Google Adwords ad copy is both hard and easy, and it really all depends on where you’re coming from – your current knowledge base. It depends on how you approach it and what kind of steps you take to create a good ad copy. So, the balance of this article talks about some tips and strategies for writing profitable ad copy for Adwords or any other PPC services.
When writing your AdWords ad copy you need to be specific. Never use any kind of template for your PPC ads because it’s just a recipe for dismal results. Each campaign has an audience that is differenct, and actually each ad group within the same campaign will need to talk about different specifics. Each ad group represents a different set of keywords and phrases, and that is why you need to talk in specific terms about different benefits, etc. The following example applies to any business; but let’s just say your fabulous shirt company offers a wide selection of shirts – all kinds and all categories. Ok, so your Adwords ad groups will contain keywords that only apply to one particular kind of shirt, and each ad within each ad group will be written specifically for those keywords. Ok, so what’s the best approach to do this? Each ad group will be based on different main keywords, and you’re the only one who can decide how you want to group your keywords. First, this is what Google wants you to do, and if you don’t then you will receive penalties in the form of a low quality score. In any ad you write for PPC, it’s important to offer your strongest benefit of your product or service. Two things you can do: first, learn all about writing classified ads, and then just simply do some Googling and study other PPC ads – easy. Just remember that all buying decisions are based on emotions and not logic. If you are able to do this, then bringing out your USP isn’t that difficult. Your ad’s copy must be able to highlight your selling proposition. Remember, your USP is something that makes you stand out from your competition, which means it’s something that no one else is offering. Your customers should be able to relate to this USP.
Hype is old on the net and people don’t like it, so be careful about getting too creative in your PPC ads. One thing to do is split test between a regular ad and one that contains some allusion to a story or experience. If you use the story part, then be very sure there is some tie-in like they can realize similar results as you. The best way to improve with Adwords, or any PPC, is to learn how to write great classified ads, and then it’s just a matter of experience. Very many people have had bad experiences with PPC, but it is not difficult to do well.