PPC - Pay-Per-Click Google AdWords Made Easy HTML version

Chapter 4
"How to Write Ads that Attract Clicks"
One of the best things you can do to really kick butt with AdWords is to understand that
managing your PPC campaign is a step by step process which each step designed to
accomplish a specific objective, and with all steps linked, leading your prospect from the
start (where they search for the key terms you're bidding on) to the end (where they
'convert' either into buyers or leads or subscribers).
What I've found is that when I break down
AdWords (or keyword research, or SEO, or sales writing
basically, any skill) into small steps like this, people
instantly find it a lot easier to understand what's going
on. I'm hoping that you'll find the same thing with
today's chapter on ad writing.
Writing ads, then, is just one step of this process. But before we dive into the specifics, I
want to discuss something that is at the heart of any successful Google AdWords
Focused Keyword Lists
If you remember from the previous chapter on keyword research, you will remember that
it is absolutely critical that you break down your main keyword lists into smaller lists that are
focused around subtopics. If your ads are not targeted to your keywords (i.e. a general-
purpose ad on insurance showing up for someone who is searching for car insurance)
they might not click on your ads. Worse, if your site does not offer a particular type of
product (you are targeting custom home theater systems when you don't offer any
customisation), all those clicks will be wasted.
And that's the single biggest problem with most AdWords campaigns - a lack of focus.
Start off with a basic list, and then expand it into specific subtopic lists as you refine your
campaign. One of the ways to do this is the 'Peel and Stick' method (I'll talk about this in
more detail in chapter 5).
Ok then, on to writing ads.