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Write Compact Google AdWords
By: Riki Trafford
A newbie to Google Adwords will discover that these ads are
sponsored ads loaded with keywords that are located on a
Google Results page in the top two positions or along the
right-hand side. Advertisers are charged a fee by Google
(from five cents to 10s of dollars) whenever someone clicks
on the advertisement.
An Adwords' copy is allowed one short line for the headline
that can't go over 25 characters, plus two lines for the
content that can't go over 35 characters. No more! A space
is considered a character. Shouldn't it be easy to write a
little copy? Not so. In fact, a writer knows compact
writing is much harder than wordy text since every word
counts heavily. Tight copy has to draw in the right traffic
and the right search results.
Google Adwords space has little room for garbage. A
well-written Google Adwords is approved faster by Google.
Plus, Google ads that are written with purpose have better
click-through rates and better responsive visitors.
Astonishing how 3 lines of about 70 characters has such
power!
A tight Google AdWords ad asks the reader to perform
some task. Concentrating on optimizing your keywords and
phrases is important. Also, understanding why you selected
those words is equally important.
Engineering an effective Google Adwords isn't going to
happen overnight, so below are some useful tips:
1. Use the inverted triangle method of writing to
brainstorm copy. Start with what you most want your
visitors to grasp. Put that into in copy that holds meaning
for your target audience in a language that is understood by
them. Use the following tips to trim your copy.
2. Move a visitor to perform a click by using
attention-grabbers, power words and listing benefits. Get
these ideas by brainstorming into two column where the first
column is for listing features and the second is for listing
the benefits of these features.
3. Put only truth into attention-grabbers. Don't say its
"free" if a catch is involved. Follow Google guidelines
carefully
https://adwords.google.com/select/guidelines.html.
4. Don't skirt around what your customers want. The power
of the Internet allows your customers to look for you and
they want something specific. Announce loud and clear that
you're there by using a headline that's precise.
5. Split-test your keywords by testing their power on
Google search results. Also, test different versions of
your AdWords ad on Google. Make changes to a poor
performing Ad. Changing one word can make a world of a
difference in your click-through ratio. If your Ad does
poorly, Google will drop it.
6. Use [square brackets] around keywords and even try a
dynamic headline. When a search result matches your
keyword exactly, Google bolds the matching keywords in your
ad. You can also program your headline to customize and
match the search, as long as the dynamic headline doesn't
use misspelled words. For example, {KeyWord: Writing Tight
AdWords}. You must use the brackets and "KeyWord:" in the
programming.
7. Omit words that aren't needed like it, of, in, on, an
and a.
8. What makes you unique or shine? Loudly state it what
makes you better than a competitor. For instance, do you
offer discounts?
9. Get rid of freebie seekers by putting the deals or
discount at the end of the ad.
10. Words packed with energy and emotion are call-to-action
words. Pick powerful words and statements that closely
match your product or service. Some power words include
these, discover and enhance.
Writing effective ads for Google means including the exact
information that your visitors need to make a purchase from
you. By focusing on content that will improve your
click-through rate, you will also see your conversion ratio
improve. Who thought roughly 70 characters had such amazing
power!
Copyright 2005 Riki Trafford. All rights reserved.
Riki Trafford makes it easy for you to find low cost,
keyword-targeted,
pre-qualified visitors for your web-site.
For more information,visit http://www.1dmom.com
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This article was posted on September 4, 2005
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