will focus more on the services your business provides. What is the solution, what is the pain point you’re solving? Be very clear about what it is that your product offers.

 

And for the third ad, this is where you can start to get creative and just do something different from the first two ads. Experiment with clever headlines, and creative ad copy.

 

Now you can run your ads, and start testing them to see which one works the best. You want to know which one resonates most deeply with your audience, and with three to choose from, you can start to find out what message is going to reach your target market in the best way possible.

 

2. Test your ads to learn what words convert best.

Testing is the key to AdWords conversion success. You need to determine which of your ads are going to get the best results, so you A/B test your ads to find the winner.

3.You

Using the word you makes your reader the focus on your message. Using more instances of ‘you’ than words like ‘we’, ‘our’ and ‘us’. You is the cornerstone of customer-centric copywriting that’s the kind of copywriting that converts readers into customers.

 

4. Imagine

When you use a word like imagine you invite your reader to take a quick holiday into their happy place. A place without pain or sorrow, frustrating or irritation. Painting that kind of scenario is a great way to open your copywriting, or deliver the solution.

5. 64 power words that add rocket fuel to your copywriting

 

 

Words to use in your headlines, offers and calls to action:

 

Words About Newness:

1. You
2. Because
3. Introducing
4. Welcome
5. Unique
6. Announcing
7. Breakthrough
8. Surprising
9. Exciting
10. Astounding

 

Words About Exclusivity:

11. Special
12. Secret
13. Hidden
14. Truth
15. Temptation
16. Forbidden
17. Never
18. Revealed
19. Exclusive
20. Limited

 

Words About Urgency:

21. Now
22. Discover
23. New
24. Results
25. Only
26. Direct
27. Hurry
28. Quick
29. Fast

 

 

Words That Reassure:

30. Can
31. Guarantee
32. Proven
33. Easy
34. Care
35. Simple
36. Safety
37. Lifetime

Words About Caring:

38. Family
39. Love
40. Children
41. Heaven
42. Dream
43. Health

 

Words About Saving:

44. Save
45. Money
46. Win
47. Cheap
48. Free
49. Reduced
50. Bargain
51. Bonus
52. Discount
53. Lowest

 

Words About Pain:

54. Hate
55. Failure
56. Afraid
57. Lazy
58. Humiliation
59. Alone
60. Reject
61. Stress
62. Stupid
63. Guilty

 

Your “Magical” Word: “Because”

The Ultimate Persuasion Technique:

 

Over the past few years, I’ve devoured a slew of books about traditional sales, marketing, and advertising. One of the best so far, in my humble opinion, is “Influence: The Psychology of Persuasion” by Robert B. Cialdini.

 

Cialdini distilled the thousands of sales, influence, and compliance-seeking tactics he observed down to a handful of techniques that he calls “weapons of automatic influence,” or the common denominators found in most of the methods he studied.

 

He claims that each of them is based on a human psychological principle that has the “ability to produce a distinct kind of automatic, mindless compliance from people, that is, a willingness to say yes without thinking first.”

 

Applying persuasion principles taps into the auto-pilot programs under which we operate every day — programs that enable us to make decisions quickly and survive a busy [and sometimes dangerous] world.

 

Given how many decisions we make in our lives (and have had to make to ensure our survival), it’s not surprising that we are conditioned to avoid over-thinking every single scenario we encounter.

 

In his book, Cialdini explores the most effective ways we can influence people to comply with our requests. He writes, “A well-known principle of human behavior says that when we ask someone to do us a favour we will be more successful if we provide a reason. People simply like to have reasons for what they do.”

 

The strategy itself makes sense if you think about it. We don’t like to be told things or asked to take action without a reasonable explanation.

 

So when you need people to be receptive to your thoughts or requests, always give a reason why. And the most effective transition word when giving a reason why is because. People are simply more amenable to influence with the addition of this simple word.

 

The ‘power of because’ has been well-documented by social psychologist Ellen Langer. Langer performed an experiment where she asked people queued for a copy machine to cut in line ahead of them.

 

Langer’s study illustrates the persuasive “power of because”

 

She tested three different ways of asking people the same basic question and recorded the results:

 

  1. “Excuse me, I have five pages. May I use the Xerox machine?”

 

Result: 60% said OK

 

  1. “Excuse me, I have five pages. May I use the Xerox machine because I’m in a rush?”

 

Result: 94% said OK

 

  1. “Excuse me, I have five pages. May I use the Xerox machine because I have to make some copies?”

 

Result: 93% said OK

 

By providing a reason — and using the word ‘because’ — Langer’s desired compliance rate improved dramatically.

 

More surprising perhaps is the fact that in case #3, it didn’t really seem to matter what specific reason was given (surely making copies is the most obvious reason to use a Xerox machine!).

 

The word ‘because’ triggered an automatic response in the participants and changed the outcome. This technique is well-known amongst direct marketers and ad copy writers.

 

Since all we’re talking about is adding the word ‘because’ and a reason to your online requests, why not test the theory out for your next campaign?

 

Test it in your email subject lines… or Web page headlines… or primary calls to action — basically anywhere you would like visitors to comply with your request.

 

Bottom line:

If you want to persuade someone to buy your product or complete a task, give them a reason. Of course, a good reason will likely be more effective, but even if you think your reason is less than compelling, the research suggests that site visitors are more likely to comply than if you had given no reason at all.

 

Giving people a reason to do something is incredibly powerful. The surprising thing is that it doesn’t even have to be a great reason.

Because is a powerhouse.

What have I missed here? What tips do you have for writing great ads?

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Phil Adair

Hot Clicks Pay-Per-Click Online Marketing

Suite 12, 5th Floor, Dymocks Building

428 George Street, Sydney 2000, NSW, Australia  

W: hotclicks.com.au

I’m a huge fan of connecting on social media. If you’re on these social networks, then let’s follow each other: 

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About Phil Adair

Phil Adair is the host of one of the most downloaded online marketing podcasts on the internet (go here to subscribe and listen to The Online Marketing Strategies Show.)

Read his inspiring bio now.  Feel free to send Phil a message here

 

 

10 Reasons Your Website Copy Might Need Some Love

Made any improvements lately? – your headlines and call-to-actions in particular?

 Making your text much more engaging and captivating is actually one of the quickest and highest-impact ways to improve your website conversions and sales.

 

It doesn’t matter how good your website looks if your text doesn’t sizzle and captivate – your visitors won’t be excited to learn more and will bounce often – meaning many lost sales for you!

 

You don’t have to have a degree in marketing to write more captivating text either – Here are some expert tips to help you quickly become a copywriting pro, and convert many more of your visitors into sales.

 

1: Captivate visitors by mentioning their needs and pain points

 

Often the best way to improve the effectiveness of your text is to think in your visitor’s shoes and prominently mention words on key entry pages that relate to (and solves) their main needs, problems or frustrations.

 

Try asking intriguing questions in your text that your visitors can relate to (particularly in your headlines) and then mention why your offering is the best solution for them. Researching more about your main types of visitors and getting feedback from them is essential to do this.

2: Focus on benefits and results of your product/service – not just features

 

Your visitors of course need to know your product/service features, but many websites forgot to also translate them into benefits and potential results – which is what your visitors really ultimately care about.

 

Therefore its essential you prominently mention these on your product/services pages – for example, if you are selling services, you should mention the benefits (saving time, effort etc) and impact on revenue for your clients – not just the service features.

3: Use proven highly-engaging powerful words far more often

 

Give your website text a makeover by using time-tested marketing power words. How many of these great examples below are you using on your website? Go ahead and check right now, particularly for your key entry pages, and start introducing more:

 

Discover, Secret, Results, Imagine, Guaranteed, Instantly, Powerful, Easy, Simple, Exclusive…

 4: Do the ‘we we’ test to make your text more visitor-focused

 

To engage many more visitors, focus your words on their viewpoint, not on you or your business – so avoid using ‘we, I or us’ and your company name too often. Instead, use much more visitor-orientated and friendly words like ‘you’ and ‘yours’.

 

To help improve this, you should to the ‘we we’ test to check how many times you use each type of business or visitor word on your key pages. Make sure you use higher amounts of visitor-focused words – doing that will instantly upgrade the engagement of your text!

5: Write magnetic headlines to hook your visitors

 

Your headlines can make or break whether your visitors stay on your website or bounces prematurely.

 

Try using several styles to see which converts best, including benefit driven ones, social proof or testimonial focused ones, or pain point related questions. This tool helps you analyze how good your headlines are.

 

“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar” David Ogilvy

 

Don’t forget to also test your headline size to make it stand out more, and the number of words used (short and sweet is better – ideally under 10 words). Here’s a great headline combining many best practices:

6: Know which boring and dull words to avoid like the plague

Some words are just a waste of space and opportunity on your web pages, and should be replaced with much better, more engaging words.

 

Here are some of the most conversion-killing words I still see way too often that you should avoid:

  • Submit (use a much more engaging word that implies the benefit of clicking)
  • Click here (pointless self-referential words – wasted opportunity to write a better call-to-action)
  • Cheap (makes your service/offering sound low quality – use ‘low cost’ or ‘affordable’ instead) 
  • Utilise, leverage, mission statement and other corporate words (too dull)

 

7: Ruthlessly cut your text and make it concise

To increase the chances of visitors reading your text and seeing your key points, you need to start really cutting down the amount of words you use.

Shorten your paragraphs and sentences, cut out fluff words, unnecessary extra detail words, and don’t ramble – be direct. If the words don’t help explain anything, or don’t add any real value to the sentence, then get rid of them.

8: Focus on improving your call-to-action button wording

The wording of your call-to-actions are critical – it’s essential you persuade more visitors to click on your buttons and key links. Always avoid using generic words like ‘learn more’, ‘submit’ or ‘subscribe’ – use much more compelling text instead.

Benefit and power related words will work well, as will using action-driven words, which leads us nicely into the next tip.

9: Inspire action – use words to get your visitors to act quickly

 

Realise that your visitors are often in a rush and don’t have much time, so get them to act quickly on your website offerings.

 

Action words are particularly important for using on your call-to-action buttons and links. Here are some good examples of action words to help you come up with ideas to test:

 

Now, Today, Get started, Fast, Quickly, Discover, Create, Instantly, Try, Learn, In Seconds.

10: Use sub-headers to make your text much easier to scan

Remember that visitors don’t read online the same way they do books or magazines – instead they scan text and will only read more if something catches their eye. Making use of many descriptive sub headers will make your text much easier to scan – they also help to break to categorise and break up long blocks of text.

 

I really hope this helped. Hey, have I missed anything here though? Drop me a note in the comments section below and let me know your thoughts. 

Like this post at all? Why not Pin it!

 

Remember to subscribe to my podcast 

 

Check out my [FREE] AdWords Video Training Series.

Get Instant Access Here >>

7 Absolutely Killer Tips For Google AdWords & Why They Crush The Competition

 

 

How to Build an Email List FAST – 7 Simple Methods You Can Use for FREE

Download The eBook Now:

 

Download here >>

 

 

Phil Adair

Hot Clicks Pay-Per-Click Online Marketing

Suite 12, 5th Floor, Dymocks Building

428 George Street, Sydney 2000, NSW, Australia  

W: hotclicks.com.au

I’m a huge fan of connecting on social media. If you’re on these social networks, then let’s follow each other: 

Twitter 

Google+ 

Facebook

YouTube

Pinterest

Instagram

 

About Phil Adair

Phil Adair is the host of one of the most downloaded online marketing podcasts on the internet (Go here to subscribe and listen to The Online Marketing Strategies Show.)

Read his inspiring bio now.

Feel free to send Phil a message here >>