The fastest way to improve the clicks and the cost of AdWords is to improve the magnetism of the ads. Bob Bly reveals a simple system to write these short texts that produce great results.
The world's most difficult text.
Creatives love lazy ads AdWords. Require little effort.
Those who invest their own money on AdWords, they fear. Are more difficult to write texts online advertising.
If you have never written an AdWords ad, you may have experienced what it does mean the ads for the newspapers.
When trying to sell an apartment in 120 characters, you have not already passed in the hall and you run out of room for more.
In AdWords is the same. And as you're not alone. Advertisers have 10 similar to yours around you and what is worse, all the thousands of results of the organic part. Capturing
in these circumstances the attention of your Buyer is a daunting challenge.
Mark Twain said it best:
"I write a long letter because I have not had time to write a short"
Why write better AdWords?
One of the most important variables in the AdWords Quality Score (which determines the quality of your keywords) is the level of CTR of your ad.
That is, if your ad attracts clicks like honey to the flies, Google is aware (mostly because they take more in less time), position subiéndote rewards you not get on the cost per click and this attracts more visitors with the same daily budget. To achieve these
magnetic ads, once you have mounted the campaign well with the number of ad groups and keywords right, the solution is to create magic with words, playing better than anyone in the twenty-peak alphabet.
In Google there is no possibility of putting a provocative image to attract attention. Nor can change colors and fonts. Much less add a dynamic banner or video demonstration.
only have a keyboard and ...
The 4 U's from Bob Bly
There are shortcuts like the one that says you must include the keyword in the headline of the ad. If the user seeking to "reduce tummy fast" see that there is an ad that just starts with "reduce tummy fast" input attracts his eye. Then you apply the technique benefits + property + action and already have their clicks.
But what happens when everyone uses this technique?
For example, if you search for "credit card" you will see that the first AdWords ads include mostly "credit card". If all do the same, the ads are fused with each other in a noisy orgy of boredom.
Would not it be good idea not to waste space so important that more of the same and dedicate it to a text that protrude from the dough?
expert Howie Jacobson AdWords gives us a definitive reason if we understand how the brain works:
"After you type a search query, the user quickly scans the page of Google search results more relevant message for him. As the results page has dozens of messages vying for your attention, the user activates a subconscious process of the brain called the Reticular Activating System to remove all the stimuli, but essential for survival. With it you can scan 25 results in Google and click on the "right" even before your conscious brain sees you. "In Perry Marshall's seminar on "AdWords, Traffic & Conversion (AdWords & Traffic Conversion), Bob Bly, one of the most famous copywriters in the world, gave a trick to write better AdWords ads small. In fact, it is a trick so powerful it is for any type of advertisement or advertising campaign you have running, especially for the writing of short texts: banners, the owner of a landing page, the "Subject" of an email, etc.
"Every great ad, every major proposal has 4 ingredients"
1. Urgent
2. Useful
3. Single
4. Ultra-Specific
is difficult to gather the 4 on one ad. But if you get at least three can be assured that you have an ad above average.
By contrast, the ad does not meet any, any, as the boat passes Ogilvy goes dark and nobody sees it. Let
which means every ingredient
1. Urgent : if it does not matter now click that tomorrow is not urgent. Remember, we are lazy by nature, we do not put it easy to ignore your ad. This ingredient is very rarely seen on a sponsored link, then is an opportunity. You can use the seasonality, accelerators, early-birds, etc..
2. useful: most are, bring something. Just being descriptive of what we do is something. We can add special offers, incentives or appeal to any psychological motivators of human beings. Anyway, keep those texts that when you read it you still face "?????". See example 2 of American Express.
3. Single : cloning of ads in fashion. Therefore be unique among 11 can help your ad pull your hand above the rest. But this is not to be unique because. You can write your ad in Russian, and yes, it will be unique, but I do not know ...
4. Ultra - specific: the more relevant you are, the more you pull up Google, and you know how warm it is. If your client is looking for a "no surprises adsl, want just that. Do not want to see once "adsl offer." And not enough to tell him is "no commitment to stay, you need to take away the fear of dropping the connection, get out unexpected costs, etc. Being specific also has to do with numbers: the statement "the largest companies rely on this product" gains momentum with a "472 of the 500 largest companies rely on this product."
Do you apply the 4 U's?
How you're sensing, not much.
AdWords ads typically meet one, the lucky two. The 3 are exceptions and 4 ... before you see the Yeti.
An example: the highly competitive credit card. All posts announcements, 11 are occupied (and surely many more trying and failing to appear).
If you Google "free credit card" We see big business, insurance, passing the test of the 4 U's. Consider the first four spots:
1. Notice in the first position:
Is Urgent? NO, 0 points
Is it useful? Yes half (me is messing with the account, I want a card), 0.5 points
Is it unique? Yes, 1 point
"Ultra-Specific? NO, 0 points
TOTAL: 1.5 of 4
2. Announced in second position:
Is Urgent? NO, 0 points
Is it useful? No (you contributing any benefit?), 0 points
Is it unique? Bit (only contributes to the mark), 0.5 points
"Ultra-Specific? NO, 0 points
TOTAL: 0.5 of 4
3. Announced in third place:
Is Urgent? NO, 0 points
Is it useful? Yes, 1 point
Is it unique? Yes (no one talks about "without changing the bank"), 1 point
"Ultra-Specific? NO (why is it free?), 0 points
TOTAL: 2 of 4
4. Announced in fourth position:
Is Urgent? NO, 0 points
Is it useful? Yes, 1 point
Is it unique? Yes, 1 point
"Ultra-Specific? Yes (at least, is the most arguments I get when I'm looking for a "credit card free", 1 point
TOTAL: 3 of 4
Seize the vacuum
In view of the few U's compliance, it seems there is room for a little more effort.
With best texts will get better click ratios (CTR) and thus lower costs for being in the top positions. Because, remember, AdWords decide who is above all not only by the size of the check, but also wit.
Next:
- Review your ads more traffic, more money will lead (Regulation 80/20)
- Look how many of the 4 U's previous meet
- Monta tests including sponsored links to at least three of the four U's
- Check the result after a few days and acts accordingly
Thinking is free. Do not think is very expensive.
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