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Headlines and Pay-Per-Click Campaign Management 
By: Kirt Christensen
Just imagine, you have an army one hundred thousand strong, they are all salesmen canvassing the planet just for you. That is what your Google Ads are. The best thing is that you only have to pay them when customers open their doors to hear them.
The identical verbiage you use for getting someone to buy from you in person or by telephone is the same language you should use when creating your Google ads. Ads are just printed sales talk.
Before attempting to write ad copy, do this exercise. Explain what you are selling to an individual who would possibly buy from you. As you see their responses of interest, such as eyebrow raising, and leaning forward, make note of what you said that brought on that response.
That army of tiny Google salesmen will succeed for that reason also. Your biggest challenge is the limits on space. You are limited to 25 letters and spaces or less in the headline and the two lines of body are limited to 35 letters and spaces each. Your display URL is also limited to 35 letters and spaces.
These are you limits. But that is ok! You have a relatively uncomplicated goal; be straight-forward; plain and pertinent.
English majors and Ph.Ds, and even MBA's generally suffer from severe marketing debilitations. In advertising, an academic education is more of a liability than an asset!
Literary genius is not a requirement. Street lingo is more the style for Google Ads, not highbrow terminology. You want to speak in a conversational language that he is comfortable with on a daily basis. That is when he will 'click'.
Within the fraction of a second it takes to read your headline, your prospective client will make up her mind on the question 'to click, or not to click'. Your headline will hold the greatest amount of advertising weight on your webpage, just as it does with print advertising.
Your potential clients are using specific search terms. You want to plug those terms into your headline. This will be his first relevancy clue. Which means that you need to make enough different ad groups so that each one of your major keyword terms has its own ad.
Perhaps you sell customized power supplies. Your potential customers are going to use any one of many different pathways to you. He could use "adaptors" for a search term. He may use the term "power supplies". He may type "transformers" in to the search box.
The thing to do is click on over to your favorite keyword tool, like Wordtracker, or maybe you have some keyword generating software. When you are there you will find all the major variations and related keyword terms for your niche market. Your next step will be to divide them up into sub sets for grouping to match specific ads. Such as:
Custom Power Adaptors
Record-Speed Custom Production Time
Get a Full Quote in 1 Business Day
XYZAdaptors.com
adaptor
adaptors
ac adaptor
power adaptor
custom adaptors
Custom Transformers, Fast
Inventory Cost, Lead Time Advantage
Get a Quote in One Day or Less
transformer
transformers power
transformers
electrical transformers
voltage transformers
Power Supplies to Order
Inventory Cost, Lead Time Advantage
Get a Quote in One Day or Less
XYZAdaptors.com
power supply
power supplies
switching power supply
dc power supplies
ac power supply
These ads aren't very flashy, are they? They're not loaded with over-the-top language; in fact, to folks like you and me they're, frankly, boring. But that's okay. They aren't meant for the average guy on the street.
This particular company caters to engineers. These ads speak the language that engineers would understand, relate to, and appreciate. They match their audience just fine. And they get a good clickthrough rate.
Using your major keywords in your headline and creating as many different ad groups as you need with all of your biggest keywords is what makes the formula work.
Article Source: http://www.uberarticles.com/articles
Need to optimize or "fix" your Adwords & PPC campaigns? Kirt Christensen manages over $600k in PPC spending & knows what it takes to make your account hum! When it comes to adwords account management, he's the man!
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