This document provides tips for improving Google Adwords campaigns by writing effective search engine ads. It recommends (1) thinking like your target market and addressing their problems, (2) adding emotion to capture their attention, (3) creating ads tailored to different types of buyers, (4) painting a vivid picture of results, and (5) mentioning popular or unusual examples of what is offered.

1. Improve Your Google Adwords
Search Engine Ads

2. The haiku-sized blocks of text that show up when people
hunt for information on Google or Yahoo can cost-
effectively deliver perfect prospects day after day to your
site. For instance, one pay-per-click ad I wrote sends its
owner all the $2,000 clients she can handle for just $39.88
a month.

5. 1. Think your way into the mindset of your target market.
What is the problem that sent them searching on Google?
For instance:

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9. 2. Now inject some emotion into your ad, the emotion felt
by your potential customer or client. How can you capture
their problem in unexpected, dramatic words?

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13. 3. Imagine several different types of buyers and create ads
tuned into each one.

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23. 4. Paint a vivid picture of the results buyers enjoy after
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27. 5. Mention either unusual or popular examples of what
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