Writing the perfect ad
Writing the perfect ad is an art, and with practice and feedback you can hone your skills so you can craft killer copy, and not be the copy cat.
First, know your target, and speak to them directly. Don't take the shotgun approach, be a laser. Are you looking to speak to information seekers, shoppers or buyers? The message will be different for each one of them. Know the geography of your prospects, and limit the PPC campaign to that area. Do you know what else they are into?
Remember to sell in the website, not the ad. If the prospect was truly ready to buy, they would be buying the product, not looking at a search engine results page (SERP). Write an ad that resonates with the reason they are looking at a SERP. Users go to search engines to get information. What information do they need about your product/service. Answer that question, and you have a winning ad.
AIDA / Attention, Interest, Desire, Action Get the user's attention, then their interest that leads to desire, then a call to action.
A few specifics of Ad writing:
• Keep adWord groups tightly focused
• Use a question in the headline and use adjectives
• Be specific with a call to action, and keep it simple
