This document provides training on writing effective ad copy for pay-per-click (PPC) advertising campaigns. It covers topics such as unique challenges of ad copy, benefit vs description lines, using unique selling propositions, writing ad copy using a step-by-step blueprint, testing techniques, and best practices. The training is part of a larger PPC training series that has previously covered keyword research, campaign setup, and advanced tools.

1. 10-Spaces Consulting, Inc
design & strategy for the web
PPC Training
Session 5
Writing Adwords Ad Copy

2. PPC Training Recap
• Session 1 - Keyword Meaning
• Session 2 - Keyword Research
• Session 3 - Adwords Campaign Setup
• Session 4 - Advanced Adwords Tools

3. Adwords Ad Present
Unique Challenges

4. Special Considerations
• Limited space
• Editorial Guidelines
• Its the first step in the conversion funnel
(Persuasion = KPI = CTR ) with your
Customers
• Not mean to make the sale
• Think cascading waterfall - ad leads to
page, page leads to headlines, headlines lead

5. Insider Tips
• Your keywords must match your ads
• core principle to the entire process
• When you find keyword which don’t match
(based on results)

6. Insider Tips
• Pause current word, move to new ad group
• Start over with a new message that
matches the keyword-intent exactly.
• Note: this is fundamental to the “Go-Wide,
Then-Deep” campaign deployment tactic
• Doesn’t apply as much when keyword and
ad groups are 1-to-1 matching

7. Advanced Strategies for
Keyword Inclusion

8. Adwords Editor - Tricks
and Tips Review

9. Google Ad Copy
Mechanics

10. Google Ad Copy
Mechanics
• Headline - Keyword or Benefits
• Description 1 - Benefit
• Description 2 - Feature
Display URL - Proper Domain + Keyword

11. Ad Copy - Benefit vs.
Description Lines
• Feature
• What it does
• What is made out of

12. Ad Copy - Benefit vs.
Description Lines
• Benefit
• Outcome - What You’ll get from using it
• Resolution - The problem it solves
• Potential - The ambition it will fulfill

13. Ad Copy - Benefit vs.
Description Lines
• Examples
• Huge inventory - one stop shopping
• Widest selection - find stuff you can’t get
elsewhere
• Discounted price - save money
• Free shipping - save money

14. Unique (Solution)
Selling Proposition

15. Unique Solution Selling
in Google Ad Copy
• Unique Selling Proposition
• What is exclusive and unique to you?
• Meet the customer where they are
• Don’t assume how much your customer
knows about their problem

16. Unique Ad#1
Solution Selling
in Google Ad
Example Ads
Ad#2

17. USP - Ad #1 vs. #2.
• How much do they really know - probably
searching on the effects of his problem but
doesn’t really know how to get to the root
of it.
• Expertise and information is currency -
offer to educate them, they’ll buy out of
gratitude.

18. Unique Ad#1
Solution Selling
in Google Ad
Offer to Solve the Customer’s
Problem Ad#2

19. Ad Copy Tactics

20. Search Intent Harmony
• Are you in harmony with the problem your
customers are really trying to solve.
• Don’t interrupt their thought process
• Help them build momentum toward a
solution
• Don’t bring up negative sales points

21. Personnas Help You
Write to 1 Person
• Know who you’re writing to
• Personnas - Develop fake customer profiles
• You can also use customers you talk to
on a regular basis

22. Personnas Help You
Write to 1 Person
• Best customers
• Common phone sales questions
• Worst customers

23. Personnas Help You
Write to 1 Person
• What’s in a typical day?
• What frustrates them most during the
day
• Respond to “if only I could stop dealing
with ‘x’, I’d have so much more time on
my hands.”

24. Pre-Qualify w/ Google
Ad Copy
• Pre-qualifying in ad copy
• Use ad copy to limit the clicks you get
(so you don’t get tire kickers)
• What you say in your ad can lead to
attracting sales or just clicks (clicks w/o
sales = cost)

25. How to Start Writing
Ad Copy; A Step-by-
step blueprint

26. Blue Print to Start
Writing Ads
• Outline the type of offer you’re making in a
spreadsheet.
• What are the points of resistance (deal
breakers)?
• Make a list of the features in a spreadsheet

27. Blue Print to Start
Writing Ads
• Answer the question “so what?” after each
feature
• Use the results of the above to merge all
of your benefits and write them in a

28. Blue Print to Start
Writing Ads
• Use the results of the above to merge all of
your benefits and write them in a
paragraph format
• Don’t stress about grammar or
correctness.
• Write like you’d explain what you do for
a living to a friend via email.

29. Blue Print to Start
Writing Ads
• Whittle them down to just 1-3 short
sentences (10-15 word sentences)
• Remove all unnecessary
• Limit adjectives and superlatives

30. Blue Print to Start
Writing Ads
• Slim down even further to the character
limits for each Google Adwords ad copy
line
• Tip: MS Excel has functions to count
the number of characters. This is
easiest since you can set up dynamics
counting. Rather than having to mouse
to a menu

31. Blue Print to Start
Writing Ads
• Modify the base copy for each Adgroup/
Keyword
• Doing so will probably inspire other
copy ideas

32. Tips for Better Ad
Copy Writing

33. Tips for Ad Copy
Writing
• Descriptive Modifiers - use cheap,
discount, premium with keyphrases
• Incentive - why should I buy? Why should I
believe discount percentages?
• Credibility - why should I trust you?

34. Tips for Ad Copy
Writing
• Guarantee - what if I have buyers remorse?
• Imagery - Using words which mental
imagery; appeal to the senses
• aim, inspect, look, see, reveal, view, watch,
show
• announce, call, command, describe
• amaze, balance, extend, grab, let go, pitch,
point, pressure, ragged, solid

35. Ad Copy Testing
Techniques

36. Ad Copy Compounding
• Ad Copy Compounding - small ad copy
changes to lower costs/increase CTR
• test simple changes to ad copy
• don’t delete or change the original ad
• set a new ad to compete against the old
with a slight change.
• keep the winner, build next one with
new change

37. Ad Copy Compounding
example ads courtesy of Perry Marshall

38. Ad Copy Compounding
example ads courtesy of Perry Marshall

39. Ad Copy Compounding
example ads courtesy of Perry Marshall

40. Ad Copy Testing Ideas
• Word order
• Capitalization
• Display URL format
• Invert description lines
• Change the tone of the copy to match your
customer

41. Ad Copy Testing Ideas
• Full line of ad copy variant
• Punctuation - try variants: questions,
exclamations, periods (not all pass editorial)
• Domain
• Capitalization
• Alternate Domain Name

42. Benefits of Ad Copy
Compounding
Technique
• What happens if you do better?
• Google automatically lowers the CPC
• Google may bump you up a notch

43. Tips for Google
Adwords Ad
Copywriting

44. Ad Copy Best Practices
• Ad copy must match keyword in an ad
group
• Headline/Title - most important part of the
ad. More relevant = more click
• Users scan in an “F” pattern

45. Ad Copy Best Practices
• Match title to keyword phase
• Ads should feature key phrases
• If you can compete on price, feature it in
your ad

46. Ad Copy Best Practices
• Secondary offers work well (primary
offer=product) - free shipping, free bonus,
trial offer
• Short display URLs work the best
• ‘www’ works best in front of display URL,
but test

47. Ad Copy Best Practices
• Capitalization can work well in display
URL, but test
• Quantify your offer in your ads - how
much, how long to take effect, etc
• Avoid over-the-top writing

48. Ad Copy Best Practices
• Create at least a sense of urgency in your
ad, if not actual urgency (offer ends soon)
• Use clear sentences--don’t keyword stuff
• Credibility indicators should be features if
there’s space

49. Upcoming Sessions
• Session 5 - PPC Ad Copy
• Session 6 - PPC Landing Pages
• Session 7 - Landing Page Copy Writing
• Sessions 8 - Adwords Q/A