How to write effective copy for Google adwords

Google AdWords, for the uninitiated are sponsored ads that feature as the top 2 listings on Google’s search results. They may also take the form of Pay Per Click advertisements where the advertiser is charged on a per click basis. Now the essence remains to be short and sweet; really short in this case with 25-35 characters to display. Short need not mean simple by any means, and accuracy is the key. A successful copy of a Google ad must comply with the following aspects: -

• The all-important maxim here is keywords. Every word must independently be high-impact words. This off course needs months of research and analysis to conclude, and one must not expect reaching the high-ranks of Google AdWords in the snap of a finger. Unnecessary words and prepositions must be avoided.

• The inverted triangle approach works wonders with AdWords. The point(s) must be very direct. What must be grasped quickly and spontaneously by the searcher must be conveyed first. The target audience must get to the real meaning of your advertisement as soon as possible.

• Putting attention grabbing words to lure searchers, later to discover that there was a catch in it doesn’t go down well with search engines. Being extremely honest in such policies is imperative and one must obey the guidelines set by search engines in these matters very strictly. For example, it’s essential to ward off freebie searchers like this; and by specifying the discount explicitly will make the right genre of people come to your site.

• In addition to being accurate, try and search the keywords on Google independently and analyze whether the advertisement is prominent. Poorly performing advertisements on account of poor keywords are eventually dropped by Google.

• Ensure that keywords are boasting of something unique that makes the product or service better than its competitors. Searchers are always looking for the best bet in their transactions and it’s important that it’s conveyed to them directly.

• It’s important, while listing down benefits to realize what exactly your customers want. What you may feel benefits the customer need not be the same consensus of the customer. Identify what exactly the consumer is interpreting from your keywords to make AdWords work in your favour. It’s impossible to squeeze in every benefit a website has to offer in a few words of an AdWord copy. But remember, the focus should be more on trying to luring their interest.

• The golden rule of practicing till one succeeds even applies here. Testing the keywords on Google and monitoring results is a very important follow-up one must do to attain success. Low success rates gets AdWord advertisements disapproved by Google’s indexing algorithm so from minor changes like interchanging the order to swapping of words for more enchanting and appealing words can easily catapult one’s campaign in the high ranks.