Manage Your Pay Per Click Campaign -What about 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.

In advance of writing your ad copy use this exercise: Tell someone who might want to buy your product all about your product. Watch for their responses of interest, such as raised eyebrows and leaning forward, then take note of what you said to elicit that response.

These things you said, will also help your army of Google ads get their foot inside the door. The challenge you face will be fitting it in to the limited space. Your character limitations are: 25 letters and spaces for your title, 35 for each of the two lines of the body and 35 letters and spaces for the displayed URL.

These are you limits. But that is ok! You have a relatively uncomplicated goal; be straight-forward; plain and pertinent.

Those advertisers with academic accolades may find they are at a disadvantage when creating their ads. This is one instance where and education can be a handicap.

You don't need to be a literary genius. Google Ads are the language of the street, not the ivory tower. Speak to your customer in the language she responds to in everyday conversation, and she'll click.

Within the fraction of a second it takes to read your headline, your prospective client will make up her mind on the question 'to click, or not to click'. Your headline will hold the greatest amount of advertising weight on your webpage, just as it does with print advertising.

Your potential clients are using specific search terms. You want to plug those terms into your headline. This will be his first relevancy clue. Which means that you need to make enough different ad groups so that each one of your major keyword terms has its own 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".

So you'll go to your major keyword tool, such as Wordtracker or your special keyword generating software, and you'll come up with all of the possible major variations and related terms for your market niche. Then you'll separate them out into smaller groups that you can match to specific ads. For example:

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 aren't very flashy, are they? They're not loaded with over-the-top language; in fact, to folks like you and me they're, frankly, boring. But that's okay. They aren't meant for the average guy on the street.

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.

Using your major keywords in your headline and creating as many different ad groups as you need with all of your biggest keywords is what makes the formula work.

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 management services, he's the man!

Comments

No comments posted.

You do not have permission to comment. If you log in, you may be able to comment.

Complete the details below to send a link to the page:
http://uniquebusinessarticles.com/advertising/manage-your-pay-per-click-campaign--what-about-headlines.html