Following on from the last article on finding quality keyword lists for your google adwords campaign, you will now learn how to write great adverts. To capture the attention of the searcher and get him to click your advert, you must enter the conversation inside his head. But it’s tricky writing a great advert in only 4 lines.
For each group of keywords you have selected, type the keyword into google and study the top placed adverts. Google adwords has a very clever system that rewards relevance. The best, most relevant adverts, that also get the most clicks, trickle to the top slot on the results page. These are the adverts you must emulate, but not copy. What is about them them that gets a top slot? Can you copy the concept?
You want to start writing your advert by compiling a list of features and then benefits of each feature. Then write your advert benefit first, then the feature. You want one or two benefits per adverts. More if you can. Save your best benefit for the headline. The headline must also contain the keyword phrase. Relevance is crucial. The more relevant your advert, the higher it goes on the page and the more clicks it gets. You can even put keywords into your URL. Infact, the best adverts have a keyword phrase-based URL that sells. For example, www.saveyourmarriage.com.
Write 2 or 3 almost identical adverts and allow google to rotate them. The adwords system will tell you which adverts gets the most clicks. Make this your control. Constantly rewrite your adverts to improve them and measure new ones against your control. The best adverts are intriguing, not pushy.
Perry Marshall’s Ultimate guide to google adwords has a whole chapter on writing google ads that attract eyeballs.
