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Think of it, an army of more than 100,000 miniature salesmen in the form of Google Ads covering the planet all working for you. The only time you have to pay them is when a customer will open the door and hear their message. Advertising is selling in print. That means the words you should use in your Google ads are the same words you use when you're on the phone or sitting across the table from a prospect, convincing him to buy something. In advance of writing your ad copy use this exercise: Tell someone who might want to buy your product all about your product. Watch for their responses of interest, such as raised eyebrows and leaning forward, then take note of what you said to elicit 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. You see your limits here. That is alright though. You don't have a complicated goal: clarity, simplicity, relevance. Literary folks with Ph.Ds or even MBAs generally have serious marketing disabilities. For advertisers academics can be more of a hindrance than a help. 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'. Just like in print advertising and on web pages, your headline swings the biggest difference in response. It's in that split second reading of your headline copy that your customer first makes up his mind whether you're really relevant. 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. For instance, what if you sold custom power supplies? There is certainly more than one direction a potential client can come looking for the product or service you sell. He may be searching for "adaptors". He might be searching for "power supplies". He might be searching for "transformers". What you must do is head to your keyword tool, like Wordtracker, or maybe special keyword generation software, and you search out all of the possible keyword variations and relative terms for your market niche. Then divide them into small groupings that can be matched to specific ads. Like: 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 may not seem to be very catchy. They don't have any real attention getting phrasing either. In fact they may seem boring. But since they aren't aimed at the average Joe on the street. That is just fine. These ads are aimed at engineers. They use language and terminology that is understood and appreciated by engineers. This is a perfect ad for the audience it is aimed at. The most telling fact is, they have a good click through rate. Use your main keywords in your ad headlines and keep things relevant by making as many ad groups as you need to match your main keywords. That is the secret formula.
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With over ten years of experience in pay per click management , Kirt Christensen, will share his expertise in PPC management, by giving you tips he found that are effective (and some that aren't). www.managemypayperclick.com">www.managemypayperclick.com
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