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Manage Your Pay Per Click Campaign -What About Headlines? |
By:
Kirt Christensen |
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Manage Your Pay Per Click Campaign -What about Headlines?
by Kirt Christensen
Just imagine, you have an army one hundred thousand strong, they are all salesmen canvassing the planet just for you. That is what your Google Ads are. The best thing is that you only have to pay them when customers open their doors to hear them.
Advertising is selling in print. That means the words you should use in your Google ads are the same words you use when you're on the phone or sitting across the table from a prospect, convincing him to buy something.
Before attempting to write ad copy, do this exercise. Explain what you are selling to an individual who would possibly buy from you. As you see their responses of interest, such as eyebrow raising, and leaning forward, make note of what you said that brought on that response.
Those tiny Google ads will succeed for exactly the same reasons. The only challenge is your limited space. Remember, the headline is 25 characters or less, and each line of the body is 35 characters. The web site URL displayed in the ad can also be up to 35 characters long.
These are you limits. But that is ok! You have a relatively uncomplicated goal; be straight-forward; plain and pertinent.
Literary folks with Ph.Ds or even MBAs generally have serious marketing disabilities. For advertisers academics can be more of a hindrance than a help.
It doesn't take a literary genius. Common language is more what Google ads are like. No need for fancy talk. You want to communicate with your customers in a comfortable easy manner. That is what will make him want to click.
As in printed ad and on web-page, the headline is the greatest asset in garnering responses. In that minute moment of time it takes to read the headline copy your customer first begins to decide whether you are truly relevant.
Start with that keyword your customer just typed in and fit it into your headline. That will be the first signal to him that you're truly relevant. This means that you'll want to create enough different ad groups that each of your major keywords can have an ad of its own.
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".
The thing to do is click on over to your favorite keyword tool, like Wordtracker, or maybe you have some keyword generating software. When you are there you will find all the major variations and related keyword terms for your niche market. Your next step will be to divide them up into sub sets for grouping to match specific ads. Such as:
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
They are not flashy ads, right? They aren't heaped with gushing verbiage; in actuality, to people like you and I they are most probably boring. They should be. They're not directed to you and I.
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.
Having over ten years of experience in google adwords management , Kirt Christensen, will share his experience in PPC management, by presenting you tips he found that work (and some that don't work). http://www.managemypayperclick.com">http://www.managemypayperclick.comunique 'ppc management' articles.
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Article Source: http://www.statssheet.com/articles/article54870.html |
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