How To Write A Killer Ad
Writing an AdWords ad that kicks the hind parts of every competitor out there isn't as hard as you might think. You simply have to follow a few guidelines.
First, you need to craft an eyeball-grabbing headline. There three things to consider here:
- Use your keyword in your headline. This isn't rocket science. If you're targeting "dog training secrets”, a headline like "Ultimate Dog Training Secrets" illustrates the point.
- Use active voice verbs in your headline whenever you can. Consider something like "Train Your Dog In 7 Days". You even could try "Get Ultimate Dog Training Tips". The more active your headline is, the more it involves the reader's brain, and the more likely you are to get the click.
- Consider asking a question in your headline. Something like "Poorly Behaved Dog Chewing Up Your Stuff?" This targets a specific dog training problem, and is likely to get you highly targeted clicks.
- Consider using "How To" in your headline. This is a rule of thumb from the sales copywriting world, and it works like gangbuster. Something like "How Can I Train My Dog In 7 Days?" That involves the reader like crazy.
Once you have a headline, you can focus on the body of your ad. Here there are two big rules of thumb:
- Put your primary benefit (not feature) in the first line of your ad. This line is critically important, and leading with your biggest benefit will draw in visitors most likely to buy what you're promoting.
- Consider using "hints" in your ad to get rid of freebie seekers or people who won't ever buy your specific product. You might say something like, "Train your dog in 1 week, for less than a new pair of shoes". That implies you're charging something, which gets rid of freebie seekers, but doesn't even mention a specific price.
Getting your ads right is a matter of testing and trial and error, but if you follow these guidelines, you can cut your costs by starting out with better ads to begin with.