The Mind of Kenney Young

Your PPC campaigns will improve if you do some reading about copywriting principles. What perhaps serves as an obstacle for many people is you don’t have much room to work with in PPC ads. We would like to share about 3 very solid copywriting concepts that you can apply in your Adwords PPC campaigns.

If you’re new to Adwords, then you need to test your ad copy, so most important to be patient with the process. When you begin testing your ads, it’s not the kind of process in which everything gets tested at once. So for example, if you’re testing the headline, first get results from it and then move to testing the display URL. You have to track the reasons for your ad performance, and if you change more than one thing you won’t know which part was responsible for the performance difference. Google will rotate your ads for you, and you can easily see the difference with click through rate, or CTR.

One attractive part about Google AdWords ad copy is how brief they are, but the possible drawback is if you have no experience writing in this format. For one thing, don’t waste any ad space by using words that are superfluous. All you have to work with are 60 characters for both headline and title. Your ad has to be distinguished among all the others, and it also has to be compelling enough for people to click through. The thing about PPC is that it’s a one-time shot at any one particular person. Hence the requirement for causing as much “wow” with your ad as possible. Now you have a better idea as to why your ad copy needs to be tight with no wasted words. Never be afraid of the competition with PPC, or marketing, and just get educated about it more. You need to find a good angle or benefit and test that in your ad. You always need to carefully consider whether or not to use the word “free” in your ads. Be extremely clear in your ads about what the point is in the ad. You never want the surfer to discover something that isn’t relevant to what they thought they were getting.

Last but not the least; don’t forget to focus on your ad’s formatting. You need to create a great first impression and there’s never a chance for a good second one. You can kill your conversions fast by misspelling words, not using capital letters in the headline, etc. These are extremely easy mistakes to avoid, so be sure to take the time to do it right. A title that has the first letter of all words capitalized will out perform an ad that doesn’t do that. As we stated earlier, make very sure there are no spelling mistakes at all especially since an ad is so short.

You can learn to write highly effective Adwords ads, but it just takes some knowledge and practice. You’ll see that in the beginning it looks difficult, but as time goes by, you’ll start to get the ins and outs of writing good copy. After a while it will all become second nature to you. Not everyone is willing to do what is necessary to be successful, so if you have what it takes – then you can be successful.

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