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Write Compact Google AdWords
If you're new to Google Adwords, these are keyword-based,
sponsored ads which appear as the top two listings, or down
the right-hand side of a Google Results page. Google charges
the advertiser a fee (ranging from 5 cents, to tens of $)
each time someone clicks on the ad.
In Adwords, you are permitted one line for the headline, not
to exceed twenty-five characters, and two lines for copy,
not to exceed thirty-five characters. That is all! This
takes into account spaces that count as a character. To
many, short means simple, correct? No true! A writer will
tell you that it's much harder to write short content
compared to wordier, long content. In short content, every
word must make a strong impact. This compact writing will
create better search and traffic results.
Google Adwords space has little room for garbage. A
well-written Google Adwords is approved faster by Google.
Plus, Google ads that are written with purpose have better
click-through rates and better responsive visitors.
Astonishing how 3 lines of about 70 characters has such
power!
A tight Google AdWords ad asks the reader to perform
some task. Concentrating on optimizing your keywords and
phrases is important. Also, understanding why you selected
those words is equally important.
Great copy for an AdWord doesn't happen in a wink of an eye.
Below are 10 tips:
1. Brainstorm copy starting with an inverted triangle.
Write down what you most want your visitors to know.
Include copy that has meaning to your target audience. Use
language that makes sense to your demographic. Narrow down
the copy using the following tips.
2. Power words, benefits and attention-grabbers move a
reader to perform a click. Brainstorm into two columns
where the first column is for listing features and the
second column is for listing the features benefits.
3. Attention-grabbers must be true. Does the claim make
you raise your eyebrows? Don't use "free" if there's a
catch. Google has guidelines you must comply with
(https://adwords.google.com/select/guidelines.html).
4. Get straight to the point. Customers are specifically
looking for what you have. Let it be known in a
straightforward and precise manner that makes you pop out.
5. Split-test your keywords by testing their power on
Google search results. Also, test different versions of
your AdWords ad on Google. Make changes to a poor
performing Ad. Changing one word can make a world of a
difference in your click-through ratio. If your Ad does
poorly, Google will drop it.
6. Square brackets around keywords and customizing
headlines are some programming tricks for an Adwords. Any
keyword matches from a search will be highlighted in the
Google ad if you bracket the keyword. A dynamic headline is
customized to change according to searches. For instance,
by using "Keyword:" in brackets in the headline followed by
difference search terms, those terms will be displayed as
the headline. An example is [Keyword: Writing Effective
Google Adwords].
7.~Cut out unnecessary words like a, an, in, on, it, of,
etc.
8. What makes you unique or shine? Loudly state it what
makes you better than a competitor. For instance, do you
offer discounts?
9. Save the deals or freebies for the end. This reduces
click-through visitors who want it all for nothing.
10. Call-to-action words contain energy and emotion. These
power words and statements should fit your service or
product. Common power words are enhance, discover and
these.
Tight writing comes from identifying exactly what you want
your customer to do with the information you provide. Not
only will your click-through rate improve but also your
self-monitored conversion ratio should improve when you make
AdWords work in your favor.
Copyright 2005 Riki Trafford. All rights reserved.
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Riki Trafford is the manager of Direct MO
Marketing Inc
which offers low cost keyword-targetted web traffic.
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