Amazing Results with Adwords

Call Four: Sell To Me... In 10 Words or Less

1. Not a lot to work with!

1. 25 character headline
2. 2 35 character content lines
3. 35 character Display URL
4. City/State designation if youre restricting your ads
2. Attention-grabbing headlines
1. Think like a client what motivates them?
2. You can ask a question, make a claim, offer a price
3. Key phrases in headline important for higher CTR
3. Focus grasshopper: say more with less
1. We segment our campaigns to such specificity so we can speak as directly as possible to our target audience.
2. Write in the tone that matches your audience
1. Fun
2. Direct
3. Technical
4. Somber
5. Example: Download free white paper vs. Get free report
3. Write like you speak what would you SAY to a customer?
4. Choose 2 items from the following important pieces of info for your ad (usually you can only fit 2 + Call to Action)
1. Address a pain point
2. Offer a solution
3. List features
4. Short value prop
5. Differentiator
6. Price
7. Sale/Promotion
8. Other impressive facts: awards, yrs in business, etc.
5. Other tips
1. Start by writing out an ad without regard to length; then start to whittle it down to fit
2. Eliminate extra words and articles but only to a point; you want you ad to flow.
3. Careful with abbreviations
4. Play with variations on capitalization, abbreviations, acronyms, etc. Let the data show what works!
5. Make sure the benefits or features you list matter to your CUSTOMER!!
6. Consider your URL as part of the ad use it!
4. What are you asking the searcher to do? Calls to action!
1. Good action words
1. Get a quote or Get ______ (ANYTHING!)
2. Buy
3. Purchase
4. Order
5. Sign up
6. Free this perks ears up, of course!
2. Other CTA words more passive in nature
1. See
2. Own
3. Learn
4. Compare
3. Qualify the words
1. Now
2. Today
3. by ___ (date) builds sense of urgency
4. More
5. While it/they last had a client list his price with this CTA and increase his CTR by 2%!!
5. Diffrent Strokes check out the comps; what is your differentiator?
1. STAND OUT! Be different so that you ad catches the eye
2. Compete in price if you can but if not, dont list price!
3. What promotion or call to action can you offer to entice?
6. Examples: Before and After

• Other ad variation includes an exact match headline
• Destination URL was home and is now die-cut page
• Long list of key phrases has now become tightened and organized so we can target specific materials or product searches for die-cutting

• We communicated the sample idea (which most of their competitors used) AND leveraged their differentiator: the fact that theyre willing to travel to a client site.
• Other ad variation includes their brand name were testing to see if their name, which is newer, can generate interest
• Split off ad groups that were industry specific and used jargon in those ads

• They were info dumping on all their ads
• They had a linear campaign and had to write in very broad terms
• We tailored ad, cut wasted words and added calls to action
• Leveraged their pricing
• Organized ad groups and key phrases so that we could speak more specifically to the people looking for wavelengths, IP transit, etc.

• Created sense of urgency, added calls to action
• Qualified the ads to attract true prospects and deter unqualified lookers
• Increased their click through rate from 1.1% to 2.4%
• We also ran date-controlled, specific campaigns to coincide with open houses they held.

F. Well cover the topic of testing and comparing ad wording in a later call about AB testing, tracking and bidding strategies.

Next call: From Click to Close