PPC Campaign Management - Headlines

Your Google ads are an army of 100,000 tiny salesmen traversing the entire planet for you. And you only have to pay their salaries when the customers crack their doors open to listen to 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.

English majors and Ph.Ds, and even MBA's generally suffer from severe marketing debilitations. In advertising, an academic education is more of a liability than an asset!

You don't need to be a literary genius. Google Ads are the language of the street, not the ivory tower. Speak to your customer in the language she responds to in everyday conversation, and she'll click.

Within the fraction of a second it takes to read your headline, your prospective client will make up her mind on the question 'to click, or not to click'. Your headline will hold the greatest amount of advertising weight on your webpage, just as it does with print advertising.

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.

Let's say that you sell customized power supplies. There's certainly more than one way a potential customer of yours might come looking for what you sell. She might search for "adaptors." She might search for "power supplies." She might search 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

These ads may not seem to be very catchy. They don't have any real attention getting phrasing either. In fact they may seem boring. But since they aren't aimed at the average Joe on the street. That is just fine.

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.

The formula for success is this: use your major keyword in the headline, and create as many unique ad groups as necessary to keep them all relevant.

Article Source: http://www.a1-optimization.com/articles

Having over a decade of experience in pay per click management , Kirt Christensen, will share his expertise in PPC management, by giving you hints he found that are effective (and some that aren't). www.managemypayperclick.com">www.managemypayperclick.com

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