It’s not as easy to write high converting AdWords ad copy as it may look to the beginner. Interestingly, a lot of times the problem has to do with the short length of the ads. Your ads have a lot of work to do when they’re live, and if you don’t have much experience with copywriting then it really can be hard to do. To that end, we’ll be talking about several approaches and tactics to writing converting AdWords ads that you can use, today.

Always write your ad keeping the main benefits of the product in mind. Also, hopefully you know the difference between benefits and features because it’s important. If your XYZ Widget can save 2 hours a day for someone, then a good benefit is not only time savings but being able to use that time for more productive activities. The thing to remember is that people are basically selfish, no joke, and the benefits allow them to “feel” the emotions associated with the things they want. The reason for this is, when people look at an ad, they don’t click on it because it looks appealing. They click on it because they see that the product/service could benefit them in some way. Take that list you wrote with the benefits, and then the goal will be to find the one that converts the best.

You absolutely should conduct split testing to determine the most powerful benefit that produces the highest conversion rate.

One attractive part about Google AdWords ad copy is how brief they are, but the possible drawback is if you have no experience writing in this format. Avoid using words that do not have reason to be there – your ads need to be super tight. You do not have any room for playing around with only sixty available spaces, and that also includes the spaces between words. So make your ad stand out by making it powerful and adding only the most important points. If a person skips over your ad, then they’ll click on another or leave – but the thing to remember is they’re gone forever. Hence the requirement for causing as much “wow” with your ad as possible. So, all in all that is what you’re dealing with when you do PPC. Never be afraid of the competition with PPC, or marketing, and just get educated about it more. Pick your best benefit and work that into your ad, then test it. You always need to carefully consider whether or not to use the word “free” in your ads. Be extremely clear in your ads about what the point is in the ad. PPC advertising is all about being relevant, and that is critical to success.

AdWords ads can be made much more powerful with the use of story. It may seem like something that is not possible, but it is. You’ll be simply saying something that grabs their hearts and causes them to have sympathy or empathy. This will help you connect with them on a higher level and let you achieve what you want. There are many other things you can do to boost your AdWords ads conversion rates.



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