Adword Ads Writing Basics

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Before you write an ad, you have to remember that in even a low-competition market,
your ads are under pressure to perform (that is, your clicks must also convert), or otherwise
they will end up costing you money. Because of this you should always write ads with two
things in mind:

1.The ad must persuade the prospect that the page this ad points to will hold the answer
to what they are looking for.
2.The landing page must deliver on what the , otherwise the clicks will be
wasted.


In addition, you also have to ensure that only those people whom you are targeting will
click on your ad. Or to put it differently, you want to make sure that you get the clicks that
are most likely to convert into buyers.

Now that we know what's required,we can map out some guidelines for writing the ad.


Identify what you are selling
Make sure you have a clear idea of what you're selling and how that will tie in with your ad.
Choose the keywords that apply to your site, and include them in your ads.

Narrow down your target market

Understand who you are selling to. An excellent example of this is one of Perry Marshall's
recent ads for his book, Guide to Google AdWords. He's targeting serious business minded
people who are willing to pay for quality products, so he's made sure that he
lists the product price in the ad. Does
that help? It will potentially keep out
people who are looking for free advice

or those who cannot afford the book.

Narrowing your market.
You can refine the focus of your market
by writing down who exactly you are
selling to for my weight loss e-book
that I wrote way back when I was
starting out in Internet Marketing, I focused on young adults who led extremely busy
lives and wanted an easy, effective and time-saving solution to managing their weight
problems.


Use focused keywords to help you create a targeted ad

As I've explained in the previous section, focus on subtopics rather than ads for the
general keyword they convert much better into customers because you are able to
direct them to exactly that page that contains the information they are looking for.


Write to persuade this is sales writing in a very small space

Sales writing boils down to a simple principle convincing the reader to take immediate action
on what the writer wants them to do (sign up to a list, buy a product, etc). To do this right, you
have to first attract their attention (headline), convey the most powerful benefit (first line)
and provide a logical justification for taking that action through your most powerful feature
(second line).

google ad words made easy (book) By Brad Callen

Pushing the 'Start' button (Forth step of creating your Adword Ad )

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You'll be asked to review your account (what you've entered so far).

The page simply lists all the information that you've input, including your ad, selected
keywords and your maxCPC/ daily budget as well.

Scroll down, make sure you haven't made any errors (you can fix them by clicking on the
'Edit' button next to each field), and then click on "Continue".

The next page will ask you if you have a Google Account. Depending on your subsequent
answers, it will either ask you to create one, or ask you to enter your Account login info.
I'd recommend that you create a separate account for AdWords (for security purposes),
but in this example we're going to assume that you already have a Google account and
will use that instead.

Once you've passed this step (and confirmed your account), Google will send you a
confirmation email to the email address you've entered. Open the email, click the link
back to Google, and then enter your credit card or payment information to officially
open the account.

And that's about it. Once you've entered your payment information, your ads will start
showing almost immediately.

That took you more time to read than it takes to create an AdWords account!


google ad words made easy (book) By Brad Callen

Bidding on Keywords (Third step of creating your Adword Ad )

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Enter your keywords:

You'll notice that I've enclosed my keywords in quotes as well as brackets. Basically,
AdWords uses three types of phrase matches to match your ads with the terms being
searched at the time broad match (no quotes or brackets), phrase match (quotes) and
exact match (square brackets).

Broad match: This is the default option. When you include keyword phrases such as tennis
shoes in your keyword list, your ads will appear when users search for tennis and shoes, in
any order and possibly along with other terms like: new tennis shoes, mens shoes for
tennis, and so on...
Broad matches are often less targeted than exact or phrase matches.

Phrase match: Your ad appears when users search on the exact phrase and also when
their search contains additional terms, as long as the keyword phrase is in exactly the same order. A phrase match for "tennis shoes" would display your ad if a user search on:
red tennis shoes,new tennis shoes, but not for: shoes for tennis

Exact match:The search query must exactly match your keyword. This means [tennis
shoes] will only match a user request for: tennis shoes and not for: red tennis shoes, even
though the second query contains your keyword.

More details on broad, phrase and exact matches in chapter 6, when we will study
keyword research for AdWords in full detail.
Onto the next step...
Once we've entered the keywords, we now have to choose our bid amounts. You'll see a
screen as shown below:

First you'll select how you'll pay for AdWords. Based on your IP address, Google
automatically determines your local currency and sets that as the default value, but you
should change it to US dollars. That makes it a lot easier to manage your account as you'll
find that almost everyone discusses bid prices in dollars (especially all other guides on
AdWords). This setting cannotbechanged once your account is activated.

After this, you set your budget. This is the maximum amount you're willing to spend
throughout the day (divide your monthly budget by 30 for an easy way to reach this
number). For our example, I want to get maximum exposure here as well as test the ads
quickly (so I can refine them based on results), so I'll set this to $100 (for big campaigns and
especially for highCPCterms, you might have to set this much higher).

Note: If you're just beginning, you can set your daily bid
amount to $5/day if you want and Google will just stop
displaying your ad after your daily limit has been
reached.

Next, you set the maximum cost per click (CPC) for your keywords. Ideally, you should set
the CPC for your main keywords individually, but for now (and for the beginning part of
your campaigns) an over all CPC will do just fine. Since we already know from our keyword
research that we can get top position for our ads by staying within $5, I'll be conservative
and bid $1.00 per click. This will allow me to get a good position and stay within budget our
budget
After this, you get traffic / clicks / position estimates based on your settings. It gives you an
approximation of how many clicks (and what average position) you will get for each
entered keyword (based on your max CPC and daily budget).

By now, you're almost done. Click "Continue".

google ad words made easy (book) By Brad Callen

Writing your Adword Ad (Second step of creating your Adword Ad )

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Let me take a minute to explain what we've done here, and why.

Our main search phrase is also the headline whenever possible, follow this example and
put your main keywords in the headline.

The first line is a benefit in this case, expert advice for people who are looking for help on
how to set up home theater systems. No matter what your level of knowledge, the
chance to get input from an expert (in this case, free advice) is hard to pass up.

The second line is our feature a free report available for immediate download. Your
feature will be a specific offering that matches your previously stated benefit most
closely.

The last two lines are the URLs first url will be the one displayed this must resolve to an
actual web address. The second line is the actual url where the prospect will be
redirected to that is, it must contain the address of your landing page.

And your ad is written! Following this template, you can put together ads in as little as 4
minutes (like I did right now).

Click on "Continue", and Google Ad Words will do an automated check on your ad text
and the provided urls to make sure that they follow their guidelines. Once that is
complete, you will betaken to a screen where you have to enter your keywords.


google ad words made easy (book) By Brad Callen

Setting up your AdWords account (First step of creating your Adword Ad )

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Go to the Google AdWords homepage (http://adwords.google.com/select/) and click
on the "Click to Begin" button to get started.

The next screen will give you an option between two types of accounts Starter and
Standard. Since we're going to be going deep inside Ad Words, there's no need to go for a
Starter account select "Standard" and then click on "Continue".

On the next screen, you choose the languages you want to target. So if you were in
Germany and wanted to target German-speaking Google users, you would select
German. Google also let's you target specific countries, specific regions and cities or
even a specified geographic location (such as a 20-mile radius around a certain street
address, for example).

I selected the 'target by country' option, so in the next screen I was asked to enter the
countries I wanted to market to in this case, since we are selling physical products we will
restrict our target market to US and Canada (a good thing, because this where the
heaviestdemandforhometheater system resides as well).

I'd recommend sticking with "country-level" targeting for now the other two options are a
bit more advanced, and I personally never use them.
Let's move to the next step writing your ad.

google ad words made easy (book) By Brad Callen

5 Reasons why you should be using Google AdWords

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Reason 1:The Google audience / user base has traditionally catered to technical
audiences and more importantly, to Internet savvy users.
The kind of users who are comfortable with buying online

These users (the tech-savvy, buying kind) are more likely to use Google than Yahoo or
MSN).

Reason 2:Google Ad Words delivers instant results - you can have your ad campaign up
and running in 10 minutes flat. Compared to this Yahoo can take anywhere from 2 to 5
days while they manually review ads.

Reason 3:With Ad Words, you can go target your prospects geographically down to
countries, states and cities. This is a great advantage for businesses selling hard goods or
services - they would prefer local prospects as opposed to someone half way across the
world.

Reason 4:My favorite quality about Ad Words is that it rewards good ad performance - that is, for an ad that converts (clicks/impressions percentage) exceptionally well (high
click-through-rate (CTR)), your ad will get better ad placement as well as better pricing.
Google wants to display the most relevant ads for the user. So... it makes perfect sense
that YOU will pay less per click, the higher the click through rate of your ad is.

Note:Click-through rate is simply the percentage
that users click on your ad. For example, if 100 users
saw your ad, and 2 people clicked your ad to visit
your website, your click-through rate would be 2%
(2/100).

Reason 5:Your competition cannot see the exact amount you're bidding for your
keywords or the CTR your ads are getting - a distinct tactical advantage that Yahoo lacks.

Basically, your competition will NEVER be able to tell how you are marketing your product,
unless they use a trick I'm going to show you later ;-) So, they won't be able to copy off of
your marketing and steal your prospects.
Bottom line - bringing instant traffic to your websites and converting those prospects into
satisfied customers is a much better option than waiting around for your search engine
rankings to.
And, in my opinion, Google Ad Words is the only game in town when it comes to PPC
advertising.
In the next chapter, I'll sit with you and take you through the entire process of creating an
ad campaign through Google Ad Words. I'll take you from start to finish - from picking your
keywords to creating an account to writing an ad to making it go live - and we'll do it in
less than 10 minutes.


google ad words made easy (book) By Brad Callen

What is Google AdWords?

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With Google AdWords, you can create and run ads for your business, quickly and simply. Run your ads on Google and our advertising network -- no matter what your budget, you'll only pay when people click your ads.

AdWords ads are displayed along with search results when someone searches Google using one of your keywords. That way, you'll be advertising to an audience that's already interested in your business. You can also choose to display your ads on content sites in the growing Google Network. And, you can choose the exact content placements where you'd like your ad to appear, or you can let contextual targeting match your keywords to content.

You can choose from a variety of ad formats, including text, image, audio, and video ads, and easily track your ad performance using the reports available in your account.

There's no minimum monthly charge with AdWords -- just a nominal activation fee. Learn more about the cost of advertising with Google AdWords.

To find out more about Google AdWords or to begin creating your ads, visit the AdWords home page.

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