How You Can Write Killer Ad Copy

SMX Sydney 2009Lucas Ng

Let’s Begin with Google’s

Guidelines to Writing Ad Copy

Google Guideline #1

Use the Keywords

Use the Keywords(Keywords get 50%

more clicks)

Use Keywords. Get Bold.

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Google Guideline #2

Use Prices and Promotions

Use Prices and Promotions

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Add the Price or Promotion

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Google Guideline #3

Use a Strong Call-To-Action

Use a Strong Call-To-Action(The Triple Threat)

A Strong Call-To-Action:

Increases CTR

A Strong Call-To-Action:

Sets Customer

Expectations

A Strong Call-To-Action:

Increases Conversion

Rate

Use a Strong Call-To-Action

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Add a Strong Call-To-Action

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Google’s Killer Ad Copy Guidelines

1. Use the Keywords2. Use Prices and

Promotions3. Use a Strong Call-To-

Action

What Else is there to Writing Killer Ad Copy?

Capitalises the First Letter of Each

Word(Well, almost every

word)

Capitalises the First Letter of Each Word

Title Case AdEverything is Capitalised

ExceptArticles, Preps & Conjunctions.

CTR: 3.28%Conversion Rate: 2.4%

Lower Case AdOnly the first words in this

adwere capitalised.

CTR: 2.60%Conversion Rate: 1.2%

Capitalises the First Letter of Each Word

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Understands the Audience

(What is the audience profile and behaviour?)

Who is Searching?(What age, gender,

geolocation?)

Who is it for?(Is it for themselves?

Someone else?)

Why are they Searching?

(What has triggered their search process?)

Who Else is Influencing the

Searcher?(Does the wife have

the final say?)

How are They Searching?

(Consider language)

Understands the Audience

(What is the audience profile and behaviour?)

Understands the Audience

Crocodile Hunter’s Deadly Dive Crocodile Hunter Dead Crocodile Man Killed Steve Irwin Dead

Understands the Audience

Steve Irwin Dead #1 news site for 1st time in 2

years +14,000 diggs 808 external links

Understands the Audience

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Understands the Audience

Marketingexperiments.com Tested 5 Ads 21.5% better vs. 2nd best ad 121% better vs. worst

Killer Ad Copy Differentiates from

the Rest(Killer ad copy doesn’t

copy other copy)

Killer Ad Copy Differentiates from

the Rest(In two ways)

Killer Ad Copy Uses a Unique Selling

Proposition(That’s a USP, folks)

Is Your WidgetCheaper?

Is Your WidgetHarder?

Is Your WidgetFaster?

Is Your WidgetBetter?

Is Your WidgetStronger?

Does Your WidgetShip Faster?

Does Your WidgetLast Longer?

Do Your WidgetsCome in a Wider

Variety?

Differentiates With a USP

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Killer Ad Copy is highly relevant to your Landing Page

(Verify language with 3rd party source)

Killer Ad CopyUses a

Psychological Trigger

(There are over 30 of them!)

Sense of UrgencyHurry, this Offer only Valid for Five Minutes

Desire to CollectHello Kitty, Snoopy, Pokemon, Beanie

Babies

Desire to BelongBody image, Apple

fans,

ExclusivityBe One of 50 Owners of this Limited Run

Widget

Instant Gratification

See Results Immediately!

Find a Psychological Trigger

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Killer Ad Copy…also Filters Clicks

(Qualify Your Leads)

Filter Clicks: Qualify Your Leads in Four Ways

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Killer Ad Copy…is a

Continual Process(Of test, refine, test)

Test, Refine, Test!

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Test, Refine, Test!

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Test, Refine, Test!

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Test, Refine, Test.

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Test for Success

You Must Always be Testing New Ad Copy

Got Ad Constipation?

Can’t Write a New Ad?

Got Ad Constipation?

Look at Other Industries – Which Ads

Stand Out?

Got Ad Constipation?

Look at the Competition Overseas

Got Ad Constipation?

Try Twitter

Got Ad Constipation?

Try Magazine Coverswhosdatedwho.com/magazines

Got Ad Constipation?

Steal from your Sales Team

Killer Ad Copy• Uses Keywords• Uses Prices & Promotions• Uses a Strong Call-To-

Action• Capitalises the First Letter• Understands the Audience

Killer Ad Copy• Differentiates• Is Highly Relevant to the

Landing Page• Uses a Psychological Trigger• Filters Clicks• Is a Continual Process of

Testing and Refining

Thank You

Tweet me @lucasngI would love your feedback!