How You Can Write Killer Ad Copy
Transcript of How You Can Write Killer Ad Copy
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!