Sample Ads

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Keyword Selection:

1.  Thorough keyword research is one of the most important aspects to running successful Adwords campaigns. The best approach to keyword research is to select keywords with high efficiency i.e. selecting keywords that are popular yet less competitive.

2.  The way to choose keywords is to think creatively. First make a list of every phrase you can think of that people might use to find what your site is going to offer. Try to imagine what your user may type into the search engine to find your  package.  Think of your target audience.  You can bid on terms which are in question format, or perhaps problems that people may have. Remember that many people do not even know your product exists. Ask your friends and colleagues for input and try to find people that are within your site's target audience to get an idea of how they would search.

3. Generally speaking, you're better off targeting phrases, not single words. For most businesses, there's simply too much competition for single keywords. What's more, research shows that customers are becoming more search-savvy - they're searching for more and more specific strings. They're learning that by being more specific, they find what they're looking for much faster.

4. Now, looking at your target audience again, you need to decide which terms THEY, not you or your marketing agency, are most likely to use. Bear in mind that most people do "natural language" searches.  They do not use marketing terminology. Generally speaking, they use simple 2-4 word phrases.

5.  The keywords we have provided are examples from some of our live ad campaigns.  You are more than welcome to use them, but it is a good idea to also  develop keyword lists which are unique to your own sales campaign. 

6.  There are some great keyword tools available which can help you.  The Overture/Yahoo Resource Centre offers two free tools - the Keyword Selector Tool and the View Bids Tool.  If you want more comprehensive assistance, you can't beat the Wordtracker service, which you can purchase by the day, week, month or year for a very reasonable price.  We also subscribe to Adword Accelerator, a brilliant monthly subscription service which also includes up to date bid information.  You can check this service out at http://www.adwordaccelerator.com.

7. Use negative keywords to qualify your visitors, and exclude those who you do not think would be serious potential purchasers. For example, by using the negative keyword "free" you are automatically excluding all those browsing the internet for free information.

Writing Headlines And Ad Copy:

1.  Some of the most competitive ads in the world are the headlines on magazine covers.  You may want to glance through a few magazine covers and table of contents to find headline formats and ads that pull in sales.

2.  Type your best keywords into Google or Yahoo, and check the sponsored ads which are already being shown.  This will give some ideas about what is working for your competitors - you can then create something similar.  (Don't copy your competitors ads, this is plagiarism!)

3.  You may be able to significantly increase your clickthrough rate if you start your ad copy with a powerful active verb.  For example, Act.  Drive.  Click.  See.  Go.  or call-to-action phrases that provoke emotion, enthusiasm and a response. eg. free, cheap, sale, special offer, time limited
offer, tricks, you, tips, enhance, discover, fact, learn, at last, free shipping, etc.

Here are some examples of call-to-action phrases:

* Buy Today - Save 50%
* Download Free Trial Now
* Sale Ends Tomorrow

Make sure the phrase specific to your business, otherwise Google may reject the phrase.

4.  Place Keywords in Your Ads:  Many search engines highlight the words in ads that match the users query. Placing the search term in the ad, particularly the headline, will help your ad stand out more and improve your click through rate.

5.  Sell Your USP (Unique Selling Proposition. What things makes your product or service better, different or stand out from the competition? Identify what they are and spell them out in your ad.

6. Sell The Benefits. Spell out one or more major benefit in your ad. For example, make more money, stay younger looking, lose weight, get healthier, live happier, etc.

7. Remove common words, such as "a, an, in, on, it, of, etc." Remove every word that does not absolutely need to be in the ad.Make every word count.

8. Deter freebie hunters by including the price of the product or service at the end of the ad. This will improve your overall conversion ratio and lower your average customer acquisition cost. This may reduce your click through ratio, but that's OK. After all, you're not trying to target every body, only potential customers. In most cases, freebie hunters will never become paying customers.

9. Test Multiple Ads Simultaneously. Always test 2 (or more) ads simultaneously. Find out which one produces the higher click through ratio. Then replace the weaker performing ad with a new
one. Continue this process in your never-ending quest to get the highest click through ratio possible.

 

Bid on Current Events & Buzz Words:

1.  Quite often, your cheapest ads and those which also convert best, are industry buzz words which nobody else has thought to bid on.

2. One example for the "Marketing Quickies" is to use famous internet guru's names eg. "Profit Like Andrew Fox".  For current events, you can watch the news for ideas - for example Perry Marshall recently notified the internet world about "Google Slap 3", which Google does not advertise, but
which affected many businesses and internet marketers.

3.  Bidding on buzz words and current events usually results in winning cheap key words which not only help to generate sales, but send many visitors to your website.

1.  Avoid sending your traffic to your home page, where your visitor has to  click once or twice more to reach your sales page.  Make sure you link into the specific website page where your visitors will immediately see your sales letter.

2.  Sending traffic to your home page makes it much harder to convert visitors to sales.

3.  You may even consider adding a special web page to your site that is made exclusively for each particular pay per click program (eg.  Google Adwords).  By linking directly into it from the ads you make it easy to track your conversion rates and return on investment for each pay-per-click campaign.

1.  Research shows that usually it is not worth bidding to gain the top listing. Frequently trying to list at the top will cause bid wars and get clicks from compulsive "click-happy" visitors.

2.  Listing at a lower spot will generally improve your return on investment, as you will attract less compulsive clickers for a lower bid price.

3.  In general, visitors who scroll down the ad list are more discerning and looking for a something more specific and targeted.  In other words, they prequalify themselves for purchasing your item.

4.  If you make the ads sound compelling to the reader by solving a problem, showing a benefit, or offering a solution to their problems, you can improve your click through rate and gain more traffic than ads at the top of the list.