Online Ad Campaigns

We will examine some AdWords ads in order to learn and write ad campaigns of our own.

Your ads must first grab the reader’s attention. You need to speak directly to the reader–if your ad is in the right place and the right time, it has to have the right message as well. The goal is to convert readers into buyers. In fact, the term for a person clicking through to your site is called conversion. You want the highest conversion rate possible.

  • Identify your target audience through research: if you can, survey people who have already come to your site, say the people who have subscribed to your newsletter, for instance.

Give users the information they want in as clear and concise a manner as possible. With PPC ads, your reader has performed a specific search and is looking for something specific. Don’t do anything to anything to get in the way, don’t be clever. Be direct. The whole point is to get as much of a response as possible, and you have only seconds to get a reader to click.

  • Use your keywords and keyword phrases in your title and even in the description if possible
  • Your title should state the biggest benefit for the reader. Remember to answer the question “What’s in it for me?”
  • Develop a clear benefit statement: to come up with a list of benefits, complete the following sentence: “This product attribute is important to my customer because …”
  • Close the ad with a strong call to action.  A call to action is what you want the reader to do after reading the ad.
  • Create a sense of urgency: be specific, and give a deadline if applicable.
  • Use a few words as possible to get your point across.
  • Be sure to read what you have written out loud in order to get rid of any sort of awkward writing and errors. The last thing you want is to have your efforts marred by misspellings.

Remember, you have to make the process as effortless and transparent for the user as you can.

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