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The 4 U's in the AdWords ads

Are your ads?

In the seminar Perry Marshall about "AdWords, Traffic and Conversion (AdWords & Traffic Conversion ), Bob Bly, one of the editors most recognized advertising worldwide, gave a trick to write better AdWords ads small.

In fact, it is a trick so powerful that it serves any notice or action advertising you have in place:

"Every great ad is 4 U's:"

• Urgent
• Useful
• Single Ultra-Specific

See if someone applies. For example, in a highly competitive market such as credit cards. If you Google "credit cards" appear to us to 60 advertisers. So competition, the ads should be very well written.

If we focus only on the first three:

Credit Card
Use your card to buy
to in retail credit.
card www.bancaja.es/ s

• Urgent? No
  
• Useful? Yes
  
• Unique? There is one more card
  
• Ultra-Specific? It is rather general

Credit Card
Account Current unconditionally
No small print. Open it now!
www.ingdirect.es

• Urgent? No
  
• Useful? No, I do not know what it is
  
• Unique? Yes, it seems that no one talks about this issue
  
• Ultra-Specific? Yes, at least more than the previous
  

Credit Card of MBNA
No annual fee or switch banks
credit limit flexible.
www. Card s Credit s.com / MBNA

• Urgent? No
  
• Useful? No, do not talk about benefits
  
• Unique? With great difficulty, there is another similar poster
  
• Ultra-Specific? Of the three, the most
  

In view of the few U's to meet, seem to have room for improvement. With best texts possibly get better ratios of click ( CTR) and thus pay less for being in the top positions.

Because we remember , AdWords decide who is above all not only by the size of the check, but also wit.


What can you do to improve your listings?

1. Check your ads more traffic, more money will have
   
2. Look how many of the 4 U's past are in the content. "No? "Few?
3. Monta tests including at least three of the four U's and see the result after a few days

As we have seen, the campaigns of traffic AdWords have, in general, with ads that are purely descriptive, those "I sell product A, and B and C ". No commercial messages, not seduction, with little hook.

When you have no competition in AdWords, and it is unprofessional, an ad can be descriptive enough. But this does not last long. Soon the wolves appear While the need to sharpen pencil.

Sure you can improve your ads.