Google AdWords - How to Write Effective Ad Copy

There are actually a number of factors that determine whether or not an Adwords campaign will be successful, and of course the ad copy is just one of them. So let's get cracking on this, continue on and you'll discover three proven strategies for crafting ad copy that can produce higher conversions.

Avoid being cute or clever with ad copy - make your point and give solid information. You also want to do that because you just do not have much room to play around in. First, a space is a character; but then it's like 25 characters in the headline/title and 35 for the body - not much room! So make sure you cut down on all the unnecessary words and include only those points that make your advertisement more valuable. You maybe already know this, but your ad has an extremely short time duration to make the reader interested enough to click on your ad. So before they move away to another page, you should be able to get them to look at your ad. For example, if you're selling a certain product, you may give away the selling price in your ad, so that only those who are genuinely interested in buying your product click on the ad. Obviously price matters, no kidding, so it's important to know that anyone who clicks on your ad with the price in it should be accepting of the price. While a great CTR is great... we'd rather go with a slightly lower one but the final offer converts better. See?

Use as much of your ad as you can, and that includes the URL you display as there are ways to do that. But for whatever reason not every PPC marketer takes full advantage of the display URL. Lots of marketers, or PPC advertisers, have proven that the display URL comes into play with click through rates. As an AdWords advertiser, you should know that you can put almost anything you want in your display URL, given that the destination URL matches with the domain. What you will want to do is use your keywords in the display URL; usually as a backslash or filename extension.

If you read about writing good classified ad copy, then you will learn about the importance of including the strongest benefit you can find in your ads. Not sure? Make a list of benefits, and also make sure they are not features, and then choose a small number of the best ones to test in ads. Your market will vote with their mouse if you offer them a benefit they want and relate to. If you're not sure about the difference between a benefit and a feature, then that is something you need to do some research about.

You'll be best served if you continue your education about PPC and also Adwords advertising in particular, and always keep learning about writing good ad copy that converts. The ability to write effective advertising copy takes patience and practice just like many other skills, but it's one of the most valuable skills you can learn.


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