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Article By: KirtChristensen
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PPC Campaign Management - Headlines
Your Google ads are an army of 100,000 tiny salesmen traversing the entire planet for you. And you only have to pay their salaries when the customers crack their doors open to listen to them.
The identical verbiage you use for getting someone to buy from you in person or by telephone is the same language you should use when creating your Google ads. Ads are just printed sales talk.
Before you try to write advertising copy, you should try to explain what you're selling to someone who might buy. And then, when they raise their eyebrows and lean forward, pay attention to what you just said.
That army of tiny Google salesmen will succeed for that reason also. Your biggest challenge is the limits on space. You are limited to 25 letters and spaces or less in the headline and the two lines of body are limited to 35 letters and spaces each. Your display URL is also limited to 35 letters and spaces.
So those are your limits. And that's okay, because your goal is not complex: just be clear, simple, and relevant.
Literary folks with Ph.Ds or even MBAs generally have serious marketing disabilities. For advertisers academics can be more of a hindrance than a help.
Literary genius is not a requirement. Street lingo is more the style for Google Ads, not highbrow terminology. You want to speak in a conversational language that he is comfortable with on a daily basis. That is when he will 'click'.
As in printed ad and on web-page, the headline is the greatest asset in garnering responses. In that minute moment of time it takes to read the headline copy your customer first begins to decide whether you are truly relevant.
To begin with he finds the keyword he typed in is there in your headline. This is his first sign from you that you are actually relevant. What this indicates to you is that you need to make sufficient ad groups so that each one of your major keywords has it own unique ad.
For instance, what if you sold custom power supplies? There is certainly more than one direction a potential client can come looking for the product or service you sell. He may be searching for "adaptors". He might be searching for "power supplies". He might be searching for "transformers".
What you must do is head to your keyword tool, like Wordtracker, or maybe special keyword generation software, and you search out all of the possible keyword variations and relative terms for your market niche. Then divide them into small groupings that can be matched to specific ads. Like:
Custom Power Adaptors
Record-Speed Custom Production Time
Get a Full Quote in 1 Business Day
XYZAdaptors.com
adaptor
adaptors
ac adaptor
power adaptor
custom adaptors
Custom Transformers, Fast
Inventory Cost, Lead Time Advantage
Get a Quote in One Day or Less
transformer
transformers power
transformers
electrical transformers
voltage transformers
Power Supplies to Order
Inventory Cost, Lead Time Advantage
Get a Quote in One Day or Less
XYZAdaptors.com
power supply
power supplies
switching power supply
dc power supplies
ac power supply
These ads may not seem to be very catchy. They don't have any real attention getting phrasing either. In fact they may seem boring. But since they aren't aimed at the average Joe on the street. That is just fine.
These ads are aimed at engineers. They use language and terminology that is understood and appreciated by engineers. This is a perfect ad for the audience it is aimed at. The most telling fact is, they have a good click through rate.
Use your main keywords in your ad headlines and keep things relevant by making as many ad groups as you need to match your main keywords. That is the secret formula.
Article Source: ArticleZones.com
About the Author
Need to optimize or "fix" your Adwords & PPC campaigns? Kirt Christensen manages over $600k in PPC spending & knows what it takes to make your account hum! When it comes to pay per click campaign management, he's the man!
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