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Manage Your Pay Per Click Campaign -What about Headlines?

Apr 22, 2008
Just imagine, you have an army one hundred thousand strong, they are all salesmen canvassing the planet just for you. That is what your Google Ads are. The best thing is that you only have to pay them when customers open their doors to hear them.

The identical verbiage you use for getting someone to buy from you in person or by telephone is the same language you should use when creating your Google ads. Ads are just printed sales talk.

Before you try to write advertising copy, you should try to explain what you're selling to someone who might buy. And then, when they raise their eyebrows and lean forward, pay attention to what you just said.

These things you said, will also help your army of Google ads get their foot inside the door. The challenge you face will be fitting it in to the limited space. Your character limitations are: 25 letters and spaces for your title, 35 for each of the two lines of the body and 35 letters and spaces for the displayed URL.

These are you limits. But that is ok! You have a relatively uncomplicated goal; be straight-forward; plain and pertinent.

Those advertisers with academic accolades may find they are at a disadvantage when creating their ads. This is one instance where and education can be a handicap.

Literary genius is not a requirement. Street lingo is more the style for Google Ads, not highbrow terminology. You want to speak in a conversational language that he is comfortable with on a daily basis. That is when he will 'click'.

Just like in print advertising and on web pages, your headline swings the biggest difference in response. It's in that split second reading of your headline copy that your customer first makes up his mind whether you're really relevant.

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."

What you must do is head to your keyword tool, like Wordtracker, or maybe special keyword generation software, and you search out all of the possible keyword variations and relative terms for your market niche. Then divide them into small groupings that can be matched to specific ads. Like:

Custom Power Adaptors

Record-Speed Custom Production Time

Get a Full Quote in 1 Business Day




ac adaptor

power adaptor

custom adaptors

Custom Transformers, Fast

Inventory Cost, Lead Time Advantage

Get a Quote in One Day or Less


transformers power


electrical transformers

voltage transformers

Power Supplies to Order

Inventory Cost, Lead Time Advantage

Get a Quote in One Day or Less


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.

This is a company that aimed at engineers, therefore their ads use the terminology that engineers can understand, connect to, and recognize. They reflect their targeted customer well. Plus, they have a good CTR.

Use your main keywords in your ad headlines and keep things relevant by making as many ad groups as you need to match your main keywords. That is the secret formula.
About the Author
Need to optimize or "fix" your Adwords & PPC campaigns? Kirt Christensen manages over $600k in PPC spending & knows what it takes to make your account hum! When it comes to professional ppc management, he's the man!
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