Crafting a Winning Ad
Internet marketing allows for fast testing, tracking and tweaking of your advertising. And no system demonstrates that better than Google Adwords.
It works so good it’s addictive (more on that in a another post…)
The first goal of course is to find a small set of keywords that very precisely target your ideal customer, and that get decent traffic.
Group these keywords in an adgroup.
Now it’s time to craft the perfect Ad.
The first thing to realize is that you won’t find a winner your first draft. There are some excellent copyrighting resources to get you in the game, but suffice it to say you should follow the AIDA principle to start with.
A(ttention) – I(nterest) – D(esire) – A(ction)
The goal of the headline is to grab the visitors attention, and pique their interest. It works best if you use the keyword in the headline for this, if possible.
The other two lines of the ad should serve to provide clear benefits to the visitor increase their interest and desire, and in certain circumstances to further qualify them.
Here’s an example of an add that has performed well on Google:
- I Quit MLM
- Now I Make $7800/week
- Free Report Shows How
Can you pick out the components of marketing 101 (AIDA)?
In all PPC, in Adwords or Yahoo Search or even Bing, you should always be testing two ads against each other, and constantly improving your bottom line.
When a clear winner is determined (this usually takes at least 30 clicks) nuke the loser and craft another ad to take the winner.
Continue this process until you retire 😉
Many people make poor decisions on ads because they choose the winner before it’s statistically significant. Here’s free tool to help you to determine if a winner is found:
Very helpful for making a sound statistical judgment; don’t settle for anything less than 95% confidence.
Creating winning ads is a fun sport, and highly profitable if you do it right. Invest the time in learning some good copyrighting, but more importantly constantly be testing, tracking and tweaking — and make statistical significant decisions.
See you on stage!