How to write Ads to Click for!

Mike Seddon · #1 (**permalink**) 21-03-2008, 22:24

One of the big tricks in PPC is to be able to write ads that get clicks. I recently wrote an article precisely about that. I thought it would be good to share with you nice people!

How to write Ads to Click for!

What is it that makes an ad a great ad that attracts a lot of clicks?
Many Google Adwords users will spend a lot of time, energy and money trying to get their ads to the top position as they believe this will increase their click through rate. Generally they are right. The more prominent your ad the more likely it will get looked at.

However it is not unusual for ads with lower positions to get more clicks than the ad in the top position. The secret for this is all in the words used in the ad itself.

Writing a clickable ad is not an exact science but there are some tips and techniques that can really help improve the clicks you ads are getting. They will also save you money as you shouldn't need to chase the top position to get a good click through rate.

1) Get your keyword in the title.
The first line of your ad (the title) is the one that people scan first. It's almost subconscious because they take in the whole page almost at once. So if they see their keywords in the title of you ad their subconscious mind makes a positive connection with your ad.

2) State the benefits in your second line.
Now that your first line has made a positive connection, you need to reinforce that by stating the benefit they will get if they click on your ad. If your benefit matches their need then you are almost home and dry. A click is almost certainly going to happen now!

3) Include a Call to Action.
Make your third line the call to action and also introduce a sense of urgency so that they will take immediate action. A good example of a third line is something like. Act Now. Offer ends Today.

4) Never forget the purpose of the ad
The purpose of an ad is to get a click. It is NOT to sell your product. Your website should do that once you have got them to click on the ad. It's amazing how easy it is to start writing a sales pitch for your product in the ad rather than concentrate on the benefits of clicking on the ad.

For example: If you were selling a new back pain relief drug then you might start to write about how good the drug was, how cheap etc. So you may write an ad something like this. Back Ache? Try our new drug. Cheapest Drug Available. Whilst this might sound okay, it's too product focused. You prospective clicker is looking for benefits. A better ad would be. Back Ache. Wave GoodBye To Back Ache. Relief Guaranteed.

5) Keep it Relevant
This actually isn't about getting more clicks. It is actually about making sure that the clicks you are getting are worth getting. You need to make sure that your ad will attract people that will want what you have to offer. Read you ad and ask yourself this question. If I clicked on my ad what would I expect to see on the website I am taken to. If it isn't what your website is offering then you need to rethink the ad.

If you find you are getting a lot of clicks but very few conversions then it is very likely that you ads are setting a false expectation of what you website is offering.

Tigglet · #2 (**permalink**) 21-03-2008, 22:27

Thanks Mike. There are some good tips there. It's sometimes tricky as there is a limit to the amount of words available but I suppose in theory this should create more focus in ensuring the words used are fit for purpose.

stephendoyle · #3 (**permalink**) 21-03-2008, 22:52

great advice Mike.

regards
stephen doyle

Mike Seddon · #4 (**permalink**) 21-03-2008, 23:01

Quote:

Originally Posted by Tigglet

Thanks Mike. There are some good tips there. It's sometimes tricky as there is a limit to the amount of words available but I suppose in theory this should create more focus in ensuring the words used are fit for purpose.

Tigglet, great post. You just reminded me of the one tip I missed out of the article.

I write my ads on paper without worrying about the length of the sentences I am allowed to use. Once I feel I have the right message in the ad, I then worry about rewriting it to fit into the allowed space.

This allows me to be a bit more creative.

Thanks again - Mike

david20 · #5 (**permalink**) 10-04-2008, 10:57

Hi Mike,

Thanks for tips about Pay Per Click Advertising.
But i want to know that is ppc is good for any website.
For Example, I have a site related to SEO Company and i think to start SEO campaign for that Company's site. But let me know one thing that can i get good business or it's wastage of money and time also B'coz if i don't get enough business from that then what ????

So, Plz guide me in correct way about the Pay Per Click Advertising

admagic · #6 (**permalink**) 10-04-2008, 11:15

Quote:

Originally Posted by david20

Hi Mike,

Thanks for tips about Pay Per Click Advertising.
But i want to know that is ppc is good for any website.
For Example, I have a site related to SEO Company and i think to start SEO campaign for that Company's site. But let me know one thing that can i get good business or it's wastage of money and time also B'coz if i don't get enough business from that then what ????

So, Plz guide me in correct way about the Pay Per Click Advertising

Here is a start

How real professionals use adwords..10 rules

But in a competitive market like yours you have to think out of the box

Dont JUST look at the obvious

So what are your customers thinking vbefore they come to you..

well they may be thinking "search engine submission" so see how competitive that is

There may be a really hot book on SEO...bid on that too, and supply it..

Who are the gurus? Bid on their names.

Cathc your customer befor they type expensive keywords

Mike Seddon · #7 (**permalink**) 10-04-2008, 18:16

Quote:

Originally Posted by david20

Hi Mike,

Thanks for tips about Pay Per Click Advertising.
But i want to know that is ppc is good for any website.
For Example, I have a site related to SEO Company and i think to start SEO campaign for that Company's site. But let me know one thing that can i get good business or it's wastage of money and time also B'coz if i don't get enough business from that then what ????

So, Plz guide me in correct way about the Pay Per Click Advertising

David,

I can't think of many examples where PPC is not good.

My advice is start with small budgets as you learn. Only set a budget at a level that you can afford to lose, then if you make mistakes you will not be financially damaged.

I agree with Adsense that in competitve spaces you need to think outside the box but if you are trying to catch someone that way then you should go after their email address rather than the immediate sale. With their email address you can then start to build up the relationship and convince them you have something worth selling.

Good Luck

Mike

admagic · #8 (**permalink**) 10-04-2008, 19:48

Quote:

Originally Posted by Mike Seddon

David,

I can't think of many examples where PPC is not good.

My advice is start with small budgets as you learn. Only set a budget at a level that you can afford to lose, then if you make mistakes you will not be financially damaged.

I agree with Adsense that in competitve spaces you need to think outside the box but if you are trying to catch someone that way then you should go after their email address rather than the immediate sale. With their email address you can then start to build up the relationship and convince them you have something worth selling.

Good Luck

Mike

If he is an SEO service company he must go for the sign up regardless.
Since the chance of selling an SEO service straight of the ad, straight of the page is unlikely unless some kind of review.

That is true of most high value non commodity items.