When developing your PPC Adcopy, using creativity, focusing on creating compelling copy, and developing high quality CTA’s (call to action) ads, is far more important than the quantity of ads that you pump out. When developing your Adcopy, keep in mind that all the high converting ads have several similar traits in common. When it comes to creating these ads, the tips listed below will help in developing successful ad campaigns, in getting searches to click on your ads thus increasing your ad CTR and eventually begin churning these clicks into high quality leads or sales.
1. Writing At The Adgroup Level
When creating your ads, write your Adcopy at the Adgroup level. So let’s say you have an Adgroup selling high top sneakers, all of your keywords under that Adgroup should be about high top sneakers and your Adcopy should be as well. Maybe another Adgroup is about low top sneakers, same goes for that, keywords about low top sneakers and Adcopy about low top sneakers for that particular Adgroup.
I can’t tell you how many people just write the exact same ads for every Adgroup. That’s a big no, no. Google is all about relevance and high quality content. Keep that in mind for every ad that you write! The more Adgroup/keyword specific the ads are, the more they will reach the most commonly searched and relevant people, the more focused they will be and the higher the likelihood that a conversion will occur.
2. Know Your Buyers
Catering to the buyers’ needs’, is critical when developing Adcopy for any marketing campaign. Buyers are motivated by all kinds of different factors, so as a copy writer, you have to focus on these factors. There are price sensitive buyers; when developing these ads, try to include prices and dollar signs, as they are more likely to click and eventually convert. Some buyers like the reassurance. So, mention 24/7 support, emergency services, or similar key phrases. This will attract the needy buyer out there.
Special offers are good for those who want to find the best deals. When dealing with the buyer who likes to pay less and always find the best deal, make sure to mention sales dates, percentage discount, and similar styles of copy. Limited time offers are also pushers and will encourage these buyers to take the plunge and convert.
You have to know your audience and who the specific buyer is, in order to create the ad copy which is truly going to call to them, and will eventually get them to convert rather than simply clicking on the ad and wasting $x.xx of your money. Make sure you are continually testing your Adcopy and dropping the losing ad once a week. It’s important to optimize weekly.
3. The Buying Cycle
Certain products or services go through different buying stages or cycles; when developing your Adcopy, keep this in mind. Early on a searcher is looking for reviews or general information about the product; return policies or other sales information is what the buyer is looking for towards the end of the typical buying cycle.
In order to streamline your conversions, use the appropriate keywords which correlate to which stage the buyer is in, during the buying cycle. By knowing where the buyer is in the process, and where they are in the buying cycle, you are more likely to get the conversion rates to go up! Aren’t keywords cool!?
4. Keep Everything In Sync
In terms of the Adcopy, Adgroups, keywords and landing pages, you have to make sure that all of these things are in sync. So what do I mean by that? Simple, make sure each Adgroup has relevant keywords inside it, has a keyword relevant ad and that that ad goes to a keyword relevant landing page. Everything must be in sync and lined up correctly.
The keywords which drew them in from the Adcopy, should appear on the landing page, as these words are the reason why they clicked on your ad in the first place. Don’t sell them short, because doing that will result in you losing potential buyers rather than increasing your conversion rates. Conversion rates tend to be higher when your Adcopy and the landing page are similar, and have the same words or phrases which are targeted in the ads. If you don’t have this continuity, consider developing specific landing pages at the Adgroup level. It will pay off in the end, and you will see the higher conversion rates.
5. Don’t Rush Your Campaigns Or Ads
Anything worth doing is worth doing right. I know it can be exciting the thought of tossing some ads up and having a flood of hot, ready to buy people land on your website, but make sure you take your time! Taking the time to create killer copy, rather than putting something together in 5 minutes just to get your ad out there, is truly going to make a world of difference, and is going to result in those higher conversion rates you want!
What always helps me if I’m stuck, go on Yahoo or Bing and see what some competitors are doing. Browse around and look at some of the different calls to action in the ads. Brainstorm ideas, in order to come up with those which are the most targeted to your audience. Write in different tones, and come up with various copies, prior to deciding which one will go live.
There is no way to tell if the searcher is eventually going to convert when they click on your ads; even when you do everything right. Once they reach your landing page (assuming everything is targeted correctly) it’s up to your landing page copy to churn that visit into a lead. The best advice I can give anyone reading this post, is always remember to test and optimize. That is the biggest difference between the winners and the losers who market with Adwords PPC.
BIO: Clicks Geek is an AdWords PPC management service and consulting firm based in New York City. They have over a decade of experience in paid search marketing. They work with B2B, B2C, eCommerce and offer white label PPC management for agencies and consultants.
(Written by John McIntyre)
As the clock dings 12am, the crowd erupts around me.
Scantily clad bodies, in various states of inebriation, cheer and scream. Fast-paced dance music pulses through the crowd. Fireworks explode overhead in a dizzying array of colors.
I’m on Haad Rin Beach in Thailand. It’s NYE and we’re kicking off 2013 with a helluva party.
“Happy new year!”, someone shouts at me as they head to a drinks vendor. They’ll grab a bucket of red bull, Thai whisky and coke. It’s what everyone drinks here.
Over 50,000 people have swarmed the beach for the party. As I move through the crowd, I wonder… what are they celebrating?
It’s an interesting question.
I’m celebrating my newfound freedom.
That’s right, baby…
In 2012, I replaced my day job.
. . .
In 8 months, I replaced my day job. I now earn more than enough to live a comfortable lifestyle in Sydney, one of the most expensive cities in the world.
But since I don’t have a day job, I can live wherever I want… For now, that means Thailand, an amazing country with some of the world’s best parties.
In this article, I’ll tell you exactly how I did it (and why I think you can do the same with the information I give to you).
It All Starts With Copywriting
I had a website. It was mildly successful. After changing the title of one of my products to something result-oriented, sales tripled.
That’s when I realized the exponential power of copywriting.
I decided to become good at selling stuff. Really good.
So I joined CopyHour. Following the advice of copywriting legend Gary Halbert, I began writing down classic sales letters by hand.
The date was 23rd April 2012.
In June 2012, I sent my first invoice for my first sales letter. I made $100.
By November, my sales letter fee had jumped to $1,000 (just 5 months after beginning).
In December 2012, I made more than enough money to live in Sydney, Australia; one of the most expensive cities in the world.
And I only worked for 20 days of the month.
On December 20, I turned my laptop off and spent three days exploring the mountains in Northern Thailand. After my brief mountain retreat, I high-tailed it to Bangkok and spent the rest of December partying with friends.
In 8 months, I went from charging $100 per sales letter to $1,000 per sales letter. Throughout it all, I set my own schedule… I traveled and took time off whenever I wanted to… and I now earn more than enough cash to live in one of the most expensive cities in the world.
…and I did it all while living in Thailand.
I get paid to write.
The funny thing?
I dropped out of high school AND college. I’ve never had any formal writing training and I never had a job for more than a year.
Tell that to my high school English teachers!
How I Replaced My Job (And How You Can Too)
In a moment, I’ll explain how you can replace your day job, fire your boss and do whatever the hell you want.
But first, let’s get something out of the way –
“Hustle” is a fancy word for hard work.
Without hustle, you are guaranteed to fail.
If you don’t work hard (either because you make excuses or because you’re lazy and like to sleep in), keep your day job because this is not for you. While you’re at it, read 6 Harsh Truths That Will Make You a Better Person.
The process I’m about to share is simple and straightforward.
But without hard work, it’s bound to fail.
Time to get your hands dirty.
STEP #1: Become Really Good At Something
I chose copywriting.
I signed up to CopyHour in April 2012. CopyHour is a simple program that teaches you how to write great copy. You get a list of books to buy and read. Plus, a classic sales letter from the ol’ days is sent to your inbox. When it arrives, you take a pen and write the sales letter out by hand.
That’s all it takes to be a kick ass copywriter.
Reading a few select advertising and marketing books, plus putting in the time to write out sales letters by hand.
It’s simple, but HARD.
It requires that all important ingredient… hustle.
You’ll need to set aside an hour day, for at least two months, to get really good at it.
But if you do it… well, you’ll be a better sales copywriter than 99% of other people, including many people who call themselves copywriters.
You see, most people would never do something like write sales letters out by hand.
“WTF? Who does that!?!?!?”
Those people are weak.
How do you get an instant advantage over your competitors?
Work harder than they do.
Does it have to be copywriting? No. You could get really good at website design or programming.
But if you have a choice, go with copywriting. Copywriting is written sales. Sales is about bringing in the money. And if you’re good, you can demand ridiculous fees. You can make your clients thousands of dollars.
STEP #2: Strategic Networking
There is a lot of hoo-hah on the topic of networking.
But here’s the thing – there’s only so much time in the day.
You can’t network with each and every person you bump into. You don’t want to be the guy sending emails all the time, to all sorts of random people.
You want to be strategic about it.
To make money as a copywriter, you need clients. To get clients, you need to start a relationship with people who need your services.
You can do this with cold-calling, cold-emails and advertising.
That’s what most people do.
But as Mark Twain says, “Whenever you find yourself on the side of the majority, it is time to pause and reflect”.
For me, a CRUCIAL step in my journey was becoming friends with an influencer. An influencer is someone who is friends with many other people. They are a connector. I became friends and made myself useful to someone.
Eventually, he offered me paid work. I made sure I kicked ass. Next, we did a podcast together. That podcast positioned me as an expert in the eyes of his audience. It shot me out of the gate and got me to where I am now.
You can do cold calls or follow some other marketing strategy.
But the quickest way to move up the ranks is to find people with an audience and find a way to get in front of them… period.
Think like a copywriter.
You have to give them what THEY WANT. What do influencers want? What everyone wants…
Find out what value they want and give it to them. Eventually, you’ll find a way to get in front of their audience.
It’s essential that you don’t try and do this randomly.
Think about your target prospect. Then find someone who has an audience full of those target prospects.
For example, don’t waste time networking with people who teach beginners. Beginners are notoriously cheap and are unlikely to spend money. Find people with money and get in front of them. People who recognize the value of sales and marketing.
If someone doesn’t see the value in copywriting and marketing, they’re not your target prospect. You don’t want to work for those people. Nor do you want to work for cheap people. Don’t try to teach people about the value of marketing, nor convince them to spend more money than they’re used to spending.
It’s a waste of time.
Focus exclusively on people who a) recognize the value of marketing, and b) have money to spend.
Replace Your Day Job With Two Steps
Remember the formula?
- Become really good at something.
- Strategic networking.
These two steps are the ticket to replacing your day job.
Pick a skill that is related to profit or income generation…
Marketing and sales is about making clients more money. Web design is about building websites. If you’re the guy that knows how to make other people money, you can command ridiculous fees. Forget web design and become a marketer.
Start with copywriting. Follow Gary Halbert’s advice.
I’m currently based on Chiang Mai, Thailand. If you’re in the area, get in touch!
Catch me on Twitter: http://twitter.com/JohnMcIntyre_
Or hit me up on my website: http://www.dropdeadcopy.com/
How was your day 1 assignment? Did you power
through the, ironically titled ‘Lazy Man’s’
Does your hand hurt? When was the last time
you hand-wrote that much?
If you haven’t updated your progress log…
Get on it.
Something to keep in mind during these
assignments – you might not “like” these ads
or even the products they promote.
It’s important to keep an open mind and just
learn from them. Think about the audience
it caters to, and why it works so well to
compel them. Think about how you could take
a similar concept and make it fit into your
ultimate plan and the image you’d like to
Look at the words, language & the common
themes that modern advertisers are using.
Assignment #2 will be a pretty quick one.
I compiled a PDF filled with some banner ads
and text ads from around the web.
Many of the products they promote are very
I can’t say for sure that the ads themselves
are best of the best but I know this: I’ve
seen these ads everywhere and for a long time.
It’s safe to assume that they’re accomplishing
the advertiser’s goal.
I have chosen these ads for 2 reasons:
1. It’s great headline practice to copy ads.
In a lot of cases, an ad is simply a headline.
2. We’ll be copying a few sales letters and
sales video scripts for the products these
ads are promoting… starting with 1 for
1. Wake up.
2. Take out a pad of paper and a pen.
3. Set a timer for 1 hour.
4. Write these ads out by hand:
5. Post to the forum:
6. iPhone users: Check-in to the “Learn
Copywriting” group in Lift. Give your CH
Derek “Don’t judge my ads” Johanson
P.S. For extra credit, model some of
these ads and write your own using your
product(s). Post them to forum &
let us take a look.