Internet Marketing Part 5.

bybillmac65

319 followers

Updated 9 years ago

5. Write Compelling Copy by Stepping into the shoes of the person reading it.

So how do you come up with the wording in your ad? Well with Google, you haven't got much room so it needs to be sharp, concise and compelling.

There's no magic formula but it's rally not rocket science. Here's what I do when I write a pay per click ad. I step into the shoes of someone reading it and imagine what the ad needs to say to get me to take action and click on it.

One important thing to remember is that the purpose of your ad is not to sell your product or service. That's the job of the web page the person that clicks through to. The purpose of your ad is to just get them to click to your site in the first place. This is a very important distinction.

So when I'm stepping into the shoes of the person reading the ad,I'm just focusing on what I can say to get them to click on my ad.

Another easy way to follow rule is that in the same way you want your keywords in the headline, you want them in the as as well. Why? Again because it's all about relevance. In fact if you talk to those nice people at Google they'll tell you that their entire Multi Billion Dollar empire is built on relevance. They built the search engine and made it people's favourite by making sure that the search results you get are more relevant for you than other search engines.

So use the keywords in the main body of the ad.

Other than that, the main thing you need to do is to come up with a significant benefit.

If there's an obvious benefit to your product or service or just your website, put it in the first line.

A dentist might say "brighten your smile", or "dazzle your friends"

If you're in business that makes people money say 'increase your profits' or 'grow your business'

If you solve a problem - that's the benefit. 'Ease your arthritis pain' or 'eliminate weeds' If you're an estate agent/realtor..... 'Sell your home quickly'

Do you get the idea?

So the headline gets their attention because it's the same or similar to the keyword that they've just typed in.

The top line of the ads get their interest and desire by giving the benefit and the second line will probably be about the content of either your product or service or the website you want them to click through to.

So our dentist might say 'brighten your smile' in the first line.....

'Fast, pain free dentistry - Special Report' in the second line.

Or

'Ease your arthritis pain' in the first line...

'Remarkable drug free treatment' in the second line...

'Sell your house quickly' in the first line...

'Top tips for a quick home sale' in the second line....

You don't have to be Shakespeare to write a Google ad!

6. Testing

Please understand that with pay per click and with Google in particular, you have the most incredible direct marketing testing tool for your business ever created.

Here's what I mean. If you have an idea for an advertisement that you want to run in your favourite magazine, you have to write the ad, get it designed, negotiate with the publication, probably have to commit to spending hundreds or thousands of pounds, wait weeks or even a couple of months for it to come out and then spend days or weeks measuring the results.

Compare that to Pay per Click Advertising on Google....

You can have not just one but maybe five different ads up within 30 minutes, the minimum you have to spend is around five dollars, come back this time tomorrow and you'll already be seeing the results.

But the other reason that Google is such a great testing device is it lets you test two ads at the same time on any of your keywords.

Suppose I sell ink cartridges for printers. I've got an ad running on the keywords 'ink cartridge', my ad is getting a 1% click through rate.

I can write another ad that I think will perform better and test it against my existing ad. There's a link for you to do this that says 'create new text ad' on each of your pages on Google.

So I write my new ad... and it gets a 1.5% response rate... that's a 50% increase in clicks... pretty good... but that's not the best part.....

You then do what the world's greatest direct marketers have done for decades with other forms of marketing. You drop the under performing ad, in this case the first one and you write another one to try and out perform your 1.5% click through rate.

The first one you do gets a lousy response so you drop that one and try again with another ad. Now you find your newest ad gets 2% click through rate so you drop on that was getting 1.5%. You just continue with this process of constantly trying to outperform yourself.

Do this for a few weeks and you'll likely get up to a 3% click through rate or sometimes considerable more. That means you've got 200% more visitors than when you were getting one per cent click through rate.

Here's the other reason that being able to test ads against each other is so important. Remember that part of what determines your position on Google is your click through rate. The more your click through rate goes up, the higher you'll go up the page and the more clicks you'll get.

These increased clicks give you a higher click through rate, so Google will give you a better position and you get even more clicks. It's a massive circle of success but it's one that only a few advertisers who are aware of this information get to experience.

You can get results very fast with pay per click, especially Google - but it's not really about overnight success.

Pay per Click is about continuous improvement. If you can set up a campaign today that's making you a significant profit tomorrow, that's great.

But it's more about building up and continuously improving your pay per click campaign so that it becomes an invaluable and powerful part of your Marketing mix.