Crush AdWords – “AdWords Writing” Rocket Surgery. (Part 4 of 5)

Okay, so we’ve laid a foundation (e.g. we know what we want). We’ve done our Keyword/market research. And we’ve built a few landing pages. So we know where our prospects are coming from, and we know where we want them to go. Now it’s time to help them get from one place to the other.

Here’s what you’ve been waiting all week for: It’s time to write some ads.

First things first, Get out a pen and paper. Write down the titles of your landing pages and the corresponding keyword phrases you’ve chosen.

Now, sign out of AdWords. That’s right. Sign out. Shut down your computer, and take a deep breath.

GET READY
This is REALLY hard. I hope you’re paying attention. ‘Cause here we go.

First, look at a landing page. Then look at one of your keywords.

Now, if you were in-person, what could you say to someone who just searched that keyword—in 25 characters or less—that would get their attention. Now, in 70 characters or less, what could you say to that person that would convince them to visit your site. Let’s play with our “Swimsuit” landing page from part 3, and our keywords from part 2 of this series:

“Swimsuit” and “Best way to lose weight.”

What would you say to them to grab their attention? 25 characters or less? How about:

Lose 10 pounds quickly

And to get them to your site? 70 Characters or less?

get ready for swimsuit season
in just 20 mins a day!

Okay. Not bad. Now, look at your landing page (swimsuit) and that same keyword (best way to lose weight)

Attention – 25 Characters:
Turn Heads In a Swimsuit

Your site – 70 Characters:
Knock ‘em dead at the pool
or beach this summer.

25 Charaters:
Bring Sexy Back

70 Characters:
get back in shape, quick and
easy, just in time for summer

*Whew.* You still with me? That’s tough stuff, huh? I’ll wait right here a sec if you need to go get a drink of water or anything. Take your time.

Your goal with your ad isn’t to sell anything. It’s to get them to click the link to your site. Remember, you have a landing page there, waiting to do all the heavy lifting.

RELAX
Forget the terms “headline” and “body copy” altogether. Your ad has two parts. The first part is what I like to call “Hey!” The second part, I like to call “If you’re searching for this, you should come check this out.”

Your job is simply to come up with a half-dozen to a dozen compelling ways to say that, which are relevant to the particular search. They don’t have to be perfect. We’ll work on that next time (and we’re going to blow that out of the water).

Once you’ve done that, repeat it with all of your keywords and their corresponding landing pages.

Ta-Da! (Just Don’t Lose It)
When you’re finished, take those pages and put them someplace safe and out-of-the way. I like to snap photos of mine with my phone and MMS them to Evernote.com. But a filing cabinet works just as well. It just needs a home where you can find it when you need it.

Like tomorrow, when we actually start putting campaigns together.

Stay tuned…

PHOTO CREDIT – Source: SXC.hu