Write Winning Adwords

Here’s a little tip from my fellow British Columbian, Derek Gehl…

Your ad groups should contain only keywords that focus on a single intent or problem statement. The example he gave was separating ad groups for “vitamin enriched bird food,” “organic bird food” and “canary food.”

Then the ads you write for each of these ad groups should address the intent or problem the searcher is querying. Each as should use slightly different wording to address the same problem.

Create landing pages for each ad group to address the problem raised by the ad. This will ensure a high Quality Score which lowers your click costs and raises the position of your ads.

Here’s a little known secret about writing Adwords ads that pull like crazy:

It’s not really about the ads – it’s about CONVERSION.

And converting searchers into buyers is a process that includes the ad. Let’s break down how a searcher behaves and show you an example.

I promote a product called “Facebook Payday.” It was written by a friend of mine and it’s about how to use facebook to build your internet based business. I set up a campaign and wrote two ads to test. Now, neither one of them is really generating high click-through rates. Partly because I put a lot of negative keywords into the ad groups. And partly because I just threw the ads up there and haven’t had much chance to tweak them.

But, here’s the kicker…

Even though they’ve only received about 15 clicks in the last nine days, one of the ads already got a sale. This is possible because:

1. The keywords are tightly focused on a specific topic: making money on facebook
2. The ads speak right to the searcher’s innermost desire
3. The sales page is a proven commodity. When he first promoted the product, it was converting at about 5.7%
4. The process is easy – all of the friction points have been minimized for maximum conversion

You see, when someone is in pain – in this case, wants to know how to make more money – they are motivated to find a solution. In the case of these ads, people hear about people making money from social media. And almost everyone is familiar with facebook. So they start their search with something they know.

But, if they don’t find something on the results page that answers their question, they will move on. Either by typing in another search query or by pushing the back button. That’s why it’s so important your AD stand out at this point.

So, they’ve typed in their search query and spotted my ad. In this case, I’m not sending them to any presell page or squeeze page. Just straight to the sales page for the product.

(By the way, it really is a good product. There’s one interview with a guy who CLEARS over $1,000 a day using a little known secret weapon on facebook. Check it out! Facebook Payday)

And the sales page is doing its job. In the case of this campaign, it’s actually converting at 6.67% – a little better than the original conversion rate for the page.

Keep this in mind when you’re writing your Adwords ads. You’re not as concerned with your click-through rate as you are with your conversions. After all, you’re doing this to increase your income, right?