How You Can Write Killer Ad Copy

How You Can Write Killer Ad Copy SMX Sydney 2009 Lucas 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

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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

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Add a Strong Call-To-Action
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Google’s Killer Ad Copy Guidelines
Use the Keywords

What Else is there to Writing Killer Ad Copy ?

Capitalises the First Letter of Each Word (Well, almost every word)

Capitalises t he First Letter of Each Word
Title Case Ad
Everything is Capitalised Except
Articles, Preps & Conjunctions.
CTR: 3.28%
Conversion Rate: 2.4%
Lower Case Ad Only the first words in this ad were capitalised. CTR: 2.60% Conversion Rate: 1.2%

Capitalises t he 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

Steve Irwin Dead
#1 news site for 1 st time in 2 years
+14,000 diggs
808 external links

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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 Widget Cheaper?

Is Your Widget Harder?

Is Your Widget Faster?

Is Your Widget Better?

Is Your Widget Stronger?

Does Your Widget Ship Faster?

Does Your Widget Last Longer?

Do Your Widgets Come 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 3 rd party source)

Killer Ad Copy Uses a Psychological Trigger (There are over 30 of them!)

Sense of Urgency Hurry, this Offer only Valid for Five Minutes

Desire to Collect Hello Kitty, Snoopy, Pokemon, Beanie Babies

Desire to Belong Body image, Apple fans,

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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 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 Covers whosdatedwho.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

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 @lucasng I would love your feedback!

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How You Can Write Killer Ad Copy

by Lucas Ng on Apr 02, 2009

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How You Can Write Killer Ad Copy — Presentation Transcript