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?

Here are the details…

The affiliate program had a list of suggested ads. I chose the one which I thought would have the highest response and wrote an ad based on my own system. After four days, it was clear which ad was winning the click-through battle.

The one I wrote.

At the same time, I was reducing my cost per click and maintaining my ad position. And reduced my keyword list from 30 to 3 high performing keywords.

Then I made one change that doubled my CTR.

I eliminated the poor performing ad that was written by the affiliate program manager and tested a second ad I wrote against the first. The interesting thing is I just moved two words. I recognized the fact that my three keywords all had one thing in common. And that one thing was not in the headline of my ad.

Sure, the keyword was in the body copy – a couple times. But I was using a different term that meant the same thing in the headline. Yet even with this oversight, the ad was performing at 7.21% CTR.

When I changed that ONE WORD, and tested against the first ad, the new ad clicks through at 16.94%.

Needless to say, I was stunned at the difference. But not surprised. Paying attention to the details in your Adwords ads can double – or even more – your clickthrough rates.