Only three more days until our debut presentation during Boulder Startup Week, entitled Google AdWords: Impatience is a Virtue. So clearly, we have AdWords on the brain! And because we know you’re all so thirsty for knowledge on this powerful tool that seems like a mystery to many, we’re giving you another sneak peek right here on the RumbleLink blog.
While AdWords can get pretty involved and tricky with all those knobs and dials, so to speak, many businesses actually struggle with writing the ad itself.
Google AdWords only allows up to 25 characters for the headline, 35 characters each for the two description lines, and 35 characters for the display URL. That’s less space than you have in a Twitter message total! So it stands to reason that many businesses struggle with creating an inspiring and engaging ad with only 130 characters at their disposal.
Furthermore, there are a few formatting guidelines, as well as rules for offer and promotion redemption. I won’t get into all those fine details here, but we’ll definitely be discussing them at our Boulder Startup Week event! So, you should probably register for that. Hint, hint.
However, I am willing to share a few points from my checklist for creating strong text ads that captivate consumers. Be sure to experiment and tweak this formula pertaining to the goals of your company, the behavior of your audience, and the needs of your consumer.
So without further ado, here is my list for creating the best darn AdWords ads that ever existed…or something close to it.
Make it Snappy:
I think I’ve already made it clear that you simply don’t have enough room to write a lengthy argument for why a searcher should click on your ad. Therefore, you have to make your ad short, sweet, and to the point. No beating around the bush; just say what you have to say and get on with it!
Don’t waste time on “fluff” words to describe your product. You’ll end up sounding like a pushy car salesman, and most likely, driving away potential customers. Ads that claim they have the “#1 Super Secret Weight Loss Pill Ever” don’t really speak to the qualities of the product and come off sounding like a scam.
Instead of fluffing up your ad, narrow down the point of your ad as much as possible and get extremely specific. Utilizing keywords will help you quite a bit in that regard.
Use Those Keywords:
Keywords really should be the focal point of your ad copy because they not only match you with interested customers, but they help those interested customers find you faster. User behavior tells us that if a searcher is going to be browsing for “organic hand soaps,” for instance, then he or she is going to be on the lookout for any ads that actually say “organic hand soaps.”
Furthermore, Google automatically bolds your keyword if it’s an exact match to the query. So why anyone would use an irrelevant keyword is beyond me. Get specific, use a precise keyword, and capture the attention of the right customer.
Be Different:
The beauty of online shopping is that you can find just about anything you’re looking for quickly and easily. But you’ll also find a few similar products, some close competitors, and maybe even a new-and-improved formula. So how are you supposed to stand out when everyone else looks like a match? By establishing a point of differentiation (POD), of course!
For example, I just searched for “high heel shoes.” What? It’s for research! Anyway, take a look at the screenshot below to see three ads that popped up for me. Each company makes it a point to express their POD:
The first company lets me know that their high heels are both sexy and seen on celebrities. Sounds good.
The second company says their high heels are also sexy, but hey! These guys are affordable! Even better.
Finally, the third company clues me in that their selection is exclusive. Not bad.
In short, I’ve learned that Company A is sexy. Company B is sexy and affordable. Company C is exclusive. My search was vague, but these PODs would have helped me narrow down my search if I were in fact interested in buying some high heels.
Who would’ve thought that so much analysis and strategizing goes into those tiny little ads? After all, it’s only a couple of lines of text meant to convince a complete stranger that your company is deserving of their time and money! Then again, maybe all that analysis and strategizing is there for a reason!
Despite these three tips that I deem to be extremely helpful and important to writing effective AdWords copy, there are still a few more points to go over, such as calls to action, display URLs, and proofreading. If you’re interested in learning about the Full Monty, then I suggest you register for our free AdWords presentation immediately! Here’s the link: http://rumblelink.eventbrite.com/
What do you find tricky about ad copywriting? We’re here to help you with all your PPC and Copywriting needs!
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